2026 Trend Forecast

Trends Research

At the start of every year, I find myself once again in deep research, scrolling through social media rabbit holes, comparing various trend reports, and taking a look back at everything I noticed popping up in grocery stores, restaurants, and cafes last year. It’s easily one of my favorite parts of my job, compiling various trend reports for our customers across food and beverage brands. I think that working for a flavor company, where we provide flavors to every kind of brand, gives us a unique perspective on what consumers are looking for.

What I’ve been seeing for 2026 is a unique blend of the past years, with consumers wanting a little bit of everything. They’re health-conscious, but still craving indulgence and sweet treats. They want bold, adventurous flavors that take them around the world, but also want comforting, nostalgic flavor. Everyone is drawn to transparency and sustainability, but on a broad level, are still not willing to compromise on taste or experience. Consumers aren’t willing to give up on this balancing act, and the brands that succeed are the ones playing in that choice-free space.

So here’s TasteWork’s trend report for 2026, compiled from what we’re seeing from the biggest brands down to the smallest local coffee shops. I think this is the ideal way to gauge not only what’s coming, but what has the power to stay. This has allowed us to predict past trends such as espresso martinis, cereal flavors, and even banana matcha. We tried the best banana creme matcha latte from Okayama Kobo a few years back, and knew that was going to be widespread soon. And Starbucks just recently launched their iced banana bread matcha. We’ve been pushing banana to coffee customers since that visit, so we’re excited to see it take center stage on such an international brand!

“Healthy” Indulgence

Many of the 2026 consumer trends can be most succinctly described as a “healthy” indulgence. It’s not about “guilt-free” eating or the “cheat days” of the past. Instead, it’s a more fundamental shift in how we view snacks that are considered treats. Consumers are prioritizing health and wellness, seeking food items that feel “less processed”, while still wanting the convenience, indulgence, and value of packaged foods and drinks. The magic is happening with brands that do both.

Take the nearly 2 billion dollar acquisition of Poppi, Starbucks adding protein to their cold foams, or Coca Cola Zero up nearly 14% in 2025. Brands that add protein, fiber, or other functional ingredients are continuing to pop up on shelves and menus. And many of these brands are leading these products with indulgent flavors. Bakery-inspired flavors like cookie butter and vanilla cupcake, Shirley temple flavored beverages cropping up across functional and non-functional brands alike, limited batch chocolate covered strawberry products. Across food and beverage brands, and on grocery aisles, functional products are sitting firmly next to legacy brands like Oreos and Doritos. The point is that these aren’t competing trends, but converging tastes.

What’s most critical here is that neither side can be compromised. The fiber can’t taste like cardboard, and the indulgent flavor can’t be so loaded with sugar that it compromises the functionality. Consumers are reading labels more closely, with many also looking to complement their GLP-1s. And when massive CPG brands are making billion-dollar bets on functional indulgence, it’s clear this isn’t a passing fad.

Swicy Levels Up

If you’ve been following food trends at all, you’ve definitely heard about “swicy”. It’s the perfect, craveable combination of sweet and spicy. While it’s definitely not going anywhere (even McDonald’s recently added hot honey to their menu), it continues getting some upgrades. We’re seeing “swangy” – sweet, spicy, and tangy – where flavors like spicy dill pickle and Chamoy are adding an added dimension to food. There’s also “swavory”, blending sweet and savory concepts. Take miso caramel, for example, which we’ve seen on our social media feeds. The heat sources are also diversifying, with fruit-forward flavors such as mango-habanero (a lasting favorite), pineapple-chipotle, and guava-jalapeño. Whether you stick to hot honey or try something new, this trend is a fun addition to any product lineup.

Sour’s Evolution

This is a trend I didn’t predict a few years ago, but am really loving. Menu mentions of sour are up 15%, and sour candy challenges are still popping up on socials. I’ve also been seeing Swedish sour candies everywhere recently, from specialty stores like World Market, to large chain stores like TJ Maxx and Target.

Sour flavors are moving beyond the mouth-puckering treats of the 90s, and are being utilized on restaurant menus too. This can be seen with the rise of flavors like yuzu and tamarind, global powerhouses that are becoming increasingly well known in the U.S. Even brands like Liquid IV and Spindrift have added yuzu to their flavor repertoire.

Of course, this trend also makes perfect sense as it ties right back to gut health. Fermented foods (classically tangy) like kimchi, pickles, and kefir, are everywhere. They serve as natural prebiotics and postbiotics, and help support healthy digestion. As consumers become more educated on the critical importance of gut health, they’re craving these foods even more. Plus, sour foods tend to add a complexity to flavors, without adding sweetness.

Newstalgia

Easily my personal favorite, nostalgia continues to dominate trends; but it’s gotten a glow-up, coined newstalgia for its modern spin. We continue to see classic, nostalgic flavors presented in new and unique ways. Think TV dinners reimagined with Korean BBQ-style chicken, Shirley Temple flavored healthy soda, and bomb pop flavored everything. Restaurants are offering fancy grilled cheese and coffee shops released Little Debbie flavored lattes.

This resonates so deeply with consumers because it captures how we all experience food. Flavors and scents are tied to memories, bringing us back to places and experiences we’ve loved. And nostalgia is never a one-size fits all approach. We’ve all lived different lives, and have childhood favorites that reflect that. So have fun with this trend!

What This Means for Flavor

2026 continues to build on the years before it. With so many multi-layered trends, every brand has the opportunity to stand out from their competitors. It’s about combining bold flavors with functionality and transparency. Taking what consumers know and love, and introducing them to something new and exciting. Creating “small escapes” for consumers, bridging local and global flavors.

Customers are also looking for regional-specific foods and flavors, with a desire to know where their product comes from. Think Aleppo pepper, Tahitian Vanilla, Carolina Gold BBQ sauce, Hatch chiles, Key lime pie. They all tell a story that feels traceable, real, and able to connect them to a specific place. Another trend we’re seeing is all about maximalism. Overlapping sense experiences, bright colors, and unexpected flavors are finding success across industries. Again, this ties to the indulgence customers are seeking, looking for the biggest value they can find.

So many of the trends overlap, that the flavor and marketing options feel nearly limitless. Some of the trendiest flavors we’ve been seeing and sampling recently:

Banana cream pie          Key Lime Pie          Malted Waffle

Huckleberry                    Cherry Vanilla        Hot Honey

Lucky Charms                Fruit Loops            Meyer Lemon

Graham Cracker            Pulled Pork            Cookie Butter

Maple Chai                     Guava                     Earl Grey

 

Ultimately, whether you’re a large brand or a new startup, playing with trends helps keep you apart. Start with something familiar, and add your own spin to stay relevant and exciting, yet familiar and reliable. Reach out if you’d like any samples, or to discuss these trends further!