2026 KeHE Macro Trends

The consumer’s desire to return to real is defined by three major themes: familiar and whole ingredients, simple yet comforting meals, and local products that offer a personal connection.

Sources of protein change, and added protein callouts are now found in a growing number of non-traditional categories.

Consumers are exploring new tastes and formats, diving deeper into established favorites, and seeking out hot trends and products online.

Wellness is becoming deeply personal, powered by technology, transparency, and self-awareness. The future of health is no longer prescribed—it’s designed, lived, and felt in everyday choices.

Shoppers are gaining deeper insights into products, enabling them to make purchasing decisions that truly reflect their personal values.