SURABAYA \u2013 In 2026, the food and beverage (F&B) industry is\nprojected to enter a deeper phase of transformation, where not only\ntaste and presentation are prioritised, but also identity, health,\nsustainability, and technology will become determining factors for a\nproduct\u2019s success. The following are the major trends expected to\ndominate the F&B industry next year, along with implications for\nbusinesses, consumers, and regulation in Indonesia.<\/p>\n
Food as Identity Reconnection<\/p>\n
According to a Tastewise report, one of the major trends for 2026 is\nFood as Identity Reconnection, whereby food is no longer merely\nconsumption but becomes a way for individuals to demonstrate their\nidentity (cultural origins, values, or life aspirations).<\/p>\n
Consumers will increasingly be drawn to traditional foods brought\ninto a contemporary context, such as reinterpreted local heritage\nrecipes or ancient techniques combined with modern ingredients. F&B\nproducts that can touch on nostalgia (newstalgia) will remain popular\nthrough taste, aroma, and atmosphere that evoke memories of childhood or\nlocal experiences.<\/p>\n
For Indonesia, there is significant opportunity for culinary SMEs and\nlocal restaurants to strengthen their local uniqueness (such as\nnusantara flavours, traditional techniques, and local ingredients) and\npackage that identity in ways that appeal to younger generations and\nexport markets.<\/p>\n
Precision Wellness & New Body OS<\/p>\n
Food and beverage consumption is no longer one-size-fits-all. In\n2026, the Precision Wellness or New Body OS trend will increase, where\nfood is tailored to individual health needs, lifestyles, and even\nspecific medical conditions.<\/p>\n
The focus is on components such as protein levels, sugar control,\nfibre content, probiotic\/prebiotic support, and health claims (digestive\nhealth, immunity, and others). Food and beverage formats that are easy\nto consume regularly, functional beverages, healthy snacks, and\nready-to-eat meals that maintain nutritional value.<\/p>\n
For the Indonesian market, there are challenges around\ninfrastructure, consumer education, and nutritional labelling\nregulation. Businesses need to strengthen transparency, ensure\ningredient safety, and provide options suited to people\u2019s purchasing\npower without compromising nutritional quality.<\/p>\n
F&B Global & Flavour Experimentation<\/p>\n
The trend of flavour exploration and adaptation of culinary cultures\nfrom around the world will continue to grow. Tastes from Asia, Africa,\nLatin America, and the Middle East will be combined with new approaches,\ncreating unique flavour combinations both in restaurant menus and\nconsumer packaged goods (CPG).<\/p>\n
Products feature fusion flavours and cross-category mashups (sweet\nand savoury, spicy-sweet, aromatic spices) combined with modern\ningredients. Experimentation with texture, aroma, and presentation goes\nbeyond taste alone, offering a complex sensory experience (layered\ntextures, aroma, temperature combinations, crunchiness).<\/p>\n
For Indonesia, this presents a dual opportunity to promote the\nrichness of local spices and cuisine to the world whilst facing\ncompetition from imports and adapting to global tastes. Restaurants,\ncaf\u00e9s, and food brands must continue to innovate to keep flavours\nrelevant and appealing.<\/p>\n
Sustainability and Climate Adaptation<\/p>\n
Environmental consciousness will become a norm, not merely an option.\nConsumers increasingly demand that F&B products consider carbon\nfootprint, environmentally friendly raw materials, and fair production\npractices.<\/p>\n
Local and seasonal raw materials will be more valued because they\nreduce transportation footprints and support local farmers.\nEnvironmentally friendly packaging (biodegradable, compostable,\nreusable) and transparency about food origin and production processes.\nImplementation of agricultural technology adaptive to climate change,\ndrought-resistant plant varieties, efficient irrigation systems, or\nrenewable cultivation methods.<\/p>\n
In Indonesia, the major challenge is the scale of production and\ndistribution along with additional costs from environmentally friendly\npractices. However, with policy support, government incentives, and\ngrowing consumer awareness, this trend has significant potential to\ndevelop.<\/p>\n
Technology & AI From Production to Consumption<\/p>\n
Technology increasingly touches every stage in the F&B chain,\nfrom taste research and production through to distribution and consumer\nexperience. The Tastewise report notes that \u201cLifestyle Power Plays\u201d and\n\u201cSensory Maximalism\u201d are driven by technology and data that make eating\nand drinking experiences more personalised and immersive.<\/p>\n
AI and big data will be used to forecast market tastes, develop new\nproducts, and optimise supply chains. Packaging technology such as smart\npackaging, quality sensors, and digital labels that can show freshness,\ningredient origin, and environmental impact. Digital platforms and\nsocial media will remain a barometer for trends where viral products,\nconsumer reviews, and food influencers have significant influence in\nshaping demand.<\/p>\n
For Indonesian businesses, investment in technology will become a\ndifferentiator from production systems, quality monitoring, to digital\nmarketing. However, this must be balanced with attention to digital\nliteracy and technology access across various regions to ensure it\nreaches all businesses, not just those in major cities.<\/p>\n
Increasingly Critical Consumers<\/p>\n
One global trend is that consumers increasingly factor in value (not\njust cheap price) in every purchase, considering what they obtain\nincluding quality, safety, experience, and meaning behind the\nproduct.<\/p>", "url": "https:\/\/jawawa.id\/newsitem\/global-taste-and-technology-as-market-determinants-1773132784", "image": "" }, "sponsor": "Okusi Associates", "sponsor_url": "https:\/\/okusiassociates.com" }