Outlook 2025: Flavor Trends

In a world where slow news days seem to be a thing of the past, flavors that foster positive moods and offer a respite from stress and worry are what consumers appear to want, and even need.

“With a bevy of foods and beverages aimed at mood, flavors that evoke different kinds of moods and that are associated with either feelings of relaxation or stimulation will move into the spotlight,” says Jennifer Zhou, global product marketing, senior director, flavors, for ADM.

Calm: Botanicals, Less Sugar and Alcohol

Flavors centered around healthy, calming attributes that purport to give the mind and body a break—botanicals such as florals and herbs, and flavors used to enhance no- or low-sugar, and no- or low-alcohol formulations—are addressing wellness seekers’ demand for options that make them feel better both emotionally and physically.

Functional and better-for-you options are among the biggest flavor trend drivers because consumers are looking for more natural, clean label products that support their health and wellness goals, says Sydney Byrne, marketing manager for Sensient Flavors & Extracts. “Botanicals and herbal extracts are finding favor thanks to their all-natural aspects and ability to add sophistication to almost any application ... [and] provide new and different flavors with complex, upscale notes.”

Green herbals and botanicals will be key, agrees Zhou, adding that, “hops will emerge as a familiar botanical used in new and innovative formats, in both alcoholic and nonalcoholic beverages.”

Rose, jasmine, elderflower, lavender, and honey are leading the way in a variety of categories, including beverage, bakery, ice cream, and sauces, Byrne adds. However, she cautions that “it’s important to note that botanicals can be complicated to work with from the standpoint of finding the right flavor pairing to maximize their appeal.”

Linden blossom, honeysuckle, and chamomile are poised for rapid growth, according to Mimi Bonnett, senior director, insights, Innova Market Insights, who spoke at July’s IFT FIRST: Annual Event and Expo. She said consumers connect florals to “health, freshness, and sustainability.”

Botanicals and herbal extracts are finding favor thanks to their all-natural aspects and ability to add sophistication to almost any application.

The success of flavorings like lavender has opened the door for other aromatic ingredients, such as lemongrass, to take center stage in the coming year, says Mark Webster, vice president, sales and business development at T. Hasegawa USA. Lemongrass, Webster explains, is incredibly versatile and suits a wide range of food and beverage applications. According to Mintel, he adds, more than 50% of U.S. consumers are interested in lemongrass as a featured flavor in alcoholic beverages and meat/meat alternatives.

When introducing better-for-you or functional products, be as accurate as possible about claims and very clear about what function the product is providing, advises Jennefer Lyons, Sensient’s senior marketing manager. “This is going to really help your brand shine as untapped flavor concepts—especially those related to botanicals—blur the line between actual benefits and mere connotations associated with those flavors.”

Health drivers. The health benefits of reducing sugar and alcohol intake, on the other hand, are well documented, and doing so is also becoming more popular, say industry trend watchers. “We are seeing a growing interest for lower sweetness, with 71% of global (and 65% of U.S.) consumers saying they’ve come to prefer products that are less sweet,” reports Julie Johnson, president of HealthFocus International, citing the 2024 HealthFocus Global Trend Study. Reducing sugar is also the No. 1 dietary priority globally (57%) and in the United States (58%), the study found.

“This change in tastes opens the door for other flavors like herbals and botanicals, that can deliver a unique or interesting flavor profile while feeling more natural to the consumer,” says Johnson. Globally, 51% of consumers (40% of U.S. consumers) are “extremely interested/interested in botanicals,” according to HealthFocus.

Even in confectionery, consumers want to cut excessive sugar while still satisfying their cravings for sweet indulgence, says Jasmin Masri, technical sales and marketing coordinator for Custom Flavors. Dates, sesame, and fig–honey, lemon–thyme, and pomegranate–mint combinations are gaining traction in lower-sugar formulations, she adds.

No-, low-alcohol drivers. Cocktail flavors such as mojito and bitters are on the rise, driven by the new “booze-free buzz” trend that’s brought forth mocktails and no- and low-alcohol craft beer and wine, says Rachel Zemser, food scientist and culinologist consultant at A La Carte Connections.

