Bell Flavors & Fragrances has revealed five global macro trends that it believes will impact the lives, and purchasing behaviour, of consumers.
Created via the Spark–Ignites Creativity, Inspires Senses platform, it has been mapping the origins of imagination since 2015.
“This year, Bell’s Spark Trends continue to uncover various ways in which global consumers are responding to current cultural and lifestyle shifts. We’re thrilled to reveal the five macro trends that we see impacting our world in 2025 – and for years to come,” exclaims Kelli Heinz, vice president of marketing & industry affairs.
According to Bell’s Spark Trends platform, the five trends represent core behavioural and emotional values shared by all populations.
- In Globe Trek, Bells recognises that society has shifted from seeking ‘New Horizons’ via digital experiences to being inspired by travel not only abroad, but also at home. Flavours and fragrances can be the passport to far-off places or a sensorial escape to a favourite spot. Globe Trek is not just about trying new cuisines or scents – it’s about experiencing them in a way that connects us all, no matter where we are. Flavours to watch: Soursop, black truffle, pandan, char-grilled cooking and globally-inspired flavour fusions – Chai spiced chocolate, maple sesame, pandan coconut & more.
- In Planet-Topia, nature’s bounty meets cutting-edge innovation. At the heart of this trend lies the power of plants, emphasising a shift toward plant-forward technologies and redefining how we eat, drink, and experience scent. This macro trend tracks sustainability, ethical sourcing, and innovation at every step. It’s a movement that’s reshaping not only what we consume, but how we think about our connection to the planet. Flavours to watch: citrus replacers and extenders, elderflower, hibiscus, herbs, spices, edible florals.
- Harmonised well-being is reshaping the way we approach health and wellness, blending physical vitality, mental clarity, and emotional peace, and recognising that we flourish when all aspects of our being are in harmony. Consumers are embracing this shift, turning to functional foods, mindful rituals, and natural solutions that nourish from the inside out. It’s about boosting energy, enhancing cognitive clarity, and creating deeper connections to nature and community – all seamlessly woven into our daily rituals. Flavours to watch: Hojicha green tea, matcha, probiotic dairy (kefir, Greek yogurt), functional mushrooms (chaga, lion’s mane, reishi), botanicals.
- Whether rekindling the nostalgia of a cherished memory or finding happiness in simple rituals, joy can be found all around us in the macro trend, Purely Playful. This macro trend is about reimagining classic favourites and creating immersive, multi-sensory experiences that make individuals feel good. Flavours to watch: Maple, smoked vanilla, espresso martini, barrel – aged spirits, ingredients offering a multi-sensorial experience (frozen boba pearls, puffed rice, popping candy).
- Genfluence is a macro trend that’s all about connecting generations and inspiring change. Genfluence explores how different generations’ attitudes and behaviours are influencing what we want to experience and buy, shaping the future of consumerism along the way. Flavours to watch:
• Gen Zalpha: Miso caramel/maple, pistachio rose, cereal milk, black garlic soy, charred pineapple
• Millennials: Spiced kombucha, burnt honey, sichuan peppercorn, pickled mango, tamarind
• Gen X + Boomers: Vanilla bourbon, chili honey, baked plum, brown butter toffee, caramelised onion.
“As we look toward the years to come, we’re excited to learn how these trends will continue to evolve and shape the future of consumerism, from product innovation to marketing communication strategies and more,” says Renee King, director of marketing – fragrance.
