The world has become smaller. We are traveling more, connecting more broadly across borders on social media, exploring ethnic foods and restaurants, learning about food cultures on television and in the movies, and experiencing cultural diversity in our neighborhoods. While today’s global uncertainty may drive Americans back to distinctly American cuisine for comfort and a sense of belonging, exploring global cuisines also offers a safe and budget-friendly way to experience the world.
At Innova, we are curious about the power of culinary tradition versus the desire for exploration of global cuisines. Trend surveys tell us traditional foods are valued for their familiarity and that maintaining traditional recipes is a top food-related value for U.S. consumers. When consumers eat traditional foods, they feel warm and fuzzy, happy, and connected to their family and friends.
But “traditional” can mean different things in different countries. The U.S. consumer, for example, defines traditional as nostalgic childhood favorites. Tradition in both Latin America and Europe incorporates regional recipes and ingredients. In the Asia-Pacific region, craftsmanship and methods define tradition. One way to bring new food traditions into the American way of eating is to explore global cuisines.
Alden’s Organic recently expanded its frozen novelties lineup with the launch of new Global Delights bars, featuring flavors Mango Chamoy Twist and Thai Tea Swirl. Image courtesy of Alden’s Organic
Global Exploration
Each year, Innova Market Insights releases its predictions for the year ahead in food and beverage. An important trend in the Innova “Top 10 F&B Trends 2026” is “Crafting Tradition.” This trend showcases the importance of food heritage for comfort, authenticity, and identity. When we asked U.S. and Canadian consumers which feelings are evoked by traditional foods, nearly half said “comfort” and about one-third named “happiness” and “connection to family.”
About one in five consumers in the U.S. and Canada name “traditional recipes” and “exploring diverse cultures” as important values in their diet. North American retailers help U.S. consumers explore global cuisines through in-store cultural promotions. Target recently featured a Dia de Muertos activation with curated themed grocery items and Latino food brands. The Canadian retailer Sobey’s spotlighted the South Asian festival of Diwali with a celebrity chef and authentic South Asian Diwali recipes.
A top Innova trend in 2025 was “Tradition Reinvented.” This trend captures food and beverage innovation that also honors authenticity and tradition through the flavors of culinary heritage from different countries, regions, and microregions. It also makes room for fusion of cultural cuisines through products, formulations, ingredients, seasoning, and packaging design and language.
Innova survey participants are open to products made using traditional recipes, as well as new products that are inspired by tradition. They value their own food traditions and heritage, and they also value the food traditions and heritage of others. About two-thirds of consumers surveyed would like to see more supermarket items made with old and traditional recipes, and a similar proportion would like to try new products with traditional flavors.
The Pace Foods brand from Campbell’s Co. recently released Balsamic Strawberry Jalapeño Salsa featuring a complex flavor profile that blends the savory taste of balsamic vinegar with the sweet brightness of strawberry and the zesty spiciness of jalapeño. Image courtesy of The Campbell’s Co.
Consumer Expectations
Innova also releases an annual set of flavor trends that predict flavor innovation for the coming year.
“Sensorial Explorations” predicts consumers will redefine luxury, indulgence, and perceived value based on multisensory experiences that incorporate aroma, texture, and visual appeal, as well as newness. These consumers look for indulgent product features, such as dessert flavors, creamy textures or crunchy textures, a rich aroma, and playful or surprising combinations. They are extremely active on social media, talking about natural flavors with bold colors, such as matcha, pumpkin spice, hibiscus, pistachio, turmeric, and ube. Nearly two-thirds of U.S. consumers like to try new foods they haven’t tasted before.
“Cultural Remix” highlights consumers experiencing and embracing cross-cultural experimentation and hybrid flavors that capture both local authenticity and global inspiration. A sizable percentage of consumers look for cuisines from other countries, especially in restaurants.
“Easy Health, Full of Flavor” combines sensory indulgence with health and well-being. Consumers are looking for key nutrients like protein, fiber, and vitamins, but products still need to taste good since taste outranks nutrition in Innova consumer surveys.
“Flavor Fest” ties flavor with celebrations, such as festivals, holidays, seasons, and personal milestones that bring joy, engagement, and nostalgia. Consumers tend to choose indulgent foods and drinks, as well as nostalgic flavors, when they’re celebrating, especially for birthdays and Christmas.
“My Mood, My Flavor” connects flavors with emotions, mood, and memorable moments. Flavors can help consumers take a pause, recharge their batteries, and reconnect with themselves and their priorities. Consumers we surveyed acknowledge the relationship between their mood and flavor cravings. They associate sweet flavors with happiness, coffee flavors with energy, and creamy and rich flavors with comfort.
U.S. consumers increasingly look for flavors they’ve experienced when traveling, in restaurants, in street food, or that they haven’t tried before. They express openness to try street food-inspired flavors in packaged foods and actively seek cuisines from other countries. Foods with new flavors that are most likely to inspire trial by U.S. consumers include desserts, ice cream, soft drinks, sauces, seasonings, and toppings. In terms of appeal, however, traditional flavors beat out global flavors in beverages like soft drinks, waters, milk, coffee, and alcoholic beverages.
Other reasons U.S. consumers give for trying new cuisines include to try new flavors or learn about a different cuisine. Travel, friends, family, and social media also provide inspiration. In 2025, U.S. consumers named American, Mexican, Italian, and Chinese as cuisines that most influenced their meals. For 2026, the cuisines generating the most interest among U.S. consumers are Italian, Japanese, and Chinese.
High Liner Foods now offers Sea Cuisine Skillet Meals, bringing globally inspired, one-pan seafood meals to the frozen aisle: Mediterranean-Style Sole Pasta, Thai Red Curry Salmon, and Chili Garlic Shrimp. Image courtesy of High Liner Foods
Next Steps for Brands
Given the curiosity of the U.S. consumer, brands can consider incorporating cultural breadth into their product line. Two in five North American consumers surveyed by Innova say they like trying foods from different cultures at least a few times a year. Products that invite cultural exploration without a big cost commitment include snacks and confectionery, which can deliver authentic global inspiration through ingredients, texture, and format. Chocolate, for example, provides an appealing template for global flavors. It is a childhood favorite with emotional connections for the U.S. consumer. Chocolates can double down on tradition—childhood memories, heritage formulations, and ingredients tied to history and food culture—while adding global flavors. Brands also can use unusual flavor combinations to push boundaries and appeal to the percentage of U.S. consumers who are influenced by new, unique, and different flavors. Complex flavor pairings in chocolate might merge sweet, spicy, savory, and smoky. They can create sensory experiences using unusual or less familiar ingredients such as spicy mango, anise seeds, or smoked salt.
Social media can help drive global flavor exploration. Over half of U.S. consumers are open to trying traditional foods with a modern twist or in a new format. Innova’s social media listening shows interest and positivity around Mexican street food, with consumers seeking familiar seasonings, such as cumin and chile pepper, and lesser-known regional flavors and ingredients. They want Mexican flavors especially in ready meals and in sauces, seasonings, and toppings.
U.S. consumers are most likely to try new flavors at dinner, followed by lunch. Top ethnic flavors sought by Americans in ready meals include any Asian flavors, especially Japanese or Chinese, followed by American, Mexican, and Italian. Fusion of cultural influences also is gaining in popularity. U.S. consumers increasingly feel budgetary pressures, so exciting ready meals that take the place of restaurant meals at a lower price could prove successful, especially meals with elevated sensory features.