The nonalcohol flavor trend is one to watch, says Adam Yee, food scientist and cofounder of Sobo Foods. Mocktails are becoming more common on restaurant menus, and they can be “quite formidable drinks,” he observes.

“Many sparkling water brands are [also] capitalizing on the mocktail trend by introducing new flavors. Waterloo, known for simple and bold flavors, has come out with rosé, mojito, and piña colada versions,” he adds.

Exotic fruit flavors like yuzu, lychee, and rambutan, already evident in nonalcoholic beverages and desserts, will help pave the way for exotic fruits to expand across menus, says Paul Rockwell, corporate chef at Basic American Foods.

Passion fruit is another up-and-coming flavor, says T. Hasegawa’s Webster. Citing Mintel figures, he reports that 70% of U.S. dessert and candy consumers and 65% of alcohol consumers are interested in products with passion fruit as a flavor or ingredient, and more than half of all U.S. adults are interested in nonalcoholic beverages that include prickly pear as a featured ingredient.

Datassential pegs bergamot as an ongoing and relevant trend, with kumquat the next citrus flavor to watch, notes Claire Conaghan, associate director and trendologist for Datassential, pointing to a recent introduction from Aura Bora, Banana Bergamot sparkling water.

Excited: Smoke, Char, and Spice

“Smoke and char” are bringing the excitement of bold flavor combinations to the forefront, says Rob Corliss, chef and founder of culinary consultancy ATE (All Things Epicurian).

Led by Gen Z, younger consumers seek stimulation from their foods and beverages and are looking for exciting and adventurous taste experiences that tell a story and make a connection with them emotionally, says Sensient’s Byrne.

The adventure-seeking that begot “swicy” (sweet and spicy), has paved the way for this evolution of contemporary warming flavors, Corliss adds. Menu and product developers can look to smoke and charring to step forward as a renewed flavor trend, lending depth, complexity, and sophisticated undertones to sweet, spicy, and savory combinations in food and beverages, he says.

Corliss expects this trend to show up in condiments and salsas showcasing smoke and/or charred fruits and vegetables; smoked hot paprika honey and aioli; smoky Calabrian chili cultured butter; smoky, salty snack flavorings; and smoke-flavored sea salts as a finishing touch, especially on chocolates.

Calabrian chilies, a type of red chili peppers from the region of Calabria in southern Italy, have a fruity and smoky flavor with a heat level that can vary from medium to spicy. According to Datassential, the ingredient is popping up on more U.S. menus—27% more than four years ago, in fact.

The flavors of Indian cuisine are expected to inspire a “spicy and” trend that could see chamoy (spicy and smoky), tamarind chutney (spicy and tangy), romesco (spicy and nutty), and various global barbecue sauces combining citrus or sweet fruits with chilies gain popularity, notes Philip Saneski, executive chef, Good Eating Company.

Pickled spicy Anaheim chili and jalapeño peppers should be a popular choice for adding heat and tang to dishes, cocktails, and mocktails, predicts Rebecca Peizer, chef/owner of All Things Culinary. She explains that pickling transforms a pepper’s flavor and increases its complexity.

The still strong swicy trend is poised for “immense” growth in 2025, says T. Hasegawa’s Webster. Hot honey in particular has become enormously popular as a dipping sauce and a drizzle on pizza, growing by over 111% on restaurant menus since 2009, Webster says, citing Datassential figures.

Interest in clean label sweeteners like honey has led to the growth of maple, which is becoming increasingly popular in spicy formulations, or added with a smoky flavor to give a complex profile to proteins and even spirits like bourbon, says Webster. Dates, he adds, are poised to become important in naturally sweet ingredients because of their versatility and ability to fit into clean label and “no added sugar” formulations.

Satisfied: Umami and Veggies

As the awareness of umami and its massive role in the eating experience grows, expect to see umami-rich sauces, pastes, and garnishes flourish, says Chef Rockwell. “With many umami flavors originating from global cuisines, ingredients like garum and bonito flakes will continue to grow, delivering the savory flavor consumers desire, while adding depth and complexity to a variety of dishes.”

