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A shopper-led view across Food and Beverage, Personal Care, Cleaning, and Pet Care
Why 2026 Will Look Different
Consumer behavior across major categories is changing in a visible and measurable way. Shoppers are specific about what they want, clear about what they reject, and fluent in the language of ingredients, benefits, and outcomes.
For this post, we focused on two signals that consistently predict where demand is heading. Reviews show what shoppers reward after purchase, and Reddit shows what they question, debate, and validate before buying. When the same themes appear in both places, and across multiple categories, they stop being noise and start becoming signal.
Using the Harmonya Insights Agent, we analyzed thousands of reviews alongside high-intent Reddit conversations across food and beverage, personal care, household cleaning, and pet care. The Insights Agent allowed us to surface recurring benefit language, ingredient scrutiny, and use case specificity without starting from a fixed hypothesis. These five topics rose to the top because shoppers kept pulling the conversation there, regardless of category.
What emerged is convergence across different aisles: function must be explicit, ingredients must be explainable, benefits must connect to real situations, and science must show its work. The five trends below reflect those shared shopper demands.
This post introduces the five trends that will shape 2026. Each trend will be explored in deeper category-specific research over the coming months.
Across categories, shoppers expect products to do something specific for them. Not in abstract "wellness" terms, but in ways that map to daily routines, physical states, and practical household needs. What stands out is not the growth of functional language itself, but how selectively shoppers engage with it.
What shoppers reward:
Food and Beverage: Taste first, function second
In functional food and beverage, review data makes one point clear: function does not compensate for poor experience.
Across hydration powders, protein snacks, and functional drinks, taste and flavor appear in 34.8 percent of all reviews, making it the single strongest driver of positive sentiment. By comparison, hydration appears in 3.9 percent of reviews, protein in 2.6 percent, and electrolytes in 2.1 percent.
Ingredient and claim-related language accounts for 7.1 percent of reviews, while adaptogen and advanced functional claims sit at just 0.2 percent. Side effect mentions are rare at 0.25 percent, and tend to cluster around energy drinks and artificial aftertaste.
Reddit reinforces this hierarchy. In hydration discussions, roughly 60 percent of conversations center on sports and endurance use cases, while daily wellness accounts for about 30 percent. Across threads, shoppers repeatedly reject artificial sweeteners and call out aftertaste issues, even in high-performance products. Flavor moderation and ingredient simplicity matter more than stacking benefits.
Shoppers buy functional food for what it does, but they stay loyal for how it tastes.
Personal Care: Outcomes over ingredient callouts
Functional skincare conversations center on hydration, soothing, and barrier support, but shoppers describe success in outcome language rather than ingredient language.
Across 49,731 reviews for ceramide moisturizers and barrier balms, ceramide appears in 1.4 percent of reviews and barrier repair themes appear in 1.5 percent.
Instead, positive sentiment clusters around texture, absorption, and relief for sensitive or eczema-prone skin. Gel creams, non-greasy finishes, and fragrance-free formulas consistently earn praise. Negative feedback is narrowly focused on products that feel sticky or fail to moisturize very dry skin.
Reddit discussions align with this pattern. Barrier repair is framed as recovery from overuse of actives or environmental stress, not as ingredient optimization. Functional skincare is emerging, but shoppers are evaluating performance through comfort and skin response, not label literacy alone.
Cleaning: Function tied to specific messes
In household cleaning, functional language is highly situational. Enzyme-based products stand out because they are associated with specific problems.
Reddit threads consistently reference enzyme cleaners for pet urine, food spills, and laundry odors. Shoppers value products that explain what enzymes do and where they work. Odor elimination and stain breakdown are the dominant use cases, far outweighing general “green” positioning.
Skepticism appears when performance is unclear. Shoppers question products that use enzyme language without explaining enzyme type or application. When efficacy is visible, trust follows quickly.
Pet Care: Visible results and compliance
In pet care, functional conversations concentrate on mobility and digestion, particularly for aging pets and sensitive stomachs.
Reddit threads with hundreds of comments repeatedly recommend joint supplements containing glucosamine, chondroitin, and omega-3s, as well as probiotics for digestive stability. However, effectiveness is inseparable from compliance. Owners emphasize palatability, soft chews, and powders that can be hidden in food. Functional treats and supplements succeed when owners can see a change and pets willingly consume the product.
What this signals for 2026
Function is expected everywhere, but it must earn its place through experience. Shoppers consistently reward products that work in real conditions and explain how they help, without overstating benefits.
Abstract wellness language, stacked claims, and under-explained functionality struggle to gain traction. In contrast, products that prioritize lived outcomes build credibility across categories.
