Spinneys Food Trend Report: 2025 - 2026

FOOD TREND

REPORT 2025-2026

2026 f o od t r e nds I

n a region defined by rapid change, food has become one of the most powerful ways the UAE expresses who it is and where it is heading. Shaped by one of the world’s youngest consumer bases – with a majority of the population under 35 – alongside high spending power and global cultural fluency, the way people cook, shop and eat here moves at extraordinary speed. This momentum is driven by ambition and an instinctive appetite for discovery. Food is experienced in real time, shaped by aspiration, experimentation and digital culture. At Spinneys, staying ahead of these shifts is both our responsibility and our passion: meeting customers where they are, listening closely, and translating cultural conversation into credible, everyday choices.

These forces came into sharp focus in this past year’s Big Hitters (pages 4–11), where wellness, indulgence and convenience converged in increasingly dynamic ways.

2 2026

Protein continued its extraordinary rise, from cottage cheese and Greek-style yoghurt to cooked chicken prepacks and high-protein café bowls, reinforcing the shift toward functional, portion-smart eating. Hydration evolved, too. What began as electrolytes in 2024 became a full-scale movement in 2025, with powders, gels and cognitive-boosting sips redefining what it means to drink with purpose.

Convenience followed suit, no longer a shortcut but a deliberate lifestyle shaped by semi-scratch solutions, viral batch-cooking and friction-free fresh prepared fruit. Alongside this, organic quietly accelerated, shifting from a niche choice to a trusted everyday marker of quality and provenance as shoppers increasingly favoured cleaner labels, transparent sourcing and food that felt inherently better grown. In frozen, Trü Frü and Franui transformed Sweet Bites into a subculture, while pistachio-kunafa leapt from viral moment to global flavour signature.

These shifts were mirrored in how our customers navigated stores and made decisions. As Tom Harvey, General Manager of Commercial, reflects: “Today’s retail shopper is more informed and intentional than ever, gravitating toward products that align with a macro-friendly lifestyle, support holistic wellness and offer complete transparency of sourcing.” He notes that “consumers are actively seeking foods that deliver clear nutritional value, whether that’s high protein, balanced fats or ingredients that genuinely serve their health goals.”

Crucially, Tom sees trust becoming the defining purchase driver. “Labels like wildcaught, organic, free-range, hormone-free and responsibly sourced are no longer premium add-ons but baseline expectations. Retailers who can combine functional nutrition, whole-body well-being and honest, traceable sourcing are best positioned to win the loyalty of this values-driven consumer.” That trust, he adds, is

also reshaping how customers choose to indulge.

“We’re seeing a clear rise in premium and splurge shopping – from Discovery strawberries and tomatoes delivering their biggest year yet, to Japanese plums selling out at AED 350 for three, and surging demand for pure-bred Wagyu.

Customers are choosing to enjoy the very best, and our Discovery range will continue to grow to meet that desire.”

Joanne Black, Fresh Commercial Manager, observes a similar shift in how customers evaluate everyday choices. “Our customers are becoming increasingly intentional about the foods they bring into their homes,” she explains.

“Macro-friendly eating is driving day-to-day purchase decisions. Shoppers are reading labels with purpose, scanning for protein content, calorie density, healthy fats and overall nutritional balance before anything else.”

As she puts it, “Consumers aren’t just shopping for flavour anymore; they’re shopping for function, and they expect brands to make that journey easy, transparent and credible.”

Joanne also notes a decisive return to natural proteins. “Customers are returning to wholefood sources like beef, eggs and salmon for their purity, nutrition and trustworthiness, a trend that has been strongly reflected in our privatelabel growth.”

Together, these insights help define what comes next. Looking ahead to 2026, we expect a broadening of behaviours already taking shape (pages 12–17). Hyper-convenience is entering a new era, from chilled pizzas and party food to elevated centre-of-plate classics designed for the rise of entertaining at home.

As Tom puts it, “Staying in is the new going out”, with rising restaurant costs shifting more premium dining occasions into the home. He also highlights an emerging wave of functional beverages: “Clean energy with more than one added benefit, whether that’s protein, probiotics, collagen, nootropics or prebiotics, is starting to transform the category.”

Comfort, meanwhile, is being creatively reimagined. Nostalgic dishes are returning with contemporary flair, from truffle-layered mac and cheese to apple crumble croissants. Regional flavours are stepping boldly into the spotlight, as global influences and the modernisation of Middle Eastern cuisine continue to reshape both retail products and home cooking. In plantforward eating, natural ingredients are outpacing meat substitutes as consumers seek simplicity and authenticity.

As Joanne explains: “Living in the UAE gives us a unique platform to experiment. It’s a true melting pot and our customers are increasingly confident, curious and open to new cuisines.

Ingredients that once felt novel are now firmly mainstream and that familiarity is creating space for the next wave. In 2026, we expect to see this trend play out through bolder flavour exploration, a rise in functional ingredients such as mushrooms and a deeper appreciation for the breadth of Middle Eastern cooking moving into everyday retail.”

Our Health and Wellness findings (pages 18–21) reveal a cultural pivot toward intentional living. Clean labelling, rhythmic nutrition, fibremaxxing, longevity eating and everexpanding conversations around men’s and

women’s wellness are reframing how families approach food. From mood-boosting children’s products to cycle-specific solutions and proteinleveraging for healthy ageing, there is a growing belief that smart nutrition can shape energy, resilience and long-term vitality.

