On December 3, Midwest Dairy hosted a webinar with retailers and processors that explored the top 10 food & beverage trends to watch in 2026. Innova Market Research, a premier marketing research firm, led the webinar.
Innova named protein the #1 trend to watch in 2026. Protein remains a wellness powerhouse. Across the globe, consumers are seeking it for overall health in various formats and on various occasions. Three in five consumers say they are actively seeking to include more protein in their diet. In the global market, growth in new food & beverage launches featuring at least one protein claim was 32% in 2025. Dairy processors are capitalizing on this trend. In the U.S. market, dairy products with protein claims grew dollar sales 10% in 2025, according to Circana.
Gut health was named the #2 trend by Innova. Consumers globally see a strong connection between gut health, weight, and stress. Nearly two-thirds of consumers (59%), say gut health is very important for their whole body. Nearly half of consumers (44%) say they notice benefits in areas such as energy, skin, and immunity. In the global market, growth in new food & beverage launches featuring at least one gut/digestive claim was 42% in 2025. Dairy processors are capitalizing on this trend as well. In the U.S. market, dairy products with lactose-free claims grew dollar sales 6% in 2025, according to Circana.
In total, 35 people registered for the webinar. Participant satisfaction ratings were very positive, with 100% of survey respondents saying they would be very or extremely likely to attend future webinars hosted by Midwest Dairy.
To watch the webinar and download the slides, please click here.
The next webinar is scheduled for Wednesday, March 11, 2026, exploring Dairy and the Protein Consumer. For more information and to register, visit our website.