The clean label conversation has entered a more demanding phase. Shoppers are no longer satisfied with the idea of "clean", they also want to understand it. Across categories, the question has shifted from what is missing to why each ingredient exists at all.
This evolution is most visible in pre-purchase behavior. Reddit threads show long, detailed debates that go far beyond label buzzwords. Shoppers compare ingredients, processing methods, and tradeoffs with a level of scrutiny that signals a higher bar for credibility.
How the conversation has evolved:
Food and Beverage: Ingredient literacy is now mainstream
In food and beverage, clean label has moved from a niche preference to a baseline expectation. Reddit discussions across nutrition and wellness communities show sustained focus on ingredient count, sweetener choice, and oil sourcing.
Sweetener fatigue is a dominant theme. Shoppers increasingly reject artificial sweeteners like sucralose and aspartame, but also express frustration with alternative sweeteners such as stevia, monk fruit, and erythritol. Taste issues, digestive discomfort, and overuse are common complaints. Many users explicitly call for unsweetened or lightly sweetened options.
Seed oil avoidance has become one of the most debated topics. Threads with hundreds to thousands of comments focus on avoiding canola, soybean, and sunflower oils, with strong preference for olive oil, avocado oil, butter, or coconut oil. These discussions are not casual. Users cite sourcing, processing, and perceived inflammation effects, often comparing brands ingredient by ingredient.
Personal Care: Fragrance-free becomes the default
In personal care, fragrance-free positioning has shifted from sensitive-skin niche to mainstream expectation. Reddit users consistently describe fragrance-free routines as safer, higher quality, and more trustworthy, especially for long-term use.
Discussions around microbiome-friendly and barrier-supportive formulas are growing, but skepticism remains high. Shoppers are wary of vague “skin microbiome” claims unless supported by simple ingredient lists and clear explanations. Essential oils, even when labeled natural, are often viewed as unnecessary or irritating.
A recurring theme is label clarity. Users distinguish sharply between “fragrance-free” and “unscented,” calling out brands that rely on masking fragrances. Clean label credibility depends on precise language and the absence of unnecessary additives, not on natural positioning alone.
Cleaning: Fewer ingredients, less waste
In household cleaning, clean label is closely tied to both formulation and format. Plant-based surfactants are widely discussed and expected, especially among families, pet owners, and allergy-sensitive households.
Concentrates and refillable systems feature prominently in Reddit conversations. Shoppers value reduced packaging, customizable dilution, and lower waste. Brands offering tablets, refills, or bulk formats are frequently cited as leaders in clean cleaning.
Scent remains a dividing line though. While many shoppers prefer naturally derived scents, there is growing demand for unscented or scent-optional products. Even essential oils are flagged as problematic for sensitive users. Clean label success here depends on allowing choice rather than enforcing a sensory experience.
Pet Care: Clean label mirrors human standards
In pet care, clean label expectations closely mirror those applied to human food. Reddit users consistently advocate for single-ingredient freeze-dried treats and limited-ingredient formulas, particularly for pets with allergies or digestive issues.
Ingredient transparency is a dominant concern. Owners scrutinize protein sources, country of origin, and processing methods. Terms like “animal digest” and vague protein blends generate distrust. Many users report making their own treats or dehydrating single proteins at home to retain control.
Cost and availability are acknowledged barriers, but willingness to pay increases when ingredient clarity is high. Clean label in pet care is framed as responsibility, not indulgence.
What this signals for 2026
Shoppers expect short ingredient lists, precise definitions, and honest explanations of tradeoffs. They reward brands that explain why ingredients are used and reject those that rely on vague or overloaded clean language.
Shoppers are reframing indulgence. Across categories, enjoyment is increasingly justified through context, timing, and balance. Indulgence is acceptable when it feels earned, controlled, or paired with another benefit.
Where indulgence shows up:
Food and Beverage: Reward without regret
In food and beverage, nostalgic and seasonal flavors continue to generate strong engagement, particularly when they align with wellness goals or moderation.
Reddit discussions show consistent enthusiasm for flavors like birthday cake, root beer float, cookies and cream, and pumpkin spice, especially in protein bars, shakes, and low-calorie desserts. These flavors are framed as post-workout rewards, diet-friendly treats, or planned indulgences rather than everyday consumption.
Seasonal flavors drive urgency and conversation. Pumpkin spice, peppermint, and holiday-themed releases spark “wait all year” behavior, with users sharing where to find products and when to stock up. At the same time, flavor fatigue is real. Many users explicitly ask for new nostalgic twists beyond the usual seasonal cycle.
