Business / Hospitality Tourism
Foodservice Trends and Insights for 2026
The food service industry is navigating significant challenges in what is termed the endurance economy, characterized by high costs and low consumer confidence. Despite these obstacles, a reported growth of 5% in dollar spending across food service indicates resilience, driven by increased visit frequency.
Source material: Ipsos Foodservice Trends to Adapt and Endure in 2026
Summary
The food service industry is navigating significant challenges in what is termed the endurance economy, characterized by high costs and low consumer confidence. Despite these obstacles, a reported growth of 5% in dollar spending across food service indicates resilience, driven by increased visit frequency.
Shifts in consumer behavior are particularly evident during dinner occasions, with younger generations like Gen Z influencing dining preferences. Operators must adapt to these changes, focusing on the evolving demographics and preferences of their customer base.
Boomers currently represent the largest customer group due to their spending power, but Gen Z's preferences for variety and convenience are reshaping the market. The growth in spending is increasingly driven by younger consumers seeking diverse dining options.
The report highlights the importance of inclusivity and adaptability in menu offerings to cater to the diverse dietary needs of consumers. This includes recognizing the significance of social connections and the role of food service in facilitating these interactions.
Perspectives
Comprehensive analysis of foodservice trends and consumer behavior.
Boomers
- Represent the largest source of traffic to food service due to their spending power
- Prefer traditional dining experiences and are more health-conscious
Gen Z
- Drive demand for diverse and convenient dining options
- Favor exploration and novelty in their dining experiences
Neutral / Shared
- Both generations value quality and authenticity in food offerings
- Economic conditions are influencing consumer behavior across all demographics
Metrics
other
up to 33 percent %
increase in daily incidents of food service visits
A rise in daily incidents suggests a shift in consumer behavior towards more frequent dining
we've been able to raise daily incidents up to 33%.
other
growing at 3 percent a year %
annual growth in traffic to food service establishments
Consistent traffic growth indicates ongoing consumer interest despite economic pressures
we still see traffic flowing through the doors, growing at 3% a year.
other
20%
traffic from Gen Z to food service
Highlights the significant contribution of Gen Z to the food service market
Gen Z, the non-in-significant at 20% of traffic
other
40%
operator choices driven by craving and hunger
This highlights the primary motivator for food service choices among consumers
driving 40% of all operator choices
other
42%
percentage of food service traffic during the pandemic
This indicates a significant shift in dining habits towards home eating
jumped to 42%
other
32%
restaurant traffic driven by deals
This indicates the significant role promotions play in attracting customers
32% of restaurant traffic is purchased on deal.
other
15%
traffic from limited time offers
This highlights the effectiveness of limited time offers in driving growth
15% is part of the limited time offer, also driving growth.
other
51 million units
incremental visits lost over the course of the year
This indicates a significant shift in consumer behavior towards home-prepared meals
Together we've lost an incremental 51 million visits over the course of the year.
Key entities
Timeline highlights
00:00–05:00
The food service industry is facing significant challenges in the endurance economy, with high costs and low consumer confidence impacting profitability. Despite these obstacles, there is a reported growth of 5% in dollar spending across food service, driven by increased visit frequency.
- The food service industry is navigating challenges in the endurance economy, focusing on strategies for growth and consumer engagement
05:00–10:00
The food service industry is experiencing shifts in consumer behavior, particularly at dinner occasions, as operators adapt to changing demographics and preferences. Despite economic challenges, there is a notable growth in dollar spending driven by increased visit frequency.
- The report highlights the need for foodservice operators to adapt to changing consumer behaviors and preferences, particularly focusing on the dinner occasion and the evolving demographics of their customer base
10:00–15:00
The food service industry is adapting to significant shifts in consumer behavior, particularly influenced by younger generations like Gen Z. While Boomers remain the largest customer group due to their spending power, the growth in dollar spending is increasingly driven by the preferences of younger consumers.
- Younger consumers, especially Gen Z, are increasingly shaping the food service landscape, while Boomers remain the largest customer group due to their higher spending power
- Boomers tend to prefer traditional fast food and coffee shops, whereas Gen Z is more adventurous, opting for a variety of dining experiences, including mid-tier chains and independent restaurants
- Both generations value premium, fresh, and authentic food, but they also consider health and dietary preferences, seeking nutritious options and avoiding high-calorie meals
- The emergence of multi-generational households and shifting demographics require food service operators to adopt a more inclusive strategy that addresses diverse dietary needs
- Operators should develop customizable menus that align with changing consumer expectations, including plant-based offerings and accommodations for various dietary restrictions
15:00–20:00
The food service industry is adapting to significant shifts in consumer behavior, particularly influenced by younger generations like Gen Z. While Boomers remain the largest customer group due to their spending power, the growth in dollar spending is increasingly driven by the preferences of younger consumers.
- Boomers prioritize health and comfort in their dining choices, while Gen Z values variety and convenience
- GLP1 medications are commonly used by boomers for diabetes management, whereas Gen Z primarily uses them for weight control, impacting their food preferences
- The percentage of consumers selecting restaurants based on dietary adherence remains stable at 6%, suggesting a consistent behavior rather than a passing trend
- For younger generations, convenience now includes delivery services and accessibility, reflecting their busy lifestyles and mental health needs
- Food service operators need to adapt their strategies to meet the diverse dietary needs of both generations, focusing on inclusivity and customizable menu options
20:00–25:00
The food service industry is experiencing significant shifts in consumer behavior, particularly influenced by younger generations like Gen Z. While Boomers still represent a large customer base, the growth in spending is increasingly driven by the preferences of younger consumers seeking convenience and social connection.
- The report highlights the importance of adapting foodservice strategies to meet evolving consumer preferences, particularly focusing on convenience and social connection
25:00–30:00
The food service industry is increasingly influenced by younger generations, particularly Gen Z, who prioritize convenience and exploration in their dining choices. While Boomers still represent a significant customer base, the growth in spending is shifting towards the preferences of younger consumers.
- 32% of restaurant traffic is driven by deals, highlighting the importance of promotions like limited time offers to attract consumers