Global Taste and Technology as Market Determinants

SURABAYA – In 2026, the food and beverage (F&B) industry is projected to enter a deeper phase of transformation, where not only taste and presentation are prioritised, but also identity, health, sustainability, and technology will become determining factors for a product’s success. The following are the major trends expected to dominate the F&B industry next year, along with implications for businesses, consumers, and regulation in Indonesia.

Food as Identity Reconnection

According to a Tastewise report, one of the major trends for 2026 is Food as Identity Reconnection, whereby food is no longer merely consumption but becomes a way for individuals to demonstrate their identity (cultural origins, values, or life aspirations).

Consumers will increasingly be drawn to traditional foods brought into a contemporary context, such as reinterpreted local heritage recipes or ancient techniques combined with modern ingredients. F&B products that can touch on nostalgia (newstalgia) will remain popular through taste, aroma, and atmosphere that evoke memories of childhood or local experiences.

For Indonesia, there is significant opportunity for culinary SMEs and local restaurants to strengthen their local uniqueness (such as nusantara flavours, traditional techniques, and local ingredients) and package that identity in ways that appeal to younger generations and export markets.

Precision Wellness & New Body OS

Food and beverage consumption is no longer one-size-fits-all. In 2026, the Precision Wellness or New Body OS trend will increase, where food is tailored to individual health needs, lifestyles, and even specific medical conditions.

The focus is on components such as protein levels, sugar control, fibre content, probiotic/prebiotic support, and health claims (digestive health, immunity, and others). Food and beverage formats that are easy to consume regularly, functional beverages, healthy snacks, and ready-to-eat meals that maintain nutritional value.

For the Indonesian market, there are challenges around infrastructure, consumer education, and nutritional labelling regulation. Businesses need to strengthen transparency, ensure ingredient safety, and provide options suited to people’s purchasing power without compromising nutritional quality.

F&B Global & Flavour Experimentation

The trend of flavour exploration and adaptation of culinary cultures from around the world will continue to grow. Tastes from Asia, Africa, Latin America, and the Middle East will be combined with new approaches, creating unique flavour combinations both in restaurant menus and consumer packaged goods (CPG).

Products feature fusion flavours and cross-category mashups (sweet and savoury, spicy-sweet, aromatic spices) combined with modern ingredients. Experimentation with texture, aroma, and presentation goes beyond taste alone, offering a complex sensory experience (layered textures, aroma, temperature combinations, crunchiness).

For Indonesia, this presents a dual opportunity to promote the richness of local spices and cuisine to the world whilst facing competition from imports and adapting to global tastes. Restaurants, cafés, and food brands must continue to innovate to keep flavours relevant and appealing.

Sustainability and Climate Adaptation

Environmental consciousness will become a norm, not merely an option. Consumers increasingly demand that F&B products consider carbon footprint, environmentally friendly raw materials, and fair production practices.

Local and seasonal raw materials will be more valued because they reduce transportation footprints and support local farmers. Environmentally friendly packaging (biodegradable, compostable, reusable) and transparency about food origin and production processes. Implementation of agricultural technology adaptive to climate change, drought-resistant plant varieties, efficient irrigation systems, or renewable cultivation methods.

In Indonesia, the major challenge is the scale of production and distribution along with additional costs from environmentally friendly practices. However, with policy support, government incentives, and growing consumer awareness, this trend has significant potential to develop.

Technology & AI From Production to Consumption

Technology increasingly touches every stage in the F&B chain, from taste research and production through to distribution and consumer experience. The Tastewise report notes that “Lifestyle Power Plays” and “Sensory Maximalism” are driven by technology and data that make eating and drinking experiences more personalised and immersive.

AI and big data will be used to forecast market tastes, develop new products, and optimise supply chains. Packaging technology such as smart packaging, quality sensors, and digital labels that can show freshness, ingredient origin, and environmental impact. Digital platforms and social media will remain a barometer for trends where viral products, consumer reviews, and food influencers have significant influence in shaping demand.

For Indonesian businesses, investment in technology will become a differentiator from production systems, quality monitoring, to digital marketing. However, this must be balanced with attention to digital literacy and technology access across various regions to ensure it reaches all businesses, not just those in major cities.

Increasingly Critical Consumers

One global trend is that consumers increasingly factor in value (not just cheap price) in every purchase, considering what they obtain including quality, safety, experience, and meaning behind the product.