Consumer trends analyzed as part of the “Taste Tomorrow” research — which examines global and local consumption habits, expectations and evolving trends — have been announced. The 2026 results prepared by Puratos reveal that texture has become a defining aspect of taste experience, while interest in products with strong storytelling and presentation is rapidly rising. Driven by health and nutrition trends, protein-focused products are seeing strong demand, and sourdough continues to hold a powerful global position.
Puratos, a global leader in bakery, pastry and chocolate solutions, has once again shared its predictions for the consumer trends that will shape the coming year. Conducted for over a decade, the Taste Tomorrow program monitors online searches and conversations related to bakery, pastry and chocolate in more than 50 countries and across eight different languages. These findings are combined with the industry’s most comprehensive global consumer survey, carried out with over 20,000 participants, to provide valuable insights into the present and future of the food industry.
According to the latest analysis of Taste Tomorrow data—which continuously compiles social media conversations, search engine queries and systematic consumer surveys in eight languages—three major trends will stand out in 2026:
TEXTURE TAKES THE LEAD IN TASTE PREFERENCE, RISING TO 67%
Taste Tomorrow data indicates that texture is no longer a secondary component of taste but has become a decisive factor. Globally, 71% of consumers prioritize texture when evaluating a product’s taste. Moreover, 67% of consumers show a particular interest in products that combine contrasting textures. This shift is driving a significant transformation, especially in the pastry category.
The growing demand for products offering a variety of textures is fueling innovation across a wide spectrum — from cakes to desserts, artisan patisserie to creative recipes. The rising interest in layered cakes is one of the most notable examples of this trend. Digital insights show a 121% increase in online searches related to layered cakes, while searches for chocolate cookies that are crispy on the outside and soft and dense on the inside have surged by 184%. These cookies exemplify the heightened demand for multi-textured desserts.
STORYTELLING AND EXPERIENCE TAKE CENTER STAGE IN SWEET CHOICES
In the chocolate category, sweet consumption has evolved beyond the pursuit of flavor alone into a holistic experience appealing to the senses. Consumers increasingly care not only about the taste of a product but also its story, its value and the impact it leaves. As a result, transparency regarding a product’s origin, production process and environmental responsibility has become a key factor in strengthening brand loyalty.
The research shows a growing interest in desserts that create a sense of discovery and offer a personal experience. Surprising flavor pairings, personalized touches and shareable formats play a major role in purchasing decisions. In 2025, online searches for “different desserts” doubled (up 100%), reflecting strong digital adoption of this trend. The 137% increase in searches for pistachio-filled chocolate also highlights consumers’ curiosity for distinctive flavors and presentations.
This rising quest for experience also reinforces the importance consumers place on the product’s origin, production method and sustainability attributes. While taste remains the number-one decision driver, expectations are broadening — products are expected to carry meaningful “value.” This shift is further confirmed by a 94% increase in interest toward chocolate from unique origins.
INTEREST IN PROTEIN-FOCUSED PRODUCTS UP BY 17%
As healthy eating trends continue to grow, bakery and pastry categories are rapidly adapting to the protein movement. Today, consumers expect products not only to taste good but also to contribute to an active and healthy lifestyle. According to Taste Tomorrow findings, 67% of consumers purchasing bakery and even chocolate products base their choices on the health benefits they offer. Protein has become the most in-demand nutritional attribute. Search data further supports this trend: searches for “low-carb protein bread” are up 282%, and searches for “high-protein low-carb dessert” have surged by 7,800% in the past year. Increased awareness that weight-management medications may cause muscle loss has also strengthened the demand for protein intake. As a result, both sweet and savory bakery products are increasingly positioned not only as indulgent choices but also as nutritious and functional options.
Highlighting the significance of sourdough within these developments, Puratos Türkiye Marketing Director Eyüp Türkoğlu said: “Taste Tomorrow data shows that sourdough continues to be one of the world’s biggest and fastest-growing trends. The interest that accelerated during the pandemic has now become a lasting preference. Sourdough continues to attract both attention and trust, as it brings together expectations of taste, naturalness and well-being.”
Emphasizing that the Taste Tomorrow study is not only designed to track rising trends but also to guide future industry strategies, Türkoğlu added: “The research analyzes consumer expectations both through survey responses and behavioral data from the online world, helping brands take the right steps at the right time.”
The company continues to regularly analyze and share consumer expectations and trend dynamics with the sector through the Taste Tomorrow research program.
Puratos is a Belgium-based global group that transforms food culture insights into innovative solutions, helping customers achieve greater success in their businesses. Operating on four continents and in more than 100 countries, Puratos provides products and services to artisan, industrial, retail and foodservice professionals across bakery, pastry and chocolate markets. With more than 30 years of presence in Türkiye, the company continues to add value to the industry through its focus on sustainability, innovation and knowledge sharing.