Nearly 6 out of 10 global food consumers say they actively incorporate more protein into their diets. A growing number of Americans are no longer satisfied with food that simply fills them up. Instead, they want meals that fuel strength, support digestion and contribute to long-term wellness.
Move over, kale. Protein and foods that support gut health have officially taken over the spotlight in 2026. Photo credit: Depositphotos.
As the new year begins, food culture appears to be pivoting. Industry data show this isn’t a niche trend, it’s a movement.
The United States digestive-health products market alone was estimated at $13.53 billion in 2023 and is forecast to grow roughly 8.3% annually through 2030. And more people than ever before, especially the younger generation, prioritize protein and gut-friendly foods, with the trend expected to grow in 2026.
What’s powering the shift? A surge in health-conscious eating, a desire for convenience and a fundamental rethinking of what healthy eating means. For many, it’s about gut balance, sustained energy and resilience in everyday life.
Protein takes center stage
Protein remains a dominant force in what consumers buy and cook. One recent trend report names powerhouse protein as the top consumer driver for 2026, highlighting nearly 60% of global consumers seek protein for overall health across meals and snacks.
These choices, from eggs and dairy to plant-based ingredients, reflect a growing interest in protein not only for muscle goals but for satiety, energy and overall well-being.
“The main reason I’ve added more protein to my diet in my 40s is that I’ve found it keeps me much fuller and more satisfied throughout the day,” says Casey Rooney from the popular food blog Get On My Plate. It’s been a total game-changer to have a high-protein breakfast and lunch.”
Protein is becoming the anchor of everyday wellness. When it leads the plate, meals tend to deliver longer-lasting energy and better overall balance.
Gut health and digestion rise in importance
Alongside protein, digestive health is now a mainstream focus, with consumers paying closer attention to how food affects immunity, energy and mood. Globally, 59% of consumers believe gut health plays a crucial role in overall well-being.
The digestive health products market, including probiotics, prebiotics and gut-supporting foods, is riding this wave. In 2023, these products accounted for 26.21% of the global digestive health products market, a share that is expected to rise.
Among the key drivers are younger consumers, particularly Gen Z and younger millennials, who increasingly view food as medicine and part of a daily wellness routine rather than a passing health fad. Approximately half of consumers and two-thirds of Gen Z and millennials say they purchased functional-nutrition products in 2024 in just the U.S., the United Kingdom and Germany alone, with energy, gut health, immunity and muscle support among the most sought-after benefits.
“I keep probiotics as a focus so that my immune system stays high and I don’t get sick as often,” says Shelby Stover from the food and fitness blog, Fit As A Mama Bear.
For home cooking, that shift translates into diverse meals that balance protein with fiber, produce and gut-friendly ingredients. For example, a cottage cheese and fruit breakfast bowl combines protein with fiber and antioxidants, while pairing grilled chicken or eggs with vegetables or legumes adds fiber and micronutrients. You can also go for yogurt, fermented foods or minimally processed dairy for potential probiotic benefits.
This pivot reflects a key insight. Long-term health isn’t just about what you eat, but how your food interacts with your gut and metabolism.
Functional foods expand their role
Demand for foods that offer specific wellness benefits, including better digestion, improved focus and metabolic support, is booming. Analysts project the global functional foods market will rise from $246.5 billion in 2025 to $419.1 billion by 2035.
Younger consumers are also embracing functional foods as an alternative to supplements. One survey found that approximately one-third of Gen Z had tried foods with added health benefits, such as probiotics, adaptogens or high-protein snacks, in the previous year, often seeking better gut health, mental clarity or sustained energy.
At home, functional eating does not have to rely on packaged products. A simple two-ingredient healthy cottage cheese ranch dip served with raw vegetables can function as a protein-rich, fiber-paired snack.
These choices reflect a shift in what many consumers consider healthy eating. Food is increasingly expected to work harder: to satisfy hunger, support the gut and fit into real life.
Simple ways to bring 2026 nutrition into everyday meals
Ready to jump on the protein and probiotic bandwagon? Practice these trends without a complete overhaul of your routine. Small, intentional choices can make healthy eating feel doable and sustainable.
Start breakfasts with protein. Make a sheet-pan egg bake or cottage-cheese breakfast bowl to fuel mornings with sustained energy. You can also balance protein with fiber and produce. Combine lean protein, such as eggs, chicken and cottage cheese, with whole grains, vegetables or beans to aid digestion, achieve fullness and incorporate a variety of nutrients.
Embrace functional foods thoughtfully. Choose meals and snacks built from simple ingredients rather than supplements or heavily processed protein bars.
Include prebiotic- and probiotic-friendly foods when possible. Try adding beans to soups and salads, oats to your morning routine, onions and garlic to everyday dishes, and whole grains and produce to nourish gut bacteria.
Finally, make small, sustainable swaps. Even simple changes like swapping a sugary snack for a veggie and dip or adding more produce to a protein-heavy meal add up over time.
A shift toward everyday wellness
The trends unfolding in 2026 reflect a larger transformation in how people approach food. Eating well is no longer just about weight or dieting; it is about sustaining energy, supporting digestion and investing in long-term health. Whether you’re cooking at home or shopping at the store, this shift gives an opportunity to build meals that nourish both body and gut, which will help you feel good now and in the future.
Sarah Jenkins is the blogger behind Front Range Fed, a food blog dedicated to helping busy families cook and connect through easy, flavorful recipes. Drawing inspiration from life in the Colorado foothills, Sarah shares dishes that make weeknight cooking feel simple and satisfying. She lives in Boulder with her husband, two sons and their much-loved pup, Maya, who’s always hoping for a taste of what’s cooking.
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