With all the hoopla surrounding functional beverage trends, it comes as no surprise that in Mintel’s “2026 Global Food & Drink Predictions” report the market research firm anticipates that protein and fiber will gain staying power by promoting additional benefits. 

“In a time when there’s an abundance of instantly available health advice, protein and fiber are cutting through the clutter in 2026 and going mainstream as easy-to-understand, accessible and essential nutrients,” the report states. “… By 2030, consumers will have felt the health benefits of consuming sufficient protein or fiber and they will aim to improve their dietary diversity.”

Yet, out of the three main takeaways of Mintel’s extensive report — which includes consumer adoption of a variety of ingredients, and a revival in traditional ingredients and packaging formats — notably, the report delves into a third key point: how purposeful formulations will aim to provide memorable specific sensory needs of underserved consumers.

Jenny Zegler, director of food and drink at Mintel, and author of the report, noted: “In 2026, brands must support consumers who feel they’re merely surviving, not thriving. By addressing global challenges like climate change and chronic health impacts, brands can build lasting relationships and empower persistence in daily life.”

An example of how brands are working toward building sustained relationships with consumers to address the impacts of chronic health conditions is BOOST, which recently announced a new collaboration with the American Diabetes Association (ADA) to help spread awareness about the importance of early detection and proper nutrition for adults managing diabetes. 

This initiative underscores the role that awareness and community support play in driving early detection of diabetes, the company says.

“At BOOST, we believe nutrition is foundational to support health and wellness goals,” said Mohini Joshi, vice president of marketing strategy and innovation for the BOOST brand, in a statement. “Supporting the American Diabetes Association reinforces our mission to empower individuals with the knowledge and products that champion quality nutrition. Our combined efforts are focused on raising awareness and ensuring individuals have information and resources necessary to help enable the early detection of diabetes.”

Another example of how brands are working to address global challenges such as climate change is Moët Hennessy, the wine and spirits division of the LVMH group. The division announced the third edition of the World Living Soils Forum (WLSF), co-organized with ChangeNOW, will take place June 3 and 4, at LUMA Arles. 

To amplify the movement for soil regeneration and to broaden the sharing of solutions, Moët Hennessy is bringing together committed companies to design and organize the event alongside its Advisory Board, it noted, in a December press release. 

“As the foundation of life, guaranteeing the development of flora and fauna, and indeed our humanity, soils are crucial,” the company stated. “According to the latest reports from the United Nations Convention to Combat Desertification (UNCCD), healthy soil stores twice as much carbon as the atmosphere, hosts 50% of terrestrial biodiversity, can better filter water, and retain up to 20 times more.” 

According to Mintel’s “2026 Global Food & Drink Predictions” report, empathetic brands can help consumers who feel like they are only surviving, rather than thriving. 

“The polycrisis, a term for a series of consecutive, interlinked shocks or disasters, of the past five years has left consumers and companies alike in need of support to feel prepared, flexible and even creative in the face of obstacles,” the report states. “Being resilient is a lasting lesson from COVID-19, but Mintel’s global food and drink analysts predict perseverance will emerge as a motto for 2026.

“Brands will build sustained relationships with consumers by demonstrating how they are persevering through the global issues that are also complicating consumers’ daily lives, such as climate change, supply chain disruptions and the impacts of chronic health conditions,” the report continues. “With solutions designed to encourage persistence, consumers will feel more empowered to endure the daily challenges from ‘what's for dinner?’ to ‘will drinking this help my future self?’”

In today’s world, where global challenges seem never-ending, it’s reassuring to know that beverage brands are joining consumers to find ways that might help improve upon daily life.