The latest Consumer Digest from 84.51° highlights a dual priority for the coming year: health and frugality. In 2026, consumers aim to balance their physical well-being with their financial stability. According to the report, shoppers are increasingly aligning their wallets with their wellness goals, prioritizing essential nutrition over eating out.
“As the new year approaches, intentions lean toward physical health and self-care, and spending is set to align more closely with goals than trends,” says the document.
A Cozier New Year’s Eve
This year, 57% of shoppers plan to celebrate NYE with a quiet night at home. Their carts will be filled with dips and spreads (47%), cheese and charcuterie (45%), fresh produce (39%), and champagne or sparkling wine (39%).
Resolutions Take Center Stage
Nearly half of households say they’ll set New Year’s resolutions for 2026, prioritizing physical and mental health, finances, self-care and relationships. Those focused on physical health plan to emphasize exercise (78%), nutrition (64%), weight loss (56%), health maintenance (40%), and better sleep and recovery (32%).
Many are refocusing on nutrition basics: staying hydrated, eating more fruits and vegetables, limiting added sugar and processed foods and aiming for balanced meals.
Where They’re Struggling
Even with good intentions, consumers say motivation (44%), time management (39%), routine changes (34%), financial constraints (32%), and competing priorities (29%) stand in the way. High food costs, lack of time and taste fatigue make healthy eating particularly challenging.
The Functional Food Gap
Functional foods, those offering benefits like improved gut health, immunity, or reduced chronic disease risk, remain a missed opportunity. Despite their potential, 39% of households are hesitant to buy them, citing high prices (51%), poor taste (26%), and doubts about health claims (25%).
January Shopping Habits
Households say their shopping habits stay the same, but what they do tells a different story.75% claim they visit the supermarket the same as their usual routine, but weekly visits are 1.6X higher during January vs. the average.
Related Article: Circana: Food & Drink 2026 Forecast
Retail suggestions for 2026
The document recommends what retailers should do for next year:
For 2026 consumers are investing in self-care and plan to back their resolutions with real spending. Support their commitment by addressing obstacles to their wellness goals:
- Budget concerns – Highlight value-driven promotions and cost-effective options, incentivize your loyal customers & drive household acquisition with personalized offers
- Time constraints – Showcase quick beauty routines and fast meal prep solutions
- Taste preferences – Share delicious, flavorful, nutritious recipes that don’t compromise on taste
While households claim to visit less and buy the same amount during January, their actions have shown increases- ensure your brands are top of mind during this key time frame with KPM activations.