2026 Food & Wellness Trends: The Ingredients Consumers Want — and Why the Economy Matters

In 2026, food is no longer judged on taste alone. Across Australia and globally, consumers are choosing products based on how they make them feel — mentally, physically, and emotionally.

From gut health and stress support to hormonal balance and energy, the rise of functional eating is shaping what shoppers look for on supermarket shelves and café menus. At the same time, cost-of-living pressures are changing how Australians spend, compare, and justify every purchase.

For food manufacturers, gluten-free bakeries, and foodservice providers, this creates a powerful opportunity:
products that deliver clear wellness benefits and strong value for money are winning.

Here’s what the data tells us about the year ahead.

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Functional Eating Is Now Mainstream

Consumers are moving beyond “low fat” or “low sugar” and toward foods that offer tangible benefits such as:

• Mental clarity and mood support

• Digestive comfort and gut health

• Hormonal balance and energy

• Immune resilience and longevity

Global trend research shows that energy support, mental clarity, and gut health now define what consumers mean by “healthy food”.

This shift is driving demand for ingredients such as:

• Ashwagandha and adaptogens for stress and mood

• Lion’s mane mushroom and nootropics for focus

• Prebiotic fibres and plant fibres for digestive health

• Moringa, spirulina, and botanical superfoods for micronutrients

• Plant proteins for satiety and sustained energy

These ingredients are increasingly appearing in everyday formats — breads, muffins, snack bars, beverages, cereals, and ready-to-drink products.

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The Rise of “Fibermaxxing” and Gut Health Formulation

A global behaviour trend known as “fibermaxxing” is seeing consumers actively seek to increase fibre intake across every meal and snack.

Searches for high-fibre bread, gut-health snacks, and prebiotic foods are rising sharply. Fibre is no longer viewed as a supplement — it’s becoming a key selling point in bakery, snacks, and beverages.

This presents significant opportunity for ingredients such as:

• Psyllium husk

• Inulin and acacia fibre

• Green banana powder

• Flaxmeal and plant fibres

These ingredients are versatile, label-friendly, and easy to incorporate into gluten-free and health-focused formulations.

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Adaptogens, Mood and Cognitive Support Go Mainstream

Stress, burnout, and mental fatigue are shaping buying behaviour. Consumers are actively looking for foods and drinks that support calm, focus, and resilience.

Trending inclusions include:

• Ashwagandha in drinks, snack bars, and powders

• Lion’s mane mushroom in functional beverages and foods

• L-theanine, magnesium, and saffron in calming blends

• Maca and chasteberry in women’s wellness products

What was once found only in capsules is now being incorporated into everyday foods.

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Why the Australian Economy Is Influencing What People Buy

While interest in wellness foods is rising, Australian consumers remain cautious with spending.

Consumer confidence remains muted

The Westpac–Melbourne Institute Consumer Sentiment Index shows Australians are still concerned about interest rates and household finances.

Grocery costs have risen significantly

Research shows the average grocery bill for a family has risen by around 11%, causing over 80% of shoppers to change buying habits.

Australia Household Spending — Real Terms

• Household spending increased 6.3% YoY (ABS, Nov 2025)
• CPI inflation over the same period was 3.3%

Real spending growth ≈ 3%

Insight: Even after accounting for rising prices, Australians are still spending more than the previous year — but are increasingly value-conscious in how they choose products.

Shoppers are now highly value-driven

Commonwealth Bank research shows:

• 90% of Australians actively seek deals and discounts

• 73% use promotions or loyalty programs

• 66% research purchases more carefully

• Nearly half prefer brands they already trust

Cross-shopping is common

Australians are visiting multiple supermarkets to find better value, comparing unit pricing, and buying in bulk where possible.

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What This Means for Food Manufacturers and Foodservice

Consumers are still buying health and wellness products — but they are asking:

“Is this worth it?”

Products that clearly communicate functional benefit per serve, while remaining affordable and familiar, are more likely to succeed.

This creates opportunity to:

• Fortify staple foods (bread, muffins, cereals, bars) with fibre and functional ingredients

• Develop products around clear benefits: calm, gut support, energy, hormonal balance

• Use ingredients that are easy to explain and familiar to health-conscious buyers

• Offer value through bulk formats, pantry staples, and versatile powders

In short, function + value is the winning formula for 2026.

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Ingredients to Watch in 2026

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The Opportunity for Forward-Thinking Producers

The manufacturers and foodservice providers who succeed in 2026 will be those who:

• Add purpose to everyday foods

• Communicate benefits simply and clearly

• Use functional ingredients in familiar formats

• Help consumers feel they are making a smart, worthwhile choice

Wellness is no longer niche — it’s expected. But it must now be paired with value.

Ready to innovate? Chat with our team about sourcing quality, value-driven ingredients for your next project.

Link to Ashwagandha, Lions Mane, Psyllium Husk, Spirulina, Maca, Plant proteins.

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Sources

• Tastewise Food Trends Report – Functional eating behaviours

• FoodNavigator Global Ingredient Trends 2026

• Innova Market Insights Food & Beverage Trends 2026

• Food & Wine Expert Trend Forecast 2026

• Westpac–Melbourne Institute Consumer Sentiment Index

• Australian Bureau of Statistics – Monthly Household Spending Indicator

• Monash University Lens – Changing Australian spending habits

• Commonwealth Bank Consumer Insights Report

• Freshlogic Supermarket Shopping Trends Report

• Canstar Grocery Cost Study