Mintel: ‘Maxxing Out, Diversity In’ for 2026
In its 2026 Food and Drink Predictions, Mintel forecasts the rise of a ‘Maxxing Out, Diversity In’ trend as consumers look to broaden their diets beyond the benefits of protein and fibre.
The market analysts predict that by 2030, consumers will shift from rigid nutritional goals toward a more inclusive, diverse diet. This includes moving “from maximization to balance” – and from single-function ingredients to holistic, culturally rooted formulations.
“Expect to see parents set their children up with the right nutrients not only for ideal growth and development, but with the foundation of a healthy gut microbiome,” a Mintel spokesperson said. “We could see precision nutrition boosts such as the customized combinations of seeds, herbs and spices to help consumers amp up variety.
“Just like hitting shuffle on their digital music libraries, health-focused consumers will use AI to ‘shuffle’ their weekly diets to ensure they are diverse, include a range of ingredients and inspire excitement with new combinations. AI also will encourage trial of new foods with ‘if you like this, then you’ll like that’ recommendations of fruits, vegetables, grains, seeds, spices or proteins that are new, but familiar. Brands that innovate with nuance, cultural relevance and foresight will be better placed to meet the needs of consumers.”
Looking to the past
The report also predicts that consumers will increasingly view brands as cultural custodians, incorporating, preserving or modernizing traditional wisdom through innovations that promote deeper emotional and cultural connections with food.
Labelling this Retro Rejuvenation, Mintel adds: “For consumers in 2026, nostalgia for ‘the past’ does not mean rewinding to a specific year or era. Rather, they are seeking refuge from a volatile and artificially intelligent world in an idealized view that life in the past was simpler. Amid the ‘polycrisis’ of recent years, consumers have gravitated to ancient medicines for stress relief, mindfulness and a pressure-free way to achieve fulfilment.”
Mintel believes that brands grounded in heritage ingredients will benefit from consumer trust. “By 2030, ancestral food practices like seasonal eating, fermentation and natural preservation will evolve from niche interests into mainstream strategies for resilience. Brands will revive techniques like pickling, drying and fermenting – not just as eco-conscious choices, but as culturally rooted solutions that reduce waste, extend shelf life and support gut health.”
By Jane Wolfe, contributor