Hojicha, a roasted Japanese green tea that is nutty and smoky-sweet, was named the 2026 Flavor of the Year in the first Food & Flavor Trends Report from MorganMyers, a food and ag marketing firm that is part of G&S Agency. The report was released from Milwaukee on 15 October 2025.
The ten flavors to watch
The forecast, built on consumer research and search trends, lists ten rising flavors for 2026. After hojicha come floral infusions such as rose and hibiscus, piri piri, macadamia nuts, black cocoa, miso caramel, black sesame paste, fancy butter, coconut pandan and chili mango.
The firm describes piri piri as spicy, tangy and smoky heat rooted in African and Portuguese traditions. Macadamia offers buttery indulgence with plant-based appeal across sweet and savory dishes and drinks. Black cocoa brings dramatic color and deep chocolate intensity to baked goods, while miso caramel pairs sweet with savory umami. Fancy butter, from small batches, is driving a nostalgic premium comeback. Coconut pandan is prized for tropical aroma and a vivid green hue that stands out on menus and social feeds, and chili mango turns up in snacks, sauces and cocktails.
From trial to staple
The report goes beyond the list. It also covers how and why consumers discover and adopt new flavors, and offers a playbook for turning a trend into an everyday purchase.
“Most food and flavor trends never make it past trial,” said Eric Davis, vice president of food and beverage at MorganMyers. “We wanted to know why some, like pumpkin spice, stick around while others, like sriracha, fade away.” He added that the report moves beyond foodie fads to map how flavors go from spark to staple.
Steve Halsey, principal and chief growth officer, said the team combined two original national surveys with consumer search analysis and retail and menu data. In his words, the result gives brands, commodity boards and ingredient companies a clear view of what is coming and how to respond.