Authenticity matters. Artificial or overly sweet flavors draw criticism, even when paired with strong nutrition claims. Shoppers accept indulgence when it feels familiar and well executed, not exaggerated.
Personal Care: Sensory payoff as self-care
In personal care, indulgence is expressed through texture, scent, and ritual rather than novelty alone.
Whipped body creams, rich butters, and soufflé-style textures are frequently described as “treats” or “spa at home” moments. Reddit users emphasize application experience and emotional payoff, especially in nighttime routines or colder months.
Scent longevity is a major driver. Shoppers actively seek creams and lotions that maintain fragrance for hours and discuss layering routines to extend the experience. Seasonal and limited-edition scents generate strong engagement, with users sharing collections and favorites.
At the same time, indulgence must not compromise performance. Products that feel greasy, fade too quickly, or irritate skin are rejected. Clean formulations and non-irritating bases are still expected, even in sensorial products.
Cleaning: Making routine feel special
In household cleaning, indulgence appears in an unexpected form: scent.
Seasonal and limited-edition cleaning scents are a consistent source of excitement on Reddit. Fall and winter scents like pumpkin, apple cider, pine, and peppermint are treated as annual rituals. Shoppers describe these products as motivation to clean or as part of holiday preparation.
Brands with rotating seasonal lines benefit from anticipation and loyalty, but execution matters. Users call out scents that smell artificial or disappear too quickly. Availability issues also generate frustration when popular scents sell out.
Pet Care: Treating pets with intention
In pet care, indulgence is framed as care, not excess. Reddit users frequently discuss premium jerky treats and human-inspired flavors such as rotisserie chicken, turkey dinner, and barbecue. These products are positioned as high-reward training tools or special-occasion treats.
Ingredient quality remains non-negotiable. Owners prefer single-ingredient or limited-ingredient treats and scrutinize sourcing and processing methods. Palatability matters, but so does digestibility, especially for senior pets or those with sensitivities.
Seasonal and novelty flavors attract interest, but only when they align with clean formulations. Indulgence is accepted when it feels thoughtful and safe.
What this signals for 2026
Indulgence succeeds when it is contextual and controlled. Shoppers reward products that offer pleasure without undermining health goals, ingredient standards, or trust.
Shoppers are moving away from general-purpose solutions and toward products designed for clearly defined situations. Across categories, demand is shifting from “good for you” to “good for this.”
What stands out is how deliberate shoppers have become. They are actively researching, comparing, and combining products to solve precise problems.
How specificity plays out:
Food and Beverage: Function with a job to do
In food and beverage, micro-targeted blends for sleep, energy, and gut balance dominate Reddit discussions. These conversations are highly technical. Users compare ingredient types, dosages, and timing, often referencing personal routines and outcomes.
Sleep support threads focus heavily on magnesium, L-theanine, melatonin, and herbal combinations. Users debate effectiveness, habit formation, and taste, with strong preference for non-habit-forming options. Energy conversations favor matcha, yerba mate, and low-sugar formulations over traditional high-caffeine drinks, reflecting demand for steady energy rather than spikes.
Gut balance discussions center on probiotics, prebiotics, and fiber, with users calling out brands that fail to list strain-level details or CFU counts. Many users report stacking products to fine-tune results, signaling that one-size blends no longer meet expectations.
Personal Care: Treating problems, not categories
In personal care, scalp care and redness reduction highlight how narrowly shoppers now define their needs.
Scalp care threads treat the scalp as skin, not hair. Users seek serums, exfoliators, and microbiome-friendly treatments to address itch, flaking, buildup, oil imbalance, and hair thinning. Generic anti-dandruff shampoos are often dismissed as insufficient.
Redness reduction conversations focus on rosacea, irritation, and post-procedure recovery. Users actively discuss actives like azelaic acid, centella, colloidal oatmeal, and green color-correcting products. Fragrance-free and non-irritating bases are considered mandatory.
Cleaning: Products for specific households
In cleaning, micro-targeted benefits show up through allergen-reducing and baby-safe products.
Parents and allergy sufferers actively seek cleaners that reduce pet dander, dust mites, and pollen. Reddit users frequently reference HEPA vacuums, allergen sprays, and fragrance-free formulas for bedding, upholstery, and nursery surfaces.
Baby-safe positioning draws intense scrutiny. Users question ingredient lists, certifications, and residue claims. Products labeled baby-safe without clear definitions are often criticized. Shoppers want reassurance that gentle formulas still clean effectively.
Here, specificity is about context. Products are evaluated based on who lives in the home and what risks they are trying to manage.