To close this report, we turned to chefs, creators and F&B experts across the UAE who shared a unified sentiment (pages 22–23).

Culinary innovation here is not following global trends but setting them. From third-culture cuisine and the rise of local heroes, to the elevation of café culture and the deepening appreciation for thoughtful sourcing, the region’s creative energy continues to define its identity on the world stage.

At Spinneys, our promise remains the same.

We will continue listening, innovating and bringing our community the products that inspire, nourish and delight. Because food is more than fuel. In the UAE, it remains a powerful anchor – and our role is curational, not transactional: to interpret trends, anticipate needs and serve our community better, every day.

Spinneys conducted in-depth research into the leading food trends of 2025 and the emerging trends expected to gain momentum in 2026. In addition to collaborating with international trend houses, we interviewed our commercial team, analysed internal sales data, and reviewed social media and digital reports. We also consulted with F&B industry experts to gather a comprehensive view of the evolving landscape.

2026 3

BIG

HIT TERS

A snapshot of 2025’s biggest food shifts at Spinneys – from breakout ingredients to fastgrowing categories – fuelled by social media and evolving consumer behaviour, and rolling straight into 2026

Protein powers up Last year, cottage cheese stole the spotlight, but 2025 has shown just how dramatically the protein movement has widened. Supercharged by global food trends, social media virality, wellness culture and the rise of GLP-1 lifestyles prioritising high-protein, portion-smart meals, consumers are now seeking out protein in every format: bowls, bars, breakfasts, shakes and naturally lean whole foods. High-protein eating has accelerated at pace, branching into every corner of the store. From dairy to prepacks, café menu items to chicken, demand continues to surge – and the numbers behind this year’s growth tell the story best.

4 2025’S BIG HITTERS

“Natural proteins are resurging, as customers return to wholefood sources such as beef, eggs and salmon for their purity, nutrition and trust. Our private label ranges reflect this shift, with responsibly sourced, high-quality options driving growth among customers seeking value without compromising taste or nutritional strength.”

Joanne Black, Commercial Manager – Fresh

+330% “Our new Spinneysfood Chicken Souvlaki Protein Bowl – which replaced the Spinneysfood Italian Chicken Salad – is outperforming it dramatically, selling 330% more YoY.“

Conor Roman, Category Manager – Deli & Meal Solutions says...

+22%

+32%

“Chicken-led meal solutions continue to surge, growing 22% YoY – five percentage points ahead of the department and double the rate of seafood protein lines, reflecting strong demand for lean, affordable, high-volume protein.“

“Our Spinneysfood Cooked Chicken prepacks, which grew 170% YoY last year, remain strong performers, up +32% YoY vs +11% for the department.“

+30%

121,000KG

“This momentum is mirrored in our factory consumption, where chicken requirements have increased by over 30% to meet demand.“

“Our Spinneysfood Chicken Salad remains our top-selling salad line, with 121,000kg sold in the year to date.“

2025’S BIG HITTERS 5

+427% “Sales of overnight oats that specifically call out protein have skyrocketed +427% YoY, transforming the category.

Protein-led pots now account for 51% of all overnight oats sales — up from just 26% last year — signalling a major shift toward higher-protein, portion-smart breakfasts.”

Conor Roman Category Manager – Fresh

6 2025’S BIG HITTERS

+276%

+53%

+16%

+35%

“A major shift in out-of-home eating: our five new high-protein Spinneys Kitchen Café bowls, launched in January as salad replacements, have surged +276% YoY. Customers are choosing meals that balance satiety, freshness and function.”

Melissa Saldanha Buyer – Bakery & Café

“Barebells remains our largest protein bar brand, growing 16% YoY, driven by its taste-led, no-added-sugar proposition and consistent recognition as one of the best tasting protein bars. Building on this momentum, our exclusive Myprotein launch has also exceeded expectations, with standout performance from its protein bars and high appeal clear whey flavours, notably Vimto and Peach Tea” Segina Yasmin Category Manager – Health & Beauty

“After dominating 2024, cottage cheese shows no sign of slowing. The category is up +53% YoY, nearly doubling last year’s growth rate and cementing Spinneysfood Cottage Cheese as our #1 selling SKU in the category. Its versatility, from dips to baking, continues to fuel demand.”

Joanne Black Commercial Manager – Fresh

“Yoghurt is seeing significant uplift as demand for high-protein dairy accelerates.

The category is up +35% YoY, with Greek and Greek-style yoghurt rising +38%. Our Spinneysfood Authentic Greek and Greek-Style ranges are outperforming the market dramatically at +56% YoY, underscoring the shift toward protein-forward choices.”

Shirin Sadiq Buyer – Fish & Chilled

+35% “Salmon continues to anchor our fish category, accounting for a substantial 30% of total sales, with Irish, Norwegian and Scottish origin driving growth at +35% YoY. Organic salmon is a standout performer at +97% YoY, while smoked salmon also shows strong momentum at +16% YoY and +33% YoY for organic smoked salmon.”

