Health-led eating continues to evolve, and M&S’s latest food health trends report offers a clear snapshot of what consumers are prioritising right now. Rather than restrictive diets or short-lived wellness fads, the focus has shifted to everyday optimisation — small, intentional food choices that support long-term health.
From fibre-first shopping habits to a growing interest in biohacking, the report highlights five health trends that are shaping how people eat, cook and shop in 2026.
1. Fibremaxxing Becomes a Daily Priority
Fibre has firmly stepped out of the shadows. According to M&S, 96% of us aren’t getting enough fibre, and it’s all anyone can talk about. Shoppers are increasingly “fibremaxxing” — actively seeking out foods that help them hit their 30g daily fibre target, rather than seeing fibre as a secondary nutritional benefit.
This reflects a broader consumer understanding of fibre’s role in digestion, gut health and sustained energy. Pulses, wholegrains, vegetables and fibre-rich snacks are no longer niche health foods; they’re becoming staples across all age groups.
What’s notable is how high-fibre options are being integrated into familiar formats — from breakfast to snacks — signalling that consumers want functional benefits without radically changing their eating habits.
2. Biohacking Goes Mainstream
Once associated with elite athletes, biohacking is now filtering into everyday food choices. M&S points to growing interest in foods that support focus, energy and cognitive performance — often through ingredients like omega-3s, adaptogens and functional botanicals.
Rather than extreme optimisation, consumers are embracing light-touch biohacking, which means choosing foods that help them feel sharper or more balanced throughout the day, without tracking every metric or following rigid routines. M&S’s new biohacking shots and snack ranges feature the latest trendy ingredients, from collagen to sea moss.
This reflects a shift in how health is defined — moving beyond physical appearance to include mental clarity, productivity and emotional wellbeing.
3. Protein isn’t Just for Gym-Goers
Protein is no longer reserved for sports nutrition or muscle gain. The M&S report shows that a much broader audience is embracing protein-rich foods — from midlife shoppers focused on strength and longevity to those simply looking to stay fuller for longer.
Crucially, protein is being prioritised in everyday meals and snacks, rather than consumed just in shakes or other supplements. Plant-based proteins and naturally protein-rich foods are all part of the picture, indicating a desire for balance rather than extremes.
This reflects a more inclusive understanding of protein’s role in general health, energy and ageing well.
4. Gut Health Becomes Foundational
Gut health continues to be a major driver of food choices, but the conversation has matured. Instead of quick fixes, consumers are focusing on consistent, supportive eating patterns — prioritising foods that nourish the gut over time.
Fermented foods like kefir, fibre-rich ingredients and naturally functional products are gaining traction as shoppers look to support digestion, immunity and overall wellbeing. Importantly, gut health is increasingly seen as connected to mental health and mood, not just digestion.
This holistic view signals a more educated consumer who understands that health systems are interconnected.
5. Minimal Ingredients, Maximum Trust
The final trend highlights a clear desire for simplicity. Shoppers are actively seeking products with shorter ingredient lists, recognisable components and fewer additives.
Consumers want to know what they’re eating and why it’s there. Minimal-ingredient products are perceived as more natural, more transparent and easier to fit into a balanced lifestyle.
The report shares that around half of UK consumers surveyed are looking for foods with minimal, recognisable, natural ingredients. The popularity of this trend suggests fatigue with over-engineered foods and a renewed appreciation for straightforward, well-made products.
What These Trends Tell Us About Today’s Consumer
Taken together, M&S’s five food health trends point to a consumer who is:
- More informed, but not obsessive
- Interested in optimisation, not restriction
- Focused on long-term wellbeing over quick wins
- Seeking functionality within familiar, accessible foods
In 2026, health is less about doing more and more about small, consistent choices. Food remains one of the most powerful ways consumers feel in control of their wellbeing, one everyday choice at a time.
Want to read more about how people are eating, cooking and doing the food shop in 2026? Read our Deep Dive into Waitrose’s 2025 Food & Drink Report.
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Sources
https://www.e-issue.co.uk/marksandspencer/healthtrendsreport/report2026/#1