Pet Care: Life-stage and condition-driven choices
In pet care, micro-targeting is most visible in sensitive stomach formulas and senior mobility support.
Reddit threads with hundreds of comments discuss limited-ingredient foods, novel proteins, and prescription-style diets for digestive issues. Owners share trial-and-error experiences and express frustration with products that lack transparency or palatability.
Senior mobility support is equally targeted. Supplements with glucosamine, chondroitin, MSM, and omega-3s are discussed in detail, with emphasis on visible improvement and ease of administration. Soft chews and powders are favored for compliance.
Owners want products that reflect their pet’s age, condition, and tolerance.
What this signals for 2026
Precision is becoming a competitive advantage. Products that clearly articulate who they are for, what problem they address, and how they deliver results outperform those that attempt broad appeal.
Across categories, shoppers are willing to pay more when they understand what they are paying for. Premium positioning is no longer driven by branding or aesthetics alone. It is earned through visible, explainable science.
Shoppers actively reject scientific language that feels performative, but they reward brands that show their work.
What earns trust:
Food and Beverage: Proof over promises
In food and beverage, whey protein isolates and clinically supported probiotics consistently surface as premium reference points in Reddit discussions.
Whey isolates are valued for purity, digestibility, and third-party testing. Users compare protein percentages, lactose content, sourcing, and certifications in detail. Isolates are favored over concentrates specifically because they are framed as more refined and easier to tolerate.
Probiotic conversations are even more explicit. Shoppers demand strain-level identification, CFU counts, and clinical studies tied to outcomes. Products that rely on generic “probiotic blend” language are heavily criticized. Brands that publish research or clearly explain strain function earn trust, even at higher price points.
Across both categories, “science-washing” is a recurring concern. Shoppers are fluent enough to spot when scientific framing is vague or unsupported.
Personal Care: Science that meets ingredient literacy
In personal care, premiumization is closely linked to barrier repair and peptide innovation.
Barrier creams are treated as functional, science-backed tools rather than cosmetic moisturizers. Reddit users actively discuss ceramides, cholesterol, fatty acids, and multi-lamellar structures, especially for eczema, rosacea, or post-procedure recovery. Products succeed when brands explain formulation logic and intended use.
Peptide serums represent a second tier of premium science. Users seek named peptides, published studies, and clear concentration levels. Broad anti-aging claims without supporting detail are widely questioned. Ingredient literacy is high, and shoppers expect brands to communicate at that level.
Cleaning: Explaining how it works
In household cleaning, enzyme-forward products are the clearest example of science-driven premiumization.
Reddit users frequently praise enzyme cleaners for breaking down pet stains, odors, and organic messes. Trust increases when brands specify enzyme types and explain what each targets. Vague references to “enzymes” without explanation generate skepticism.
Education plays a central role. Shoppers want to know why enzyme cleaners may work more slowly, where they outperform traditional chemicals, and how to use them correctly. When this context is provided, price sensitivity decreases.
Pet Care: Vet-backed credibility
In pet care, veterinary-designed supplements represent the highest tier of trust. Reddit discussions repeatedly favor products recommended by veterinarians or supported by clinical research. Joint and digestive supplements earn credibility when active ingredients, dosages, and outcomes are clearly stated. Third-party testing and published studies significantly influence purchase decisions.
Owners are wary of “vet-formulated” claims that lack evidence. Transparency around research and validation is essential, particularly given the emotional and financial investment in pet health.
What this signals for 2026
Shoppers do not want complexity for its own sake or terminology that obscures meaning. They want proof they can understand and outcomes they can observe.
In 2026, premium brands will win by explaining clearly, showing evidence, and respecting the intelligence of the shopper.
Cross-Trend Implications
Across all five trends, the pattern is consistent: shoppers are informed, intentional, and outcome-driven. They expect products to justify their presence through clear benefits, understandable ingredients, and performance they can feel or see.
What is striking is how little these expectations vary by category. Food, personal care, cleaning, and pet care now share the same decision logic: function must be specific, clean must be explainable, indulgence must feel earned, benefits must be targeted, science must be credible.
What Comes Next
This post introduces the trends set to define 2026. Each trend will be explored in dedicated deep dives, using category-level data, review language shifts, and shopper verbatims to show how demand is forming in real time.
This work was powered by the Insights Agent, which allowed us to move beyond assumptions and surface patterns directly from how shoppers talk, compare, and decide.
The opportunity ahead is not to react to trends in isolation, but to recognize how shoppers connect them across their lives. Those connections determine what gets discovered, trusted, and repurchased.
