What do these tell us about 2026?

BY JONATHAN TOFEL, FOUNDER & CEO OF MISSION FIELD

[Photo: Getty Images]

Every year, our team steps back and looks across the hundreds of products, tests, conversations, retail walks, and consumer moments we touch. There is always a pattern hiding in the noise. Sometimes it’s obvious. Sometimes it shows up quietly and then becomes the only thing anyone talks about a year later.

2025 was one of those years where the small signals were more revealing than the flashy headlines.

Innovation didn’t tilt in one direction. It spread out into very specific behaviors, formats, and consumer expectations that kept showing up in multiple categories. That is usually the first sign that a trend is real.

Here are the five themes our team keeps returning to. Each one has its own shape, but they all point toward the kind of innovation shoppers will reward in 2026.

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1. Micro-occasions became the real battleground

Innovation used to chase broad needs. Better snacks. Cleaner ingredients. More flavor. Those ideas still matter, but the real action this year happened inside very narrow consumption moments. Tiny slices of the day where shoppers want something oddly specific.

Evening treats that offer comfort. Midday bites that feel functional but still taste indulgent. Seasonal flavors that capture nostalgia without drifting into gimmicks. Our team watched these micro-occasions become a strategy, not an accident. If a brand could anchor itself to a clear moment, it........

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