2026 Grocery Trends and How to Spot the Marketing Gimmicks

As someone who has spent more than 20 years working inside the CPG world, I always look forward to January’s trend predictions. They’re fascinating and occasionally insightful. They are also often written with brands and investors in mind, not shoppers.

So this year, I wanted to write my own. For us shoppers who just want to see through the fluff and find the right products we want.

Whether we like it or not, these trends are coming to our grocery shelves. And once they arrive, they will fight aggressively for your grocery dollars. New packaging. New claims. New “solutions” to problems you didn’t even know you had.

The real question isn’t what’s trending—it’s what’s actually worth buying.

Below are the consumer and grocery trends I anticipate shaping 2026, along with the lens I use personally to evaluate whether something is a genuine upgrade or just very good marketing.

Yes, meat-based chips are having a moment. And surprisingly…they’re good.

To me, the open question is whether these replace the jerky or meat stick occasion, or whether they attract an entirely different shopper. Personally, I’ve never been a jerky stick fan (despite having had two jerky brands as clients—sorry!), but I was genuinely intrigued by Wilde’s buffalo protein chicken chips.

This is one to watch: not because protein chips are “new,” but because brands are getting better at making them craveable, not just functional. The marketing is changing from talking to gym rats toward families, especially moms just trying to keep their kids full with healthy snacks.

What to watch for? Sodium content and cholesterol will be present, but make sure the % DV (Daily Value) isn’t too high. Sugar content should be low for this type of product.

The U.S. tends to follow the EU on food and beverage trends, and matcha appears primed for a real breakout here. Expect to see it everywhere this year—RTDs (ready to drinks), at-home powders, on-the-go sticks, and even frozen matcha products.

The challenge? Consumer education is lagging. Most shoppers don’t know how to assess matcha quality, where it comes from, or why some versions are vastly tastier than others. That knowledge gap creates opportunity for both innovation and misinformation.

What to watch for? Country of origin may be a claim you care about. The highest quality will likely be from Japan. Also, watch the Nutrition Facts for the sugar content. Sweeteners will be added to finished products, such as canned beverages, and these sugar levels can be as high as those in soda.

There’s real pressure on Olipop. This was never a “hold forever” brand; an exit has always been the plan.

With Poppi’s sale to PepsiCo, Coke is now trying to build an internal competitor, but may ultimately decide it’s easier to acquire a brand that already resonates with consumers. Alternatively, if Olipop wants to hold the reins a bit longer, a distribution agreement with KDP (similar to Athletic Brewing) could dramatically improve margins and scale. Either way, expect headlines.

What to watch for? If you like this new wave of soda, you’ll see more promotions this year. PepsiCo will onboard Poppi into its promotional calendar, meaning it could be on sale for about 37% of the year. This is more on sale dates for you! Expect to see it also come down in promotional pricing this year, which means you could save money on Poppi, but also means competition like Olipop and Cove Soda will have to decide if it’s a race to the bottom.

Plain water is out. “Efficient hydration” is in.

This year, you’ll see women swap their 40oz tumblers for canned hydration drinks that promise better absorption, better outcomes, better everything. The problem? Most of these claims are unregulated and vague.

“Better for you” compared to what—soda? Energy drinks? Nothing at all?

What to watch for? This is classic marketing fluff, and it’s worth reading labels carefully before assuming hydration drinks are doing anything more than flavored water with electrolytes.

For years, protein messaging has been all about the number: 20g! 25g! More!

With roughly 12% of the U.S. population now trying or committed to GLP-1 medications, I expect that to change. Instead of shouting grams, labels will start focusing on outcomes—claims like “supports muscle,” “helps preserve lean mass,” or “keeps you fuller longer.” Same protein, but with a new language, and that drives a much stronger emotional appeal.

What to watch for? Many people get bloated or gassy from too much protein or from specific types of protein powder, which many of these CPG companies are adding to their products. Specifically, whey protein has been known to cause this as well as acne. So, check the type of protein. It’s always best to get protein from a natural source, such as roasted chicken, rather than a protein bar. However, it’s not always easy to carry a roasted chicken around, though I’ve seen it in my own friend circle! Lastly, you don’t need a bajillion grams of protein to feel full and build muscle. Mayo Clinic recommends 0.8 grams per kilogram of body weight. If you’re 165lbs, shoot for 60g of protein a day.

