5 Food Trends in 2026: Matcha, Pistachio, and Taro Dominate, Exploring New Halal Market Opportunities

GrabFood has released its 2026 food trends report, finding that matcha, pistachio, taro, and craft bakery products continue to grow in popularity. The report also reveals new opportunities in the halal economy market driven by Middle Eastern tourists.

GrabFood unveiled its "In-depth Business and Food Trends Report for 2026," identifying five key trends shaping Thailand's food market. Leading these are the ingredients matcha, pistachio, and taro, alongside craft bakery items, with growing popularity of viral menus from East Asia and a strong purchasing power in the halal market.

Examining the five food trends in 2026 that entrepreneurs should watch closely.

1. Three flavors "simple yet luxurious": Matcha - Pistachio - Taro.

The 2026 trend is driven by the concept of Calming Luxury, combining understated elegance with a relaxing feel.

• Matcha continues to hold the top spot in popularity, maintaining momentum from 2025.
• Pistachio has become a "rising star" ingredient featured in desserts and bakery items like pistachio tiramisu and pistachio egg tarts, with app searches nearly doubling.
• Taro has reclaimed its position in beverages, especially "taro milk tea," which has more than doubled its sales on GrabFood.

2. The golden era of "Craft Bakery."

Modern consumers pay more attention to the quality of flour and texture.

• Sourdough, once a niche and health-focused item, is now popular in the mass market due to its distinctive chewy texture and mildly sour finish.
• Flavor Profile Pairing: The trend of complex cross-cultural flavor combinations, such as the "Khao Soi Bagel," which skillfully blends Western techniques with bold Thai flavors.

3. Customizable and aesthetic beverages.

A single drink becomes a "fashion accessory" that completes a social media look.

• Health-oriented design: customers can add functional ingredients like plant protein, collagen, or prebiotics to suit their needs.
• Focus on appearance: great taste alone is not enough; drinks must be "photogenic," featuring clear, modern layered colors.

4. Soft Power influence: viral menus from East Asia.

Cultures from China, Korea, and Japan continue to inspire viral menus followed by Thais, especially Gen Z who enjoy trying new and trendy items.

• Japan: Osaka Cream Puff.
• Korea: Dubai Chewy Cookie, adapted from Dubai chocolate.
• China: Flossy Chicken Chiffon Cake from Shanghai.

5. The "Halal Economy": a new treasure trove for Thai restaurants.

The rise of affluent Middle Eastern tourists presents a significant opportunity for Thai eateries.

• Behavior: They prefer sweets, strong flavors, and tend to dine late at night.
• Success Case: "Phuket Teak" toast bakery has 90% of its foreign customers from the Middle East, enabling it to successfully expand to Abu Dhabi.

The 2026 food trends reflect how consumers now see food not just as a product but as a reflection of identity. Success for restaurants depends on creating menus that satisfy taste, lifestyle, and viral social media trends.