Grocery aisles go experimental as Gen Z drives 'newstalgia' food trend

Demand is rising for sweet-spicy-tangy “swangy” flavor profiles.

Gen Z consumers are driving a shift in grocery shopping behavior, favouring “newstalgia”—nostalgic flavors reimagined with modern twists such as bold colors, unusual textures, and global flavor mashups, according to GlobalData.

The report also said that the trend is fuelling demand for “swangy” profiles, which combine sweet, spicy, and tangy notes.

Aboutt 65% of Gen Z consumers globally consider uniqueness or novelty either essential or a desirable factor when purchasing products.

“Gen Z is treating the grocery aisle like a discovery platform—seeking familiar flavors that feel emotionally comforting, but only if they come with a twist,” said Sainul Abidin, consumer analyst at GlobalData. “Newstalgia and swangy profiles are winning because they combine memory, intensity, and surprise, often with global cues and multi-sensory textures.”

Brands are responding with flavor combinations such as hot honey, spicy caramel, and chili mango, along with chamoy- and Tajín-inspired products.

Abidin noted that snack and confectionery innovation is accelerating around these layered profiles, with companies experimenting with chili, citrus, and tropical fruit infusions. Latin American-inspired flavor trends, in particular, continue to influence global product launches.

Food manufacturers are also leaning into retro-inspired products updated for modern consumers. For example, cookie and dessert brands are revisiting familiar flavors like birthday cake, pumpkin spice, and classic chocolate chip, whilst elevating them with premium ingredients and new formulations.

In the snack and confectionery space, brands such as Snak Club have expanded into chocolate products incorporating Tajín seasoning, reflecting growing demand for sweet-heat combinations.

Similarly, dessert-focused companies are introducing nostalgia-driven flavors such as blueberry pie, lemon cheesecake, and strawberry milkshake, often paired with citrus or tropical “twist” ingredients like yuzu or lemon burst.

In beverages, brands like Poppi are reviving nostalgic soda flavors with lower sugar and added functional benefits. Legacy soda brands such as RC Cola and Mr. Pibb are also leaning into simpler, nostalgia-driven flavor profiles.

Kerry Group says “swicy” flavors are evolving into more complex “swangy” profiles, combining sweetness, heat, and tang as a core innovation direction.

“Brands that modernise comfort foods without losing authenticity and treat innovation as a repeatable pipeline through limited drops and remixable flavor platforms will be best positioned to build loyalty and stay culturally relevant,” Abidin said.