SIAL Guangzhou to Reveal 7 Trends of China’s F&B Industry
In preparation for this year’s edition of SIAL Guangzhou, which will take place in September, SIAL China and WGSN jointly identified seven emerging trends shaping China’s food and beverage industry in 2026. These trends will be reflected through the products showcased by more than 1,500 exhibitors across 15 sectors at SIAL Guangzhou 2026.
The first topic of discussion presented was functional dairy and other snacking, which refers to the fact that, nowadays, customers tend to choose snacks and treats that deliver additional benefits, such as high protein content, digestive support, immunity-related functions and reduced sugar levels.
SIAL and WGSN also reported that protein is still one of the strongest drivers of food purchasing decisions, while consumers are seeking upgraded premium meat snacks as well as diverse sources of protein beyond traditional categories.
Tea is also becoming Asia’s latest platform for product innovation, according to the report. Due to the global popularity of new-style tea drinks, the beverage is becoming a source of inspiration for manufacturers, who started using tea flavors in bakery, dairy, chocolate, biscuits and confectionery.
The low-alcohol beverage category is gaining momentum as well, due to the younger consumers’ interest in lighter, more diverse drink experiences, accelerating innovation through products such as tea cocktails, sparkling rice wine, and ready-to-drink beverages, claims SIAL.
On the topic of bakery, the two companies reported that products are entering a new stage of innovation as consumers seek a balance between enjoyment and healthier choices, so options featuring low sugar, slow-release energy and functional nutrition are redefining the bakery category.
Experience matters to the consumer, as the report states, so today’s buyers prefer products that create emotional connections and memorable experiences rather than taste alone, causing extreme sour flavors, cooling effects, and multi-sensory experiences to gain popularity.
Finally, the concept of food as a source of everyday wellness continues to emerge across Asia, according to SIAL and WGSN. Consumers are increasingly interested in products combining herbal nutrition, botanical drinks, zero-sugar wellness solutions and traditional ingredients presented in modern formats.
WGSN is a global trend forecasting and consumer insights company that helps businesses anticipate future trends in consumer behavior, design, food, fashion, beauty, technology, and retail.
