The 14th annual What’s Trending in Nutrition survey, conducted by Pollock Communications and Today’s Dietitian, reveals the top nutrition trends shaping consumer choices in 2026. Insights from 834 Registered Dietitian Nutritionists (RDNs) show a continued focus on gut-friendly and functional foods, clean eating, comfort and well-being and cost-conscious purchasing.

Fermented Foods, Better-for-You Sodas and Berries Lead 2026 Functional Foods

Fermented foods like pickles, kimchi and kombucha; bone broth; berries such as cranberries and blueberries; and avocado continue to lead the top functional foods list that RDNs predict consumers will view as having functional food status, particularly for gut health and overall wellness. New additions this year include pre- and probiotic sodas at #2, spices, Greek yogurt and mushrooms, reflecting growing consumer interest in innovative functional foods.

Top 10 Functional Foods Forecast 2026:

1. Fermented foods such as yogurt, pickles, kimchi, kombucha tea
2. Pre- and Probiotic Sodas – New!
3. Bone Broth
4. Berries such as cranberries, blueberries, raspberries, etc.
5. Avocado
6. Seeds, such as chia and hemp
7. Spices – Turmeric, etc. – New!
8. Nuts such as almonds and walnuts
9. Greek Yogurt – New!
10. Mushrooms – New!

Clean Eating Takes the Top Spot as Intermittent Fasting Drops Off the List

Clean eating is predicted to be the top eating pattern in 2026, moving up one from last year, while anti-inflammatory debuts at #2 and plant-based eating holds strong at the #3 spot. Notably, intermittent fasting, which ranked #1 in 2025 dropped off the list entirely, signaling a shift toward more balanced, whole-food approaches to eating.

Consumer Purchase Drivers: Value and Wellness Take Center Stage

Affordability remains a key factor in food purchasing decisions, with gut health continuing to rank among the top drivers. In 2026, comfort and emotional well-being replace immunity, reflecting a shift towards foods that support overall wellness and lifestyle.

2026 Top Purchase Drivers

1. Affordability and value-based (34.59%)
2. Comfort and emotional well-being (17.32%)
3. Gut health support (14.90%)

Top 5 Attributes Consumers Look for When Making a Purchase

1. Protein (17.94%)
2. Brand Familiarity/ Trusted Brand (13.76%)
3. Cultural or Family Preference (12.59%)
4. Low Added Sugar (11.41%)
5. Flavor Variety (8.15%)

When it comes to the attributes RDNs are looking for when making a purchase, they prioritize fiber, low added sugar and protein.

Protein: Top Priority, Ongoing Misconceptions

Despite protein being the top attribute driving consumer purchases, many consumers are still unsure how much they need daily. Common misconceptions include overestimating daily requirements and uncertainty about plant-based protein sources. RDNs report that protein intake, along with GLP-1s, continues to be one of the most frequently discussed topics with clients, highlighting ongoing interest and questions about how to meet protein needs effectively.

TikTok is the Leading Source of Nutrition Information and Misinformation

In 2026, TikTok has overtaken Instagram as the leading source of nutrition information. However, social media platforms also remain the top sources of misinformation, as consumers are increasingly relying on influencers, celebrities and people sharing personal experiences or success stories for dietary guidance.

RDNs note the biggest sources of misinformation include:

1. TikTok (17.93%)
2. Instagram (15.81%)
3. Facebook (15.20%)
4. YouTube (10.33%)
5. Blogs/Vlogs (8.95%)

Innovation and Sustainability Lead the Way in Food Industry Trends

Cell-based products, plant-based products and sustainability initiatives are set to shape the food industry this year. After topping the list in 2025, AI has dropped out of the top three, highlighting a renewed focus on product innovation and environmental impact.

Supplements Are Meeting Nutritional Gaps and Supporting Health

The most recommended supplements by RDNs include multivitamins/minerals, vitamin D, prebiotics/probiotics/postbiotics followed by protein powders/shakes and calcium. Consumers are turning to supplements primarily to:

1. Correct deficiencies (15.16%)
2. Compensate for poor diet (14.06%)
3. Manage health conditions (11.75%)
4. Support aging (10.87%)
5. Pregnancy/Lactation (9.11%)

Consumers and RDNs Pay More Attention to Oils

The type of oil used in food has become a more significant consideration for consumers. RDNs report that they “always” consider the type of oil used when making food choices, up from “often” last year.

Gen Z Emerges as Most Health-Conscious Generation

For the first time, Gen Z tops the list of health-conscious generations, followed by Baby Boomers and Gen X. Millennials, who led in 2025 have fallen off the list, signaling a shift in wellness priorities toward younger consumers.

Pre- and Probiotic Sodas: Skepticism Persists

While prebiotic and probiotic sodas have gained attention as functional beverages, a majority of RDNs view them as mostly marketing with little proven benefit. Some acknowledge potential benefits but consider the claims overhyped, reflecting cautious interest despite their inclusion as trending functional foods for this year.

Predicting Top Ingredients Consumers Will Look for This Year

According to RDNs, the following ingredients are predicted to be the ones consumers seek out most in 2026:

1. Collagen (19.89%)
2. Beef Tallow (17.76%)
3. Adaptogens (9.56%)
4. Apple cider vinegar (8.20%)
5. Reishi mushrooms (7.88%)

Beef tallow and reishi mushrooms are new additions to the list this year, while CBD and monk fruit are no longer among the top trending ingredients.

Top 10 Nutrition Recommendations for 2026

RDNs continue to emphasize practical, everyday habits that support overall health. The top nutrition recommendations for consumers in 2026 based on this year’s survey include:

1. Eat more servings of vegetables per day (15.32%)
2. Increase fiber intake (13.21%)
3. Limit highly processed foods or fast food (12.83%)
4. Limit foods with “added sugars” (9.98%)
5. Choose non-caloric drinks, like unsweetened tea or coffee (7.43%)
6. Consider the full nutrient composition of a food when reading the Nutrition Facts Panel (4.99%)
7. Eat more plant-based proteins (3.98%)
8. Consume several small meals/snacks a day (3.63%)
9. Keep a food journal (3.55%)
10. Avoid refined grains (3.02%)

Keeping a food journal and avoiding refined grains are new additions to the top 10 this year, replacing recommendations to reduce saturated and trans-fat and reduce sodium consumption from last year.