The dining landscape in the United States and Europe is evolving, with restaurant spending projected to grow by 3% in 2026. This trend reflects changing consumer behaviors regarding dining, particularly in how people enjoy beverages and meals, as highlighted by a recent report from Circana on foodservice trends.
Shifting Habits in Dining
According to Circana, a company dedicated to monitoring consumer trends, notable shifts include an increased number of visits to restaurants for beverages alone. Traditional fixed meal times are declining, while there is an upsurge in demand for foods and drinks that emphasize health, energy, and protein content. In Italy, beverage-only visits make up 15% of dining experiences, just above the 14% average across Europe. In contrast, the United States has seen this figure rise to 45%, demonstrating a significant movement towards what’s referred to as the “Liquid Revolution.”
Emerging Beverage Trends
This trend is also gaining traction in Europe, where restaurant operators are focusing on enhancing their offerings with premium coffee, functional drinks, and low- or no-alcohol options. Edurne Uranga, Circana’s Vice President for food service in Europe, anticipates that the next significant shift could involve modern soft drinks featuring added benefits such as magnesium or zinc, recognizing their potential connections to energy, focus, and wellness. This may lead not only to novel items on existing menus but could also spawn entirely new restaurant chains exclusively focused on beverages, similar to developments already seen in the United States.
Changing Mealtime Dynamics
Circana also emphasizes a notable shift in when people are dining out. While lunch and dinner remain key periods, there is a rising trend towards midmorning, brunch, and midafternoon visits, marking these times as some of the fastest-growing segments. This change reflects healthier eating patterns, more flexible work schedules, and a broader acceptance of snacking throughout the day instead of adhering strictly to traditional mealtimes.
Health-Conscious Eating
Health-conscious eating is further transforming restaurant menus. In Italy, 43.4% of consumers are following specific diets, which is above the European average of 40%. High-protein diets lead the way, with various other patterns emerging based on wellness objectives. Circana reports a surge in foods and drinks that support energy levels, immunity, and weight management, which are rapidly becoming popular categories.
Adapting to Consumer Needs
Uranga stresses the necessity for restaurants and brands to reconsider how they cater to customers so that every euro spent feels valuable. She suggests that operators should aim to simplify and tailor their menus to align with local habits and various consumption occasions to maintain relevance as the market evolves.
Key Takeaways
- Restaurant spending in the U.S. and Europe is predicted to increase by 3% in 2026.
- The trend towards beverage-only visits is growing, particularly in the U.S. and Italy.
- Health and wellness-focused foods and drinks are rapidly rising in demand.
- More diners are opting for midmorning, brunch, and midafternoon meals.
- Restaurants should adapt their menus to meet changing consumer preferences.
- A new wave of modern soft drinks offering health benefits may emerge in the market.
FAQ
What is driving the increase in restaurant spending?
Changing consumer habits, particularly a greater focus on beverages and health-oriented food options, are the primary drivers of increased spending.
How are dining patterns changing?
There’s a notable shift towards more flexible dining times like midmorning and brunch, alongside traditional lunch and dinner periods.
What types of diets are popular among consumers?
High-protein diets are the most common, with many consumers also pursuing other wellness-oriented eating patterns.
How should restaurants adapt to these trends?
Restaurants need to simplify and tailor their menus to align with local eating habits and ensure customers feel their spending is worthwhile.
