IDDBA GUIDING TRENDS (CONT.) Trend 4: Taste the Discovery
Flavor Innovation as Safe Adventure Consumers crave discovery, but they reward approachable novelty. “There is a fascinating tension right now between consumers who both want local sourcing to avoid tariff costs but also to experience global flavors and cooking styles that they are being exposed to online… we are going to see an emphasis on putting a global spin on products that are actually produced relatively nearby.” — Matthew Barry, Insight Manager, Euromonitor.
Curiosity is broad and growing: “66% of Americans are interested in foods from different countries, and “Open-mindedness” ranks #20 as a U.S. personal value, led by men and Millennials (both #15). — Rachel Bonsignore, Vice President at NIQ Consumer Life, NielsenIQ. A small but influential group drives momentum: “Only 16% of shoppers get excited by global flavors—but this small group is highly influential… 95% of Gen Z and Millennials are interested in exploring new tastes (compared to 70% of older generations)—with 41% motivated by social media (think Dubai chocolate). Still, global flavor innovation works best as twists on familiar bases: exciting, but never intimidating.” — Sarah Weise, CEO, Bixa.
That’s the heart of safe experimentation: “Practicing safe experimentation (pairing a lesser-known flavor or ingredient with something more well-known) offers an approachable way to introduce U.S. consumers to global foods… Since going viral on social media, Dubai chocolate has become a prime example… as a flavor for everything from lattes to milkshakes to cakes and more.” — Jaclyn Marks, Trendologist & Senior Publications Manager, Datassential.
Social continues to catalyze ideas: “Social media continues to be such a rich source of inspiration for trends… croissant craze… ube starring in everything… various iterations of tiramisu (from durian tiramisu to tiramisu in edible chocolate cups or oversized tubs/ pieces of luggage).” — Renee Lee Wege, Trendologist & Senior Publications Manager, Datassential.
Retail and foodservice can lead: “Circana’s New Product Pacesetters… exemplified the opportunities in familiar, approachable but bold and exciting flavors… Dairy, Deli and Bakery are places consumers expect to see keep pace with trends but also start the cycle.” — Jonna Parker, Principal, Circana. Trial barriers remain: “One in five consumers says they see the same products over and over… over half—55%—of their experiences should feature some new element… Sampling programs are always popular… go all-in when introducing anything new.” — Mike Kostyo, Vice President, Menu Matters.
Five Takeaways for Retailers & Manufacturers
• Anchor the adventure: pair global flavors with familiar formats to lower risk.
• Translate virality: adapt social trends (e.g., Dubai chocolate) into scalable launches.
• De-risk trial: sampling, LTOs, and bundles convert curiosity into purchase.
• Use perimeter as a lab: bakery, deli, dairy are ideal testbeds for safe experimentation.
• Signal self-expression: let shoppers “wear” flavor—especially Gen Z and Millennials.
WHAT’S IN STORE | 2026 © 2026 International Dairy Deli Bakery Association
Industry Landscape
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