From Craveable Drinks to Sauce Rituals: Yum! Brands Unveils its First-Ever Food Trends Report

LOUISVILLE, Ky.--(BUSINESS WIRE)--Dec 10, 2025--

Yum! Brands, Inc. (NYSE: YUM), in collaboration with its internal strategy agency Collider Lab, today released its first-ever trends report. The 2026 Food Trends Report: What’s Next in Dining uncovers the cultural and consumer shifts shaping how and what people will eat in 2026, offering insights on the evolving expectations of modern diners. With more than 62,000 restaurants worldwide, Yum! has an unmatched view into what’s happening across global food culture, making this an unprecedented inside industry look.

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Drawing on research, behavioral insights, and learnings from Yum!’s four iconic global brands – KFC, Pizza Hut, Taco Bell, and Habit Burger & Grill – The 2026 Food Trends Report shows how consumers are increasingly using food to reclaim a sense of agency in a fast-changing world. People are turning to food not just for convenience, but for experiences that give a sense of control by reflecting individual tastes and moods through personalization and hands-on engagement.

“Our global footprint gives us unique visibility into the ever-changing ways people order and experience food,” said Ken Muench, Chief Marketing Officer, Yum! Brands, Inc. and Co-Founder of Collider Lab. “ The 2026 Food Trends Report helps us see where culture is headed and gives our brands a clearer path to creating more moments of joyful, flavorful ownership for our customers.”

Below is a snapshot of three trends highlighted in the report. To view the full report, click here.

The Me-Me-Me Economy

Consumers are reshaping dining around personal expression and autonomy. Foods once meant for social gatherings are being redesigned for one, reflecting a shift toward food that matches individual identity and mood:

Choice Therapy

In a world that can feel chaotic, consumers are gravitating toward small, sensory decisions that create moments of emotional grounding:

Vibe-Mathing

As consumers navigate rising costs and endless choices, they are now approaching food through emotional value rather than just logic. Items that feel uplifting or aesthetically satisfying increasingly impact decisions as much as the price tag, reflecting a shift toward what feels good in the moment:

Together, these three trends capture the shifting dynamics of choice, value and experience across the food landscape. The 2026 Food Trends Report puts Yum! Brands, Inc. at the forefront of this evolution. Through its global scale and Collider Lab’s cultural foresight, the company brings clarity to the forces shaping consumer behavior and the innovations that will guide dining's next chapter.

About Yum! Brands

Yum! Brands, Inc., based in Louisville, Kentucky, and its subsidiaries franchise or operate a system of over 62,000 restaurants in more than 155 countries and territories under the Company’s concepts – KFC, Taco Bell, Pizza Hut and Habit Burger & Grill. The Company's KFC, Taco Bell and Pizza Hut brands are global leaders of the chicken, Mexican-inspired food and pizza categories, respectively. Habit Burger & Grill is a fast casual restaurant concept specializing in made-to-order chargrilled burgers, sandwiches and more. In 2024, Yum! was named to the Dow Jones Sustainability Index North America, Newsweek’s list of America’s Most Responsible Companies, USA Today’s America’s Climate Leaders and 3BL’s list of 100 Best Corporate Citizens. In 2025, the Company was recognized among TIME magazine’s list of Best Companies for Future Leaders. In addition, KFC, Taco Bell and Pizza Hut led Entrepreneur's Top Global Franchises 2024 list and were ranked in the first 25 of Entrepreneur’s 2025 Franchise 500, with Taco Bell securing the No. 1 spot in North America for the fifth consecutive year.

Yum! Brands, Inc. (NYSE:YUM), in collaboration with its internal strategy agency Collider Lab, today released its first-ever trends report. The 2026 Food Trends Report: What’s Next in Dining uncovers the cultural and consumer shifts shaping how and what people will eat in 2026, offering insights on the evolving expectations of modern diners.

President Donald Trump signed an executive order Friday aimed at restoring “order, fairness and stability” to college athletics.

The order directs federal agencies to bolster the effectiveness of key rules on transferring, eligibility and pay-for-play by evaluating whether violations of such rules render a university unfit for federal grants and contracts.

The order also calls on the appropriate governing body to update these rules to restore financial stability and protect the future of all college sports, including women’s and Olympic sports by:

— establishing clear, consistent, and fair eligibility limits, including a five-year participation window;

— setting structured transfer rules for academic and athletic continuity;

— ensuring medical care for student-athletes;

— implementing revenue-sharing in a manner that protects and expands opportunities in women’s and Olympic sports;

— banning improper financial arrangements including pay-for-play agreements facilitated by collectives and similar entities; and

— establishing protections against unscrupulous agent conduct.

The order directs the Administrator of General Services and the Department of Education to increase data collection across college athletics to ensure compliance and directs the Chairman of the Federal Trade Commission and the Attorney General to take appropriate enforcement actions.

The order also calls on Congress to “quickly” pass legislation to address these issues.

President Donald Trump pauses as he finishes speaking about the Iran war from the Cross Hall of the White House on Wednesday, April 1, 2026, in Washington. (AP Photo/Alex Brandon, Pool)