Consumer tastes are evolving, and customers are looking for more than just a quality coffee.
Across cafés, restaurants and foodservice venues, demand is growing for drinks that offer personalisation, distinctive flavours and plant-based options, creating new opportunities for operators to refresh menus, increase spend and attract repeat visits.
The rise of customised drink experiences
Customisation has become an increasingly important part of the out-of-home beverage experience, particularly among younger consumers. In fact, research shows that 65% of under-30s consider customisation important when visiting a coffee shop, highlighting a growing appetite for drinks that feel more personalised and aligned with individual preferences.¹
For operators, this trend presents an opportunity to introduce new flavours and menu variations that encourage experimentation while helping to differentiate their offering in a competitive market. From milk choices and flavour pairings to seasonal specials and limited time serves, consumers increasingly expect options that allow them to tailor drinks to their tastes.
A new era of flavour discovery
Whilst the drink orders are becoming more personalised, flavours are getting more adventurous. According to Oatly’s Future of Taste report, beverage culture is increasingly shaped by a “Global Flavour Exchange”, with ingredients, trends and inspirations moving rapidly between countries and cultures. The report identifies growing interest in globally influenced flavours as consumers seek novel yet approachable experiences.
With social media at the heart of the changing flavour expectations, consumers are being exposed to new beverage formats and flavour combinations from around the world. As a result, hospitality operators are exploring ways to bring fresh ideas to menus while maintaining broad consumer appeal. Yet while consumers are actively seeking something new, familiarity still plays an important role in driving trial. Tropical flavours sit at the intersection of these two needs, offering a sense of discovery while remaining recognisable and accessible.
Crazy for coconut
Coconut is one flavour in particular that is gaining momentum. As the fastest-growing segment within plant-based milk in the UK, it reflects wider consumer interest in tropical flavour profiles and globally inspired beverages.²
Importantly, coconut milk drinkers are also more likely to purchase beverages linked to some of foodservice’s fastest-growing occasions, including iced coffees, matcha drinks and wellness-inspired beverages.³
This crossover between plant-based preferences and emerging beverage trends presents an opportunity for operators looking to keep menus relevant and appeal to evolving consumer tastes. With new products like Oatly Barista Edition Coconut Flavour combining Oatly’s signature oat base with a subtle coconut flavour, cafés won’t require additional syrups, ingredients or complex preparation methods, which enables hospitality venues to create unique, customisable drinks while maintaining speed and consistency during service.
The era of the signature drink
Following the rise of customisation and adventurous flavours, the Future of Taste report reinforces the emphasis on signature beverages. As consumers increasingly seek experiences they cannot easily recreate at home, cafés and hospitality venues are using distinctive drinks to drive engagement, encourage social sharing and create points of difference.
Whether it’s a tropical iced latte, a flavoured matcha or a seasonal coffee special, unique serves can help operators generate excitement while adding value to existing menus. In a market where consumers are increasingly selective about where they spend their money, memorable drinks can become powerful tools for encouraging repeat visits.
For hospitality operators, the opportunity extends beyond following the latest trend. The most successful beverage menus will be those that combine innovation with familiarity, giving customers new experiences while maintaining the consistency and simplicity required in busy service environments.
As demand for customisation, globally inspired flavours and plant-based options continues to grow, drinks are becoming an increasingly important source of differentiation. Operators that can respond quickly to changing consumer preferences, while keeping execution simple, may be best placed to capture new occasions, drive repeat visits and unlock additional value from their beverage offer.
For more information see Oatly Barista Edition Coconut and Oatly’s Future of Taste report.
References
- Allegra World Coffee Portal; Project Café Report 2025
- NIQ | GB Total Market | Alternative Milks, Coconut | Value sales % change vs 2YA | 52 w/e 15.08.26
- Attest – March 26 – N=1000