Shirin Sadiq Buyer – Fish & Chilled

2025’S BIG HITTERS 7

Pistachio-kunafa Dubai Chocolate may have dominated 2024 thanks to FIX Dessert Chocolatier’s pistachio-knafeh bar, but 2025 has proved it was only the beginning. What started as a viral snap-and-bite moment has evolved into a global dessert movement powered by visual-first, indulgence-led behaviour and a flavour architecture consumers love: molten chocolate, pistachio cream and crispy kataifi. These texture-led combinations tap into the three drivers of enduring trends – performance, pleasure and surprise.

And the scale of adoption is now impossible to ignore: the product has jumped far beyond dessert menus, inspiring everything from ice creams, shakes and pastries to cookies, spreads, candles and even personal care products – proof of just how widely the flavour has travelled. This year, FIX Dessert Chocolatier took Dubai Chocolate to Harrods, marking its first international pop-up. As TIME magazine said, “Dubai Chocolate isn’t just a dessert – it is soft power in edible form, a glossy ambassador for the UAE’s cultural influence.”

“Dubai Chocolate accounted for 19% of all confectionery sales this year, with tablets making up 86% and even major brands like Galaxy, KitKat and Lindt have launched their own versions,”says Ciaran Stafford, Confectionery & Biscuits Buyer.

“It’s becoming a flavour territory in its own right, much like brownie or Biscoff.”

“Recognising the appetite for these pistachiokunafa cues, our teams launched three bakery items – the Pistachio Kunafa Croissant, Pistachio Kunafa Brownie and Flair Pistachio Kunafa Swiss Roll – plus a Pistachio Kunafa Shake in our Spinneys Kitchen Café. Sales peaked in March 2025 during Ramadan at +238% vs the previous month and have continued trending at +11% month on month.”

Melissa Saldanha Buyer – Bakery & Café

8 2025’S BIG HITTERS

Hydration level ups If 2024 put electrolytes on the map, 2025 made hydration impossible to ignore. Supercharged by TikTok culture, wellness routines, functional beverages and the rise of “drink with purpose” lifestyles, consumers have transformed hydration into a daily ritual of optimisation. From electrolyte-spiked sparkling waters and Celtic sea salt blends to probiotics, nootropics and cleanenergy sips, the category has rapidly expanded beyond simple thirst-quenching. Water is no longer just water — it’s flavour, function and a little extra something. As powders, gels, mocktails, jellies and vitamin-boosted drinks sweep every aisle, the momentum shows no signs of slowing. And with cognitive health, natural caffeine and hyper-hydration formats gaining pace, 2026 is set to deliver an even more advanced era of personalised hydration.

+231%

“The hydration category within Health & Beauty has skyrocketed +231% YoY, powered by Humantra’s remarkable +346% growth and a consumer shift toward smarter, more functional ways to replenish. With sachets and gels becoming the go-to format for on-the-go hydration, brands are rapidly expanding their ranges to meet demand. What began with electrolytes and collagen is now evolving into MCT, creatine and even protein-enhanced options — convenient innovations that not only fit modern lifestyles but also encourage trial before customers commit to full-size formats.”

Segina Yasmin Category Manager — Health & Beauty and Baby Care

“Digestive health drinks in Ambient have climbed +26% vs LY, reflecting growing customer interest in beverages that do more than refresh.”

Emma Issimdar Category Manager – Drinks & Snacks

Chilled thrills Frozen chocolate-covered fruit emerged as one of 2025’s most irresistible snack obsessions, fuelled by the rise of global brands Trü Frü and Franui. What began as a niche better-for-you treat quickly became a viral phenomenon, with TikTok creators snapping through glossy chocolate shells to reveal icy berries beneath. That contrast – crisp chocolate giving way to intensely cold fruit – turned Spinneys freezer aisles into destinations for guilt-free indulgence.

+291% “Sweet Bites was the standout of 2025’s frozen category, surging +291% YoY and growing its share from 6% to 19%, despite total ice cream rising 23%.

Franui led the segment with 47% share (and 9% of total ice cream) from two SKUs, followed by Trü Frü at 23% of Sweet Bites and 5% of the overall category.”

Sarah Leosala Buyer – Morning Goods & Frozen

2025’S BIG HITTERS 9

Convenience goes clean In 2025, convenience took on a healthier, more intentional meaning as time-strapped shoppers sought quicker ways to eat well without compromising nutrition. The surge in ready-to-use ingredients — from pre-cut fruit and vegetables to frozen air-fryer friendly meals — made smoothies, salads and snacks faster to assemble than ever, while prepped grains and pre-marinated proteins supported semi-scratch cooking at home. Social media accelerated the shift: viral hacks showed how frozen yoghurt pouches could become instant pops, leftover snacks could be transformed into balanced meals, and batch-cooked GLP-1 style trays could fuel an entire week of high-protein, high-fibre eating.

At the same time, meal prep became a cultural moment, with creators sharing fridge-restocks, salad jars, overnight oats and freezer-friendly meal cubes that championed speed, simplicity and nourishment.

Together, these behaviours pushed healthy convenience from a niche to a necessity — spanning whole meals, functional snacks and smart ingredients designed for modern, busy lives.

+751%

“Cut red dragonfruit has been the breakout star of the year, soaring +751% as customers increasingly reach for nutrient-dense superfoods in ready-to-enjoy formats. Cut orange jackfruit isn’t far behind, climbing an impressive +608%.