Mushrooms are gaining traction as a versatile and nutritious ingredient, says Mindy Yang, cofounder and chief engagement officer of the World Taste & Smell Association. “Over the past decade, sales have increased by nearly 20%, with over 270 million pounds sold annually. Varieties like portobello, shiitake, lion’s mane, and oyster mushrooms are particularly popular.”

With many umami flavors originating from global cuisines, ingredients like garum and bonito flakes will continue to grow.

And mushroom-based products are expanding, Yang adds, with offerings like Meati’s steaks, cutlets, and jerky made from mycelium, as well as beverages like MUD\WTR and RYZE’s Mushroom Coffee, which provide nootropic and adaptogenic benefits. Golde’s Shroom Shield, a hot chocolate powder containing reishi and turkey tail mushrooms, is designed to manage stress and boost the immune system.

The umami flavors of roasted onion and garlic will also be at the forefront, says Peizer, not only because the sweet and savory combination is the backbone of so many cuisines, but also because there is a comfort factor that lets people create immense flavor from very few, but recognizable ingredients. “As a society, we are looking to create pleasurable experiences ... to combat a collective anxiety and trauma in a post-pandemic world, and one of the ways we can most easily do so is through the food we eat.”

While savory herbs and spices have been creeping into dessert, candy, and pastry categories for a while, they are now “really changing the game in sweets,” says Maeve Webster, president of Menu Matters. The umami flavors of mushrooms, tomatoes, and meat are being used to innovate ice creams, traditional pastries, chocolates, and other desserts, she adds.

As a society, we are looking to create pleasurable experiences ... to combat a collective anxiety and trauma in a post-pandemic world, and one of the ways we can most easily do so is through the food we eat.

The American palate, she says, is gradually but persistently shifting away from ultra-sweet to more savory flavors, and this may be traced to the ever-growing influence of Asian cuisines—particularly Japanese cuisine—adds Mike Kostyo, vice president, Menu Matters.

“Another big flavor trend in 2025 and beyond is vegetables being highlighted as the hero ingredient,” says Chef Saneski. Eggplant tarte tatin, broccoli empanadas, and ube-based pastries have all appeared on new restaurant and bakery menus, he says. “Consumers are wanting more sustainable and nutritious options, which can be provided by using vegetables in multiple applications, like the grilled cabbage with smoked carrot A1 sauce we do on our Good Eating Company menus.”

Humble cruciferous vegetables like cabbage, turnips, cauliflower, and broccoli will be big because they are a value choice, provide comforting flavors, span many global cuisines, and are versatile, says Peizer. “Each is not only packed with their own combination of sweetness, pungency, bitterness, and umami, but [they] are amazing carriers of flavor for spices, sauces, and the added flavor of certain techniques such as charring and roasting. Consumers’ palates are much more accustomed to a variety of bitter and pungent flavors these days.”

Another big flavor trend in 2025 and beyond is vegetables being highlighted as the hero ingredient.

The real “next” vegetable is a greater enjoyment of all vegetables, says Melanie Zanoza Bartelme, associate director, Mintel Food & Drink. “Vegetables represent an untapped area of exploration that’s essentially been under our noses this whole time. Consumers today are lucky to have been exposed to more and more global and regional cuisine, dishes, ingredients, and flavors through social media, television, and their own travels. There’s so much they’re learning about or want to try. With every generation, consumers are becoming more multicultural ... It’s a beautiful thing, and it’s going to lead to more fusion foods that happen truly through everyday life.”

Playful: Unexpected Pairings

A third of consumers are drawn to flavors that are new, unique, and different; and Gen Z values creativity one-and-a-half times more than baby boomers, opening the door for unexpected flavor juxtapositions and “crazy” flavor combinations/fusions, according to research from Innova Market Insights.

“Consumers seek release from [the] stresses of life, and food and drink are a perfect source of amusement,” says Innova’s Global Insights Director Lu Ann Williams.

