According to Numerator, data-led insights highlight consumer shifting priorities toward affordability, wellness, and ingredient transparency
Consumer purchase behaviour in 2026 is being reshaped by four key drivers, which are financial standing, personal health, product performance, and brand availability, according to Numerator. These factors are pushing brands to rethink pricing, accessibility, and innovation strategies, as shoppers increasingly prioritise value, wellness, and convenience in everyday consumption.
Protein And Clean Label Shift
Protein is expanding beyond its traditional association with snacks and supplements, emerging as a mainstream expectation across categories. From staples such as bread and pasta to indulgent formats like confectionery, brands are incorporating protein into everyday consumption, reflecting a shift toward all-day nutrition rather than occasion-based intake.
However, product expectations are evolving beyond basic fortification. Consumers are increasingly prioritising taste, convenience, and ingredient quality. Nearly three-quarters of shoppers now favour a clean lifestyle, prompting brands to combine protein claims with shorter ingredient lists, reduced additives, and greater transparency to remain competitive.
Rising awareness around ingredients is also influencing buying behaviour, with consumers paying closer attention to labels. Around 31 per cent report increased scrutiny, up four percentage points from July 2025, while 26 per cent actively avoid certain ingredients, indicating a growing preference for informed and conscious consumption.
This shift extends beyond food into personal care, where simplicity and safety are becoming central to product positioning. More than two-thirds of makeup-with-benefits consumers are seeking to streamline routines, opting for fewer, multi-functional products aligned with broader wellness goals and ingredient transparency.
Generational differences continue to shape how clean-label claims resonate. Younger consumers respond to broader lifestyle messaging, while older consumers focus on reducing sugar, syrups, and artificial additives. Research shows that clear, measurable claims outperform vague positioning, reinforcing the need for precision in communication strategies.
Functional And Global Trends
Functional ingredients are gaining traction as brands look to differentiate and deliver added value. Nutrients such as creatine and fibre are being incorporated into formats including beverages, gummies, and snack bars, making it easier for consumers to integrate health benefits into daily routines without relying solely on supplements.
This aligns with changing consumption patterns, as 37 per cent of consumers prefer obtaining nutrients through a combination of food and supplements. The trend presents an opportunity for brands to embed functional benefits into familiar products, while maintaining simplicity and avoiding overly complex formulations.
Energy consumption patterns are also shifting, with consumers moving away from high-caffeine products toward options that support sustained energy, focus, and mood. Functional energy drinks featuring natural caffeine sources, prebiotic fibre, and botanicals are gaining traction among health-conscious consumers seeking balanced performance.
The shift is reshaping competition within the beverage sector, as emerging functional energy brands capture share from traditional ready-to-drink coffee formats. This reflects a broader redefinition of wellness, where consumers prioritise long-lasting energy and functional benefits over short-term stimulation.
Global flavours are becoming increasingly influential, particularly those inspired by Korean and Japanese cuisines. Ready-to-eat meals, dumplings, and seaweed-based snacks are gaining popularity, driven by demand for accessible international food experiences and convenience-led consumption patterns.
Cultural exposure is accelerating this trend, with 42 per cent of consumers reporting increased interest in Korean media, 34 per cent in Korean food and beverages, and 25 per cent in K-beauty. Additionally, 42 per cent say brand collaborations linked to popular culture would increase purchase intent, highlighting the role of media in shaping demand.
