Functional and feel-good flavours take centre stage in 2026

Stress and anxiety are driving change in F&B attitudes and behaviour globally, with consumers desiring food and beverages that deliver both indulgence and functional benefits. According to flavour house I.T.S’s 2026 Flavour Report, changing attitudes to health, weight management and “me time”,  consumers – led by flavour-seeking millennials – are demanding bolder, multi-sensory products that work harder for their wellbeing.

The report reveals that everyday categories – from ready-to-drink beverages to sweet bakery – are now expected to offer added physical or mental benefits. “The boundary between functional nutrition and sensory enjoyment is disappearing,” said I.T.S founder Mike Bagshaw, in a statement. “Consumers want natural, taste-led products that also deliver a meaningful boost.”

Once again GLP-1 medications come into play as a key driver with the report revealing that the rise in the use of these weight-loss drugs is a reshaping eating habits and pushing demand for nutrient-dense, high-protein, flavour-packed foods that feel worth the calories. Social media continues to amplify this behaviour, fuelling interest in protein-rich recipes, wellbeing influencers and “feel-good from the inside” trends.

In the report, I.T.S also highlights the growth of a “chill-out culture,” with consumers swapping nights out for at-home dining, café meet-ups and low/no-alcohol options. As socialising shifts to the home, flavour innovation is evolving to match. In terms of coffee and tea, this is similar to consumers’ behaviour during the Covid-19 pandemic where they upgraded their coffee-brewing equipment and created at-home ‘coffee bars’, and in both coffee and tea, consumers began purchasing higher quality, higher quality, and more premium products.

In the new report, I.T.S highlighted six key flavour groups they believe that consumers are likely to embrace across food and drink products in 2026:

• Crossbreed Fruits: Hybrid flavours with built-in buzz — melon berry, boysenberry, tangelo, and pineberry. Consumers are actively looking for something new with 50% of global consumers saying they seek out innovative flavours, while 64% are interested in trying flavour fusions and combinations.
• Taste the Colour: Flavour that “looks as good as it tastes.” This visual trend is being fuelled by social media and younger consumers in particular, with 47% of Gen Z saying they follow viral food and beverage trends. Per I.T.S, pistachio perfectly captures this shift. Its vibrant green colour and indulgent profile have driven +38% CAGR in UK product launches (2021–2025), proving that colour-led flavour is not just a fad, it is converting into real products. Flavours on the radar include: ube, charcoal, black cherry, and dragon fruit.
• Time for Tea: Global tea influences – from Japan to Morocco – are inspiring innovation across RTDs, alcohol, desserts and dairy. Per I.T.S, this shift is backed by the global bubble tea trend, which has seen +22% CAGR in global product launches (2021–2025). Consumers are embracing tea flavours that feel both familiar and adventurous, particularly when combined with indulgent or functional trends. Flavours to watch: Thai Tea, rooibos, oolong, and passionflower. 
• Hedgerow Fruits: Hedgerow flavours tap into nostalgia, provenance and a growing desire for natural, authentic flavour stories. I.T.S reports that this trend is gaining traction, with forest berry flavours showing +32% CAGR in global product launches (2021–2025) and UK social mentions of hedgerow flavours up +11% YOY. Emerging flavours include damson, sea buckthorn, wild strawberry, and elderberry.
• Sophisticated Indulgence: Affordable luxury and “grown-up” flavours. Premium indulgence is evolving — instead of overt extravagance, consumers are gravitating towards quality ingredients, depth of flavour and something a little bit more premium. Flavours to keep an eye on include brown butter, dark chocolate, Marcona almond and cardamom.
• Sunkissed Fruits: Consumers are chasing sunshine through flavour. Tropical, Asian, and globally inspired fruits are booming across hydration, functional and non-alcoholic beverages. Data shows mangosteen has seen +77% YoY growth in US non-alcoholic beverages, showing the thirst for emerging exotic flavours, per I.T.S. The report also finds that another popular flavour is passion fruit, with mentions up +12% YOY in the US. “That’s big considering it is already a well-established flavour.” Flavours to watch include Korean pear, pink guava, calamansi, and yuzu.

“Natural flavours are playing a crucial role in helping brands meet these expectations — enhancing sweetness, adding global inspiration, or boosting impact where ingredients are scarce or costly,” concluded Bagshaw.

To access the full I.T.S 2026 Flavour Report, click here.