“Chefs are testing the limits as they look for ways to add fun, irreverent dishes to menus that resonate with younger consumers and perform well on social media,” says Kostyo. “Potato chips are being used as a fun crunch enhancer for nearly anything imaginable. Sip & Guzzle in New York tops potato chip soft serve with more crunchy potato chips, Rita’s Deluxe in Los Angeles serves milkshakes topped with potato chips, New York’s high-end Nōksu garnishes sardines with potato chips, the list goes on. Reimagining comfort food is always a winning play for chefs and operators, particularly in times of high anxiety, and consumers are now comfortable with options like crunchy cereal or Flamin’ Hot Cheetos showing up in a wide range of menu items.”

Chefs are testing the limits as they look for ways to add fun, irreverent dishes to menus that resonate with younger consumers and perform well on social media.

More product development is underway around complex sour profiles from ingredients like pickles, T. Hasegawa’s Webster says. There is already a dill pickle craze within the snack category. “As the ‘pickle craze’ begins to become mainstream over the next year, we expect consumers to start seeking out complex sour flavor experiences with other ingredients such as balsamic and even tamarind,” he says.

“We also expect flavor fusions and crossovers to continue to expand in 2025,” says Innova’s Williams. “The [fictional] ketchup KitKat innovation is a perfect example of how companies can combine sweet and salty flavors to create unexpected fun products that also create a social media splash.”

Comfort: Familiar Yet New

Nostalgic flavors that join familiar and new elements with the intention of bringing consumers back in time to the comforting and/or fun experiences of youth continue, with kid-inspired beverage flavors based on classic candies, colas, and Creamsicles, as well as ice cream and protein bar flavors inspired by favorite kid cereals. The nostalgia trend is finding new life with Gen Z, “who tends to assuage anxiety with familiarity,” says Sensient’s Byrne.

Outside-the-box diversification in the beer space includes flavors and aromas from Skittles and Fruity Pebbles, says Innova’s Williams.

Root beer flavor is showing up in ice cream, coffee, protein bars, and shakes; and malt can be found in ice cream, pancakes, waffles, and coffee creamers, adds A La Carte’s Zemser. Other vintage/nostalgic/childhood flavors making a comeback are bubble gum, custard, and gingerbread, says Udi Alroy, CEO of CarobWay, a startup that has launched a low-glycemic index sweetener derived from whole carob fruit.

Combining an appetite for nostalgic flavors with the reality that they should eat more healthfully in their later years, baby boomers are looking to classic dairy products like cottage cheese and yogurt to increase protein intake, observes Jessica Gavin, certified food and culinary scientist. The launch of Chobani Creations, she points out, includes flavors like Apple Pie à la Mode and Bananas Foster. Yoplait Protein offers 15 grams of protein per serving and is available in flavors like Key Lime Pie and Strawberry Cheesecake.

Carrying On

In the end, food, like other things that we choose, reflects the world we live in and the way we feel about it. Dealing with the destabilization brought about by social and political polarization and climate concerns sends us in search of release—through comfort and excitement, but also by acknowledging the here and now.

London-based food futurologist Morgaine Gaye synthesizes what’s happening in geopolitics, economics, culture, and human behavior to forecast long-term trends in, among other things, what we will choose to eat.

In a break with her usual tradition, for 2025 Gaye places incoming flavor trends into three groupings. She expects a sense of longing for “the good old days,” to bring flavors like white peach, hibiscus, white lavender, vanilla, and rose water to the fore.

The ongoing longing for comfort and healing, she says, should elevate nurturing “warm brown notes” like molasses, chai, cacao, tahini, mushroom, hazelnut, and Tonka bean, either alone or in combinations.

Finally, what Gaye calls the “Tastes of Our Times” (that is to say, rising global tensions), are the bitter and smoky flavors exemplified by bergamot and yuzu kosho, a condiment made from yuzu peel, chili peppers, and salt. Known as “the prince of citrus,” bergamot has a complex flavor profile, with notes of lemon, bitter orange, grapefruit, and pine. Smoky flavors in butters, oils, spices, salt, and cocktails will also come forth she says, as we mirror what is and hope for a better world.ft