The food and drink industry never stands still, but right now, it feels like it’s evolving faster than ever.
From rising costs and new packaging legislation, to shifting health priorities and changing social habits, brands are having to adapt at pace. Consumers are more considered about what they buy – meaning marketers, PRs and brand teams need to understand the why behind their changing behaviours.
That’s why we’ve created our Food & Drink 2026 Trends Report, shaped by our own hands-on experience working day-in, day-out with food and drink brands, combined with insight from brand marketers across the sector who are navigating these changes in real time.
What’s inside the Hatch Food & Drink Trends Report 2026?
This year’s Food & Drink trends report takes a deep dive into the key shifts we believe will shape the UK food and drink sector in 2026 and beyond – highlighting what they mean for brands and operators alike.
Trends covered include:
- Fibre Fever!
Fibre is having a moment, moving from nutritional afterthought to front-of-pack hero as consumers become more educated about gut health. - Consumers still processing “UPFs”
Ultra-processed foods remain a hot topic, but consumer understanding is evolving – creating both challenges and opportunities for brands. - Is Gen Z back on the booze?
After years of moderation messaging, we look at how Gen Z’s relationship with alcohol is changing, and what that means for drinks brands. - A liking for low-pressure socialising
Big nights out are giving way to more considered, casual moments – from daytime drinks to relaxed dining experiences. - A soft spot for functional drinks
Drinks that do something, whether that’s boosting energy, aiding sleep, or supporting focus, continue to gain traction. - The rise in early dining
Changing work patterns and lifestyle habits are reshaping when (and how) we eat out. - Good things come in paper packages
Sustainability and legislation are accelerating innovation in packaging, with paper stepping into the spotlight. - The new ice age
Frozen is no longer viewed as just the budget-friendly option – recent, premium developments in the freezer aisle are making consumers recognise the wider benefits that frozen can offer. - 2026 hot takes
Bolder predictions from in-house marketers on what else they expect to see in 2026.
If you’re planning for 2026, this report offers the insight you need to stay relevant and ready for what’s in store.
