Consumers are expressing their identity through what they eat
8 Sep 2026
The most trendy sneaker or fancy designer handbag used to be the ultimate status symbol. But today, an indulgent wellness cookie or a bottle of premium olive oil can carry just as much cultural weight. Research from Highsnobiety found that 71% of early adopters now see food and drink as a form of lifestyle expression or cultural capital. Another 75% believe some food and beverage brands belong to a broader cultural world, and aren’t just something they buy.
Food has evolved beyond nourishment and is increasingly becoming a reflection of identity. That means consumers are choosing products that tell a story, have the right looks and feel worth sharing.
The Status Economy Report by Highsnobiety studied the grocery shopping habits of Cultural Pioneers, influential early adopters who adopt trends before the mainstream. They are the people shaping online conversations and influence what brands, products and styles eventually become popular. And for these early adopts, groceries are becoming an important way to showcase their identity. More than half of these cultural pioneers (58%) say their grocery spending has increased most out of all categories, a number that can’t be explained just by rising prices. Food isn't simply consumed anymore. It's displayed, discussed and used to communicate identity.
Pantry prestige
Highsnobiety argues we're entering a new era of ‘Pantry Prestige’, where everyday groceries evolve into cultural goods and food consumption becomes a form of public performance. "Every surface of one's lifestyle is a demonstration of cultural knowledge, social status and personal taste”, the report states.
That means for these cultural pioneers, the crispy chili oil in their fridge, the hojicha latte on their desk or the premium chocolate they bring to a dinner party should all demonstrate their taste and status. They communicate cultural fluency and being "in the know". Only 6% of respondents still saw food and drink purely as fuel and function.
Consumers are deliberately investing in products that feel premium and culturally relevant. “It's not really about the product, but the sense of luxury and how it makes you feel”, explains Xiangni Zhou, co-founder of chili oil brand Mama Yu. “Food and luxury are becoming closely linked right now.”
Curated groceries
Social media has transformed grocery shopping into an act of self-expression. Consumers proudly share supermarket hauls, limited-edition snacks and bakery discoveries online, while premium grocery retailers like Erewhon have become lifestyle destinations. An Instagram story of groceries such as organic vegetables, French butter and a limited-edition pistachio pastry have taken on the same function as clothing with designer logos.
BIGGEST INSIGHTS FOR BAKED GOODS, PASTRY & CONFECTIONERY
What does this mean for bakery, patisserie and chocolate confectionery brands? The research points to several important shifts to take note of. From wellness to eye-catching packaging, there are a few clear conditions to appeal to these consumers.
Everything is wellness now
One of the most compelling observations is that wellness is no longer a category on its own. For Cultural Pioneers, health benefits are expected everywhere, across categories and positioning. Clean ingredients, balanced nutrition and functional benefits have become a prerequisite. Products that don't meet high expectations around wellness benefits are quickly replaced by ones that do.
Highsnobiety found that 74% of cultural pioneers say wellness products signal cultural relevance.
And what's even more interesting: 67% agree buying wellness products is as much about style and status as it is about health. For bakery, patisserie and chocolate, gut health, fermentation and power ingredients are easy and effective ways to tap into this desire for wellness implemented everywhere. Those are effective ways to make wellness coexist with indulgence.
Packaging decides relevance
Packaging used to compete against other products on the supermarket shelf. Today, it competes against an endless stream of content. Products are increasingly encountered first as online images, detached from price, function or even context. That means packaging doesn't just need to stand out in-store. It needs to catch the eye in the corner of an Instagram story or the background of a TikTok video. Thus, consumers are making a behavioural shift. No less than 71% of respondents say they've bought a food or drink product primarily because of how it looked.
That means for a food brand to be successful, they have to do more than develop a product with great taste. They have to generate excitement, build communities and gain cultural relevance. Brands like Graza oil, Fishwife tinned fish, Poppi soda and David Protein have become instantly recognisable through bold design, distinctive storytelling and a clear cultural point of view. Their products feel less like groceries and more like badges of taste.
Purpose is expected
Does all this focus on status mean sustainability has become less important? No, but it stopped being impressive. Cultural pioneers simply expect brands to behave responsibly. A purpose and drive to behave responsibly is simply assumed. According to the data, 82% expect food and drinks brands to care about the planet, but believe they don’t need to make it their whole personality. Brands have to differentiate with their taste, creativity and cultural perspective.
Discovery is the new marketing
For cultural pioneers, a bigger, well-known brand isn't necessarily better, as the discovery of a new product creates status. There’s a focus on niche brands, limited editions and products from local retailers. That also means traditional advertising becomes less effective. Cultural pioneers are 4 times less likely to be influenced by commercials and classic ad campaigns. And also celebrity or influencer association is not as attractive to them.
Instead, they increasingly trust recommendations from friends (58%) or local cafes or delis where they see a product (26%). And for 30%, a fun or witty brand personality would make them more likely to try a new food or drink brand.
Food as a new form of cultural capital
For bakery, snack and confectionery brands, the implication is clear. Winning tomorrow's consumers won't just depend on creating better products. It will depend on creating products that become part of culture. Consumers increasingly opt for brands that have charisma, a personality or look they want to associate themselves with. The products generating the most excitement today combine several qualities:
exceptional taste
distinctive visual identity
functional or premium ingredients
a compelling story
limited availability or novelty
cultural relevance
a niche appeal
