Vypr Quick Insights: The food and drink shifts shaping 2026

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Today’s insight comes from our new collaboration with The Grocer, exploring how health, affordability and everyday eating habits are redefining what people want from food and drink brands.#

The report, Eating Well in 2026: The New Rules of Health and Value, brings together new Vypr insight to highlight the biggest movements shaping the year ahead. Shoppers are becoming more conscious of what goes into their products and more selective about the claims they trust. 


Key findings include: 

  • 79% feel more confident buying products with fewer and more recognisable ingredients
  • “Low in sugar” is now a stronger daily health cue than “high protein”
  • 40% say protein snacks are too expensive
  • GLP 1 medications are influencing appetite, portion size and snack choices, particularly among women aged 25 to 54

Health, transparency and enjoyment are now working together to shape what people choose. Brands that understand this balance will be well positioned to innovate throughout 2026.

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