What to Watch in 2026: Inchstones, Intentionality & the Rise of Chaotic Premium

Every January, we make a ritual of peeking into the future -not to predict it perfectly, but to better prepare for what’s shifting beneath the surface.

This year, Ruth sat down again with Anna Ward, Innovation Lead at TrendBible, to unpack their newly released 2026 forecast. But more importantly, we explored how these macro and micro shifts translate to real opportunities (and watch-outs) for FMCG brands navigating a messy, shifting, still-slightly-overwhelmed world.

Here are a few standout themes we’ll be watching closely this year - and why they matter:

🔹 From Milestones to Inchstones

Traditional life milestones (marriage, mortgage, babies) are being delayed or skipped altogether. In their place? Smaller, more personal rituals - from paying off student debt to surviving a tough year. These inchstones are emotionally resonant and culturally relevant… if brands are listening.

🛠️ Brand implication: Rethink your seasonal calendar. Find emotional entry points that go beyond the big five (Christmas, Valentine’s, etc.) and into the everyday lives of your specific community.

🔹 Intentionality Everywhere

With overwhelm and uncertainty still high, 2026 is seeing consumers double down on purchases that align with values and identity, not just price. Even quick-turn FMCG purchases are now intentional.

🛠️ Brand implication: Revisit your brand’s “why now” and “why you” - especially in commoditised categories. How are you offering emotional or ethical value, not just functional?

🔹 Wellness = Lifestyle = Luxury

From kombucha in Sainsbury’s to tarot-themed Netflix ads, wellness has fragmented and mainstreamed in wild ways. Spiritual rituals, kitchen-table fermentation, digital detoxing - all are becoming tools for self-regulation and status expression.

🛠️ Brand implication: Don’t just say “health” - define your version of it. Understand how your audience wants to feel, not just what they want to buy.

🔹 The New Premium is Messy

Consumers are done with perfect pantries. Instead, they’re craving imperfection, texture, and proof of the human hand - from ceramic bean dishes to chaotic, colourful packaging.

🛠️ Brand implication: Creativity is the new status symbol. Show your workings. Let the behind-the-scenes be the brand.

🔹 Demographics are Dead. Fandoms Aren’t.

Mindset now matters more than age or income. Whether your consumer is 19 or 59, what they care about unites them more than their cohort.

🛠️ Brand implication: Dig into the weird. Find the niche. Speak to the subculture. You don’t need Gen Z - you need their values.

2026 won’t be about going broader. It’ll be about going deeper - into community, into emotion, into culture. The most culturally fluent brands will be the ones who can blend creativity and commerciality, instinct and insight, weirdness and warmth.

We’ll be watching.

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