Nearly two-thirds of Americans said they 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 Dublin, California-based Challenge Butter.
The research shows Americans are prioritizing enjoyment and personal choice over rigid food rules. 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, and about three in 10 said the 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 such as 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.
Founded in 1911, Challenge Butter is the flagship consumer brand from California Dairies Inc., the second-largest dairy cooperative in the United States. The co-op works with more than 200 family-owned dairies.
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