Some CPG trends feel like they should last about as long as a TikTok trending audio: everywhere for a minute, then replaced by the next obsession.

But the receipts tell a more interesting story. Disruptor brands often drive these trends, challenging category conventions, taking on established players, and bringing something new to the shelf — whether through healthier ingredients, more protein, or packaging designed to stand out.

From categories that refuse to fade to mocktails winning the Shirley Temple generation, here are five trends keeping CPG disruptors on the rise.

1. The internet’s food fads are now grocery staples

Viral categories are supposed to have their moment, rack up the social media views, then fade. Instead, they’ve kept climbing months, sometimes years, after their breakout – with disruptors contributing to that continued growth.

Viral demand deserves a longer look. The internet might have lost interest, but the receipts are piling up. Marketers who mistake the end of a hype cycle for fading demand could risk moving on too soon.

2. Dairy is back, but alt-milk missed the memo

For a few years, alt-milks looked like the future of the fridge. Now, dairy milk is growing, while alternatives decline – except for the disruptors.

A declining category can still produce winners. For disruptors, a shrinking market isn’t always a signal to pull back. As legacy brands falter, more of the category is up for grabs.

3. The functional drink audience is older than expected

When it comes to alcohol alternatives, sleek cans, botanical labels, and adaptogens look tailor-made for Gen Z. But the strongest demand is coming from people old enough to remember when a mocktail meant a Shirley Temple.

Unexpected demand is an invitation to broaden the strategy. An audience that’s more likely to buy is a growth opportunity, not a demographic footnote.

4. Nostalgia reboots are outpacing the originals

Childhood favorites are supposed to have the home-field advantage. But a new crop of disruptor brands is borrowing the nostalgia — and growing a whole lot faster.

Modern benefits can give nostalgia a longer shelf life. Shoppers still want the familiarity of a childhood favorite, but brands that refresh the classics with more protein and less sugar are winning more sales.

5. The breakout star of 2026: The chickpea

For years, the chickpea had a predictable path: hummus, salads, maybe a supporting role in a grain bowl. Now, its combination of affordability, plant-based protein, fiber, and sheer versatility is broadening its reach across formats, aisles, and retailers.

A clear benefit can take an ingredient just about anywhere. When shoppers recognize what an ingredient brings to the table, even radically different products can share the same reason to buy.

About Fetch Finds 

Fetch Finds is a consumer insights series from Fetch. Our insights are powered by billions of verified receipts — real transactions, not projections or approximations. This report draws from a static panel of Fetch users, capturing verified purchase behavior from January 2024 to August 2026.