MorganMyers Releases 2027 Food & Flavor Trends Report
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MILWAUKEE, Oct. 07, 2026 /CourierPR/ -- MorganMyers, a G&S Agency, has released its 2027 Food & Flavor Trends Report, revealing insights into why some food trends become everyday staples while others fade away. The report, which combines a forecast of the 10 top trending flavors with original consumer research and culinary and retail trend analysis, aims to help food marketers understand the factors that drive consumer behavior.
According to the report, only 11% of household grocery decision-makers say newer flavors have become everyday staples in their homes. This finding underscores the challenge faced by food marketers in turning a first purchase into a lasting habit. The research also shows that interest in trying new flavors has declined, dropping from 63% in last year's research to 51% in the latest survey.
The report highlights that grocery store displays (74%) and friends and family (60%) are the leading sources of flavor discovery, ahead of social media (51%). Even among Gen Z, 48% name friends and family as their most trusted source, compared to fewer than 3% who trust social media most. This suggests that traditional and personal recommendations hold more weight than digital ones.
The grocery store remains a key destination for flavor discovery. More than half (54%) of household grocery purchase decision-makers say they are likely to first try a new flavor at home after purchasing it at a grocery store, compared to just 24% at a restaurant. In-store sampling (66%) and coupons or discounts (64%) are the leading influences that could convince shoppers to try a new flavor.
The report introduces a four-stage marketing playbook with research-backed recommendations to help food marketers move consumers from initial discovery to habitual purchase. The playbook covers stages such as The Spark, The Pantry Test, The Repeat Buy, and The Staple Status, each offering practical actions brands can take.
A significant finding is that while 92% of consumers say they're likely to buy a new flavor again after a positive experience, affordability (71%), consistent availability (63%), and household approval (59%) are leading factors in turning trial into repeat purchases. The report also examines what separates short-lived trends from lasting successes, such as the rise of black garlic, which was named the Flavor of the Year for 2027. Half of surveyed consumers expressed interest in trying the ingredient, whose sweet-savory profile is moving beyond fine dining into everyday retail products.
The report's methodology includes two nationally representative online surveys conducted in August 2026, one of 389 U.S. adults and another of 351 U.S. household grocery purchase decision-makers. Both surveys carry a margin of error of ±5%.
MorganMyers, a G&S Agency, is an award-winning food and agriculture marketing communications agency helping food and beverage CPGs, associations, and commodity boards turn trends into staples. The agency's report offers valuable insights for food marketers under pressure to make their investments count, providing a way to look beyond launch excitement and build the conditions for repeat purchase.