By Gary Symons
TLL Editor-in-Chief
The food and agricultural marketing agency MorganMyers just brought out its annual food trends report, but the major trend is that people are less interested in the latest food trends.
While black garlic (pictured at right) was noted as the flavor to watch in 2027, MorganMyers found in its survey that consumers are actually less interested in trying new things.
According to MorganMyers, interest in trying new flavors fell to 51% of consumers, down from 63% in last year’s survey.
The share of consumers who see themselves as adventurous or curious about flavors likewise sagged to 78% from 85%.
That dampening of an adventurous culinary spirit appears to come down to money, the agency said. It attributed the shift to tighter budgets, a flood of new products, and reduced eating among people using GLP-1 weight-loss drugs.
Still, new flavor trends will continue to shape the food and beverage market, and MorganMyers has identified several new tastes that will influence what we eat in the years to come.
The agency says black garlic is their top pick for the flavor to watch in 2027, as 50% of consumers surveyed are interested in trying it. It cites growing availability in grocery sauces, seasonings, and condiments as moving the aged ingredient out of fine dining.
“Created through a controlled aging process that transforms fresh garlic into soft, dark cloves with a uniquely sweet-savory profile, black garlic has long been familiar to chefs,” MorganMyers said. “Now it’s becoming considerably easier for home cooks to find at their local grocer, whether in the global flavors, spices, condiments, or produce aisles.
“It’s also easier to use,” the agency said. “Retail sauces, seasonings and condiments are helping transition black garlic out of fine dining and into everyday eats. It can add umami to meat, burgers, pasta and vegetables, be blended into butter or dressings, or become the foundation for sauces and marinades.”
The other nine flavors on the 2027 list are labneh, chili crisp, sumac, manuka honey, dates, espresso, koji, masa, and dragon fruit.
Among the flavors tested, dragon fruit had the highest awareness and the strongest willingness to try it among consumers, the agency says, with two-thirds of respondents finding it appealing.
Chili crisp generated the most excitement about sharing with others, and Manuka honey ranked near the top for awareness, appeal, and willingness to try it. Manuka is a premium type of honey that offers improved health benefits. With its potent antibacterial properties, people traditionally use Manuka honey for wound healing, soothing sore throats, preventing tooth decay, and improving digestive issues.
MorganMyers says analysts expect the North American manuka market to double over the next decade.
Sumac is a spice used widely in Mediterranean and Middle Eastern foods, which have become more popular thanks to the adoption of the heart healthy ‘Mediterranean diet’ among North American consumers.
Labneh is a product similar to high-end Greek yogurt with a host of health benefits and high protein. “The strained yogurt cheese delivers a thick, creamy texture and can be served as a dip, spread, bowl base, or substitute for cream cheese,” MorganMyer said. “Its protein-forward positioning as a “thick, creamy strained yogurt” also connects it to growing consumer interest in satiety and nutrient-dense foods.”
Koji is a Japanese fermentation agent that is used in the production of staple foods such as miso, soy sauce and sake. MorganMyer said the trend is being driven by chefs and product developers who are increasingly using koji directly to intensify umami, tenderize proteins, and create new textures.
The agency also says U.S. retail sales of dates rose about 30% in 2025 as consumers embrace “fibermaxxing,” a term for eating more fiber.
Fifteen additional flavors were listed as “bubbling under,” including brown butter, red miso, harissa, yuzu, and Calabrian chile.
HOW FOOD TRENDS ARE BORN
As a food marketing agency, MorganMyer knows a lot about how food trends catch fire, so the company also asked consumers about which influences were the most important for them in trying new foods.
The results showed that grocery store displays were the top source of flavor discovery, cited by 74% of respondents. Social media was cited less often, though 92% of Gen Z respondents said social media posts inspire them to try new flavors.
The report’s most notable finding for producers concerns repeat buying. While 92% of general consumers said they would likely buy a new flavor again after a positive experience, only 11% of grocery decision-makers said newer flavors have become everyday staples in their homes.
Price was the top barrier to trying a new flavor, cited by 61% of grocery decision-makers, followed by availability at 48%, concern about taste at 45%, and unfamiliar ingredients at 36%.
Sampling would encourage 66% to try a new flavor, and 63% said regular availability supports routine purchases.
For those reasons, MorganMyers advises brands to introduce unfamiliar flavors in familiar products, a strategy that may interest licensors and co-branding partners. It also recommends in-store sampling, introductory discounts, and recipe ideas that fit existing routines.
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