2026 is shaping up to be a year where food isn’t just what we eat. It represents who we are, how we feel, and how we connect online and in real life. From the flavors we crave to the experiences we seek, food is becoming a mirror of identity, intention, and imagination. What will replace this year’s protein hacks and fluffy Japanese pancakes? We’re starting to see some emerging trends that will shape CPG marketing in 2026: here are five hot takes.

We see it on client briefs every day: “We want to be part of culture. How can we tap into Gen Z and cultural moments?” Every brand wants to be part of the zeitgeist, the hot brand everyone’s talking about. They point to E.L.F., Liquid Death, and other breakout brands and say, “We want that energy. We want that connection.” 

Why treat your brand activation like a one-night stand when it can be the beginning of a long, meaningful story? When you build your experience around a clear, ownable idea, you’re setting yourself up with content that can fuel your marketing all year long. We connected with our content strategists to offer 10 ways to deliver content that continues to build the relationship beyond the activation.

In 2025, grabbing attention isn’t just the goal, it’s the starting line. Real growth happens when brands build relationships with their consumers that feel personal. And to do that, brands have to bring consumers into the conversation early AND keep that two-way communication going. Your real brand fans want in. They want to help shape the story, contribute to the moment, and feel like they belong in the experience a brand created.

Blame TikTok, GLP-1s, or just a smarter shopper, but protein has officially entered the chat. Everyone from busy parents to wellness enthusiasts is looking for high-protein options that fit their lifestyle. For CPG marketers, this is the green light to flex. Innovation is booming across animal, plant, and alternative proteins, and brands that can deliver functional benefits with craveable flavor and standout shelf appeal are winning.  

Part luxury status symbol and part performance wear, Lululemon has been the athleisure gold standard for years. But it’s star might be fading. According to fresh BERA.ai data, the brand is sitting in the dreaded “Boredom” stage with female consumers.

Tesla once had a cultural grip most brands only dream about. It didn’t just sell cars—it sold status, identity, a cleaner, cooler future. The brand was synonymous with innovation, vision, and undeniable consumer love.

The way people buy cars is changing—fast. The days of spending every weekend hopping between dealerships are giving way to a digital-first shopping experience, with social media driving the conversation. And now, TikTok is making its move.

As we look ahead, 2025 is primed to become a golden year for experiential marketing. According to research published in Marketing Dive, global expenditure on experiential activations by both B2C and B2B brands are expected to surpass this year’s investment of $128.35 billion, significantly exceeding pre-pandemic spend. It’s no surprise that after years of investing heavily in digital, marketers are just as eager as consumers connect in real life.

Unity and inclusion might sound like old news, but here’s the twist: today, they’ve never been more relevant. With people feeling fatigued by division, there’s a growing hunger for connection—something real, human, and hopeful.