Attention all food and beverage innovators – 2025 is shaping up to be a game-changing year in flavour. Consumers are craving bolder experiences, nostalgic throwbacks, and global inspirations, and it’s up to you to bring those trends to life.
We’ve dived into the latest market trends, so you don’t have to. Here’s what’s driving consumer preferences – and how you can stay ahead in an increasingly competitive market.
Eastern Eats: The Global Flavours Taking Over
Asian cuisine has been quietly dominating menus, and now it’s taking over flavour innovation too. Expect to see punchy, tropical, and aromatic flavours hitting everything from beverages to bakery.
Flavour Opportunities:
- Yuzu (+19%) – A citrus superstar making waves in drinks, desserts, and even condiments.
- Japanese-Inspired Flavours (+20%) – Think matcha, miso, and wasabi breaking into new categories.
- Korean Flavours (+32%) – Gochujang, kimchi, and soy-garlic are ready to shake up snacks, marinades, and beverages.
- Lychee (+10%) – Floral, fruity, and ideal for premium drinks.
Key Takeaway: Eastern flavours aren’t just a trend – they’re a movement. Consumers are craving depth, umami, and complexity in their flavour experiences.
Big, Bold & In-Your-Face Flavours
Forget subtle. Consumers want impactful flavours that stand out from the first bite (or sip). Think smoky, salty, sour, and rich umami profiles designed to create memorable experiences.
Flavour Opportunities:
- Salty (+40%) – Lean into salt-forward snacks, salted caramel desserts and sweet and salty flavour explosion.
- Margarita (+17%) – Expand into alcohol-free RTDs, sorbets, desserts and even cupcakes!
- Hickory Smoked (+10%) – Add depth to sauces, cheese, meats, and plant-based alternatives.
- Sour (+20%) – Perfect for next-gen confectionery, sour ales, and something a little bit different.
Key Takeaway: Consumers expect bold, statement flavours. How will your next launch deliver?
Swicy: The Sweet + Spicy Revolution
The fusion of sweet and spicy—aka “swicy”—is on fire (literally). Gen Z loves it, and it’s popping up in snacks, condiments, cocktails, and desserts.
Flavour Opportunities:
- Flamin’ Hot (+10%) – How can you evolve the spicy snack craze?
- Green Chili (+23%) – Consumers are looking for heat with depth.
- Sweet BBQ (+16%) – Perfect for marinades, nuts, glazes, and dips
Key Takeaway: This trend isn’t slowing down. If your sweet & spicy line isn’t evolving, it’s falling behind.
Mad About Melon: The Breakout Fruit of 2025
Melon is emerging as the next big flavour, particularly in beverages, frozen treats, and confectionery.
Opportunities for Flavour:
- Melon (+24%) – A staple in RTDs, hydration drinks, and summer-inspired snacks.
- Honeydew (+68%) – Underutilized in dairy, cocktails, and functional foods.
Key Takeaway: Consumers associate melon with refreshment and fun – capitalize on that emotional connection.
Everlasting Flavours: Nostalgia with a Twist
Retro flavours are making a modern comeback – but with premium, creative twists. Think childhood favourites reimagined for today’s sophisticated consumer.
Opportunities for Flavour:
- S’mores (+73%) – The classic indulgent American dessert snack. A natural fit for desserts, dairy, and coffee syrups.
- Honeycomb (+18%) – Luxurious ice creams, spreads, and bakery items. A trusted indulgent flavour.
- Blue Raspberry (+24%) – Retro, bold, and prime for energy drinks and candies.
Key Takeaway: Tap into emotional connections by modernizing comforting, nostalgic flavours.
Brave Flavours: The New Frontier
Consumers – especially younger demographics – are seeking adventurous, boundary-pushing flavours. Expect floral, tropical, and heat-infused options to rise.
Opportunities for Flavour:
- Habanero Chili (+37%) – A growing player in chocolate, sauces, and RTD cocktails. More spicy flavours exploding into new product development.
- Pina Colada (+21%) – Trending in alcoholic and non-alcoholic beverage categories – perfect flavour to cross over into new sectors like dairy and bakery.
- Elderberry (+28%) – An exciting verry flavour that works perfectly with botanical-infused options for teas, spirits, and wellness brands.
Key Takeaway: Stand out by offering unexpected flavour combinations that challenge the norm.
What’s Next? Stay Ahead of the Curve
Flavour trends in 2025 are lasting longer, hitting harder, and requiring more innovation.
To succeed, product developers should:
- Embrace bold, high-impact flavours that create instant appeal.
- Personalize nostalgia by giving classic flavours an updated twist.
- Leverage global and botanical inspirations for a premium feel.
- Plan for supply chain challenges – pricing on key ingredients like cocoa and butter is volatile.
Ready to innovate? The future of flavour is waiting – make sure your next launch is on-trend and unforgettable.
Which trends are shaping your product roadmap? Get in touch to request sample or find out more.