Oatly has launched its first-ever Future of Taste Report, identifying key beverage trends it expects to see in the coming years ahead.

The report was compiled following interviews with hundreds of baristas and drinks experts from across 23 countries, with quantitative trends data compiled by research platform CultureLab.

It identifies five key trends expected on menus and coffee spots in the coming months and years, spotlighting the flavours and formats set to shape future food and beverage culture.

The global flavour exchange

Oatly pointed to data showing that online searches for more exotic ingredients like ube, pandan and hojicha are all on the rise – while ‘matcha mania’ has sparked increasing interest in East and Southeast Asian ingredients within the beverage space. In particular, Oatly said it expects to see more flavours, rituals and traditions from Asia on Western café menus.

Conscious indulgence

Daily google impressions for decaf have grown by 90 times in 2025 according to CultureLab’s data. Oatly predicts the next generation of drinks will continue to focus on balance, with the popularity of decaf and low-sugar beverages set to surge in 2026. This aligns with increasing consumer demand for mindful, health-conscious options.

Fibre ‘coming for protein’s crown’

A social media trend dubbed ‘Fibremaxxing’ spiked this summer after first emerging on TikTok in autumn 2024, encouraging people to increase their daily fibre intake to aid with digestive health and support weight management.

Page views for articles mentioning the term jumped by a staggering 9500% between June-July 2025. At the same time, CultureLab’s data showed that prebiotics are following the same growth pattern and trajectory as protein, which has seen a huge boom in popularity within functional food formulations in recent years, suggesting gut health will continue to surge further into the mainstream.

Oatly expects this will result in the development of more products with fibre-packed ingredients like chia seeds, as well as fermented offerings, with drinks like Tepache – a centuries-old Mexican beverage made with fermented pineapple – poised to grow in popularity around the world.

Destination drinks

As globalisation is creating a landscape where the same menus appear in different cities, Oatly said that creative offerings invented and sold exclusively by a particular café are booming in popularity.

As a result, unique local ingredients – such as Australian lemon myrtle and pepperberries, or Finnish forest berries – will become ‘cultural currency’ for a generation hooked on novelty, the alt-milk maker predicted.

With 85% of baristas agreeing that consumer tastes are becoming more adventurous, the report identified provenance and distinctiveness as USPs setting signature drink offerings apart.

Matcha and beyond

The rise in matcha has shown no signs of slowing, but Oatly pointed out that it may have reached its peak – though the jury is still out, emerging consensus suggests it has staying power, the brand noted.

However, some baristas already look to be lining up innovative new speciality tea offerings with potential to become the next big trend. Earl Grey was under the spotlight in cocktails and drinks in the US earlier this year, while oolong and jasmine varieties from China are rising in popularity and specialised milk tea shops are popping up across Shanghai.

In the UK, the report findings have been backed by data from Censuswide’s poll of 2000 consumers, commissioned by Oatly.

When asked which of the new flavours mentioned in the report British consumers would most like to try, lemon myrtle (24%) and pepperberry (19%) came out ahead of matcha (16%) and black sesame (14%).

Despite the rising global popularity, over a third (35%) of UK consumers are yet to try any of the new wave of Asian-inspired ingredients, with just 3% having sampled shiso and 4% trying pandan in the past 12 months.

The research also showed that just over six in ten Brits (61%) have already cut back or considered cutting back on caffeine, particularly men (62%). When asked what they’d swap coffee out for, green tea (34%) and decaf coffee (32%) led the way, with a third of Gen Z (33%) selecting matcha as their slow-release caffeine fix.

Over half (54%) said TikTok’s ‘fibremaxxing’ trend or the growing focus on fibre has influenced them, with millennials the most likely (28%) to be actively increasing their fibre intake.

Rowena Roos, Oatly global head of food and drinks experience, said: “This report paints a vibrant picture of where beverage trends are heading. People’s daily drink choices, especially younger generations, are being shaped by a world in flux. We’re seeing drink trends go viral from London to Seoul, and technology is making it easier to order, customise and share these signature moments.”

She added: “Health, sustainability trends and global flavours are all blending as a generation raised online is seeking both identity and connection in every cup. At Oatly, we’re working with coffee and hospitality partners to turn these global taste trends into incredible on-menu experiences.”