Trends and Insights
Nestle Says ‘Zesty’ is the Next Big Flavor Trend
The brand recently released its 2027 Food and Beverage Trend Forecast.
Oct 16, 2026 | 2 min read
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After years of consumers chasing heat as the next big flavor, Nestlé USA says that “zesty” foods will be the hot flavor trend of 2027, according to its recently released “2027 Food and Beverage Trend Forecast.”
The brand predicts five big flavor trends in 2027:
- Zesty Foods: Consumers now want “zesty” food flavors. Searches for zesty foods are up 130% year over year. “Zest is less a flavor descriptor than a feeling: bright, sharp and lively, arriving as citrus zip and herbaceous tang, in yuzu kosho, calamansi, sumac and chile citrus.”
- Protein: Roughly 63% of U.S. consumers are still actively seeking more protein. Consumers said they expect their food to do more, delivering against multiple needs at once. “Searches pairing protein with probiotics are up 300% year over year, with collagen 190% and with fiber 150%... While protein remains the non-negotiable, the second benefit is what sets it apart.”
- The Juicy Cup: Younger drinkers treat coffee as a place of exploration. “Social conversation around fruit-flavored coffee has surged more than 23% over the past year. The appetite shows up in search too: searches for ‘banana bread lattes’ are up 6,267% year over year, and 63% of Gen Z coffee drinkers say they prefer coffee with a lot of flavor.”
- Global: Nestle found that nearly three in four Gen Z and Millennial consumers have an international dish among their comfort foods. “Sixty-six percent are interested in exploring regional variations within international cuisines, and the payoff is measurable, with regional Mexican preparations reporting 30% higher customer satisfaction scores than generic ones.”
- A Little Extra Goes a Long Way: Nearly three-quarters of U.S. consumers say small extras make an experience feel more worth the cost. “Nearly half say they're hunting for new foods and flavors most or all of the time. They are putting a premium on appealing presentation, bold flavor and complex texture.”
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