ARLINGTON, VA. — A shift in the protein craze, the rise of fruity and zesty flavors and products with built-in premium additives are among the trends Nestle USA predicts will shape the industry in 2027.

The predictions come from Nestle’s 2027 Food and Beverage Trend Forecast, a collection of industry shifts the company foresees driving change in the food and beverage sector.

“We track thousands of early signals across conversations every year, and only a handful become meaningful trends,” said Linh Phillips, director, consumer insights and foresight, Nestle USA. “What’s coming through clearly is that value has become personal. Consumers are defining what’s ‘worth it’ on their own terms — whether that means more flavor, a specific benefit or an experience that feels made for them.”

The top trend in the predictions list is a surge of zesty flavors. Going hand-in-hand with the increase in consumers looking for spicy flavors, research found internet searches with the phrase “zesty foods” have jumped more than 130% year over year, while sales in the sour category have risen by 309% since 2022.

Nestle also predicts that protein isn’t going anywhere but is shifting into a complementary ingredient. Approximately 63% of consumers are committed to increasing their protein intake, according to the company, but the desire for multifunctional foods is changing how they shop. To meet this demand, manufacturers are expected to roll out protein-forward products that also contain ingredients such as collagen, probiotics and fiber.

The third trend prediction suggests that consumers will increase their consumption of fruit-infused coffee and matcha lattes. Nestle found consumer interest in fruit-forward coffee has highly increased, with Generation Z coffee drinkers saying they prefer to drink coffee with strong flavors. Research also found the matcha category is projected to hit $7.3 billion by 2030, driven by fruit-flavored innovations.

Choosing products inspired by global flavors was a leading trend in 2026 and is expected to carry over in 2027, according to Nestle, but the trend is becoming more focused. The report found that 66% of consumers are interested in experimenting with regional-specific variations of global cuisines. For example, consumers are 30% more satisfied with regional Mexican preparations compared to “generic” variations.

Nestle’s final prediction sees consumers turning to products formulated with an extra bonus that promotes a premium feel. Nestle found that almost 75% of consumers believe a product with extra ingredients and special touches in its formulation is worth the higher price point. Forty-five percent of consumers are consistently looking for new flavors and foods to try. Nestle predicts consumers will turn away from ordinary variations of a product to experiment with varieties that feature elevated presentations, bolder flavors and unique textures which, by 2027, will be “built in rather than added on.”

Source https://www.foodbusinessnews.net/articles/31255-nestle-usa-names-top-trends-for-2027