Every January brings a familiar rush of predictions about what will define food and drink in the year ahead. New ingredients. New formats. New wellness promises. But listening closely to journalists, a different picture is emerging for 2026.
Rather than chasing the next big health headline, editors are recalibrating what feels relevant, credible and worth covering. The shift is subtle, but significant. It has implications not just for what stories land, but for how brands need to frame themselves if they want to cut through.
Drawing on recent editorial insight from Roxhill Media’s 2026 trends report, here are some of the key changes we are seeing in food and drink journalism, and what they mean for PR strategy.
1. Wellness has moved from moments to mindset
One of the clearest signals from journalists is that health and wellbeing are no longer niche angles or seasonal hooks. Editors are commissioning stories that reflect how wellness is now embedded in everyday decision-making - from how people shop week to week, to how they think about ingredients, portions and balance.
Stories built around dramatic transformation or idealised behaviour are losing traction. What’s resonating instead are narratives that reflect real life: inconsistency, constraint and choice. For brands, this means health messaging needs to be built in, not bolted on. It has to sit at the heart of the story, rather than being applied as a campaign layer or ‘add on’.
2. Reinforcement is replacing reinvention
Another noticeable shift is a move away from constant novelty. Journalists are showing clear fatigue with “news for news sake” stories and are increasingly focused on reinforcing what already works.
This is where concepts like nutrient density, balance and moderation are gaining ground. Not as trends to be chased, but as frameworks that help make sense of the current food landscape.
Recent coverage of Marks & Spencer’s new Nutrient Dense range is a good example. Rather than launching something radically new, the story has centred on helping shoppers get more fibre, vitamins and minerals into their everyday meals, particularly at a time when smaller portions and reduced appetites are becoming more common.
The stories landing best aren’t reinventing categories. They are calmly explaining why certain foods, formats or habits still matter. For brands, this requires confidence. Being clear about your role and sticking to it is becoming more compelling than constant repositioning.
3. Credibility and restraint are becoming differentiators
Roxhill’s ‘Functional’ Drinks 2.0 trend is a useful illustration of a broader editorial shift. Functionality itself isn’t new, but the way it’s being covered has changed. Journalists are increasingly sceptical of exaggerated claims and far more interested in how benefits are communicated responsibly.
Across food and drink, trust is now a key editorial filter. Brands that understand what their product genuinely does, and are equally clear about what it doesn’t, are more likely to earn coverage. Quiet confidence, credible voices and clear language are outperforming hype.
4. Adaptation matters more than aspiration
There is also growing interest in how the food and drink industry is responding to changing eating patterns. Moderation, portioning, reformulation and satisfaction over excess are emerging as legitimate story angles, reflecting wider shifts in behaviour.
Importantly, this isn’t about restriction. Journalists are looking for evidence of adaptation. How brands are responding to reality, not preaching ideals. Stories grounded in practicality, flexibility and choice are increasingly favoured over those built on perfection.
What this means for PR strategy in 2026
Taken together, these shifts point to a clear direction of travel. Food and drink journalism is becoming more discerning, more grounded and more focused on lived experience.
For PR and communications, this means:
• Trends need translation, not repetition
• Health narratives must be built in, not bolted on
• Premium needs to deliver usefulness and relevance, not just positioning
• Simplicity, clarity and honesty are becoming strategic advantages.
At Ceres, our role is to help brands interpret what journalists are really saying, and turn that insight into communication strategies that feel credible, confident and timely.
Because in 2026, relevance won’t come from saying more. It will come from saying what matters, in a way journalists actually want to hear.
