Forces shaping flavour trends in 2027/28

What connects the next big flavour discovery with the products consumers already know and love? Our research identifies five key forces influencing flavour innovation across food and drink.

Novelty and sensory discovery

Unexpected flavour combinations, exciting textures and new formats are making food and drink more adventurous. Discover how brands can create memorable sensory experiences that encourage consumers to try something new.

Global flavour inspiration

Flavours inspired by Asian, Latin American and Middle Eastern cuisines are creating opportunities for more distinctive products. Explore how regional ingredients and authentic flavour profiles can bring fresh inspiration to product development.

Health and function

From functional beverages to high-protein dairy, products offering additional benefits continue to create opportunities. But health-led innovation must deliver on taste, too. Discover the role flavour plays in making these products enjoyable and appealing.

Premiumisation and indulgence

Consumers are looking for experiences that feel worth paying more for. Explore how recognisable ingredients, layered flavour profiles and distinctive sensory experiences can help communicate quality and create a more premium proposition.

Comfort with a twist

Familiar flavours remain powerful, but a distinctive twist can make an established favourite feel new again. Discover how combining reassuring flavour foundations with unexpected notes can create fresh opportunities across multiple categories.

Where are the biggest flavour opportunities for 2027/28?

The opportunities extend across the food and beverage industry, with each category offering its own ways to turn emerging consumer preferences into new product ideas.

Beverages: Explore the opportunities in functional drinks, energy, low- and no-alcohol alternatives, ready-to-drink tea and coffee, and more distinctive adult refreshment.

Savoury: Discover global flavour inspiration, layered chilli and spice profiles, sweet-and-savoury combinations, and opportunities to elevate familiar snacks, sauces and seasonings.

Confectionery: Explore the appeal of sour and berry flavours, unexpected pairings, indulgent classics and sensory experiences that make familiar treats more distinctive.

Dairy: Find inspiration in dessert-led flavours, fruit combinations, global influences and opportunities to balance functional benefits with indulgent taste.

Bakery: Discover how a familiar favourite can be refreshed through premium ingredients, global flavour cues and a single, well-chosen twist.

Turn flavour trends into your next product opportunity

Understanding what is trending is only the starting point. The real opportunity lies in translating flavour inspiration into products that deliver the right taste, meet consumer expectations and work in their intended applications.

At Lionel Hitchen, we combine flavour expertise with a practical understanding of ingredients and their applications to help customers explore new directions in product development.

Our 2027/28 Flavour Trends Report is designed to help you look beyond what’s popular today and consider how emerging flavour directions could inspire your next brief.

Ready to discover what’s next?