This appetite for effortless nutrition has powered a +29% YoY rise in our overall fresh prepared fruit category, with shoppers leaning into easy smoothie bases, lunchbox add-ins and grab-and-go snacking. Within this, pots and tubs have grown +48%, while wedges and cubes are up +42%, underscoring the rising demand for produce that’s perfectly portioned, consistently fresh and ready when they are.”

Mohamed Basheer Rahamadullah Category Manager – Fresh Produce (Fruits)

10 2025’S BIG HITTERS

+107%

“Prepared convenience continues to accelerate, with our fresh prepared range surging +107% YoY, proving that fast and fresh can coexist. Designed for modern, time-poor shoppers, these ready-to-cook options come together in just 5 to 15 minutes, making them quicker than food delivery and ideal as wholesome sides or complete meals. From vibrant roasting vegetable mixes with five vegetables to simple Tenderstem broccoli with butter, the range delivers flavour without compromise. As food becomes a conscious choice, we remain focused on fresh, inspiring solutions.”

Angelique du Toit Category Manager – Fresh Produce (Vegetables, Salads & Horticulture)

+59%

“Our Air Fryer Bay has delivered strong momentum across the category, with sales up +59% YoY, driven by a compelling 3-for-AED 50 promotion that highlights convenience and value. The Chicken Zinger Strip remains the top seller, growing +39% YoY, as customers increasingly choose quick, protein-rich options that go from frozen to plate in around 15 minutes. Demand for easy entertaining continues to rise, with appetisers posting strong growth this year, led by breaded mozzarella as the hero of new launches – and a favourite for sharing at home and for effortless weekday meals or special occasions.”

Paul Antoni Crawford Commercial Manager – Groceries

+80%

“Our Spinneysfood Organic Eggs are growing over +80% YoY, firmly ranking among the top five lines in our fresh business, alongside Organic Irish Salmon at +70% growth.

This performance underlines how organic has moved from a considered choice to an essential part of the Spinneys basket.

We’re seeing strong, consistent momentum across multiple departments – from entire Organic Chicken up +36% with our Spanish partner to entire Organic Beef growing +38% from Australia – reinforcing organic as a core credential our customers actively seek out, not a niche add-on.”

Joanne Black Commercial manager – Fresh

+70%

“Organic blueberries and grapes are both growing over +70% YoY, marking a standout year for produce and reinforcing organic’s shift into everyday shopping. In 2025, we’ve focused on making organic more accessible – from expanding our Waitrose Duchy offer to introducing a dedicated wet rack of organic leafy greens. As a result, our organic range has grown by +18%, including several category firsts such as organic pineapple, apricots and lemons with leaves. Crucially, we’re also seeing organic take a greater share within core categories like tomatoes and brassicas, signalling a deeper, long-term change in how customers value freshness, quality and provenance.”

Neil Gibson Commercial Manager – Produce & Horticulture

+61%

“Mr. Organic is delivering +61% YTD YoY growth, leading an almost exponential rise in organic across the Food Pantry. This momentum is being fuelled by strong engagement with new launches and growing shopper confidence in organic as an everyday choice. Iliada Organic Olive Oil is up +43% YoY, now our top-selling SKU within Food Pantry, while Waitrose Duchy Organic is growing +28% YoY. Alongside this, the Spinneys Food organic pantry range is achieving consistent double-digit growth, reinforcing that organic is no longer confined to fresh – it’s becoming a core driver of value and trust across the pantry and household basket.”

Marina Kantor Category Manager – Food Pantry & Household

Organic Organic food continued its quiet but decisive evolution in 2025, shifting from a niche label to a system-wide marker of trust, quality and long-term resilience. As shoppers increasingly questioned additives, chemical processing and intensive farming methods, demand grew for food that felt simpler, cleaner and more transparently produced. Advances in organic inputs – from costcompetitive natural fertilisers to regenerative farming practices – helped unlock scale, while new plant-based technologies extended the shelf life of fresh produce without synthetic intervention.

With sustainability, soil health and resource efficiency now central to how food is grown and sourced, organic is set to accelerate in 2026 and far beyond, embedding itself at the heart of future food systems.

2025’S BIG HITTERS 11

Top 10

1

As we look toward the future of food in 2026, we outline the innovations, ingredients, flavours and mindset changes set to dominate the culinary scene

Weighty matters

Ozempic, Wegovy and similar semaglutide-based drugs are steadily reshaping society.

Developed to treat diabetes, deployed against obesity and adopted by celebrities as a sure-fire way to slim down, these “GLP-1 receptor agonists” are now so commonly prescribed that they’re also driving major changes in consumer behaviour. A recent report in the Harvard Business Review examined the knock-on effects of so many people so effectively regulating their blood sugar and slowing the process of “gastric emptying”. Even those not actually taking these treatments are following meal plans that mimic their effects: eating less but more often, leaning on low-glycaemic comfort foods, packing the most possible nutrients into controlled portions. Meanwhile, restaurants are chosen for social experiential value as much as menu options, clothes stores are seeing customers shopping for whole wardrobes to fit their new svelte profiles and some even say that airlines may soon be using less fuel as their loads become lighter… 2026 will see us moving further and faster into that future.

