Acosta Group has released its consumer predictions for 2026, highlighting the growing importance of personalization, transparency and innovation for brands, retailers and foodservice operators.
The predictions are based on research conducted with the Jacksonville, Florida-based sales and marketing agency’s 40,000-member proprietary shopper community.
“Technology and evolving consumer lifestyles continue to reshape the shopping experience, as do the expectations, priorities and values driving purchases,” said Colin Stewart, EVP of business intelligence at Acosta Group.
“This creates fresh opportunities for brands, retailers and foodservice operators to predict consumer needs and drive excitement and trust.”
AI companions and trust barriers
Seventy percent of shoppers have used artificial intelligence tools to assist with their shopping journey, and they will increasingly depend on intelligent agents to plan, compare and complete purchases in 2026.
However, the research found that just 12 percent of shoppers trust AI to make purchases on their behalf, citing concerns about privacy, unapproved purchases and lack of control.
“We expect 2026 to be defined by new AI agent relationships and ‘cautious experimentation’ with AI automated checkout, with Gen Z in the driver’s seat in adopting agentic commerce,” said Kathy Risch, SVP of thought leadership and shopper insights.
Personalized, functional health
According to the research, consumers are moving beyond general wellness concepts to seek products offering specific, measurable benefits supported by scientific evidence.
GLP-1 use is amplifying “precision nutrition” and influencing foodservice purchases, while social media conversations about fiber are growing 2.4 times faster than protein discussions.
Seventy-one percent of shoppers support stricter rules on artificial ingredients, and 62 percent believe more regulations are needed.
Relevant innovation
The focus is shifting from adding SKUs to creating solutions that balance newness, utility, price and access. Acosta found that private label and insurgent brands, along with legacy brand acquisitions, are expected to drive category growth.
“Bold differentiation and cultural resonance will be table stakes for growth,” Stewart said. “Brands that have a deep understanding of their consumers and foster a sense of personalized connection, value and authenticity while delivering high-quality products will be well-positioned for growth.”
Holistic value
Consumers are expanding their definition of value beyond price, convenience and quality to include experiential components, relevance and relatability.
In foodservice, income tier has become the most predictive driver of away-from-home behavior, creating distinct realities for value-driven and premium-oriented consumers.
“Consumers are shifting to a holistic definition of value, moving from a focus solely on price, convenience, quality and quantity to one that incorporates experiential components, relevance and relatability,” Risch said.