McDonald’s CEO reveals key shifts in consumer fast food trends

Over the last two decades the fast food industry has moved from a model of “cheap and fast” to one of “fine casual” and “functional wellness.” 

The choices, trends, and technologies have changed significantly. Nutrition? Well, it’s complicated. Fast food was less healthy in 2016 than in 1991 and 1986 due to the portions sizes, sodium content and overall calories, according to a 2019 study published in the Journal of the Academy of Nutrition and Dietetics,

Between 2014 and 2024, takeout and delivery grew by 300% compared to dine-in, as consumers began prioritizing high-quality food that can be eaten anywhere, according to Restroworks. 

When you look at it, while nutritional density has only improved modestly, the consumer’s ability to choose has exploded.

In 2010, you could practically choose between a burger or a salad (which was often nearly as caloric), and in 2025, you could choose to build your own bowl with dietary preferences, including keto, vegan, and high protein. And, you can order via a mobile app from the comfort of your own home. 

And 2025 was dominated by so-called “protein mania,” which is something McDonald’s  (MCD)  CEO Chris Kempczinski accurately predicted would happen. Now, Kempczinski has offered new projections for the fast-food industry in 2026. 

McDonald’s CEO Chris Kempczinski predicts 3 food trends set to dominate 2026 

Last year, Kempczinski was asked to share his three predictions for food trends that would shape 2025, and he successfully projected three out of three, and is now offering his forecast for 2026. 

According to McDonald’s CEO, three food trends that will excite diners in 2026 are:

• Fiber
• Sweet and spicy
• Innovative beverages 

“No. 1, fiber is going to be big. No. 2, sweet and spicy, together, is going to be a big food trend. And No. 3, you’re going to see a lot of beverage innovation,” Kempczinski said in a recent Instagram post.

Starting the video, the CEO first established his authority, referring to last year’s successful prediction. “I do have to do a little bit of a victory lap because this time last year, I was asked for my 2025 predictions, and I did say what was going to be big. It’s going to be protein, it’s going to be AI, it was going to be sauces. I think I went three-for-three. That’s pretty good,” the CEO said

Kempczinski’s video has 3,000 likes and around 150 comments. 

Why Fibermaxxing is gaining popularity and what consumers are missing

His first prediction — fiber —  shouldn’t come as a surprise, as it has been gaining popularity in 2025. It first gained attention when the consumer’s behavior shifted more towards gut health, but it outgrew the status of a simple digestive aid to become a highly sought-after functional nutrient.  

On social media, fiber is being popularized through a trend called “Fibermaxxing,” often praised as a key good for metabolic health. 

64% of consumers are actively trying to consume fiber in 2025, a noticeable jump from 56% the previous year, according to the IFIC Food & Health Survey. 

The global high fiber food market size is estimated at $42.32 billion in 2024 and is predicted to increase from $46.35 billion in 2025 to $105.07 billion by 2034, growing at a CAGR of 9.52%, according to Towards F&B. 

It is important to mention that despite the trend and popularity, around a half of consumers are overconfident regarding their fiber intake. In fact, roughly 45% to 57% of consumers mistakenly believe that they are hitting their fiber targets (25gr for women, 38g for men), even though the average intake remains at around 15-17 grams per day, according to New Hope Network and data from the University of California San Francisco. 

Sweet and spicy flavors are taking over the food scene

“The days of attention-grabbing, tear-jerking, must-sign-a-waiver spicy flavors are fading away. Through the work of The NEXT Flavor Network, we discovered that 74% of Gen Zers prefer a mild or medium heat level,” reports Rubix Foods Culinary Team.

Rubix Food further noted that this year will be dominated by “heat with intentional, complementing flavors rather than ‘heat for heat’s sake’. Consumers want approachable heat levels with smoky, tangy, fruity, and slightly sweet layers resulting in irresistible ‘swicy’ flavor combos.” 

Sweet and spicy has already positioned itself among the top flavors recently. For example, spicy honey has seen a 15% growth in social discussions, and it is now ranked 6th out of 10 in the condiment category for “trending lifecycle,” according to TasteWise. 

Furthermore, a savory, sweet, and spicy Korean fermented chili paste, Gochujang, was valued at $1.2 billion in 2024, in the global market, according to MarketIntelo.  It is forecasted to reach $2.5 billion by 2033, suggesting a global popularity.  

McDonald’s already has a sweet-spicy sauce offering in its Creamy Chili McCrispy Strip Dip. 

How beverage innovation is shaping the future of fast food

While in 2005, the beverage innovation was all about zero calories, as Coke Zero paved the way for the trend’s break, the 2026, looks like it is going to be about mood and mind. Beverages are no longer seen as just refreshments but rather functional tools to hydrate, and manage mood and energy.  

Furthermore, one of the most significant shifts in beverage trends over the last couple of years is the popularity of non-alcoholic spirits. In fact, as much as 49% of Gen Z consumers confirm that the reduction of alcohol consumption is one of their top priorities in 2026, according to a report by Dataessential. 

Many consumers who shy away from alcohol are open about trying cannabis-infused beverages for a mood effect. In fact, the global cannabis beverages market size was $2.04 billion in 2023, and is forecasted to grow from $3.09 billion in 2024 to $117.05 billion by 2032, according to a report by Fortune Business Insights. 

The so-called “Ozempic Era” has also sparked the rise of “GLP-1” and “fiber” beverages.

 “Protein remains a priority for consumers in 2026 beverage trends. Fiber is quickly becoming just as important as “fibermaxxing” gains cultural traction. The growing use of GLP-1 weight management medications is accelerating demand for beverages that deliver satiety, texture and functional support,” according to Bev Source’s 2026 beverage trends.  

Another popular beverage category that we shouldn’t forget to mention that has been already gaining popularity are prebiotic sodas with the global market projected to hit $766.1 million by 2030, according to a report by Grand View Research. 

Ultimately, the three trends Kempczinski predicts for 2026 reflect ongoing shifts in the food industry, making them more predictable than unexpected.

Related: McDonald’s making major drive-thru change