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2

HYPER-CONVENIENCE Ready meals and convenience foods used to be cheap, quick and easy at the cost of flavour and pleasure. Lately the gap at the quality end of the frozen food market is being filled in by celebrity chefs like Gordon Ramsay and Ester Choi, who seem to have cracked the formulae for pre-packed signature dishes like sesame chicken or fish and chips that taste almost as good at home as they could made fresh. Everything is changing in the takeout sphere, too, as the latest tech innovations will bring healthy, high-quality food to your door at literally superhuman speed in 2026. Hyper-local cloud kitchens can now house multiple brands to prepare food and personalise menus with AI-enhanced efficiency, while operators like Flytrex, Wing and Aviant are already deploying hot meals by drone in the US, Iceland, Australia and Sweden, with many others sure to follow.

3

FUNCTIONAL SIPS Caffeinated energy drinks have been ruling the beverage market for a while, but now we’re seeing new hydration formulas that promise the opposite effects: a quieter mind, a rested body, better sleep. Some drinks are designed to compensate for nutritional deficiencies (like, say, magnesium lattes), others add a touch of alternative medicine to your intake (such as Ayurvedic teas). Fermented beverages such as kombucha and kefir have also given consumers a taste for other flavour profiles, and the move away from overpowering sweetness is making room for new ranges of fizzy, gut-friendly drinks. Expect to see more of these sodas with prebiotic properties, which feed probiotics and help them multiply.

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4

TA K I N G T H I N G S P E R S O N A L LY

At this point we’re all aware of the general rules of a balanced diet, but we also know that we each have our own needs and goals, which can depend on everything from particular health conditions to stage of life. AI is now helping toward hyper-personalisation with food coaching, meal plans, shopping lists and recipes that factor in all those individual requirements. While women have distinct nutritional demands during menopause and menstruation, the current trend is toward evermore-precise deployment of calcium, vitamins and Omega-3s for each phase of the cycle to boost heart function, muscle retention and so on. There’s also growing attention on the nutritional needs of older adults, with tailored guidance around protein, vitamin D and cognitive-supportive nutrients to maintain strength and independence.

5

Crosscultural comforts

Indulgence has been a little overdone in recent years, and now seems increasingly out of place in such a worrying world. Consumers are turning to comforting, home-style bakes and bowls, while global-mindedness and social media add their own demands for newness, specificity and virality.

This is how you get recent worldwide hits like the ube bun, which made a star of the Filipino purple yam with its nutty vanilla flavour and eye-popping photogenic colour. Or the matcha croissant, which sets buttery, flaky Frenchness against the earthy greenness of Japan’s signature ceremonial tea powder. Wonderful 21st-century comfort foods are being made across culinary borders – LA food truck pioneer Roy Choi has led the way with the likes of kimchi tacos and many others will surely follow in 2026.

6

ETHICS AND UNPROCESSING

In late 2025, the medical journal Lancet published the results of the world’s largest-ever scientific review into Ultra-Processed Foods (UPFs), which made clear their “seismic” threat to every organ in the human body, in every nation on Earth. In 2026, we’ll see much of the planet respond with a turn toward real food, upcycled ingredients and regenerative meats (from cattle raised on farms dedicated to restoring soil health and sustainable grazing patterns). This urgent demand for greater transparency helps us avoid harmful chemicals and additives but also fosters a revival of storytelling in food culture – consumers want to know where their food comes from in biographical and even emotional terms, so expect to hear more about the personal efforts of farmers and producers working to reverse the negative trends of recent decades.

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7

Showing some flex

Vegetarianism or veganism are still the way forward for many consumers, but more and more are adopting the “flexitarian” position – reducing their meat intake for the sake of personal and planetary health, while still consuming a certain portion of animal protein. Influential food writers such as Alicia Kennedy argue that smaller dietary rations of meat and/or seafood can be a good thing in terms of supporting biodiversity within local ecosystems, while the growing “real food” movement prioritises adaptability over rigid ideology, with meat and dairy allowed their place on a plant-rich spectrum that includes milk and butter alongside mushrooms, seaweed, pulses, grains and sourdough.

This shift also reflects practical nutritional needs – from seniors requiring more protein to maintain strength, to GLP-1 users seeking higher protein and fibre to support satiety and muscle retention. As consumers seek ethical animal options, regenerative meat and tallow-based snacks are increasingly part of this balanced approach.

Dense bean salad with greens, chicken and crispy quinoa

TOP 10 IN 2026 15

8

Moral FIBRE In the last decade or so, the gut microbiome has emerged as the source of at least half the health problems in the world – as well as potential solutions. And if we now know that the gut operates a lot like the brain in terms of sending messages through the body, it seems to be telling us one consistent thing: “eat more fibre”. We haven’t really been listening. The UK’s National Health Service estimates that 96% of people still don’t get the recommended 30 grams a day, and the rise of colon cancers in young people has been linked to this general deficiency. This might be the year we turn things around by way of “fibremaxxing” – just packing more into our diet by way of the foods that nutritionists have been recommending for ages now. Think rolled porridge oats, chickpeas, raspberries, seeded breads and other high-fibre carbs like wholewheat pastas, as well as “daily gut rituals” involving tonics, teas and digestion-boosting shots.

