As planning season ramps up, many food and beverage companies are revisiting their strategic roadmaps with a renewed focus on health and wellness. The MAHA movement and its Make Our Children Healthy Again report has only amplified this urgency, spotlighting the growing cultural and policy momentum around improving public health outcomes.  

Clean label is old news, we know. But its perennial importance can’t be understated in today’s culture. Once shorthand for “no artificial ingredients,” it now encompasses a broader set of consumer expectations around transparency, simplicity and trust. From naturally derived colors (that actually look appealing) to preservative-free formulations (that actually taste good), clean label trend expressions continue to proliferate rapidly.  

But here’s the catch: focusing on trend expressions is why so many companies miss the mark. They end up following rather than leading. 

The real opportunity lies in understanding the deeper cultural forces driving these expressions. Successful trend planning requires more than a list of hot topics. It demands a combination of big-picture cultural thinking and nuanced attention to detail.  

So instead of focusing on specific claims, ingredients or processing methods swirling in news headlines, we encourage you to recenter your focus to these four higher-order trends: 

1. The rising importance of vitality span 

Consumers are increasingly focused on “vitality span”—the ability to live vibrantly and actively for as long as possible. This shift influences demand for clean label products (as consumers recognize how UPFs can contribute to long-term health conditions and disease) while still allowing for occasional indulgences in the name of vitality.  

2. Macronutrient (not just protein) optimization 

As aspirations like vitality and longevity rise in importance, a growing number of consumers are actively adding or avoiding specific ingredients (and macronutrients) in their diets. However, consumers rarely think about these elements in isolation. Instead, they are one important element of the equation for assessing whether a food is healthy or appropriate for their unique needs. 

3. Personalized wellness 

Health is not one-size-fits-all. Expectations around personalized nutrition are higher than ever, and products are expected to be easily tailored to individual needs—whether that’s gut health, cognitive support or hormonal balance. Experimentation with various eating approaches continues to grow as a manifestation of this value.  

4. Trust and transparency 

Clean label is a proxy for trust. It’s not just about what’s removed, but what’s added with intention and purpose. Consumers expect brands to act as partners in their health by improving transparency around ingredients, sourcing and processing. 

As we look ahead to 2026, the power of clean label is less about what’s on the label itself, but more about what it represents: a cultural desire for clarity, care and choice. Companies that approach their trends work accordingly will be best positioned to create products that are both buzzy and loyalty-boosting. 

Whether you’re planning for the next six months or the next six years, our team of seasoned food culture experts can help you navigate what’s next. Let’s start a conversation.