At Synergy, our annual European flavour trend reports offer strategic insights into the trajectories shaping global product development. As we continue to navigate an evolving consumer landscape defined by shifting tastes, cultural curiosity, and wellness priorities, flavour remains at the forefront of innovation.

This year, we’ve released eight reports, each curated by our expert category managers across key sectors to help understand what’s next in flavour innovation for 2026. Each one has a key “Flavour Spotlight,” where our category managers have identified a standout flavour that encapsulates the key market movements and consumer behaviours within their segment, in this blog we will dive into each one.

Jamie Blake – European Category Development Manager: Dairy & Sweet Goods

Tiramisù – Sweet Goods

The continued popularity of tiramisù lies in its ability to deliver multi-sensory satisfaction—rich coffee notes, mascarpone creaminess, and nostalgic value. Alongside its adaptability, as sweet good manufacturers experiment with twists on the classic dessert.

This Italian dessert is increasingly used as a cross-category flavour, from bakery to confectionery, reflecting a 142% increase in launches across Europe. It speaks to a consumer desire for familiar comfort with a premium edge.

Pistachio – Dairy

Google searches on the nutty yet sweet “pistachio” has grown 60% since 2019 and the viral “Dubai Chocolate” is aiding pistachio in undergoing a renaissance. Expanding its role from a classic gelato ingredient to a hero profile in indulgent dairy and dessert products.

With a slightly sweet, nutty character and distinct green colour, it caters to the pursuit of “permissible indulgence” as well as tapping into social media trends.

Natalie Sheil – European Category Development Manager: Savoury

Savoury – Gochujang

As K-culture integrates into the lives of younger consumers Korean cuisine continues to captivate consumers, and one rising as a flavour choice is gochujang. An umami rich chilli paste with a salty, sweet, and spicy profile.

1 in 2 consumers globally say they are interested in ready meals inspired by street food and gochujang offers the depth and cultural resonance these consumers desire. The unique flavour meets the demand for comforting yet adventurous meals and is fast becoming a pantry staple beyond Asia.

Plant-based – Chipotle

As plant-based cuisine enters a mature market, flavour innovation becomes paramount. Consumers are now seeking exciting flavours that tap into global cuisines and make these products stand out in their own right, not just as an alternative to meat.

With a 49% increase in global sweet and spicy product launches chipotle, a smoked and dried jalapeño, with a rich flavour and slight level of heat excels in meeting the sweet-spicy profile now favoured in the category.

Chris Whiting – European Category Development Manager: Nutrition

Pistachio (Nutrition):

Pistachios growth is expanding across numerous categories, packed with high protein, fibres, healthy fats and antioxidants, it’s no surprise the low calorie nut is breaking new ground in the nutrition sector.

With its creamy texture and nutrient-dense profile, it balances indulgence with health, a duality increasingly sought in sports nutrition and wellness products. The viral “Dubai chocolate” trend has further propelled pistachio into the spotlight, with protein powders and plant-based supplements integrating the flavour in creative new ways.

Tom Cleghorn – European Category Development Manager: Beverage

Matcha: Coffee and Tea

Coffee and Tea beverages are entering a new phase of sophistication as they become influenced towards health and wellness trends. In fact, 1 in 3 Europeans say they are interested in natural ingredients in beverages, which has led to matcha is having its moment.

With its vibrant Instagram worthy green hue, natural caffeine content, and antioxidant-rich profile, matcha responds directly to wellness driven consumption. Growth in European matcha launches underscores its cross-category appeal—from kombuchas to energy teas—as younger consumers seek mindful yet energising drinks.

Citrus Fruits – Soft Drinks

Citrus profiles are enjoying renewed attention as consumers continue to seek vibrant profiles that balance discovery with familiarity.

NPD with lime has increased 32% over the last 3 years! From lime to yuzu, these bright and zesty flavours deliver a balance of sweet and sour, ideal for soft drinks. A 12.3% growth in citrus-related NPD within European beverages highlights their versatility, particularly among younger audiences craving natural and mood-lifting options.

Margarita – Alcohol

No longer confined to bars, the margarita has entered the ready-to-drink mainstream with momentum, and they’re getting a twist on the classic. Spurred by demand for premiumisation and variety, new launches feature cristalino tequilas, fruit-forward and spicy infusions.

With 44% of the UK drinking population saying they are likely or very likely to buy a ready to drink Margarita Cocktail and a 42.5% CAGR in European launches, the margarita’s reinvention signals strong opportunities for innovation in at-home mixology and experiential drinking occasions.

It’s Important to look ahead

As 2026 approaches, these flavour spotlights offer a roadmap for innovation across categories. Whether it’s the global fusion of savoury staples, the clean functionality of wellness beverages, or the indulgent sophistication of desserts, the trends highlight the pivotal role flavour plays in shaping consumer preference.

Read all the full reports here, if you are looking for inspiration and technical expertise in developing your new products or renovating the existing ones contact one of our category development managers today

insights