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9

MINIMAL TO

THE MAX

Cacio e pepe

10

Regional goes global

Where we used to find ourselves in the mood for Thai or Indian food, our modern world of satellite mapping and restless culinary curiosity is now giving us much more specific appetites. A hankering for Mexican cuisine might now lead us toward the Caribbean-inflected dishes of Yucatan, or the very different regional recipes of Baja province, on the Pacific coast. And if we’re all now familiar with Cantonese-style noodles, perhaps we want to try something more rustic from the lesser-known Chinese provincial larders of Anhui or Shandong. Consider, too, the recent boom in international mashups such as the Japanese-Italian megabowl that is ramen carbonara.

Ramen-coated cheese toastie

Elaboration and excess are no longer the keys to luxury, as consumers seek to indulge in quietude and simplicity. The Korean Birthday Cake that went viral in 2025 seemed to point toward a future of exquisite minimalism: petite, profoundly tasty and gorgeously presented in subtle pastel colours with eye-pleasing clean lines. In the savoury sphere, the ongoing push toward whole foods will be further expressed in a preference for fewer and better ingredients – diners are really loving pure and simple pasta dishes like cacio e pepe and old-fashioned, unfussy cooking methods. Grilling, steaming and roasting are about to make a serious comeback…

TOP 10 IN 2026 17

holistic health

The purity pivot The movement towards ‘clean living’ shows no signs of abating, as increasing numbers pivot away from pollutants towards cleaner products that have less impact on both people and the planet. This extends from ingredients in home-cooking and what’s stocked in the fridge to daily use products, from shampoo to washing up liquid. Put simply, processed foods, microplastics and petrochemicals are out and clean products, with fewer yet more recognisable, natural components are in. And such, clean labelling and honest sourcing are fast becoming requisites for the conscious consumer – knowledge is power after all – as consumers laser in on labels and pivot towards brands prioritising purity over profit. According to Innova’s Now & Next in Clean Label Global Report, nearly 1 in 2 consumers globally purchased more fresh, unprocessed food over the last year, with around 30% reducing processed foods and 27% trying to limit products or ingredients perceived as unhealthy. Looking ahead, as interest in natural ingredients, organic formulations and transparent labelling grows, clean is set to continue to be the new cool.

18 HOLISTIC HEALTH IN 2026

ALL IN GOOD TIME When it comes to health, it’s not just about what you eat, it’s also about when, as studies show that the timings of meals matter just as much as what you put on your plate and how much. Take Rhythmic Nutrition (or Chrono-Nutrition), for example, which favours aligning eating schedules with your ‘circadian rhythm’ over prescribed mealtimes or snacking, to help boost metabolic health. The rhythm refers to the 24-hour cycle of the body’s internal clock, which regulates various physiological and behavioural changes, from sleep-wake cycles to hormonal levels and body temperature. Timing food consumption around this cycle allows your body to be at its best, naturally, which better aids digestion, absorption, sleep patterns, weight management and more.

We are what we eat Last year saw a steep global uptake in GLP-1 medication usage for weight management, but for 2026 the industry is moving the needle to pinpoint the science behind satiety and appetite behaviour to better balance diets. One trend taking over TikTok is fibre and protein ‘mini meals’, which focuses on intentionally eating more fibre- and protein-rich snacks to support digestion and boost gut health. Think small, portion-controlled dishes or substantial snacks that are loaded with fibre or packed with protein to help sustain energy, curb hunger (and hanger) and reduce unhealthy snacking between meals. These trends are fuelling a huge rise in the overarching ‘snackification’ trend, which is changing the way people eat. While the concept of snacking itself may be nothing new, this isn’t about nibbling between mealtimes, it’s about replacing mealtimes with snacks. So instead of consuming three classic meals, you eat multiple mini-meals throughout the day, with a ‘small and often’ mindset. One of the core drivers behind the trend is convenience, as it allows consumers to ‘eat on the go’, as well as health benefits of having each bite loaded with goodness that lets ‘snackers’ align what they eat with their health goals. With snacks on the menu, it also provides ample opportunity for the industry to innovate around new products that balance taste, health and ease.

HOLISTIC HEALTH IN 2026 19

Next-gen nutrition

Rainbow power pops

IT’S A MAN’S WORLD (KINDA) The male grooming industry has been booming, but men’s health and wellness is taking its turn in the spotlight.

Valued at $1.27 trillion in 2023 and expected to jump to $2.57 trillion by 2029, according to a report

by Research and Markets, everything from supplements and metabolic slowdown to performance nutrition, creatine, collagen are getting air-time, as men prioritise wellness. For example, the female industry waxes lyrical about the benefits of collagen, but now men matter, too, with shelves stacked with collagen powders, capsules, shakes and sachets designed to support from the inside out, from increased muscle mass to promoting a healthy heart.

Then there’s ‘creatine-loading’ where one takes high doses for five or seven days to saturate the muscles, before moving on to a lower maintenance dose, in a bid to grow muscle and maximise stores. Performance nutrition doubles down on ‘food for fuel’ and the importance of a well-balanced diet packed with vitamins and minerals to achieve and maintain optimal athletic performance. Then there’s men’s health and wellness on different ends of the age spectrum; from the teen male protein craze in which social media influencers are driving sales of protein bars, shakes and powders as a strategy for bulking up, to andropause nutrition, which aims to counteract the effects of androgen deficiency in older males (think menopause for men) by adopting a nutrient-dense diet to help boost dwindling reserves of testosterone. As brands innovate in this space, such as introducing new and convenient ways to consume creatine/protein/collagen, 2026 will continue to redefine how men approach their health.

