McKinney Report: Consumers Reclaiming Control Over Food Choices
Advertising agency McKinney's annual report identifies a growing consumer trend, "Pilot Mode," where individuals seek to regain control over their habits and food choices amidst ongoing societal instability.
Full-service creative agency McKinney has released its 2026 Food & Beverage Trends Report, analyzing consumer sentiment and how cultural trends influence choices in food and drink. The report highlights a new macro trend termed "Pilot Mode," signifying consumers' increasing desire to take back agency over their habits, health, routines, and daily decisions, particularly through their food and beverage consumption.
Following years of navigating instability fueled by inflation, political uncertainty, and rapid cultural shifts, consumers are moving from passive reaction to active management. This "Pilot Mode" represents a transition from the earlier "Goblin Mode," characterized by comfort-seeking and exhaustion, towards more intentional behaviors and self-direction. McKinney's report suggests this shift is prominently manifesting within food culture.
"Last year, chaos reigned supreme," stated Jasmine Dadlani, Chief Strategy Officer at McKinney. "People and companies took hit after unexpected hit. This year, we've started to anticipate the chaos, which means shifting from scrambling to react to active management — at least for ourselves, since we can't control the world around us. Food is one of the most powerful ways where we can have agency and still shape how we feel, how we perform and who we want to be."
Since 2009, McKinney's annual food and beverage trends report has tracked the evolving relationship between culture and consumption, providing insights for brands and CPG marketers. This year's report delves into the underlying philosophy of modern eating habits, the evolution of micro-trends, and how "Pilot Mode" is appearing in shifts in grocery and dining behaviors.