What Consumers Expect Today: Between Indulgence and Health

2026 feels like a year of rising expectations. Consumers increasingly look for products that combine health, quality and enjoyment. Do you see it the same way?

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⁠Nadia Perziano, Trends Manager: It is precisely this tension that shapes the market. FMCG Gurus describes 2026 as a time when many people feel they’re losing control – and then reach for things they know and trust. At the same time, expectations are rising that products should do more: deliver enjoyment, but also a good feeling – physically, emotionally and rationally, too. You can see this very clearly in the data: 58% of Gen Z consumers are paying closer attention to ingredient lists, reflecting a growing demand for transparency and reassurance. And while expectations rise, enjoyment remains essential: 70% of consumers say taste is the most important factor when determining value for money.

Nadia Perziano, Trends Manager at Dr. Oetker

What does that mean in concrete terms for Dr. Oetker – and why are more balanced products so important today?
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⁠Alexander Sack, Executive Manager Sustainability: When we talk about sustainability, many people first think of packaging or climate action. But for us at Dr. Oetker, people are clearly always part of it too. After all, around 440 million consumers worldwide purchase our products every year.
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⁠Berndt Janssen, Executive Manager International Brand Management: That aligns very closely with what we’re seeing in the market. Consumers now almost expect big brands like us to provide guidance as well. In supermarkets and on social media, products perform particularly well when they have – and communicate – health benefits, such as high-protein products or, more recently, high-fiber products.

Is that even possible – improving recipes without it tasting like a “compromise”?
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⁠Lukas Westerman, Product Developer Cake & Dessert: Yes – but only if it is done carefully. Taste is still the deciding factor. Across our portfolio, we continuously look for ways to optimize nutritional values, for example by reducing sugar or salt where it makes sense. At the same time, we make sure that the product experience remains enjoyable and familiar for consumers.
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⁠Alexander Sack: Changes like these also make our products more balanced. For us, more balanced products specifically means: products that either carry an authorized health or nutrition claim or do not fall into the HFSS category – i.e., are not “high in fat, salt or sugar”. This clear definition also provides us with guidance.
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⁠Nadia Perziano: And it helps us better understand consumers’ needs. Not surprisingly, according to FMCG gurus, 63% of global consumers pay attention to whether food fits their individual needs. Many people want to eat healthier, but they are also under time or cost pressure. That’s exactly why convenience is becoming increasingly important here: simple, quick solutions that are balanced.

Convenience is a good keyword. It’s certainly a challenge to keep developing new products that meet all expectations. How are new products created?
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⁠Berndt Janssen: We respond to consumer demand, always with the aim of giving them a product they want, coupled with the quality and taste they expect from Dr. Oetker. Consumers, especially in the mixed-milk drink and iced coffee categories, are increasingly looking for tasty products with added functionality, and we ask ourselves how we can meet that demand without compromizing on taste.
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⁠Lukas Westermann: Taste is key and functional food needs to be created with care to ensure the perfect texture, moutfeel, and flavour. A good example is our new high-fiber range, which is enriched with wheat fibers. But enrichment is only the starting point. Every product undergoes extensive consumer and sensory testing before launch, so we know the texture, mouthfeel, quality, and taste meet the standard our consumers expect from us.
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⁠Alexander Sack: What I find crucial is that we bring sustainability, health and economic viability together here. By offering more balanced products, we seek to address the evolving needs of many consumers. After all, more than 57% of consumers say they now prioritize aspects like healthy ageing more than they did five years ago (source: Nielsen NIQ).
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⁠Berndt Janssen: And you can also see that in the numbers: fibre-rich products in Germany are growing by around nine percent per year (Grand View Research: High
Fibre, auf Basis von Annahmen bis 2030), and 42% of Germans would like to buy more of them in the future (Nielsen NIQ). At the same time, we know that lifestyle changes are supported by products that fit seamlessly into everyday life – for example, muesli or wraps with more protein, or drinks with a higher fibre content.

Our Definition of “More Balanced”

To close, in one sentence. What role do more balanced products play in the long-term development of the Dr. Oetker brand?
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⁠Alexander Sack: Ultimately, more balanced products contribute to our ambition to remain a trustworthy brand in the long term. For us, sustainability means enjoyment with a focus on taste, as well as continuous development – and more balanced products are a central lever for that.
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⁠Lukas Westerman: For me, more balanced products are an important part of developing the Dr. Oetker brand/products further – keeping the taste and quality people trust, while gradually adapting our recipes to what consumers expect from food today and in the future.
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⁠Berndt Janssen: Exactly – and from a brand perspective, this is a major opportunity. If we take responsibility seriously while addressing consumer needs, we can build stronger connections with consumers
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⁠Nadia Perziano: More balanced products already play an important role for many consumers today. As a result, expectations of modern food brands are increasing, with consumers looking for products that fit seamlessly into their everyday lives without compromising on enjoyment.

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