January 15, 2026
dalivl@yandex.ru/Depositphotos.com
What Shopping Trends Can We Anticipate For 2026, and Which From Last Year Will Carry Forward?
With 2025 receding further into the rear-view mirror with each passing day, questions surrounding what this year might bring in terms of new trends — retail and beyond — proliferate. In many cases, it can be useful to analyze the sum of data presented by last year’s figures: Fetch has thankfully provided analysts with a glut of information gleaned from “billions” of U.S. shoppers’ receipts.
Based on these statistics, we might ask — which shopping trends from 2025 will carry forward into 2026, and what new shopping trends might logically emerge?
Some of the most interesting findings include:
- The meatless push has petered out: While plant-based meats continued their downward spiral — shedding 9% in terms of units sold in the frozen category, and 11% down in refrigerated — both fresh and dried meats showed unit sale improvements in 2025 versus 2024’s figures. Fresh beef was up 13%, fresh pork and chicken by 12% each, and jerky and dried meat products moved 6% more units than the year prior.
- Speaking of food, dining out showed resilience: As Fetch noted, luxuries such as enjoying a dinner out at a restaurant are typically first to be axed from the household budget, according to conventional wisdom. Not so, according to the receipts: Visits to sushi restaurants increased a whopping 45.6%, and Mexican restaurants saw a more modest 13.9% increase in visits. Pizza and Italian restaurants also exhibited slight traffic improvements, up 6.7% and 3.5%, respectively.
- Protein pantry staples showed growth: While many might commonly assume that gym-goers of all stripes would drive booming protein supplement sales, it was actually the pantry that played host to the most substantial growth. Protein-labeled breakfast cereal soared in terms of units sold by 69.8%, while similarly labeled granola sold 45.9% more units than in 2024. Dry pasta took third place on the podium, selling 35.4% more units than the year previous.
- Marie Kondo would be proud: Americans are seemingly beefing up their decluttering efforts, with household storage bags selling 55.8% more units in 2025 when compared to the year-ago period. Household storage caddies (up 37%), cleaning globes (up 13.4%), clothing and closet storage solutions (up 12.2%), storage drawers and containers (up 9.5%), and paper towels (up 6%) are testament to U.S. consumer appetites for a cleaner, tidier abode.
- Comfort reigns supreme, in all its forms: After the house is cleaned and possessions organized, it appears U.S. consumers were into taking a breather — and enjoying some classic comfort food. Loungewear moved more than twice the units overall in 2025 than in 2024 (up a whopping 218%), and weighted blankets to cozy up in saw an improvement of 45%. Candles (up 20%), chicken nuggets (up 5%), and macaroni and cheese dinners (up 5%) rounded out this category.
What Conclusions Can Be Drawn About What 2026 Might Bring For US Consumers?
In a breakdown of the data presented by Forbes contributor Richard Kestenbaum, it was suggested that beyond the particulars provided by Fetch, the overall theme of 2025 was value — more specifically, that shoppers were still spending, “just more selectively” and while looking for “immediate benefits, not big investments.”
Kestenbaum moved on to offer his own playbook for 2026, in terms of retailers and brands looking to capture consumer spend.
- Daily payoffs: Kestenbaum suggested a value-add to existing products or routines, pointing to the protein-enhanced snacks and breakfast foods as prime examples of doing so.
- Hybrid bundles: Grouping products by association, rather than strictly by category, could drive real results, per the Forbes contributor. Beyond the candles, blankets, and snacks grouping, Kestenbaum mentioned Ben & Jerry’s flavor “Netflix and Chill” as emblematic of an opportunity to marry ice cream, entertainment, and a broader concept of romance in marketing efforts.
- Repositioning: “If your product isn’t in favor, it probably needs to be presented in a different way. If you’re in plant-based products, instead of moralizing about sustainability, you may want to focus more on what might work better now, like ‘tastes great/fills you up/easy dinner/priced right,’ Kestenbaum wrote.
“The 2026 winners will be the brands that stop asking consumers to buy into a lifestyle and start helping them solve a problem like energy, satiety, calmness and organization, and enable them to accomplish more in one purchase than they could before,” Kestenbaum concluded.
BrainTrust
Scott Benedict
Founder & CEO, Benedict Enterprises LLC
Bhargav Trivedi
Solutions Architect, Bloomreach
Mohamed Amer, PhD
CEO & Strategic Board Advisor, Strategy Doctor
Recent Discussions
Discussion Questions
Do you agree with the Fetch findings? Which categories would you suggest are poised to continue growth in 2026, and which trends do you foresee which aren’t listed?
Do you believe that plant-based meats have a future in the wider consumer market, or is this a failed experiment entirely?
Do you think that 2026 will see more of a continuation of 2025’s trends, or represent a significant shift in shopper attitudes?
