Subway sees fermented flavours and texture driving 2026 menus

EMEA culinary outlook highlights flavour depth, sensory experience and value

Fermented ingredients, texture-led eating and global flavours will shape consumer food preferences in 2026, a Subway official said, drawing on insights from the brand’s daily customer interactions across markets.

Fermentation is shifting from a health-led niche into mainstream menu design, with ingredients such as kimchi, miso, pickles and sauerkraut increasingly valued for flavour rather than function. 

“Fermentation is having its moment and it’s no longer just about wellness,” Cathy Goodwin, Interim Director of Culinary and Innovation for Subway (EMEA), said in a commentary, adding that sour and umami notes are becoming central to how menus build depth and complexity.

Texture is emerging as a separate driver of choice as brands respond to heightened sensory expectations shaped by social media. “Texture is arguably the final frontier,” Goodwin said, noting that consumers increasingly assess meals based on how they feel to eat, not only how they taste or look.

Global flavours are also gaining traction as consumers explore cuisines digitally rather than through travel. Goodwin cited rising interest in teriyaki from Japan, nduja from Calabria and gochujang from Korea. At the same time, cost pressures are altering purchasing behaviour. “A bought lunch is no longer a casual choice; it’s an intentional experience,” she said, with consumers placing greater emphasis on quality, distinctive ingredients and perceived value in 2026.