Ten Natural Food Product Trends That Reflect How We Shop and Eat This Year

While the economy has experienced many ups and downs over the past decade, the data shows that one trend has remained consistent: Demand for natural food and other natural products has grown faster than demand for conventional products.

According to the panel of industry experts that participated in a December 4 industry webinar, hosted by Naturally Chicago, the trade association for the region’s natural products industry, the growth gap between natural and conventional may be accelerating, as interest in natural products has blossomed into a lifestyle choice, especially for younger shoppers. 

The webinar, titled Growth and Disruption Trends for Natural Brands and Retailers 2026, featured experts from SPINS, the leading provider of data and industry insights, and KeHE, the largest wholesale distributor of better-for-people-and-the-planet products in North America—both founding partners of Naturally Chicago.

Here are the top 10 takeaways for brands and shoppers heading into the new year, based on the discussion between moderator Hannah Law, senior vice president and chief of staff at SPINS, and panelists Marc Nehring, director of growth solutions at KeHE, and Scott Dicker, senior director of market insights at SPINS.

1 NATURAL SHOPPERS ARE RESILIENT—EVEN IN A TIME OF INFLATION. 

According to the panel, natural and specialty unit growth at grocery stores has risen by about 4 percent year over year, well more than twice the 1.5 percent growth in the conventional sector.

This rise is fueled by shoppers that are younger, higher income and more values-driven than the consumer market as a whole. These consumers are less likely to trade down purely on price.

“At KeHE, we remain very bullish on 2026 for natural and organic products,” Nehring said.

2 “CONSCIOUS CONSUMPTION” IS THE NEW BASELINE, NOT A NICHE.

A growing number of shoppers are acting deliberately to seek out products that promote health and are produced with sustainable practices. That is especially true of younger consumers: According to the panel, 90 percent of Gen Z and Millennials are actively avoiding or seeking out specific ingredients.

As a result, brands can no longer get by with vague claims of “better for you”; they need to expect scrutiny on ingredient lists, processing and sourcing.

“People are more conscious about what they’re consuming,” said Dicker. “They’re preferring selective eating patterns that favor whole foods and move away from what they deem more processed or artificial.” 

3 DESIGN WELLNESS INTO EVERYTHING.

Wearable technology and apps are turning food choices into real-time health feedback, which will boost products clearly linked to energy, sleep, mood, cognition and metabolic health.

Law emphasized to brands and retailers, “Your ability to keep up, to engage with your customers everywhere and anywhere will be the key to success going forward.”

4 “RETURN TO REAL” MEANS SIMPLE, WHOLE AND LOCAL.

Whole foods, short labels and recognizable ingredients are gaining ground, with roughly 70 percent of shoppers preferring to buy local when they can.

5 PROTEIN IS STILL KING—BUT BECOMING MORE PREMIUM.

The health benefits of protein have led to a surge in interest in products providing the nutrient. Dicker said the market has not reached “peak protein,” with protein powders, high-protein dairy and high-protein snacks continuing to grow. Premium animal proteins such as grass-fed, organic or non-GMO meats and dairy are outpacing conventional options.

6 FIBER IS THE NEXT BIG THING.

The panel shared an estimate that 95 percent of Americans underconsume fiber, a nutrient crucial to health maintenance and disease prevention. But rising consumer awareness has products with high-fiber and prebiotic claims poised for rapid growth.

“Look for fiber to really have a moment…. Brands will try to differentiate type and amount of fiber, as well as new ways to innovate,” said Dicker.

7 GLOBAL FLAVORS ARE DISRUPTING MATURE PRODUCT CATEGORIES.

According to the panel’s research, 64 percent of consumers want more international options from their primary grocer. 

Nehring said shoppers are “not just trying new flavors; they’re really going deeper and exploring cuisines.”

8 HEALTHIER TREND WILL REACH “LUNCHBOX CATEGORIES.”

The trend of healthier and more sustainable eating is no longer just about specialized products. Everyday items such as deli meats, bread and condiments are meeting this rising consumer demand. These are prime spaces for producers and retailers to bring in clean-label, global flavors, functionality or “affordable premium” angles.

9 FOR NATURAL PRODUCTS MARKETERS, THE “INFORMED SHOPPER” NEEDS TO BE THEIR DEFAULT. 

These consumers scan, compare and verify via apps, social media and reviews. Product claims must be simple, specific and defensible.  

“The broader message of just ‘better for you’ won’t work anymore,” Nehring said.

10 OMNICHANNEL MARKETING AND AI DISCOVERY MUST BE PRIORITIES FROM DAY ONE. 

Social commerce is on track to be a $100 billion industry, and online media provides increasing opportunities for consumers to shop directly on websites.  

As natural products continue to evolve, brands and retailers that understand the informed, conscious consumer will be best positioned for growth in 2026. From focusing on wellness and protein innovation to embracing omnichannel marketing and AI-driven discovery, the trends highlighted by the panel offer a roadmap for navigating a dynamic marketplace.

Bob Benenson is the writer and publisher of Local Food Forum, a Chicago-based publication that maintains a regional farmers market tracker and covers the markets regularly. For more information, visit LocalFoodForum.com.