2026 Food & Drink Trend Forecast: What’s Next for Flavor, Function & Fun

By Lauren Trieschmann

2026 is shaping up to be a standout year for the food, beverage, and wine sectors. As consumers evolve and younger generations’ purchasing power grows, brands must respond with products and campaigns that evoke sensory experiences, lifestyle relevance, and cultural moments. Brands and PR professionals should keep three themes in mind when it comes to storytelling and reaching target audiences in 2026: flavor, function, and fun.

1. Flavor

In 2026, flavor will go beyond catchy descriptors to embrace complexity with layered profiles, unexpected pairings, and multisensory appeal. According to the Institute of Food Technologists, consumers are increasingly interested in surprising flavor combinations and full sensory engagement, as opposed to one-dimensional flavors such as “sweet” or “savory.” Meanwhile, Mintel identifies “intentionally sensory” foods as a major trend, focusing on aroma, texture and visual cues as well as taste. Brands should consider how their flavors help tell a deeper story. For example, a drink syrup that creates bright, “Insta-worthy” beverages using colors from natural sources, or a snack that uses heritage spices in a modern format. What’s the message? Don’t just be familiar; be memorable.

2. Function

Functional benefits are no longer simply about being “better for you.” In 2026, they’ll increasingly be tied to consumers’ identities and lifestyles. According to data from Innova Market Insights, themes such as vitality, longevity, and personal ritual are gaining traction, particularly among Gen Z. For brands, this means shifting messaging from generic health and wellness claims to narratives more closely tied to peoples’ real lives; for example, “this low-ABV wine eases me into my weekend ritual,” or “this beverage helps me relax before bedtime.” Authenticity will be key, with transparent sourcing, clear benefit claims, clean ingredients, and lifestyle alignment separating the meaningful from the generic.

3. Fun

While flavor touches the senses and function touches the mind or body, “fun” touches emotion and culture, which will matter going into 2026. Mintel names “retro rejuvenation” as a trend to watch, which sees nostalgic formats and flavors refreshed for modern audiences. At the same time, Innova highlights “layers of delight” as a 2026 trend, characterized by  products designed to surprise, engage, and share. For brand teams, this opens up exciting opportunities such as pop-up tastings, interactive packaging, immersive experiences at festivals or sporting events, and more. It’s important to keep in mind that “fun” doesn’t have to equate to careless or impulsive; today’s consumers expect playfulness with a dose of intentionality. Packaging that catches the eye but also commits to sustainability or campaigns that entertain while remaining purpose-driven will strike the right chord. 2026 promises to be a year filled with flavor, function, and fun in the food and beverage space. Want to learn how your brand can leverage these trends to stand out? Reach out to Maggie Zeman from the Double Forte team for more information at mzeman@double-forte.com.