Poll
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I generally agree with the Fetch findings that consumer behavior continues to gravitate toward health, wellness, convenience, and value — but it’s important to distinguish emerging signals from settled truths. Categories tied to healthy living — better-for-you food and beverages, physical fitness products, and technology that supports personal well-being (like smart watches and wearables that monitor heart rate, sleep, and activity) — are well-positioned for growth in 2026. Those categories reflect an enduring, data-backed shift toward proactive health management: consumers don’t just want healthy eating options, they want feedback and insight into how their choices affect their bodies, and integrated tech helps close that loop. You can see this in the ongoing adoption of wellness-adjacent consumables, fitness tech, and connected health services that make healthy lifestyles both measurable and motivating. Conversely, some trend proclamations — like broad food tech fads or niche beverage formats — feel less certain without deeper adoption data beyond early-adopter enthusiasm.
On plant-based meats specifically, I’d caution against declaring the whole category a failed experiment. While growth has certainly decelerated from the breakout trajectory of a few years ago, plant-based options still play a role in expanded consumer choice, particularly among flexitarians and health-conscious shoppers who want to reduce, not eliminate, animal proteins. Performance varies dramatically by price point, taste parity, and culinary context, so category success will hinge on continued innovation and affordability. In other words, plant-based isn’t going away — but it needs refinement and positioning that align with mainstream sensory and value expectations to move beyond its current niche.
Looking at 2026 more broadly, I believe we’re in for a continuation of many 2025 trends rather than a dramatic break from them. Healthy living, value-oriented consumption, omnichannel convenience, and tech-enabled experiences have deep roots and aren’t likely to reverse quickly. What will evolve are the ways those trends manifest: expect tighter integration of health-related tech with everyday shopping touchpoints, more personalized offerings guided by data and AI, and formats that blur physical and digital boundaries even further. The consumer mindset is refining rather than resetting — incremental evolution rather than wholesale disruption. In that sense, retailers who double down on health, utility, and seamless experiences — rather than chasing novelty — will be best positioned to capture growth as 2026 unfolds.
From a personalization architecture perspective, Fetch’s findings are directionally sound because they show consumers optimizing for immediate, functional value rather than aspirational ideals. Categories tied to daily routines like protein-forward pantry items, comfort food, dining out, and home organization, are well positioned to continue growing in 2026 because they align with high-intent, repeatable behaviors. One under-recognized trend is “shortcut confidence,” where shoppers depend on familiar cues like trusted brands or cultural relevance to decide faster.
Plant-based meat isn’t a failed experiment; it’s an under-branded one. The category leaned too heavily on ethics and not enough on taste, affordability, and social proof. Celebrity branding, reinforced by contextual personalization, can reintroduce relevance.
Well planned technology implementation can continue to help accelerate in 2026. AI-driven intent detection, real-time personalization, and smarter bundling will help brands surface the right value at the right moment, turning selective spending into sustained loyalty rather than one-off transactions.
The Fetch data reveals that consumers are abandoning complexity. Protein-enhanced pantry staples and organizational products serve as efficiency signals. When shoppers optimize for “immediate benefits” over aspirational purchases, they’re behaving more like rational agents than emotional consumers. This matters for 2026 strategy. The decline in plant-based meat is a messaging failure. Products positioned as moral imperatives rather than practical solutions lose when budgets tighten. Here’s the strategic implication: as AI agents increasingly mediate routine purchases, products must justify themselves on functional utility, and not only lifestyle aspiration. The winners will be categories that solve daily problems with measurable benefits, exactly what rational evaluation rewards.
I love calling out protein-enhanced foods as ‘efficiency signals’. I remember the first time I picked up a box of “high protein” pasta. I read the label. Chick peas. Huh…??? But I was curious and really making an effort to skew away from carbs and into protein. Had to be worth a test. Turns out chick pea pasta is indistinguishable from regular pasta. At least the way I make it. Pesto and a little chopped chicken and onions save the day. But to your point…EFFICIENT…!!! I simply buy one box instead of another and I’m eating more protein and less carbs. Now, where can I find high protein potato chips?
There are significant changes that are driven by external factors, such as economic conditions or technological advances. Due to the stabilization of inflation, new innovations will emerge, we have enjoyed a successful holiday season, and shopper behavior may continue to shift significantly. Rather than experiencing a dramatic change, digital shopping will continue to evolve gradually.
I don’t like to be overly critical, but, quite honestly, this is a lot of this is nonsense:
The meatless trend waned long ago. Consumers don’t want over-processed fake products that imitate natural ones. This is not new.
Dining out may have showed resilience in places, but the sector is facing volume declines overall. Most growth is driven by inflation, not by people going to foodservice more.
Household storage solutions growth was more modest than the big numbers posted here – more like 4% overall.
Candles did not grow by 20% overall. One of the biggest sellers of candles (Bath & Body Works) saw a decline in value and a bigger decline in units. Growth was better for smaller brands, but not by enough to offset declines at larger retailers/brands. Mature sectors like candles do not just grow 20% outside of periods of major events (like the pandemic).
