2026 flavors to watch

Approaching flavors in 2026 means exploring the overlapping areas of science, consumer psychology, and formulations. This year, consumers are expected to seek flavors that are associated with desired health benefits, allow for exploration, and offer a fuller sensory experience, with younger generations also influencing shifting trends.

Personal Resilience and the Elevation of Nostalgic Flavors

A common theme from past years that continues into now is nostalgia and how flavors provide a sense of the familiar and reassurance. In changing times, people revisit flavor profiles that are comforting, explains Jennifer Zhou, global senior director of product marketing for flavors and citrus at ADM (Chicago). “In our 2026 flavor report, we call out 2026 as a year for personal resilience, and I think nostalgia plays a huge role in that, because in times of struggle and change, we always revert back to things that are comforting and familiar,” she says, noting that flavors related to pies, trifles, and sundaes are seeing a comeback.

The nostalgia trend has started to “grow up,” however. “People are looking for that more elevated experience, and we know that 40% of Americans really look for new foods or flavors, and when you combine that with the familiar, it's a bit of a risk reduction strategy,” explains Phil a’Becket, senior consumer insights manager at FlavorSum (Kalamazoo, MI), highlighting new strategies for this growth. “Incorporating some exotic flavor into a well-known dish is something that that we're seeing.”

On a note of caution, Jennefer Lyons, senior marketing manager at Sensient Flavors and Extracts (Hoffman Estates, IL), explains that though nostalgia is something easy to market, new takes on nostalgia will still need to push further into innovations. “As consumers continue to want to explore, especially with the younger generation, where they might not have as many nostalgic memories, I think we need to continue pushing innovation beyond nostalgia,” she states.

“Wellness-associated” Flavors and Cues

46% of people associated relaxation most with melon flavors, followed by tropical fruits, and then botanicals.

Flavors can often be associated with wellness, or even specific benefits. Citrus and immune health is a common example. In recent years, relaxation and mood support have been synonymous with floral and botanical flavors. However, the gap between true benefits and a cue for an effect may need to be addressed moving forward. As Lyons points out, the associations with these flavors are not indicative of functionality, and younger consumers are more interested in concrete benefits they can trace to an active ingredient. That said, functional products still benefit from flavor cues, and it’s important to be nuanced in one’s approach.

When looking at mood states, such as calm and relaxation, for example, Zhou explains that a global study from ADM on mood and associated flavors found that mood encompassed multiple need states, with sleep and relaxation still at the top of the list—reflecting again the search for a retreat from the world to find calm and restoration. Simple flavors like honey and vanilla are associated with sleep and relaxation, she notes, while adding that consumers still expect an interesting twist on the familiar.

a’Becket points out that a study from FlavorSum analyzing refreshing beverages and functionality found that 46% of people associated relaxation most with melon flavors, followed by tropical fruits, and then botanicals. This suggests a number of interesting directions manufacturers can go when formulating products that invoke certain feelings or benefits.

Masking and Modulation

The science of flavors is a crucial element in formulating functional products, with flavor modulation being an invaluable tool when dealing with organoleptically challenging ingredients. Most consumers are not willing to trade flavor for functionality. Adding to this challenge, says a’Becket, is that the flavor must match the anticipated benefit the product is marketed toward. No matter how well something is masked, a consumer is not going to buy a product with a flavor that does not jibe with their expectations.

Expertise here is crucial, Zhou agrees. Two paths can be taken to leverage expertise in this area: having the science to mask a flavor of a functional ingredient and having the knowledge of nuances on the application bench, such as adding mint flavor to mask stevia notes. Developers who are familiar with good pairings that can play off of flavors from the ingredient is crucial, Lyons agrees, such as using coconut to complement the creamy profile of whey protein.

At the same time, it’s important to also be realistic about the limitations of using certain actives and overcoming their challenges, says Zhou.

Format Innovation and Functionality

Recent innovations like clear protein, for example, have allowed for flavor innovation and diversity with an active that has largely been associated with more decadent dessert flavors such as chocolate or vanilla. This has allowed for protein-fortified soft drinks with fruity citrus flavors.

“Of course, we saw the indulgent flavors from the traditional protein shakes, but people also associate citrus, tropical and berry, with endurance and performance boosting,” says a’Becket. “Those are going to be flavors like pineapple, passion fruit, guava, kiwi, and coconut. You can get into the blends like passion fruit, orange, guava. Those are going to have quite a bit of natural masking for some of that protein, if it is not a clean, soluble protein, and we'll see some of those tropicals, often in a blend with more common fruits like lime or melon or strawberry or even a lemonade. So there's quite a bit within the soft drink space that can queue up some of those performance enhancing characteristics.”

Zhou adds that as growth is seen in tropical flavors, the shift away from “fanciful” flavors (such as blue raspberry) is also occurring. Additionally, the type of protein is an important factor to consider when formatting products. “Not all proteins are created equal,” Zhou notes. The source, mouthfeel, potential need for flavor masking affects the clear protein beverages experience. Similar principles apply to formulating with other actives to develop an engaging and pleasant user experiences.

