These 5 trends will be victims of their own success by 2026

The ubiquitous matcha, low-carb diets, CBD products, viral sweets, and brand partnerships will excite fewer consumers next year. Here's why.

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FoodNavigator Europe anticipates that major food & beverage trends that had marked 2025 will fall out of favor as early as next year.

Matcha's sudden unpopularity: the oversupply is lowering its quality and prestige. And the craze will certainly be less sustained than this year, if only in terms of marketing and buzz.

Increased appetite for low-carb diets: consumers are turning to a more balanced and varied diet, moving away from methods with rigid rules and aimed at maximizing certain nutrients and ingredients.

Viral treats: even though Dubai chocolate has become so popular that global pistachio shortages have been observed, sustaining sales is hampered by the dominant consumption pattern: a trial immortalized on social media and then we move on to something else.

CBD recipes: regulatory hurdles and compliance issues are slowing down every attempt to scale up. Not to mention the fact that the health benefits remain uncertain.

Brand partnerships, particularly collaborations between food and non-food brands, can lead to consumer fatigue if they lack meaning, potentially resulting in reduced engagement.