Most consumers feel frustrated, uncertain and powerless over their food choices after a year in which they were bombarded with rising prices due to tariffs, conflicting messages about ingredient safety from the Trump administration vs food scientists and fears about supply chain instability due to climate change, war and labor shortages.
As a result, the tastemakers at the nutrition and ingredient giant ADM predict 2026 will be the year in which consumers step back to “cultivate personal resilience” by choosing foods and beverages that offer comfort, a sense of control or way to escape from their worries even if just for a few minutes through sensory theater or nostalgic tastes and colors that remind them of better times.
To better understand the impact on the food and beverage industry of how consumers in the new year will balance the difficulties of reality with restoring their emotional and physical, ADM global product marketing senior director of flavors and citrus Jennifer Zhou and ADM global marketing director of colors & savory flavors Kelly Newsome join this episode of FoodNavigator-USA’s Soup-To-Nuts podcast. They share three macro flavor and color trends they say will shape how consumers engage with food and beverage in the new year, including: Authentic Wellbeing, Give Me More and Newstalgia Dreamland.
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The current consumer mindset
While there are few signs that the financial, emotional and political rollercoaster of the past year will slow any time soon, consumers are adapting as illustrated by the types of foods and beverages they are buying.
For example, Newsome notes, consumers are gravitating to products that offer comfort, help them cope and make them feel safe.
She explained that HHS’ announcement in April encouraging food and beverage manufacturers to transition from artificial colors to natural options was “huge for the industry.” But some of the announcements by HHS also caused some confusion for consumers.
“On the consumer side, they are being hit with lots of different opinions that may or may not be scientifically-based, and that is really challenging,” she said.
One solution, she proposed, is for brands to be transparent about the ingredients they use and how or where they are sourced.
For example, she said, callouts for natural colors on product packaging is “going to give your consumer a level of trust in the product and feel good in a product that you know they might not have otherwise.”
Beyond regulatory and political shifts, higher prices continue to hammer consumers. But again, Newsome notes, carefully selected colors and flavors can inspire a sense of comfort and resiliency.
“Color brings us an emotion, and when it comes to resiliency, we want to feel good, right? We want to choose products that help us carry on and feel good, and that is really where the color and flavor of it all come in,” she said.
Zhou concurs, adding that ADM’s theme of a year to cultivate personal resilience is not one of “doom and gloom,” but rather includes “moments of home and encouraging signals from the market,” and flavors and colors in particular “are a bright spot.”
‘Authentic Wellbeing’ cross demographics and blends physical and emotional aspects
A cornerstone of resilience is wellbeing, which ADM notes in its first trend – Authentic Wellbeing – crosses demographics and includes both physical aspects, such as longevity, and mental components, including mindful indulgence and strengthening social connections by making pro-active choices to nourish and nurture the body and mind.
Zhou explains this more expansive definition of wellbeing represents a mindshift that is opening doors for a wider range of food and beverage claims – and flavors – that represent healthfulness to consumers.
For example, sleep and relaxation, are claims resonating with consumers across age groups and geographies. As are ‘longevity,’ which reframes wellbeing into a holistic lifestyle attribute.
This shift also is spurring subtle changes in the colors that consumers associate with healthfulness. She explains that citrus – and by extension orange – has long been associated with immunity-boosting, but roasted peach, which ADM suggests will trend next year, adds in an element of emotional wellbeing in that it is associated with happy memories and mindful indulgence that address emotional wellbeing.
Newsome adds the colors that represent authentic wellbeing in 2026, including ‘mellow yellow’ and ‘soulful sunrise’ will bridge older and newer definitions of health.
‘Give Me More’ – consumers clammer for new experiences to feed their bodies and souls
The built-in sense of adventure and willingness to try new flavors and embrace colors that evoke happiness also are reflected in ADM’s second trend prediction for 2026, which is “give me more.”
Newsome notes that this trend is about keeping consumers attention while also comforting them. She explains this translates to colors like bohemian berry, sweet mint and juniper forest that are not often found in nature but that also are earthy.
On the flavor side, Zhou explains this trend is playing out as curiosity for global flavors and desire for “sensory theater,” such as soup served while still bubbling or Vietnamese iced coffee prepared by a barista pouring it from above their head to a cup.
‘Newstalgia dreamland’ further amplifies growing desire for nostalgic options
ADM’s third trend to watch in 2026 – Newstalgia Dreamland – builds on these trends of escapism and theater by layering in memories of happier times or a desire to share past experiences with loved ones in modern day.
Zhou acknowledges that nostalgia – and the many riffs on it – have been growing for years, but she predicts the next iteration in flavors and colors will be more “fantastical.”
For example, one flavor ADM calls out is torched or grilled banana, which includes theatrical elements of smoke, but also crosses time by recalling Bananas Foster or for a modern twist subbing a plantain for the banana.
Newsome predicts this trend will manifest in colors that at once familiar but also modern, and which can bring different generations together. For example, Red Delicious, Summer Raspberry and Classic Concord.
Those interested in learning more about the specific colors and flavors that ADM predicts will be a part of this trend, can learn more at adm.com.
