Innova Market Insights reveals Top Global Flavor Trends 2026

Innova Market Insights has announced its Global Flavor Trends for 2026, with “Sensorial Explorations” taking first spot in a comprehensive analysis of the five consumer and market-driven flavor trends poised to reshape global food and beverage innovation in 2026 and beyond.

The international market researcher will explore the trends in a webinar on January 29 (4 PM CEST / 9 AM CT), during which Lu Ann Williams, Innova’s global senior vice president for research, will introduce each trend and highlight standout launches across key F&B categories.

You can register for the webinar here.

Food Ingredients First sits down with Williams to explore the top flavor trends and unpack new opportunities for food and beverage formulators.

“The flavor landscape is being shaped by what consumers want most — exciting sensory experiences, a mix of cultural flavors, a balance of health and indulgence, emotional connections, and flavors that make moments feel special,” she says.

Trend 1: “Sensorial Explorations”

Textures, aromas, and visual appeal increasingly drive indulgence and perceived value. Notably, Innova has found that 26% of Gen Z consumers favor visually striking and surprising flavor combinations.

Toppings, seasonings, and sauces remain key avenues for experimentation, with a majority of consumers interested in trying new foods.

“In 2026, flavor is about more than taste — consumers are embracing texture, aroma, and visual appeal, transforming eating into an immersive, multi-sensory experience,” says Williams.

“For Gen Z, striking and surprising combinations are the future of indulgence.”

Trend 2: “Cultural Remix”

Globalization, travel, and social media continue to fuel the exploration of cross-cultural flavors, according to Innova, which found that 3 in 5 consumers say they are open to trying traditional flavors with a modern twist.

Hybrid blends of local and global inspirations are also increasingly embraced across categories.Innova’s global flavor trends for 2026 highlight the rise of immersive sensory experiences.

“As globalization and social media continue to blur borders, consumers are increasingly seeking the fusion of local and global flavors,” notes Williams.

“People want their traditional favorites reimagined with a modern twist, creating an exciting new world of hybrid tastes.”

Trend 3: “Easy Health, Full of Flavor”

More than 60% of Gen Z and Millennials are incorporating protein into their diets, but consumers seek a balance between health and indulgence, while taste remains the ultimate deciding factor.

“Consumers, especially Gen Z and Millennials, want more than just nutrition — they seek a harmonious blend of health and indulgence. The key is balancing the benefits of protein with flavors that excite the senses while reducing undesired ingredients,” says Williams.

Reducing “undesired ingredients” is a top priority for consumers around the world.

Trend 4: “Flavor Fest”

Occasion-based innovation tied to holidays or milestones turns taste into celebratory moments. Additionally, consumers seek nostalgic and cozy flavors that evoke a sense of tradition and seasonal excitement.

Innova reveals that half of consumers also turn to mealtime occasions for flavor experimentation, underscoring meals as personal, expressive experiences.

“Flavor is no longer confined to the plate — it’s a celebration. As consumers turn mealtimes into personal expressions, flavor-driven innovation linked to occasions, holidays, and nostalgic comforts is rapidly gaining ground,” Williams tells us.The top trends show Gen Z driving the demand for bold, health-conscious indulgence.

Trend 5: “My Mood, My Flavor”

Consumers are also increasingly aligning flavors with their mood and emotional needs, embracing taste as a means of self-care, mental well-being, and daily rhythms.

Innova has found that 74% of global consumers look to food and beverage products to improve their mood when coping with stress.

“In 2026, flavors will increasingly reflect personal emotional needs. Whether for stress relief or mood enhancement, consumers will choose food and beverages to align with their emotional rhythms, turning flavor into a source of self-care and well-being,” says Williams. 

Time of day and emotional state also strongly influence flavor preferences, according to Innova.

Food and beverage flavor innovation

Food Ingredients First recently caught up with ADM, dsm-firmenich, and Ocean Spray Ingredients to explore their latest flavor research and spotlight emerging trends in the global flavor landscape.

We also highlighted some standout product innovations, including Nestlé’s Kit Kat Mont Blanc, coated in chestnut and rum-flavored cream (Japan), and Hellmann’s mayonnaise with bacon flavor (Argentina).