Are These the Food Trends That Will Dominate 2026?

Which food trends will really take hold - and which will remain just social media hypes? The online supermarket and farm shop Gurkerl has analyzed internal sales data and identified five key food and drink trends that will significantly influence 2026. Chief buyer Nina Gerhardt provides insights into changing consumer habits, new enjoyment demands, and the role of technology in shopping.

Food Becomes a Wellness Activity

2026 will be the year when nutrition becomes even more of a "self-care" habit. What was once primarily a beauty topic is now becoming an expectation for the food and beverage industry: food should not only fill us up but also strengthen and optimize us. No wonder topics like gut health are more present on social media than ever.

This is Most in Demand in Austria

According to Gurkerl's analysis, the demand for superfoods (including chia, spirulina, blueberries, nuts, and kale) has increased by 32 percent compared to the previous year. Probiotic drinks (such as kefir or kombucha) also recorded a significantly higher demand with 45 percent.

Social media also has a major influence on purchasing behavior: Gurkerl reports a strong increase in protein-rich products in almost all categories. However, collagen-containing products are experiencing a massive boom. They are said to have an anti-aging effect, which is why they are very popular among beauty enthusiasts. Chief buyer Nina Gerhardt is confident that this trend of functional snacks and healthy classics will continue in 2026.

Non-Alcoholic Beverages Boom

The alcohol-free trend continues, however, the online supermarket expects that 2026 will become the strongest year so far. Alcohol-free is increasingly not seen as a sacrifice, but as a conscious decision that combines enjoyment, health, and lifestyle, according to the company.

Orders for alcohol-free alternatives are already significantly increasing, with the number rising by around 40 percent year-on-year. This could be due to the growing selection of good-tasting alternatives, says Gerhardt.

What trends online ends up in our shopping carts

In 2024, Dubai chocolate caused a stir, and this year it was mainly the Fruit Cakes by Cedric Grolet. Products that surprise, are available in limited quantities, or are more expensive, spread particularly quickly - spurred on by influencers who promote them. Which hype will excite the community next year cannot currently be clearly determined, says Gurkerl. It is certain that sweets, in particular, are at the center of internet hypes.

Private labels are becoming increasingly popular

After a year strongly marked by inflation and rising prices, consumers in 2026 are paying even more attention to their budget. However, they do not want to compromise on quality. This is exactly where private labels continue to gain importance. They offer a price-accessible alternative. This shift not only changes consumer behavior but also the strategy of the major players in the e-food and supermarket environment: private labels become a central component to create price stability, retain customers, and align assortments for the future. Gurkerl itself wants to expand its private label range to around 1,000 products by 2027.

(Red)

This article has been automatically translated, read the original article here.