Retailers already do this during holidays (“Thanksgiving dinner for $40”), but 2026 will bring this strategy into everyday shopping.

At Kroger or Walmart, you might see:
“Five dinners for a family of four for $125 this week” or
“Feed your family for under $5 per person.”

These bundles will live online (one click, everything added to cart) and in-store via digital shelf talkers guiding you aisle by aisle. It’s convenient—and it feels budget-friendly—but it’s also a margin play. Just because it’s bundled doesn’t mean it’s the best time to buy every item.

What to watch for? Just because it’s bundled doesn’t mean it’s the best time to buy every item. For example, a retailer may put a Brand A Frozen Pizza in their bundle, but Brand B (your favorite) could be on sale the same week, and you miss it.

Women control roughly 88% of consumer spending, and Gen X and older Millennials are aging into perimenopause and menopause with real buying power.

Which means…the marketers are coming.

Beyond skincare and supplements, expect food categories, such as yogurt, snacks, and frozen meals, to start targeting this demographic directly. Some of this innovation will be meaningful. Some will be expensive nonsense, packaged very convincingly.

A shopper’s discernment will matter more than ever.

What to watch for: In addition to the “keeps you fuller longer” messaging that will resonate with these women, expect to see marketing claims about calcium, fiber, and omega-3s increase in stores. These are important, yes, but just like protein, it’s important to remember “more is not better” and consider getting these from whole foods first, before something like a cereal or bar.

This one sits slightly outside traditional CPG, but it is still consumer behavior, and it’s worth watching.

I occasionally listen to fiction audiobooks, and two recent listens—Tom Lake and The Dutch House—were narrated by exceptionally talented actors (Meryl Streep and Tom Hanks, respectively). The result? A noticeably elevated experience. Not distracting. Not gimmicky. Just…better. I tell people all the time, one of the best books I’ve listened to was The Dutch House because of Tom Hanks’ performance.

I started noticing the pattern elsewhere, too. Reese Witherspoon hired Chris Pine to co-narrate Gone Before Goodbye, which she wrote with Harlan Coben—and notably, he didn’t narrate it with her.

That feels intentional. And got my neurons firing.

So here’s the prediction: we're about to see a shift in voice acting for fiction audiobooks.

Audiobooks are one of the fastest-growing “formats” in publishing, and narration quality directly impacts reviews, completion rates, and re-listens. At the same time, actors are probably more open to remote, flexible work that doesn’t require months on set, long days in trailers, or flying across the globe for a single scene.

Recording an audiobook? That can be done from a studio, or even a high-quality home setup, on a flexible schedule.

If you’re a publisher, hiring a recognizable voice is a built-in marketing hook. If you’re an actor, it’s creative work with far more control over your time (no time spent in hair and makeup!) And if you’re a consumer? You get a richer, more immersive experience that makes listening feel like a premium choice rather than a compromise.

This may start at the high end of fiction. I mean, we are talking some serious A-List names I dropped, but I would not be surprised if celebrity narration becomes less of a novelty and more of a strategic standard. And, given Reese Witherspoon’s own intentionality behind the audio on her first novel, I would not be surprised to see Hello Sunshine start building out this vertical to co-promote through Reese’s Book Club.

Trends aren’t inherently bad, but they’re never neutral. Every claim, format, and “solution” is designed to influence how you spend your money.

My goal here is to help you understand what’s actually changing, what’s mostly noise, and how to shop with confidence rather than react to hype. Some of these predictions may truly benefit you and your lifestyle, and that’s great! But knowing what to look out for keeps the buyer’s remorse low.

Are you looking forward to any of these trends yourself? Tell me in the comments!

Cheers to using our resources wisely,

Andrea

P.S. If this kind of consumer education is helpful, and you want more behind-the-scenes insight into how products are built, marketed, and sold, subscribe to this newsletter. I’ll keep breaking down the trends, the tactics, and the trade-offs so you can make smarter choices with your dollars all year long.