2026 has started strong, with new products, launches, and trends that reflect consumers’ evolving expectations and preferences for the year ahead.
According to Innova’s Top Ten Global Food Trends for 2026, private-label trends have become increasingly relevant to consumers.
Seven in ten consumers in the global food and beverage market are cost-conscious, and many private-label brands are capitalising on this to expand their reach through new product launches. Value has been a core driver of private label trends, with consumers seeing them as good value for money.
To address this, private labels are leveraging premiumisation to strengthen their lines and close the gap with name brands. Due to affordability concerns and competition from Aldi, Woolworths has introduced a trio of premium ice creams in Australia under its own brand label. The pavlova, lamington, and mud cake-inspired products offer consumers affordable favourites, while also satisfying decadent flavour cravings.
Aside from desserts, global food trends 2026 show that wine is another category where consumer preference is shifting toward private labels, with Costco’s Kirkland Signature brand leading sales growth in private-label wines. Although overall wine consumption is decreasing, this signals to brands that, when indulging, private labels are increasingly the go-to choice among consumers.
According to Innova’s global food trends research, healthy choices are also driving private-label trends in the global food and beverage market. In particular, fibre and protein are the major drivers.
Marks & Spencer’s has introduced its new private-label line, Nutrient Dense, featuring calorie-controlled salads, snacks, and meals designed to help consumers in the UK improve their diets. For example, the brand’s oven-baked Super Seeded Crackers are made with flax, sunflower, and sesame seeds and contain psyllium husk fibre.
Morrison’s has also introduced a 53-item private-label line with Applied Nutrition, featuring high-protein meals and even GLP-1-friendly meal options.
Private labels also lead launches in ethical and sustainability claims, and 13 percent of global consumers consider environmental friendliness part of their consumer preference for good value for money. In response to these expectations, brands are elevating their sustainability efforts in the food and beverage market.
Following the lead of Aldi Nord and Lidl, Ahold Delhaize launched a sustainable Albert Heijn line of hybrid plant-and-meat products in the Netherlands. The launch includes 15 items formulated with added plant-based ingredients within animal-based products, to reduce CO2 emissions and boost nutritional value.
The US-based Whole Foods Market has expanded its private-label brands into Asia, including food and beverage products from its 365 brand.
Among these private-label trends are responsibly sourced teas and coffees, such as the brand’s Organic Peppermint Herbal Teabags, which are certified Fair Trade and organic, with 100 percent recycled paperboard packaging.
As the global food and beverage market becomes more competitive and value becomes increasingly important, consumers are no longer willing to compromise quality or affordability.
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