JACKSONVILLE, Fla. — Acosta Group released its four major consumer predictions for 2026, highlighting the rising influence of hyper-personalization, functional wellness, relevant innovation, and holistic value across the retail, brand, and foodservice landscapes. The insights underscore a pivotal year ahead, in which transparency, authenticity, and data-driven engagement will become competitive imperatives for companies looking to strengthen loyalty and maintain relevance.
“Technology and evolving consumer lifestyles continue to reshape the shopping experience,” said Colin Stewart, EVP of Business Intelligence at Acosta Group. “This creates fresh opportunities for brands, retailers, and foodservice operators to predict consumer needs and drive excitement and trust.”
The forecasts are based on a year-long study with Acosta Group’s 40,000-member shopper community and insights from the organization’s retail, brand, and foodservice experts.
Shoppers Turn to AI Companions as Trust Becomes a Speed Bump
AI use has become mainstream, with 70% of shoppers utilizing AI tools during their purchase process. Acosta Group forecasts that 2026 will mark the transition from experimentation to dependence, as consumers increasingly rely on personalized AI agents to plan, compare, and make purchases. However, only 12 percent currently trust AI to buy on their behalf, reflecting lingering worries about data privacy, fraud, and losing control.
“Those brands, retailers, and platforms that earn consumer trust will unlock the next level of AI-driven shopping,” said Kathy Risch, SVP of Thought Leadership and Shopper Insights. Gen Z will lead adoption as agentic commerce gains traction.
Key implications include transparency about data use, collaboration between brands and retailers on AI demand signals, and positioning products to succeed with AI-driven recommendations.
Health Gets Personal, Functional, and Evidence-Backed
Wellness expectations are shifting toward personalization, transparency, and proven functional benefits. Consumers are increasingly seeking products linked to measurable results, from weight management and digestive support to allergen avoidance and clean-label options. GLP-1 use is boosting interest in precision nutrition, and fiber-related content is expanding on social media at more than twice the rate of protein.
Shoppers are demanding tighter oversight: 71 percent support stricter rules on artificial ingredients, and 62 percent want increased regulatory scrutiny of ingredients overall.
Brands that clearly communicate sourcing, efficacy, and functional benefits—and seek validation through trusted apps or third parties—will be best positioned to succeed in 2026.
Consumers Embrace Relevant Innovation Over SKU Proliferation
Innovation momentum is growing as shoppers seek new products that offer meaningful solutions, value, and cultural relevance. Acosta Group notes that established brand names no longer guarantee default preference, with growth driven by emerging brands, private-label expansion, and targeted acquisitions.
“Bold differentiation and cultural resonance will be table stakes for growth,” Stewart said.
Winning strategies include leveraging data to enhance personalization, reducing friction in discovery and trial, investing in experiential retail, and ensuring innovation meets actual consumer needs rather than just focusing on novelty.
Holistic Value Becomes the New Consumer Standard
The 2026 shopper is redefining value in both retail and foodservice, preferring brands and stores that offer relevance, experience, and emotional bonds alongside quality and price. As retail and foodservice continue to merge, curated selections, seamless technology, and operational excellence will drive loyalty.
Income tiers are becoming a key factor in foodservice trends, dividing consumers into value-focused and premium-seeking groups. Operators need to balance costs with unique options that strengthen their brand identity.
“Consumers are shifting to a holistic definition of value,” Risch said. “Relevance and experience will drive loyalty in 2026.”
Acosta Group states that companies that “stay in their lane,” harness AI for personalization, and craft memorable, differentiated experiences will be best positioned to capture demand in the coming year.
