Hydration, Home, Household Budgets Top Shoppers' 2026 Priorities
As 2026 approaches, the familiar “new year, new me” mindset appears to be taking on a more pragmatic tone. Rather than chasing short-term trends, shoppers are entering the year focused on stability — financially, physically and emotionally.
According to research from Kroger’s retail data science company, 84.51°, consumers are prioritizing self-care, health and personal finances as they set goals for the year ahead. The findings suggest a shift away from splashy resolutions and toward habits that feel sustainable, even amid ongoing economic uncertainty.
For shopper marketers, the late-December-to-January window remains a high-intent period — but one shaped increasingly by realism rather than reinvention.
New Year’s Eve at Home Is Becoming the Norm
Celebrations themselves are reflecting that shift. Nearly 6 in 10 respondents (57%) said they plan to ring in the New Year at home rather than going out, per 84.51°’s latest “Consumer Digest” report. While that may signal fewer reservations and party tickets, it does not translate to scaled-back grocery trips.
Shoppers planning to stay in still expect a sense of occasion. The most commonly planned purchases include:
- Dips or spreads: 47%
- Cheese or charcuterie: 45%
- Fresh produce: 39%
- Champagne or sparkling wine: 39%
- Beer or wine: 35%
- Soft drinks: 25%
The data underscores how “staying in” has become less about restraint and more about redefining indulgence — favoring familiar comforts with a premium touch.
Hydration Emerges as a Priority
When it comes to resolutions, physical health remains the dominant focus — but the specifics are evolving. Hydration has emerged as the most frequently cited nutrition-related goal, with 64% of respondents saying they plan to prioritize staying hydrated in 2026.
That focus outpaces several traditional nutrition benchmarks, including:
- Eating more fruits and vegetables: 62%
- Limiting added sugar: 59%
- Limiting processed foods: 58%
- Eating a balanced diet: 51%
The emphasis suggests shoppers may be gravitating toward health goals that feel achievable and easily integrated into daily routines, rather than restrictive overhauls.
Functional Foods Face Familiar Friction
Interest in health-forward products remains high, but not without hesitation. While 61% of respondents said they plan to purchase functional foods — products tied to benefits such as gut health or immunity — more than a third remain reluctant.
Among hesitant shoppers, the top barriers include:
- Price sensitivity: 51%
- Concerns about taste: 26%
- Skepticism toward health claims: 25%
- Difficult to find information on: 21%
The findings highlight a persistent tension between aspiration and execution: shoppers want to make better choices, but they remain cautious about paying more for products they may not enjoy or fully trust.
Spending Priorities Continue to Shift
Those dynamics are also reshaping household budgets at the start of the year. Respondents reported plans to increase spending in areas tied to long-term wellbeing:
- Savings and investments: 50%
- Groceries: 41%
- Vitamins and supplements: 38%
At the same time, many said they expect to pull back elsewhere:
- Eating out: 57%
- Outside-the-home entertainment: 35%
- Clothing: 29%
Together, the shifts point to a consumer mindset focused on control — reallocating dollars toward essentials, wellness and future security, while trimming discretionary experiences that feel less necessary.
As brands and retailers plan for the year ahead, the data suggests that relevance in early 2026 will be less about motivating dramatic change and more about supporting shoppers’ desire for consistency, value and attainable progress — both in the aisle and beyond it.
