Gen Z is reshaping grocery shopping with a strong appetite for “newstalgia” – nostalgic flavour memories reinvented with bold, modern “weirdness,” such as bright colours, unexpected textures, and global mashups. They’re also driving demand for “swangy” flavour profiles that combine sweet, spicy, and tangy notes in surprising ways. A Q4 2025 consumer survey1 underscores this push for innovation, with 65 % of Gen Z consumers worldwide saying that uniqueness or novelty is either essential or nice to have when buying a product, according to GlobalData, a leading intelligence and productivity platform.
Sainul Abidin, Consumer Analyst, GlobalData, comments: “Gen Z is treating the grocery aisle like a discovery platform – seeking familiar flavours that feel emotionally comforting, but only if they come with a twist. Newstalgia and swangy profiles are winning because they combine memory, intensity, and surprise, often with global cues and multi-sensory textures. As a result, brands are elevating classic snacks, filling aisles with mashups like hot honey, spicy caramel, and chili mango, and reimagining comfort foods through a global lens – creating fertile opportunities for manufacturers to innovate.”
Gen Z, who are looking for novel and unique experiences, prefers mid-level heat paired with sweetness, seeks out global spices, and increasingly purchases food that tells a story beyond taste. Labels like “sweet + spicy + tangy,” heritage flavours, and clean-label ingredients are now central in Gen Z-influenced product development. For brands, this means indulgence now comes with authenticity, texture, and surprise. Products that evoke warm memories – from childhood or past decades – while adding zesty finishes or tropical accents are seeing traction. From revamped retro packaging to flavour drops that mix cardamom, black currant, chili, or citrus, the trend is transforming what Gen Z picks up on a weekly grocery run.
Manufacturers and key players are responding with a bold alignment between sentiment and offerings. In 2026, Kerry launched its Global Taste Charts, revealing that “swicy” (sweet + spicy) flavours are evolving into “swangy,” as hot honey and spicy mango drive double-digit growth in bakery and confectionery products. These charts, backed by deep consumer and scientific insights, are helping brands anticipate flavour preferences and shorten product development cycles.
Abidin adds: “In snack and confectionery, new product development is seeing a strong rise in flavours that combine heat, sweetness, and tang (chamoy- or Tajín-inspired offerings). One company, Snak Club, expanded into chocolate products infused with Tajín seasoning, while Latin America continues to lead globally in launches marrying sweet and spicy profiles.”
Among nostalgic reinventions, Otis Spunkmeyer has introduced cookies infused with classic dessert flavours like Birthday Cake, Double Chocolate Caramel, and Pumpkin Spice Chocolate Chip, aiming to tap into consumers’ memories while elevating traditional formats through premium ingredients. The Graceful Cookie Co. is similarly offering flavours like Blueberry Pie, Lemon Cheesecake, and Strawberry Milkshake alongside heritage staples. Citrus flavours like lemon burst and yuzu are often used as the “twist.”
In beverages, classic soda profiles are being revived with better-for-you twists: Poppi released a Shirley Temple variant with lower sugar and added prebiotics; legacy soda brands such as RC Cola and Mr. Pibb are leaning into their simpler, nostalgic flavour profiles. Meanwhile, in global flavour ingredients, star anise, botanical and floral notes, tart tropical fruits such as guava, passionfruit, and woodsy berries are increasingly appearing, often paired with heat or acid to amplify their impact.
Abidin concludes: “For manufacturers, winning with Gen Z means moving beyond one-note flavour; growth will come from layered profiles – sweet, spicy, and tangy – delivered through credible ingredients, global inspiration, and playful formats. Brands that modernise comfort foods without losing authenticity and treat innovation as a repeatable pipeline through limited drops and remixable flavour platforms will be best positioned to build loyalty and stay culturally relevant.”
1GlobalData’s 2025 Q4 global consumer survey was conducted with 22,613 respondents across 42 countries.
New research reveals that Gen Z are more likely to turn to TikTok than official sources such as the NHS website for health and nutrition advice.
A survey conducted across major Europeans markets, including the UK, found that 32 % of 18 – 24-year-olds, rely on social media platforms such as TikTok and Instagram for healthcare advice. This figure increases to 35 % when seeking nutrition or dietary information, such as tips on special diets, food allergies and even intolerances.
By comparison overall, 28 % of Europeans, including Brits, are turning to official healthcare websites, including the NHS, increasing to 31 % amongst Brits. Just 16 % of Europeans are looking to traditional news outlets – decreasing to one in ten Brits (10 %). Simialrly, 15 % of Europeans look to medically reviewed publications from health and fitness experts with only 6 % of Brits doing this.
The abundance of polarising online content has left many feeling uncertain. More than half of respondents said the exposure to conflicting advice online from health experts and influencers has led to confusion about which guidance to follow.
“With so much contradictory information online, it’s easy to feel overwhelmed about what’s actually healthy,” says Dr Carrie Ruxton, award-winning dietitian. “Social media can be a great way to learn, but it should never replace advice from qualified professionals like registered dietitians and other healthcare experts.”
