What’s happening: Australia’s FMCG sector is shifting from health-focused positioning to identity-driven branding as consumers reject the choice between wellness and pleasure.
Why this matters: The shift will impact product development, marketing strategies and retail positioning in the food, beverage and home care categories.
After a year defined by “better for you” consumer choices, 2026 is shaping up to be the year of “better you,” with food, drinks and even home care products becoming expressions of identity as well as lifestyle.
According to Seedlab Australia COO Kenna MacTavish, who works with hundreds of emerging founders across the food, beverage, personal care and home care categories, the next wave of FMCG growth will be driven by products that offer not only health benefits but also cultural relevance.
“Today’s founders don’t just create products, they create culture. They understand that consumers want brands that reflect how they live, what they value and the identity they want to project,” said Kenna.
Protein culture: less ‘plant-based’, more ‘power move’
As the plant-based boom continues, its positioning is rapidly evolving. The conversation has shifted from ethics to energy and performance.
“Consumers still want alternatives, but not the new badge of honor ‘I don’t eat meat’are ‘I eat smart.’ Protein has become a status symbol; people want products that make them feel strong, capable and confident,” Kenna explains.
Hybrid snacks, complete proteins and high-quality foods will dominate the shelves in 2026. Early adopters are also exploring cultured meat as regulatory frameworks make these innovations increasingly viable.
Brands such as Vutcher are part of this shift, offering smart, protein-focused alternatives that emphasize performance and nutritional confidence. “It’s no longer science fiction, it’s becoming part of everyday food culture,” Kenna added.
Fruit is fun again
Fruit revival isn’t slowing down; it expands. Fruit has become an icon in fashion, lifestyle and pop culture, reemerging as a symbol of nostalgia and joy. “There’s something comforting and playful about fruit. It takes us back to childhood, markets, picnics and the simpler moments,” says Kenna.
Brands such as FUNDAY have successfully tapped into this space with functional confectionery that allows for guilt-free indulgence. Kiwi sorbet And Soda Kick are also embracing the fruit-forward movement, bringing vibrant, flavor-driven products that exude natural fruit profiles while focusing on the fun, expressive side of snacks and drinks. The coming year will see a leap into fun-forward functionality: sleep-supporting gummies, focus-enhancing treats, better-for-you lollipops that make wellness joyful again. “Function is important, but the winning products will lead with fun,” said Kenna.
Cultural micro-trends like “sardine core” were never really about sardines; they were about atmosphere, aesthetics and ambition. FMCG brands are taking notice. “Food is becoming a fashion statement. Brands love it Scorpio with six eyes create entire lifestyle ecosystems: events, merchandise, playlists, collaborations. The chili oil becomes a badge, not just a refrigerator sitter,” said Kenna.
Seedlab predicts that by 2026, the brands that will be successful will be the brands that consumers want to wear, not just consume.
Local stories, global mood
Another emerging force is its provenance and emotional appeal. “‘Australian made’ has become more than a checkbox. It represents trust, transparency and tangibility at a time when people are craving real connection. It’s not just a trend, it’s become a foundation,” Kenna explains.
Founders who communicate authentic stories about their farms, families and communities see deeper loyalty and stronger resonance with consumers.
Hillston black garlic is part of this shift, proudly Australian-made and rooted in a third-generation farming family, turning a once-niche seasoning into a staple for home cooks who want a taste of something special.
Creator-led brand growth continues, but a shift is underway. The next generation of influencer-founded FMCG labels will not be built on hype; they will be built on expertise.
“We’re seeing chefs, nutritionists and athletes entering the market with real credibility. Consumers are too smart to believe in something that has no substance. Purpose is important,” Kenna noted.
Innerbloom coffee is a perfect example – founded by a firefighter and ultra-marathoner who developed products to support his own daily performance, and illustrates how creative brands with real expertise and lived experience are setting the new standard.
This new wave will reward authenticity, knowledge and real value creation. Overall, consumers in 2026 are rejecting the idea that they have to choose between joy and purpose.
“They want both, they want products that look great, do good and tell a story that feels personal. The brands that succeed will be brands that operate where culture meets commerce, where eating becomes fun again and where the shelf looks a little more like your social feed,” said Kenna.
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