ARLINGTON, VA — American consumers will shift their eating and drinking preferences in five main ways in the coming year. That’s according to Nestle USA’s recently released “2027 Food and Beverage Trend Forecast.”
To compile the report, the company tracks thousands of early signals across conversations each year to identify changes in consumer preferences.
“What’s coming through clearly is that value has become personal,” said Linh Phillips, director, consumer insights and foresight at Nestle USA. “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 next chapter of food and beverage will be shaped by consumers who expect more from every choice they make.”
Here’s how a few retail bakeries have already turned Nestle’s predictions into reality.
No. 1: The zest is yet to come
According to Nestle’s research, searches for “zesty foods” are up 130% year over year, and sour category sales have climbed 309% since 2022. Starbucks caught on to its customers’ craving for something citrusy earlier this year with its Yuzu Citrus Blossom made from croissant dough filled with yuzu cream and garnished with yuzu pieces.
No. 2: Protein&
Protein remains popular, with about 63% of US consumers still seeking more in the foods they eat. Yet, in 2027, protein alone won’t satisfy that demand. Shoppers now expect their food to do more, from improving gut health to slowing aging to enhancing beauty. Searches pairing protein with probiotics are up 300% year over year, with collagen up 190% and fiber 150%.
This year, late-night cookie brand Insomnia Cookies pumped up the protein in two of its new flavors: Loaded Cookie Butter Deluxe (11 grams of protein) and Double Chocolate Cookie Dough Deluxe (10 grams of protein).
No. 3: The juicy cup
Social conversation around fruit-flavored coffee has surged more than 23% over the past year. 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. Fruit-forward versions of matcha are reshaping a category projected to reach $7.3 billion by 2030. Retail bakers are also tapping into the trend: Mother’s Cookies and Magnolia Bakery collaborated on the Mother’s Cookies Strawberry Banana Pudding LTO, while Krispy Kreme added fruity flavors to its Spring Seasonal Collection.
No. 4: Global drops a pin
Global flavors and cuisines are hotter than ever. Nestle found that nearly three in four Gen Z and millennial consumers count an international dish among their comfort foods. About 66% of consumers want to explore regional variations within international cuisines, with regional Mexican preparations reporting 30% higher customer satisfaction scores than generic ones.
Krispy Kreme tapped into this trend with its limited-time Destination Dessert Collection, which featured Tres Leches, Guava Cheesecake and Choco Dulce Cookie Crunch donuts. At French-inspired bakery Verzenay, globally inspired baked goods such as Thandai shortbread and Desi Velour draw customers. Lady Wong Patisserie also boasts a global-forward menu featuring creations such as Pandan Matcha Tart, Calamansi Passion Fruit Cake, and Ube Blackberry and Black Sesame Mousse Cake.
No. 5: A little extra goes a long way
Sensory-filled eating experiences are expected to trend in 2027. Nestle’s research found that nearly 75% of US consumers say small extras and special touches make an experience feel more worth the cost. Almost half say they look for new foods and flavors most or all of the time. Appealing presentation, bold flavor and complex texture are at a premium as consumers choose experiences with an emotional and sensory payoff.
Dominique Ansel rotates its menu every six to eight weeks to consistently bring unique flavors, textures and eating experiences to customers. This fall, Stan’s Donuts and Coffee and Affy Tapple collaborated on the Affy Tapple Donut hole, an apple cider donut hole covered in Affy Tapple caramel and peanuts for a multi-textural eating occasion.
