The flavour landscape is continuously evolving. And it’s not just the flavours themselves—it’s also what they represent. For nearly half (48%) of consumers globally, the types of flavours most likely to influence their food and beverage choices are those associated with healthy or better-for-you (1).
The interest in health and wellness highlights the importance of using functional, clean-label and natural ingredients in product development, as well as the right flavour. Flavours that signal a healthy product may grab their attention, but that’s not all consumers seek. Bold taste experiences and nostalgic flavours are also on the radar for 2025.
2025 Flavour trends
Here’s a look at the top 2025 flavour trends we’re seeing as consumers seek out innovative yet natural flavour experiences:
1. Floral notes
Florals are picking up speed, particularly in better-for-you sodas and functional beverages. Drink a Flower (Belgium), a soda brand using cold-infused flowers, pairs fruit and flowers in each of its beverages, with options such as lime and ginger with jasmine, elderflower and pomegranate, passion fruit and hibiscus, and peach and lemon with honeybush flower.
Rhubarb and lavender is a combination showing up in Oun Drinks (Lithuania) and Lowlander (Netherlands) canned sparkling beverages this year, while hops feature in Creek Water Botanicals (US) and HOP WTR (US) stress-relieving beverages. In Asia, some wellness coffee brands promoting a low acid content call out the floral notes.
Alongside the health association, florals are also linked to sustainability. While three in five consumers globally perceive food with botanical flavours such as herbal and floral flavours as good for their health, two in three think botanical flavour ingredients are generally more sustainable (2).
2. Hot & spicy
In foods, the strong appeal of hot and spicy flavours is undeniable. New launches over the past four years show chilli pepper, despite high penetration, is still delivering growth (+5% CAGR), while black pepper (+6%), curry (+8%) and cumin (+10%) are performing even better (3).
We’re seeing bolder chilli descriptors in recent launches, such as Frito Lay Super Spicy Mania Miso (Japan) and Chio Intense Cheese and Chilli Chips (Romania), and new chilli and fruit flavour blends (beyond chilli lime) like Doritos Solid Black Spicy Pineapple Tortilla Chips (US).
3. Nostalgic flavours
While 10% of US consumers seek out snacks to experience new flavours, 57% prefer a nostalgic, familiar flavour when choosing a snack (4). Since snacks—whether sweet or savoury, traditional or better-for-you—represent a moment of indulgence, many consumers are less inclined to experiment in case it doesn’t meet their expectations.
Delivering a familiar flavour in a different format (like curry-flavoured chips) is one way to provide comforting familiarity, while offering an innovative product that competitors don’t have. Another approach is a familiar flavour with a twist, as we’re seeing this year in fruit & floral beverages and chilli & fruit-flavoured chips.
How Glanbia Nutritionals is shaping the future of flavour
This year is an exciting time for flavour and for our company, due to our recent acquisition of Flavor Producers—a US based flavour house known for its organic and natural flavours and extracts—on top of acquiring custom flavour designer Foodarom in 2020.
Glanbia looks forward to pioneering the future of flavour and combining these capabilities with our expertise in functional ingredients, so we can help our customers develop functional and flavourful clean-label products that today’s consumers are looking for.
References
1-2. Innova Market Insights, Flavour Insider: Now & Next in Global Floral Flavours, June 2024.
3. Innova Market Insights, Flaming Flavour Trends: Global Innovation in Hot & Spicy Foods, April 2024.
4. Innova Market Insights, Healthy Snacks Trends in the US, November 2022.