Nearly two-thirds of Americans said they either want to eat better without restriction or aren’t changing how they eat in 2026, according to a survey of more than 2,000 U.S. adults commissioned by Challenge Butter, the Dublin, California-based brand announced Feb. 3.
The research shows Americans are prioritizing enjoyment and personal choice over rigid food rules. Roughly six in 10 respondents said they either want to eat better without restriction or don’t plan to change how they eat at all in 2026. Three in four said flavor or ingredient quality matters more to them than following strict food rules.
Nearly half of respondents said many foods often considered “bad” or to be avoided are worth it because they bring comfort or reduce stress. About one-third said these foods don’t feel like rule-breaking at all, and roughly three in 10 said these foods help them feel balanced, not deprived.
“What we’re seeing is that people aren’t chasing perfection anymore,” said Priya Kumar, VP of marketing at Challenge Dairy. “They’re making food choices that feel realistic, enjoyable, and right for their own lives.”
Kara DeGroot, a California dairy farmer and third-generation dairy family member, said her household doesn’t approach the New Year as a reset. “For our family, food isn’t about rules – it’s about healthy, whole ingredients that nourish and replenish our bodies,” she said.
The brand describes the shift as “Culinary Individualism,” reflecting a move away from “good” versus “bad” food labels. Food trends like the “buttered date” recipe – a simple snack made with a date, a thin slice of butter and a sprinkle of flaky salt – reflect preferences for simple, satisfying foods that feel intentional rather than indulgent.
Challenge Butter has been a butter brand since 1911 and is the flagship consumer brand from California Dairies Inc., the second-largest dairy cooperative in the United States. The cooperative works with more than 200 family-owned dairies.
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