Fast expanding flavour house, I.T.S has released its 2026 Flavour Report, revealing a major shift towards food and drink that deliver both indulgence and functional benefits.
With 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.
Functional nutrition with sensory enjoyment
According to the report, 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,” says I.T.S founder Mike Bagshaw.
“Consumers want natural, taste-led products that also deliver a meaningful boost,” Mike continues.
A key driver is the rise of GLP-1 medications, 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.
I.T.S has highlighted six key flavour groups they believe that consumers are likely to see across food and drink NPD in 2026:
- Crossbreed Fruits: Melonberry, Boysenberry, Tangelo with a move from the produce aisles into mainstream NPD.
- Hedgerow Fruits: Bold, wild and naturally British berries like blackberry, elderberry and sloe.
- Sophisticated Indulgence: Elevated flavours such as peach & cardamom, brown butter, and pink salt & cherry.
- Taste the Colour: Vibrant, social-media-ready colour-led flavours including pistachio, matcha, mango and blue raspberry.
- Time for Tea: Global tea influences – from Japan to Morocco – will infuse beverages, desserts and snacks.
- Sunkissed Fruits: Bright, tropical flavours inspired by Asian and global sunshine-soaked produce.
Mike Bagshaw concludes:
“The I.T.S 2026 Flavour Report captures a powerful convergence of health, lifestyle and indulgence. 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.”
For more information visit Top Flavour Trends 2026 & Beyond | Data-Led Food & Drink Insights
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Joseph Clarke
Editor, International Bakery
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