Across all age groups in the UK, cold and illness remedies remain the most common health, wellbeing and nutrition search topic (38 %) online. This is followed by weight management (34 %), dietary choices (30 %) and nutritional deficiencies (26 %). Despite the growing use of social media for health-related searches, within the UK, trust remains highest in healthcare professionals (82 %), followed by nutritionists and dietitians (75 %), friends and family (53 %), journalists and traditional media (28%), and social media influencers (24 %).1
While younger Europeans may increasingly rely on social media for guidance, the confusion around conflicting advice can make it difficult to make healthy choices. With this in mind, Dr. Ruxton highlights 3 common nutrition myths circulating on social media.
- 100 % fruit juice is wrongly feared for causing blood sugar spikes: Many people are unsure whether or not 100 % fruit juice is beneficial with over a third (38 %) of Europeans worrying that it causes blood sugar spikes, and nearly three in ten (28 %) avoiding it completely, but these concerns are unfounded. By law, 100 % fruit juice contains no added sugars or sweeteners, yet nearly two in five adults (38 %) believe it does, rising to almost half (48 %) among 18-34-year-olds. A single glass of orange juice can provide over 90 % of the European daily recommendation for vitamin C, supporting normal immune function.2
- Protein shakes are essential for staying healthy: On platforms like TikTok, creators frequently promote protein shakes as a requirement for energy, fitness, or muscle gain. However, research shows that most people already consume enough protein through their diets, and supplementation is only useful for people taking regular exercise.3 Whole foods such as meat, eggs, dairy, legumes and nuts provide protein along with valuable vitamins and minerals in their natural form.
- Detox diets and juice cleanses rapidly remove toxins and improve health: Widespread across social platforms, including TikTok trends, this myth has recently gained traction in the form “internal shower drinks,” juice cleanses, and chlorophyll water. However, scientific evidence is clear: detox diets do not remove toxins, and there is no clinical research about their safety or health effects. The liver, kidneys and digestive system already manage detoxification effectively without extreme restrictions. Several medical sources warn that detox diets can lead to nutrient deficiencies, electrolyte imbalance and metabolic disruption. The concept of “detoxing” through diet is more of a marketing myth rather than a physiological reality.4
How to navigate nutrition advice online:
- Check the source: Follow dietitians and registered nutritionists, not influencers and other professionals without credentials.
- Keep it simple: Focus on small, manageable changes that you can stick to over time.
- Don’t demonise foods: Most foods can fit somewhere in a varied healthy diet and it’s important to enjoy what you eat.
- Be wary of quick fixes: If it sounds too good to be true, it probably is.
- Stay consistent: Long-term habits matter more than viral trends.
1Research conducted by Savanta ComRes among 8,000 European residents across the regions UK, France, Germany and Spain, undertaken in 2025.
2https://fruitjuicesciencecentre.eu/en/research/is-home-squeezing-worth-the-hassle-when-shop-bought-oj-provides-over-90-of-daily-vitamin-c#:~:text=The%20researchers%20developed%20an%20equation,a%20typical%20shelf%2Dlife%20period
3https://www.health.harvard.edu/staying-healthy/the-hidden-dangers-of-protein-powders?utm_source=chatgpt.com
4https://www.openaccessgovernment.org/wp-content/uploads/2024/06/openaccessgovernment.org-Detoxification-The-science-behind-social-media-claims-of-detox-health-benefits.pdf?utm_source=chatgpt.com
New season, new flavour, new non-carbonated way to refresh this spring
Raspberry Dragonfruit is Happy Thursday’s bold spin on the hottest flavours trending with 21+ Gen Z drinkers. Inspired by top-selling non-alcoholic refreshers, Raspberry Dragonfruit taps into a growing demand among new legal-aged drinkers who crave the flavours they know and love from their favourite fruity coffee-house beverages.
Dragonfruit-flavoured beverages have experienced a 111 % increase on menus over the past four years1, showcasing the growing popularity of this flavour. So get ready for a spring refresh because Happy Thursday’s Raspberry Dragonfruit is here, vibrantly coloured and packing a bold 4.4 % ABV in every sip. Bursting with tropical raspberry dragonfruit flavour, this refreshingly smooth spiked refresher is ready to be this season’s go-to sip!
The bubble-free trend isn’t going anywhere, driven by the shifting preferences of today’s new wave of drinkers. Many consumers say that carbonated drinks make them feel bloated, leading to discomfort, which is a main driver in the demand for smooth spiked refreshers over fizzy seltzers.
Since its 2024 launch, Happy Thursday has redefined non-carbonated spiked refreshers with bold, fruit-forward flavours made for any day of the week. Because with Happy Thursday, why wait for Friday?
Consumers 21+ can spring into Thursday with the new Raspberry Dragonfruit, available in the U.S. in 12-oz. packs, by visiting www.drinkhappythursday.com.
1Source: Datassential Menutrends 2024
