Consumers are demanding food and drink that delivers both indulgence and functional benefits, with flavour at the forefront, a new report shows.
According to ‘2026 Flavour Report’ from flavour house I.T.S, flavour has become a decisive factor in alcohol purchasing, with UK drinkers increasingly prioritising taste over price.
This shift, they said, is helping to premiumise parts of the no- and low-alcohol category, with strong growth seen in fruit-forward and beer-based products.
“With changing attitudes to health, weight management and ‘me time’, consumers—led by flavour-seeking Millennials—are demanding bolder, more multi-sensory products that work harder for their wellbeing, and that includes beer” explained I.T.S founder and owner Mike Bagshaw.
He added: “There are now significant opportunities for brewers of all sizes to use flavour to differentiate themselves in an increasingly busy marketplace. Today’s consumers, particularly younger drinkers, are keen to swap heavier beers for lighter-tasting, easier-drinking, lower-alcohol options with interesting flavours helping to drive interest and purchase.
“As a result, the beer industry is leaning into fruit flavoured beers to expand market share and reinvent itself in a similar way to the cider market. Brands like Jubel, Tiny Rebel and Vault City have implemented this to great success and are capturing young consumers as a result.
“There is also growing appetite for more sophisticated flavour profiles too as consumers tap into the trend for ‘sophisticated indulgence’. Vocation Brewery’s pairing of peach and cardamom in its wheat beer launch is a great example of this.
Among I.T.S’ top beer flavour trends for 2026 are hedgerow flavours, which are proving hugely popular across both beer and cider.
Highly adaptable, these flavours work well for large breweries, regional producers and small craft operations alike. Hedgerow notes help brewers tell a provenance-led story, connecting flavour to local identity—an increasingly powerful selling point for consumers.
He explained: “Sun-kissed fruits such as mango, passionfruit and melon also continue to perform strongly in the beer space.
“While hops can naturally deliver tropical notes, the addition of further natural flavours can amplify these characteristics, creating fresher-tasting beers that resonate with younger drinkers who favour fruit-led beers and lagers over traditional bitter profiles.
Several US brewers have been using punch style flavours too. Packed with fruitiness, these flavours add interesting fruit notes for a refreshing drink.
“The I.T.S 2026 Flavour Report captures the current powerful convergence of health, lifestyle and indulgence,” added Bagshaw.
“Natural flavours are playing a crucial role in helping beer brands to delivering exciting NPD, whether through enhancing sweetness, adding global inspiration, or boosting flavour impact where ingredients are scarce or costly.”
