02 Feb 2026 What’s not so hot this year?
What was hot in 2025 are may well not hit the high spot in 2026! Here are several that may recede as preferences shift toward more sustainable, balanced and health-oriented offerings..
Not all trends that propelled growth in 2025 are expected to maintain the same level of consumer interest in 2026. Industry analysts point to several movements that may recede as preferences shift toward more sustainable, balanced and health-oriented offerings.
Matcha’s popularity may plateau
Matcha has become nearly ubiquitous across beverages and confectionery, but its days as a headline driver of innovation may be numbered. Analysts note that explosive demand has put pressure on supply chains, resulting in lower-grade powders entering the market and diluting the premium positioning that once justified higher price points.
As a result, matcha may be less able to generate buzz and influence product launches in 2026 compared with earlier years, prompting brands to reconsider how and where they incorporate it into portfolios.
Interest in keto and low-carb diets continues to decline
High-protein, low-carbohydrate diets such as keto and paleo, which once dominated health-focused marketing, are expected to lose traction. Market intelligence firms report that rigid dietary frameworks are falling out of favour as consumers increasingly pursue balanced, flexible eating patterns over strict macronutrient rules.
Data from AI analytics platforms indicates a notable drop in global search interest for keto, underscoring the broader shift toward moderation in nutrition messaging.
Viral sweet treats lose momentum
Products propelled by social media virality — including highly sweet, novelty-driven items — face a short-lived cycle of consumer interest. Items like Dubai chocolate and trendy mocktails saw spikes in attention in 2025, but their novelty appeal makes sustained repeat purchases unlikely.
Combined with growing consumer emphasis on sugar reduction and healthier indulgence, these products may fade from innovation pipelines in 2026, though select flavour elements may persist in more mainstream formats.
CBD snacks and beverages face regulatory and consumer headwinds
CBD-infused snacks and beverages have generated excitement for their potential wellness benefits, but the category is encountering significant obstacles. Regulatory uncertainty and compliance challenges are slowing efforts to scale distribution and achieve mainstream penetration.
Alongside ongoing consumer confusion about the efficacy of CBD products, these barriers may reduce category visibility in next year’s product launches and marketing strategies.
Brand partnership fatigue sets in
Collaborations between food brands and non-food properties, such as entertainment franchises, have proliferated in recent years. While such tie-ins can generate short-term awareness, industry observers warn that overuse of partnerships — especially those perceived as opportunistic — can result in consumer fatigue.
Brands struggling to create meaningful synergies may see diminishing returns from partnership-driven launches, encouraging more strategic and purpose-aligned collaborations in 2026.
FoodNavigator.com: Read the full story here