Snacking and the Opportunity for Global Fusion Flavors

Gen Z and Gen Alpha consumers [are] really exploring the boundaries of taste...and they’re breaking through them.

Snacks offer unique flavor opportunities because they provide a commitment-free format for consumers to sample and explore a new flavors, a’Becket points out. This has led to new flavor combinations influence by cuisine from multiple cultures, which ADM’s culinary team refers to as “third culture cuisine.” The new mixes invite innovations and attract new audiences as well. Zhou gives an example of known flavors in an unexpected fusion, such as Korean barbecue with Mexican spices. “That's really important as we think about Gen Z and Gen Alpha consumers really exploring the boundaries of taste, boundaries that we never even knew existed, and they’re breaking through them,” she adds. “It's a really exciting time.”

Other trends in international influence include an increase in South Asian flavors, Zhou says, also noting the influence of social media on younger generation on exposure to different flavors. Content on streaming platforms is also driving international discovery and travel trends, Lyons adds, agreeing that she too has seen an increase in regional Asian flavors. This is not exclusive to savory flavors either. Calamansi, a citrus used in Filipino cuisine, along with the tropical fruit lychee, are seen as “the next yuzu,” a’Becket says, referring to the East Asian citrus fruit that saw an increase in popularity in 2025, as shared in Nutritional Outlook’s 2025 flavors trends.¹ The light flavor of dragon fruit as a complementary flavor is also becoming more common, he adds.

Food and beverage services company Kerry has also seen a growth of dragon fruit as a key trend according to its 2026 Global Taste Charts.² Influencing the refreshment beverage categories in Europe and the Americas, it is also found in confectionary and alcoholic products, with interest from consumers growing especially in summer months. The increase in global flavor fusions is also supported by Kerry’s data, particularly with Korean bulgogi and gochujang. Launches of gochujang have increased 120% in the U.S. in the past 12 months, for example. Other trends include Sichuan peppercorns in Europe in condiments, Mexican birria and Chile chiltepín in savory snacks globally, and the evolution of sweet and spicy, “swicy,” in bakery and confectionary, with hot honey and spicy mango driving growth.

Additionally, functionality can also factor into the snacking category, where protein, especially in bars, has been popular. Fiber in snack bars is seeing substantial growth too, alongside an interest in gut health adds a’Becket. “Adding in that fiber aspect affects texture and flavor, so that's just something to keep in mind,” he explains. “Gut health, whether that's pre- and pro- and post biotics, soluble fibers, that's really a trend that we're keeping abreast of.”

Sensory Theater, Trends, and Textural Experience

Consumers are paying attention to a full sensorial flavor experience, Lyons states, and social media will continue to influence flavor discovery and expectations. Designing a flavor to deliver a full experience, such as matching a texture to an emotional state, is a significant part of a flavor company’s responsibilities, Zhou explains. “Sensory theater,” as it is called by ADM, can provide a social, emotional, or other unique multi-sensory context for flavor experiences, giving them an element that lends itself to be shared on social media to attract more consumers. The experiences can be simple, such as the smoke on a cocktail drink, but will influence the perception of a flavor.

However, there are some things to be aware of to avoid fleeting, viral trends. “You need to be aware is if something is a fad or an actual trend,” a’Becket adds. “Anything with social media and virality, you have to be careful not to chase those fleeting moments.”

Taste, texture and application should also align. “Texture is a mouth feel,” a’Becket explains. “It does play a part in flavor. If you have a textural to flavor mismatch, your brain short circuits for a second because it's not what you expected. Having that alignment is very important. Flavor and texture can cue each other up, and are application dependent.” Knowing the consumer being served and being attuned to different cultural expectations of texture is also important, Lyons adds.

In another example, data from Kerry also notes that trends in cheese preferences are shifting towards texture-rich varieties, with 68% of consumers in North America stating that cheese provides both comfort and excitement for savory snacks.

Conclusion

Ultimately, flavor involves more than simple taste—consumers are seeking a fuller sensory experience, one that is more attuned to emotional and physical contexts, such as nostalgia, relaxation, and refreshment. Creating new flavor combinations that avoid fads but tap into potential for viral diffusion and enduring trends such as health benefits is also key. Additionally, more attention must also be paid to the novel expectations of younger generations, who value transparency and when brands are pushing boundaries.

References

1. Krawiec, S. 2025 Flavor Trends for Food and Beverage. Nutritional Outlook. February 12, 2025. https://www.nutritionaloutlook.com/view/2025-flavor-trends-for-food-and-beverage (Accessed 2026-01-19).
2. Kerry. Kerry Releases 2026 Global Taste Charts: Defining the Future of Flavour with Data-Rich Insights . January 14, 2026. https://www.kerry.com/about/news-and-media/2026/kerry-launches-taste-charts-2026