The snacking category is undergoing a significant transformation. As shelves become more competitive and consumer palates grow increasingly adventurous, flavour innovation is emerging as the most powerful commercial tool. For food and drink buyers in retail and wholesale, staying ahead of flavour trends is essential to unlocking growth and differentiation.

New research from Mintel and Black Swan Data offers a predictive view into the future of snacking flavours, based on over 61 million social and online data points. This insight identifies not just what’s trending now but what will shape consumer demand through 2026. These US-led trends, often early indicators for the UK market, provide buyers with a roadmap to future-proof their offering.

Here are the three standout trends buyers should be watching closely.

Spicy goes global, and nuanced

Spicy snacks remain popular, but consumer expectations have evolved. Today’s shopper is looking for more than just heat: they want layered flavours and authentic global inspiration. Driven by Latin American and Asian cuisines, flavours like gochujang, chamoy and harissa are becoming increasingly mainstream.

The growing popularity of “swicy” snacks, which combine sweetness with spice, reflects this shift. Hot honey, for example, is now being used across a wide range of snack formats including popcorn, crisps and nuts. At the same time, consumers are exploring contrasting sensory experiences, such as spicy-cool combinations or slow-burn spices.

There is also a rise in alternative formats: powders, pastes and infused oils offer extended shelf life and easier customisation, which makes them attractive for both consumers and brands.

What to prioritise: Products that offer nuanced heat, culturally rich profiles and versatile application will help retailers stand out and appeal to adventurous snackers.

Umami gains ground

Savoury snacking is seeing a resurgence. Consumers are moving away from overly sweet snacks and embracing the deep, rich flavours of umami. This trend is rooted in Asian cuisines but is gaining global appeal thanks to ingredients like miso, kombu, shiitake and soy sauce.

Umami-rich snacks are appealing for two reasons. First, they deliver flavour depth without relying on excessive salt, sugar or artificial additives. Second, many umami ingredients carry functional health benefits, such as digestive support from fermented foods or immunity-boosting properties found in mushrooms like reishi.

Brands like PlantChi are already successfully combining flavour and function. Their umami-rich superseed blends emphasise brain, gut and bone health benefits, creating added value for health-conscious consumers.

What to prioritise: Look for products that deliver both savoury complexity and functional claims. This flavour space presents strong opportunities in the premium and better-for-you segments.

Flavour meets function

Shoppers increasingly expect snacks to do more than just taste good. The demand for functionally enhanced products is growing, but not at the expense of flavour. In response, brands are developing snacks that balance global taste trends with benefits such as energy support, gut health and immune function.

Black garlic is a standout example. It provides a mellow, fermented umami profile while also supporting heart health and immunity. Mushroom-based ingredients like lion’s mane and shiitake are also gaining popularity due to their functional properties.

This merging of wellness and indulgence reflects broader consumer expectations. Snacks are no longer seen as a guilty pleasure. Instead, they are becoming vehicles for both flavour exploration and health support.

What to prioritise: Products that combine flavour innovation with credible health benefits will be well positioned for growth in multiple retail settings, from mainstream supermarkets to premium health-focused outlets.

The snacking category is moving fast, but the message is clear. Retail and wholesale buyers should be focusing on products that deliver:

• Global authenticity and flavour depth

• Personalisation and versatility

• Clean-label ingredients with functional claims

• Exciting new formats that encourage trial and repeat purchase

Mintel and Black Swan Data have identified clear growth zones and flavour platforms that can help guide strategic decisions. Spicy, umami and functionally enhanced snacks are no longer niche: they are fast becoming essential components of a winning product range.

Download the Mintel and Black Swan Data snacking trends report for free here. 

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