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I generally agree with the Fetch findings that consumer behavior continues to gravitate toward health, wellness, convenience, and value — but it’s important to distinguish emerging signals from settled truths. Categories tied to healthy living — better-for-you food and beverages, physical fitness products, and technology that supports personal well-being (like smart watches and wearables that monitor heart rate, sleep, and activity) — are well-positioned for growth in 2026. Those categories reflect an enduring, data-backed shift toward proactive health management: consumers don’t just want healthy eating options, they want feedback and insight into how their choices affect their bodies, and integrated tech helps close that loop. You can see this in the ongoing adoption of wellness-adjacent consumables, fitness tech, and connected health services that make healthy lifestyles both measurable and motivating. Conversely, some trend proclamations — like broad food tech fads or niche beverage formats — feel less certain without deeper adoption data beyond early-adopter enthusiasm.
On plant-based meats specifically, I’d caution against declaring the whole category a failed experiment. While growth has certainly decelerated from the breakout trajectory of a few years ago, plant-based options still play a role in expanded consumer choice, particularly among flexitarians and health-conscious shoppers who want to reduce, not eliminate, animal proteins. Performance varies dramatically by price point, taste parity, and culinary context, so category success will hinge on continued innovation and affordability. In other words, plant-based isn’t going away — but it needs refinement and positioning that align with mainstream sensory and value expectations to move beyond its current niche.
Looking at 2026 more broadly, I believe we’re in for a continuation of many 2025 trends rather than a dramatic break from them. Healthy living, value-oriented consumption, omnichannel convenience, and tech-enabled experiences have deep roots and aren’t likely to reverse quickly. What will evolve are the ways those trends manifest: expect tighter integration of health-related tech with everyday shopping touchpoints, more personalized offerings guided by data and AI, and formats that blur physical and digital boundaries even further. The consumer mindset is refining rather than resetting — incremental evolution rather than wholesale disruption. In that sense, retailers who double down on health, utility, and seamless experiences — rather than chasing novelty — will be best positioned to capture growth as 2026 unfolds.
From a personalization architecture perspective, Fetch’s findings are directionally sound because they show consumers optimizing for immediate, functional value rather than aspirational ideals. Categories tied to daily routines like protein-forward pantry items, comfort food, dining out, and home organization, are well positioned to continue growing in 2026 because they align with high-intent, repeatable behaviors. One under-recognized trend is “shortcut confidence,” where shoppers depend on familiar cues like trusted brands or cultural relevance to decide faster.
Plant-based meat isn’t a failed experiment; it’s an under-branded one. The category leaned too heavily on ethics and not enough on taste, affordability, and social proof. Celebrity branding, reinforced by contextual personalization, can reintroduce relevance.
Well planned technology implementation can continue to help accelerate in 2026. AI-driven intent detection, real-time personalization, and smarter bundling will help brands surface the right value at the right moment, turning selective spending into sustained loyalty rather than one-off transactions.
The Fetch data reveals that consumers are abandoning complexity. Protein-enhanced pantry staples and organizational products serve as efficiency signals. When shoppers optimize for “immediate benefits” over aspirational purchases, they’re behaving more like rational agents than emotional consumers. This matters for 2026 strategy. The decline in plant-based meat is a messaging failure. Products positioned as moral imperatives rather than practical solutions lose when budgets tighten. Here’s the strategic implication: as AI agents increasingly mediate routine purchases, products must justify themselves on functional utility, and not only lifestyle aspiration. The winners will be categories that solve daily problems with measurable benefits, exactly what rational evaluation rewards.
I love calling out protein-enhanced foods as ‘efficiency signals’. I remember the first time I picked up a box of “high protein” pasta. I read the label. Chick peas. Huh…??? But I was curious and really making an effort to skew away from carbs and into protein. Had to be worth a test. Turns out chick pea pasta is indistinguishable from regular pasta. At least the way I make it. Pesto and a little chopped chicken and onions save the day. But to your point…EFFICIENT…!!! I simply buy one box instead of another and I’m eating more protein and less carbs. Now, where can I find high protein potato chips?
There are significant changes that are driven by external factors, such as economic conditions or technological advances. Due to the stabilization of inflation, new innovations will emerge, we have enjoyed a successful holiday season, and shopper behavior may continue to shift significantly. Rather than experiencing a dramatic change, digital shopping will continue to evolve gradually.
I don’t like to be overly critical, but, quite honestly, this is a lot of this is nonsense:
The meatless trend waned long ago. Consumers don’t want over-processed fake products that imitate natural ones. This is not new.
Dining out may have showed resilience in places, but the sector is facing volume declines overall. Most growth is driven by inflation, not by people going to foodservice more.
Household storage solutions growth was more modest than the big numbers posted here – more like 4% overall.
Candles did not grow by 20% overall. One of the biggest sellers of candles (Bath & Body Works) saw a decline in value and a bigger decline in units. Growth was better for smaller brands, but not by enough to offset declines at larger retailers/brands. Mature sectors like candles do not just grow 20% outside of periods of major events (like the pandemic).