Oatly reveal new “Future Of Taste” Report

Oatly reveals the global flavours and health trends shaping what we’ll be sipping next
year, from Pepperberry to a UK-wide decaf revolution. Southeast Asian flavours, from aromatic Yuzu, sweet Pandan, Ube, Hojicha, Shiso and Pepperberry are tipped to top the flavour charts, as global searches for these ingredients have doubled in recent years 2 .

When asked which of these new flavours Brits would most like to try, Lemon Myrtle (24%)
and Pepperberry (19%) came out ahead of Matcha (16%) and Black Sesame (14%).
Despite the rising global popularity, over a third (35%) of Brits are yet to try any of the new
wave of Asian inspired ingredients, with just 3% having sampled Shiso and 4% trying
Pandan in the past 12 months.

The nostalgia fuelled ‘halmaenial’ trend, which sees young consumers embracing food from
their grandparents’ generation, is also tipped to help drive flavours like Black Sesame back
into the mainstream.

If coffee culture once revolved around the biggest buzz, 2026 looks set to be about slowing
down. Just over six in ten Brits (61%) 3 have already cut back or considered cutting back on
caffeine, particularly men (62%), with daily impressions for decaf coffee up 90x this year 4 .
When asked what they’d swap coffee out for, Green Tea (34%) and decaf coffee (32%) led
the way, with a third of Gen Z (33%) selecting Matcha as their slow-release caffeine fix.
Hojicha, a roasted green tea with a gentler kick, is also emerging as a contender.

The report also shows a focus on gut health moving firmly into the mainstream, with 84% 5 of
respondents saying it is of importance when making food and drink choices, rising to 93%
amongst 25-34 year olds.

Half of Brits (54%) 6 say TikTok’s ‘fibremaxxing’ trend or the growing focus on fibre has
influenced them, with Millennials the most likely (28%) to be actively increasing their fibre
intake. Articles on fibre and gut health have seen a 95000% increase in page views this year
alone 7 .

The latest findings come from Oatly’s Future of Taste report, a global first from the world’s
original and largest oat drink company that combines the interviews of hundreds of baristas
and drinks experts from across 23 countries, with quantitative trends data compiled by
researchers, CultureLab. The report findings have been backed by data from Censuswide’s
poll of 2000 UK Consumers.

Speaking about the report, Rowena Roos, Oatly Global Head of Food and Drinks
Experience, said:“This report paints a vibrant picture of where beverage trends are heading.
People’s daily drink choices, especially younger generations, are being shaped by a world in
flux. We’re seeing drink trends go viral from London to Seoul, and technology is making it
easier to order, customise and share these signature moments.”

She continues, “Health, sustainability trends and global flavours are all blending as a
generation raised online is seeking both identity and connection in every cup. At Oatly, we’re
working with coffee and hospitality partners to turn these global taste trends into incredible
on-menu experiences.”

As part of the launch of its Future of Taste Report, Oatly has published its latest Lookbook
for Autumn/Winter illustrating how to bring some of these flavours and trends to life through
some iconic signature drinks for the future.

Read the full report here: oatly.com/future-of-taste
Enjoy the Lookbook recipes and imagery here: oatly.com/lookbook