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For parents, getting kids to eat at all can be battle enough, but trying to get them to eat healthy… IYKYK. Evolving research on how nutrition and gut health affect a child’s overall health, brain, behaviour and learning, puts forward a strong argument for the importance of persevering. Looking beyond a balanced diet and your traditional five-a-day, the food and drink industries are innovating around child-orientated foods and products designed to boost mood, improve focus and attention and balance both emotional and mental well-being. On shop shelves, the more common mood- and brain-boosting nuts, berries and leafy greens are now rubbing shoulders with water infused with electrolytes for rehydration, probiotic pouches and drinks designed to support digestive health and immune function, and promoting foods packed with nutrients such as folate, zinc and magnesium to help stabilise moods and ward off depression.

More holistic in approach, the focus is now on the child’s health as a whole – mind, gut and soul.

The future of healthy ageing With an ageing population and increases in life expectancy reported by the World Health Organisation, interest in how to age well is soaring – for both consumers and companies. One hot topic is ‘longevity eating’, in which consumers are putting themselves in the driving seat by turning to diet and nutrition to help slow down their biological clock. Think protein-leveraging and fibre-rich whole foods, antioxidant-packed fruit and veg, and superfoods such as leafy greens, oily fish and nuts. In response, brands are innovating in the vitality and healthy ageing space for older consumers, too, tapping into functional foods, drinks, supplements and age-specific solutions to help individuals live well for longer.

Everything from protein-rich drinks for over 50s and probiotic-based nutrition products to boost bone and joint health, to memory-boosting supplements, fortified ready meals and food delivery tech innovations making life easier for seniors, are helping bolster health and aid longevity endeavours. Longer, healthier futures fuelled by food with a side order of prevention and smart solution investment.

GIRL POWER Women’s health continues to be a central topic, with everything from menopause and hormones to gut health, digestion and stress on the agenda.

New research, such as by Food Research International, indicating differences in the gastrointestinal tracts of males and females (women have smaller stomachs yet longer colons) has given rise to a surge in female-specific wellness solutions. Think pre, pro and postbiotics, supplements targeting bloating and digestive enzymes tailored towards breaking down carbs. Sleep and stress foods are cropping up, too, with a 2025 study published in Sleep Health concluding that a higher daytime intake of fruits, veg and healthy carbs (five cups or more) can improve sleep by a whopping 16%. Hormonal fluctuations during a woman’s menstrual cycle are in the spotlight as well, as changes in oestrogen and progesterone levels can significantly affect digestion. Known as cyclespecific digestion, it looks at both the impact of monthly imbalances and how women can counter the effects, such as eating low inflammatory foods, an increased fibre intake, better sleep and reducing stress. Emotional metabolism, gas, periods, perimenopause… The real beauty is, no topic is off the table, as society and the health industry continue to take on oft-taboo subjects in a bid to revolutionise the women’s wellness space.

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Industry insights UAE-based chefs, creators and consultants reveal the trends steering 2026, spanning wellness, café culture, culinary innovation and the rise of elevated dining

JAMES KNIGHT-PACCHECO Michelin-awarded chef, hospitality consultant, TV personality, podcast host Having conversations with so many professionals in my field and beyond, in 2026, I believe the UAE will continue defining what I call third-culture cuisine, a space where chefs blend heritage, travel and global technique to create dishes that feel both nostalgic and completely new; some great local chefs are already doing this in the region. We will also see a rise in local heroes becoming international voices: Emirati and homegrown chefs are no longer inspired by the world, they are inspiring it. Finally, the modernisation of Levant cuisine will accelerate, with local chefs reimagining classics through precision, storytelling and modern techniques. The UAE dining scene isn’t following global trends; it is setting them, boldly, creatively and with a distinct culinary identity rooted in the region.

GABRIELA CHAMORRO Founder & Executive Chef, Girl and The Goose Guests are craving connection just as much as flavour, which is why the F&B scene will continue to move toward authenticity. We’ll see more concepts with soul – home-grown brands rooted

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AI will also become a powerful backstage tool, sharpening efficiencies and giving chefs more freedom to create.

in culture, storytelling and genuinely meaningful experiences. The shift is toward food that feels personal, purposeful and deeply connected to its community. What I hope to see more of is a celebration of underrepresented cuisines, stronger partnerships with local producers and innovation that respects tradition while thoughtfully pushing boundaries.

TOM ALLEN Director of Culinary, JW Marriott Marquis Hotel Dubai Dubai’s 2026 culinary landscape will be shaped by a stronger commitment to sustainability, smarter use of technology, and a deeper appreciation for cultural authenticity. We’ll see chefs push harder on local sourcing, responsible kitchen practices, and menus that prioritise balance and well-being. While fine dining will continue to thrive, guests are increasingly seeking experiences that feel genuine and offer real value, from chef-driven casual concepts to thoughtful pop-ups and elevated street food. At JW Marriott Marquis Hotel Dubai, this is exactly the spirit behind VNTG, our soon-to-open wine bar centred on well-priced bottles, perfectly aged cheeses, charcuterie and seasonal dishes.

