On her top predictions for 2026 food and flavour trends, Subway’s interim director of culinary and innovation (EMEA), Cathy Goodwin, says:
Ferments in the spotlight
“Fermentation is having its moment and it’s no longer just about wellness. Expect ingredients like kimchi, pickles, miso and sauerkraut, to shift from being seen more as “health foods” to becoming genuine flavour profiles on menus. The sour, umami-rich notes that make ferments nutritionally appealing are the same ones chefs and consumers are craving. This year’s gut health conversation has opened the door to a wave of complex, bold flavours in 2026.”
Texture
“The ongoing ASMR social media trend has trained consumer’s palettes to crave crunch, crackle and snap – but in 2026, food brands will run with it far beyond the constraints of TikTok and Instagram. Consumers have rightly come to expect more from what their food tastes, looks and smells like, arguably making texture the final frontier. When consumers can enjoy the textural profile of their meal – beyond just appearance or flavour – they feel like they’ve had the full experience.”
Travel by taste
“Palettes will get more sophisticated as our exposure to global markets inspire our tastes and choice of meal. While international travel may feel less accessible, social media is filling the gap and fuelling their global curiosity for more adventurous flavour profiles. As a result, we can expect to see customer desire for flavours like teriyaki from Japan, nduja from Calabria and gochujang from Korea rise, just to name a few.”
Value for money
“The rising cost of living isn’t just reshaping budgets; it’s changing how we find joy in everyday moments. A bought lunch is no longer a casual choice; it’s an intentional experience. Consumers are seeking real value from these occasions, whether through greater quality, unique ingredients or simply a better-for-you alternative. For restaurants and food brands, this means quality and distinctiveness will matter more than ever in 2026.”
