Consumers increasingly expect food and beverages to deliver both purpose and emotion and natural colours play a critical role in bringing these expectations to life, according to Oterra’s Color Trends 2026.
Based on a global survey of 2,600 consumers across 13 countries, the trends report explores how people emotionally connect food, colour, and functional benefits, revealing that colour is no longer just seen, but experienced.
Said Stella Munhoz, Marketing Manager, Oterra: “The message from consumers is clear. Colour is no longer just seen; it is also felt. Colour has become part of the experience, signalling feelings of wellbeing and trust.”
Functional foods made with recognisable, natural ingredients and naturally vibrant colours are leading a shift from fixing what’s wrong, to strengthening what’s right.
Continued Munhoz: “Consumers are embracing a ‘maxxing’ mindset, choosing foods that deliver maximum benefit with minimal compromise prioritising protein, fibre, and vitamins, while reducing sugar, artificial ingredients, and unnecessary complexity.
The survey found that 70% of consumers were very interested in functional benefits such as supporting immunity, heart health, digestion, mental wellbeing, sleep, and healthy aging.
When asked what they expect from food and beverage colours in 2026, natural ingredients ranked highest, cited by 43% of consumers, ahead of specific functional benefits such as improved immunity (40%), better sleep (39%), heart health (39%), and digestive health (38%).
Colour associations strongly reinforce these expectations. Warm, reassuring tones like orange are instinctively linked to vitality and overall wellbeing, the survey found. Blue tones (including turquoise) are linked with relaxation and mental health, while red is strongly associated with heart health and vitality.
Food is also increasingly viewed as a form of emotional self-care. Consumers are looking for comfort, joy, balance, and small moments of uplift, with colour acting as a powerful emotional cue.
Globally, 61% of consumers say they are very interested or interested in emotional experiences through food and beverages, rising to 74% among Generation Z and Millennials.
The research highlights strong emotional associations with specific colours. Green is linked to health, naturalness, and positive mood, while yellow is associated with fun and playfulness, reinforcing its role as an energizing and uplifting colour.
Mood-boosting food and drinks really shine when emotion meets unexpected colour. Among adventurous consumers, interest climbs to 50%. Pink remains underexplored despite its strong potential and broad acceptance in food and beverages. It is closely linked to fun, inspiration, and creativity.
The shift toward emotion-led, functional products also brings clear implications for manufacturers and brands. The survey shows that 66% of consumers globally actively avoid artificial colours, making natural colour solutions a baseline expectation rather than a differentiator.
Concluded Munhoz: “Natural colours are no longer optional. They are essential for brands looking to remain relevant, credible, and future-ready in an increasingly ingredient conscious, yet emotionally driven market.” For more visit Oterra.com
