Oatly, the world’s original and largest oat drink company, today announced the launch of its first ever Future of Taste Report. Combining the interviews of hundreds of baristas and drinks experts from across 23 countries, with quantitative trends data compiled by researchers, CultureLab, the report identifies five key trends expected on menus and coffee spots in the coming months, and spotlights the flavours and formats set to shape global food and drink culture in the years ahead.
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.”
Trends identified by Oatly’s Future of Taste report include:
1. The Global Flavour Exchange: Expect more flavours, rituals and traditions from across Asia to travel around the world and back again. Online searches for more exotic ingredients like Ube, Pandan and Hojicha are all on the rise, as Matchamania has opened the floodgates for a myriad of East and Southeast Asian ingredients entering drinks menus across the world.
2. Conscious Indulgence: This next wave of drinks is all about balance. With daily google impressions for decaf having grown 90x in 2025 [CultureLab Navigate data 2024-2025] the popularity of decaf and low sugar is ready to surge in 2026, as consumers demand more mindful, health-conscious options that don’t rely on sugar for that fresh new experience.
3. Fibre is coming for protein’s crown: After first emerging on TikTok in Autumn 2024, fibermaxxing (or fibERmaxxing) suddenly spiked this summer, sending the world’s media into a chia-induced frenzy. Page views for articles mentioning the term jumped 9500% between June to July 2025. Gut health more broadly is also set to continue to surge into the mainstream, with CultureLab Navigate data showing prebiotics following the same growth pattern and trajectory as protein. It means getting ready for even more fermented offerings, with drinks like Tepache, a centuries-old Mexican favourite made with fermented pineapple, poised to make its way around the world.
4. Destination drinks: Creative concoctions invented and sold exclusively by a particular cafe – are booming in popularity as globalisation creates a landscape where the same menus appear in every city. As a result, unique local ingredients are set to become cultural currency for a generation hooked on novelty. From lemon myrtle and pepperberries in Australia to Finnish forest berries, provenance and distinctiveness are setting the best signature drinks apart. And 85%* of baristas agree that customer tastes are becoming more adventurous.
5. The Future of Matcha: While the jury is still out on whether we’ve reached the summit of Mount Matcha, there is emerging consensus that it’s got what it takes for more staying power. Yet that isn’t stopping some baristas lining up Matcha’s replacement. Earl Grey had a moment earlier this year, surfacing in cocktails and drinks in the US. And Oolong and jasmine varieties from China are also exploding in popularity while specialized milk tea shops are popping up across Shanghai. Could the next big thing in coffee be tea?
Roos continued: “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.”
In the UK, the report findings have been backed by data from Censuswide’s poll of 2000 consumers, commissioned by Oatly. When asked which of the new flavours mentioned in the report 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 research also showed that just over six in ten Brits (61%)1 have already cut back or considered cutting back on caffeine, particularly men (62%). 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.
When it comes to fibre coming for proteins crown, over half of Brits (54%)2 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.
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 trends to life through some iconic signature drinks for the future.
