Here's something controversial: the best product rarely wins

Why the Best Product Rarely Wins: Food and Drink Buyer Insights for 2026

Why?

Because success in food and drink isn't determined solely by how good a product is.

It's determined by how well it solves a consumer need.

And that's where many founders get it wrong.

The Harsh Reality Most Founders Never Hear

Many food and drink entrepreneurs believe buyers are looking for the best tasting product.

They aren't.

Buyers are looking for products hat will sell.

Their job isn't to fall in love with your product.

Their job is to make money for their category, retailer or business.

Before agreeing to a listing, most buyers are asking themselves:

• Will consumers understand this?

• Is demand growing for this category?

• Does this solve a genuine problem?

• Can it drive repeat purchase?

• Is there enough margin?

• Does it fit with current consumer trends?

• 
  

If the answer is no, even an excellent product can struggle.

Are You Building a Product for Yourself or for Your Customer?

This is perhaps the most important question any founder can ask.

Many brands are built around what the founder likes.

The flavour they enjoy.

The ingredients they believe in.

The story they want to tell.

There is nothing wrong with that.

But consumers don't buy products because founders love them.

Consumers buy products because they solve a problem, fulfil a need or improve their lives in some way.

The brands that understand this often outperform competitors with larger budgets and bigger teams.

What Buyers Are Talking About Right Now

Having spoken with retailers, wholesalers, distributors and foodservice operators over recent months, several themes continue to dominate conversations.

Protein Is Still One of the Strongest Growth Areas

Protein is no longer just for athletes and gym enthusiasts.

Today's consumers associate protein with:

• Healthy ageing

• Weight management

• Feeling fuller for longer

• General wellbeing

• Active lifestyles

  
  

Brands that can deliver protein without compromising on taste continue to attract significant interest.

Gut Health Is Moving Into The Mainstream

Consumers are becoming increasingly educated about digestive health.

Many now understand the connection between gut health and:

• Energy

• Immunity

• Mental wellbeing

• Long term health

  
  

As a result, products containing fibre, prebiotics and probiotics continue to gain momentum across multiple categories.

Functional Drinks Continue to Create Opportunities

Consumers increasingly expect more from their beverages.

Hydration alone is no longer enough.

Many consumers are actively looking for drinks that support:

• Focus

• Energy

• Recovery

• Sleep

• Performance

• Wellness

  
  

This is creating significant opportunities for innovative beverage brands.

Simplicity Is Winning

Consumers are paying far more attention to ingredients than they were five years ago.

Products with:

• Recognisable ingredients

• Lower sugar

• Clear benefits

• Greater transparency,

  
  

are increasingly resonating with shoppers.

Complexity is becoming less attractive.

Clarity is becoming more valuable.

The Biggest Trend of All Isn't a Trend

While nutrition trends will continue to evolve, one factor remains constant.

Authenticity.

Consumers want to know:

• Who created the brand?

• Why was it created?

• What problem does it solve?

• Why should they trust it?

  
  

The strongest brands are not always those with the biggest marketing budgets.

They're often the brands with the clearest purpose and the most authentic story.

What 16 Years in FMCG Has Taught Me

Over the years, I've seen products that should have succeeded fail... INCLUDING MY OWN

I've also seen products that looked ordinary on paper become extraordinary commercial successes.

The difference was rarely the product itself.

The difference was understanding the consumer.

The brands that consistently win are those that understand where demand is heading before everyone else.

They listen more closely.

They adapt faster.

And they focus relentlessly on solving real consumer problems.

Final Thoughts

Having a great product matters.

But it isn't enough.

The brands securing listings, gaining distribution and achieving long term growth are not always the brands with the best products.

They're the brands that understand their customers better than their competitors.

So before your next buyer meeting, ask yourself one simple question:

Am I building a product that I love, or a product that consumers are actively searching for?

Your answer may determine whether you secure a listing, win a second meeting or build a brand that stands the test of time.

About the Author

Devin Chohan is the Founder of Brand to Buyer, a premium and trusted food and drink consultancy helping brands secure retail listings, distribution partnerships and sustainable commercial growth across the UK and international markets.

Why have clients chosen to partner with us?

What makes Brand to Buyer stand out is that we have successful hands on experience of developing, launching and growing our own brands, building and nurturing our longstanding and trusted relationships with buyers and key decision makers across every channel spanning 21 countries.