As comfort food season kicks in, many of us find it hard to choose between healthy options and delicious indulgence. Why should we have to? Consumers are pushing for healthier yet tasty alternatives, and food manufacturers are taking notice.
Interestingly, studies show that almost half of Gen Z (47%) want functional drinks, while 33% of Gen X are willing to pay more for added benefits in their beverages. This shift highlights a growing demand for “functional indulgence”—where food not only tastes good but also offers health perks.
But what does “functional indulgence” really mean? For consumers, it’s about feeling good after eating while still enjoying the flavors they love. For food creators, it’s about formulating products that hit the mark for texture and health benefits.
For instance, when developing a creamy soup or a textured snack, the science usually starts with what the final product should taste like. The challenge is how to combine functional ingredients—like proteins and polyphenols—without losing the desired taste or texture. A recent report indicates that texture significantly affects our eating experience. Studies show that how food feels in our mouths can alter our perception of flavors.
As tastes change, food brands are focusing on new trends to stay relevant. Here are some key areas to watch for as we approach 2026:
Micro-nutrients: There’s a shift from focusing solely on macros (proteins, fats, carbs) to micro-nutrients like vitamins and minerals. They’re essential for energy, immunity, and brain function.
Fiber: Dubbed “the new protein,” fiber-rich options are becoming increasingly popular. Research shows that a whopping 33% of consumers are influenced by high-fiber labels when buying food.
Creamy textures: Comfort food cravings are on the rise as the weather cools, with 42% of people reaching for creamy flavors in the fall.
Natural colors: The trend for natural ingredients extends to colors, with a focus on using plant-based sources.
Minimizing processed foods: With health-conscious eating on the rise, there’s a desire to return to whole foods and emphasize simpler, more intentional meals.
This movement towards functional indulgence is not just a trend; it reflects a deeper change in how we approach eating. Embracing functional ingredients can elevate the flavor, texture, and overall experience of food, making it possible to enjoy indulgent flavors without the guilt.
For more insights on food trends, you can check out Datassential’s 2026 Trends report for detailed data.
