Natural Grocers by Vitamin Cottage, the nation’s largest family-run organic and natural grocery retailer, has unveiled its Top Trends for 2026, marking the 10th year of the annual forecast. The report highlights emerging practices and products expected to shape four focus areas: health and wellness, body care and beauty, food and beverage, and ecologically thoughtful.
“At Natural Grocers, we’re passionate about helping people make choices that truly support their health and the planet,” said Raquel Isely, Vice President of Marketing. “In 2026, we’ll see a focus on personalization, smarter supplementation, nutrient-dense yet budget-friendly foods, simple self-care hacks, and ecologically thoughtful products and practices. Though these may be new ideas, they’re also trusted ways to feel good, live well and thrive all year long. We hope our customers will explore these trends and enjoy the products that accompany them for a healthier, more vibrant year ahead.”
The trends were developed by the company’s Nutrition Education team — including registered dietitians, nutrition therapists and certified natural foods chefs — in collaboration with Natural Grocers’ marketing and analytics teams, blending research, consumer insights and hands-on expertise.
This year’s list includes 12 trends, along with the annual “Try This Trend” feature that offers ideas and products for shoppers interested in experimenting. For the fourth year in a row, the retailer also added a Bonus Trend that points to a broader area of emphasis beyond the four core categories.
Health and Wellness trends include greater reliance on personalized guidance from nutrition experts rather than apps or AI, expanded uses for creatine beyond fitness, and simplified wellness routines built around five foundational supplements.
Body care and beauty trends point to repeat-use magnesium-based body care, renewed focus on vitamin E and jojoba oil for skin barrier support, and everyday self-care as an essential sensory escape.
Food and beverage trends emphasize organic as the benchmark for food quality, increased consumption of quality carbohydrates from vegetables to support long-term health, and affordable approaches to eating well without sacrificing flavor.
Ecologically thoughtful trends highlight reducing personal exposure to harmful chemicals, growing concern over the environmental and cognitive costs of AI, and the role of organic and regenerative agriculture as a defense against climate change.
The Bonus Trend for 2026 centers on embracing cultural diversity.
Natural Grocers will promote the trends online and across social media through January, and they will also be featured in the January issue of the retailer’s good4u Health Hotline magazine, available in print and digital formats.
Natural Grocers by Vitamin Cottage Inc. operates 168 stores across 21 states. Based in Lakewood, Colorado, the company ranks No. 93 on Progressive Grocer’s 2025 PG 100 list of the top food and consumables retailers in North America and was also named one of PG’s 10 Most Sustainable Grocers for 2025.
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