STASHA TONCEV Chief Soulkitchen Officer, 21grams | urban balkan bistro In 2026, restaurants in the UAE will need to double down on honesty and creativity – offering genuine hospitality, flavours with integrity and experiences that respect a guest’s time. As the market expands with more choice than ever, people will choose places that offer real value: depth, clarity and a clear sense of purpose with every visit. On the catering side, I see a shift toward fully conceptual experiences, where menus move beyond food into layered storytelling compositions of design, art and trends. Across both worlds, sustainability will become a baseline expectation – thoughtful local sourcing and a deeper responsibility to the communities we feed.

NEHA ANAND Founder & Managing Director, Three Layer Hospitality The UAE’s food scene will continue to be shaped by the strength and ambition of its homegrown brands. We’re already seeing sustained leadership with locally created concepts that speak to both local audiences and global curiosity earning international visibility through platforms such as The World’s 50 Best and Best Chef Awards. What excites me most is how founders are now scaling and expanding outward with confidence. Dubai-born brands are stepping onto wider stages and becoming international players, just as Pind Bathinda did when it grew from the UAE to India in 2025. The UAE is ready to share its creativity and culinary point of view with the world.

CLAUDIA DE BRITO Gulf Academy Chair – MENA’s 50 Best Restaurants, and Middle East Academy Vice Chair – World’s 50 Best Restaurants In Dubai, we’ll see the evolution of restaurants as spaces for like-minded people to gather,

connect, collaborate and share ideas. We’re already starting to see this happen with homegrown restaurants in Alserkal Avenue, a hub that has served as an incubator for the city’s diverse creative community. Globally, although a lot of us scoffed when we first heard Heston Blumenthal mention it a couple of months ago, we will start to see menus that cater to diners who are on GLP-1 medications. Whether it’s in the form of more condensed tasting menus or smaller portions, I’ve seen fellow diners increasingly request both.

It’s only a matter of time before more restaurants follow suit.

SANDY HAYEK Advisory, AlphaMind The demand for consistent, high-quality dining at competitive prices in Dubai’s culinary market will become more pronounced as consumers seek value for money without compromising on food or service. With rising costs and a growing population, brands must maintain a clear, transparent price-value ratio that appeals to both accessible and premium diners across suburban neighbourhoods and flagship locations. While I advocate for a hyper-local growth approach, the UAE’s economic transformation is driving a renewed influx of established international dining brands. Interest in the GCC extends beyond traditional franchise models; given current economic pressures, both established operators and chef-led startups are exploring direct relocation and operation in the region.

New entrants will face challenges positioning themselves in a market rich in distinctive dining experiences. Long-term success will depend on their ability to navigate this competitive landscape, coexist with hyper-local growth and build genuine customer loyalty over time.

MAHA MORLEY-KIRK - and Founder & CEO, Bred content creator @oatsandthyme This past year saw desserts take on a more artistic edge, with a surge of cakes that mirrored the flavours they delivered. These creations captured attention across cafés and social feeds. Beverage culture evolved, with matcha and hojicha cloud lattes rising in popularity for their soothing profiles

and textural contrast. Looking to 2026, the momentum is shifting toward ingredients that are locally grown, thoughtfully sourced and handled with minimal processing. People will favour food that feels honest, intentional and connected to its origins. This is a move toward simplicity that still feels deeply considered.

YASMINE IDRISS TANNIR Food Designer, Petites Choses (@petites_choses) For the past few years, food and hospitality have focused on nurturing the body – from sustainable, nose-to-tail cooking to locally sourced ingredients.

Clean flavours, natural materials and simple plating defined the moment, turning eating into an act of responsibility and intention. Lately, I’ve sensed a shift from nourishing the body to nurturing the soul. Retro desserts are quietly returning: jellies, mousses, Black Forest gateaux, pineapple upside-down cakes and caramels, served on silver plates or in chrome coupes.

They transport me back to the 80s and early 90s – hotel dessert trolleys, family gatherings, holidays where dessert felt ceremonial. The gleam of silverware, cakes sliced at the table, the anticipation of waiting. This return is not about abandoning sustainability or health. It’s about balance – and recognising that food also carries memory and emotion.

OPPOSITE SPREAD, CLOCKWISE FROM TOP: Gabriela Chammoro; Yasmine Idriss Tannir; Tom Allen; Charlie Baxter.

THIS SPREAD, CLOCKWISE FROM TOP LEFT: Sandy Hayek; Neha Anand; Maha Morley-Kirk; James Knight-Paccheco; Claudia de Brito; Stasha Toncev.

CHARLIE BAXTER Nutritionist and content creator (@charlierubybaxter) Last year was all about gut health — fibre-rich foods and ‘happy tummy’ recipes dominated the internet, and it was a movement I wholeheartedly championed. High-protein everything also took centre stage, with cottage cheese making an iconic comeback thanks to its protein content and versatility… it suddenly found its way into everything from pancakes to pizzas. Looking ahead to 2026, convenience is about to seriously level up. We’ll see a big shift toward ultraconvenient healthy eating; more ready-to-go balanced foods, prepped proteins and clever meal bases that make eating genuinely easy.

Quick, nutritious, no-fuss food is becoming the vibe and it’s exactly what busy people need.

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