Health, Value, and Authenticity Drive Consumer Choices

Heading into 2026, diners are prioritizing health-forward options and local sourcing, alongside persistent price sensitivity, as revealed by Provoke Insights’ Restaurant Trends & Consumer Buying Behaviors – Winter 2026. 

“Consumers prioritize healthier food above all else when choosing where to dine,” said Carly Fink, President, Head of Research & Strategy for Provoke Insights. “Sustainability resonates, but most diners will only pay more if the cost increase is small.”

Forty percent of respondents said healthier options are the most important factor when choosing a restaurant. Operators can meet the demand for better-for-you by offering nutrient-dense options, transparent ingredient sourcing, and customizable dishes that appeal across different diners, Fink suggested.

While most consumers do care about sustainability,  the survey found only 19 percent will pay more regardless of cost with 53 percent only doing so only if the price increase is small. Urban, Millennial…