Speaking during Mintel's 'The Future of British Lifestyles 2026' webinar, Richard Shepherd, Associate Principal at Mintel, outlined how changing consumer behaviours, rising loneliness and the growth of AI are reshaping what people expect from brands.

The message for food and drink businesses was clear: the brands that thrive won't simply offer value for money. They'll offer emotional value too, helping consumers feel connected, understood and inspired while embracing new technologies in ways that build trust.

Here are seven ways food and drink brands can connect with tomorrow's consumer.

1. Redefine what value means

While affordability continues to matter, consumers are increasingly looking beyond price alone.

Mintel argued that successful brands are redefining value by focusing on how their products make people feel. Whether it's comfort after a long day, excitement around trying something new or the joy of sharing a meal with friends, emotional benefits are becoming just as important as functional ones.

Rather than asking, "How can we make this product cheaper?", brands should also ask, "How can this product improve someone's day?"

2. Design products that bring people together

Food and drink occupies a unique place in consumers' lives. Mintel found that 80% of people regularly discuss food and drink with friends and family, making it one of the UK's biggest conversation topics, second only to family and relationships.

That gives the sector an advantage many industries don't have.

Consumers aren't simply buying products. They're creating dinners with friends, family celebrations, coffee catch-ups and shared experiences.

Brands should think about how they can encourage those moments through product innovation, packaging, occasions and marketing.

As Mintel put it, belonging isn't created through communication. It's created through participation.

3. Celebrate everyday moments, not just major occasions

Consumers don't need a birthday or Christmas to celebrate.

Mintel's new "Enjoyment Everywhere" trend suggests people are actively seeking small moments of escapism and enjoyment throughout everyday life, and these moments shouldn't be dismissed as frivolous. They can make a meaningful contribution to wellbeing.

Food and drink brands have an opportunity to encourage "micro celebrations", helping consumers turn ordinary moments into memorable ones.

Whether that's a Friday night treat, a midweek dessert or a premium soft drink shared with colleagues after work, these everyday rituals can become powerful brand occasions.

4. Facilitate connection, don't dictate community

Perhaps the strongest message from the webinar was that brands shouldn't try to manufacture community.

Instead, they should create opportunities for people to connect naturally.

Mintel found that 44% of Britons would be interested in attending an in-person event organised by a brand, particularly if it helped them meet like-minded people, learn new skills or support their local area.

At the same time, 46% of financially struggling consumers plan to reduce spending on socialising and entertainment, highlighting the need for affordable opportunities to connect.

For food and drink brands, that could mean tastings, workshops, supper clubs, pop-ups, community events or partnerships with local organisations. The objective isn't to become the community. It's to provide the space where communities can grow.

5. Communicate differently across every channel

One-size-fits-all messaging is becoming increasingly ineffective. Consumers now curate not only what they talk about, but who they talk to and where those conversations happen.

Importantly, younger consumers still prioritise face-to-face conversations, even though they also make greater use of messaging apps, video calls and social media than older generations.

The answer isn't to develop a different brand identity for every platform. Instead, brands should communicate the same meaning across different channels while recognising the emotional role each one plays.

Instant messaging, for example, is a personal space. Brands invited into that environment should communicate thoughtfully rather than overwhelming consumers with constant notifications. Convenience should never come at the expense of trust.

6. Prepare for an AI-first shopping journey

AI is set to transform how consumers discover products. As agentic AI becomes more common, consumers will increasingly rely on AI assistants to research, compare and recommend products on their behalf.

That means brands need to think not only about how consumers understand their products, but also how AI systems interpret them. Clear product information, structured data and accurate descriptions will become increasingly important. However, trust remains critical.

Mintel found that three-quarters of consumers believe AI is making it harder to know what's real online, while more than half say brands that are transparent about their use of AI are more trustworthy than those that aren't. AI may become the first point of contact between brands and consumers, but authenticity will remain a key differentiator.

7. Use technology to strengthen human relationships

One of the webinar's most thought-provoking themes was the relationship between AI and loneliness. While most AI use today remains functional, consumers are increasingly turning to AI for personal guidance and advice, roles traditionally filled by friends or family.

At the same time, Britain is experiencing rising loneliness despite being more connected than ever. Nearly three-quarters of consumers say they want to meet new people in real life, while many feel technology has reduced the depth of human interaction.

For food and drink brands, this presents an important opportunity.

Technology should make life easier, but products and experiences should continue to bring people together. The brands that succeed won't see AI and human connection as opposing forces. They'll use technology to improve convenience while investing in the experiences, occasions and communities that only people can create.

Mintel's research paints a picture of consumers seeking something deeper than discounts or convenience alone. They want products that create enjoyment, brands that encourage participation rather than simply broadcasting messages, and businesses that embrace AI without losing their human touch.

For food and drink brands, that's good news. Few industries are as naturally placed to create moments of connection. Whether it's sharing a meal, celebrating a milestone or discovering a new favourite product together, food and drink has always brought people together. In 2026, the brands that understand that role and build for it will be the ones consumers remember.

Learn more about the wide range of market intelligence and consumer insights available from Mintel at mintel.com.