I.T.S predicts flavours for an unpredictable world in its 2025 Flavours Report
Consumers are seeking to trust the food and beverages they consume and find solace in particular flavours, with trends for 2025 including Eastern influences and sweet/salty combos.
These are the latest findings from specialist flavour house I.T.S in its annual Flavour Report.
Utilising market data from Innova Market Insights, Tastewise, Mintel and research company vypr along with the company’s own client NPD work, I.T.S’ trends report highlights what it believes will be the major flavour trends for 2025 and the factors that are influencing the popularity of these flavours.
I.T.S’ top flavour trends for 2025 cover:
Eastern Eats
I.T.S sees an increase in influences from Asian and Eastern cultures on the West which are heavily impacting food and drink. According to CAGR 2020-2024 data, (Innova Market Research), Korean flavours are one of the top Asian flavours at 32% closely followed by Japanese and there is interest in Filipino food flavours too. With their calming, peaceful and restorative associations, Asian flavours such as lychee, yuzu, ube and pandan are considered the antithesis of ‘untrustworthy’ ultra processed foods.
Big and Bold
In contrast to the calming flavours of the East, spicy flavours that pack a punch are trending. Forty per cent of consumers say a “rich” flavour or taste makes for an “impressive experience” and 22% of global consumers are looking for “intense” and “bold” flavours (Innova Market Research). According to CAGR data, these instant gratification tastes include salty, margarita with its whack of salt and lime along with tastebud tinglers, sour and sherbet.
Sweet & Spicy
For consumers who like it both ways, I.T.S identifies “Swicy” as the new buzz word in product development boasting both sweet and spicy flavour combinations. Think chilli, sriracha or flaming hot combined with honey or caramel.
Mad About Melon
Fresh, light and healthy, honeydew, melon and watermelon are on I.T.S’ flavours to watch list. Particularly relevant for the beverage sector, 78% of UK consumers selected watermelon as their favourite summer flavour for an alcoholic drink (Paragon Brands).
Everlasting Flavours
In the ever-evolving world of flavour, I.T.S says that trends are sticking around a little longer. Last year the company identified Newfound Nostalgia, Barbie World and Creative Caramel as ones to watch and these trends are continuing. Flavours such as Cookie Dough, S’mores and Tiramisu fit here.
Other Trends
In addition, I.T.S has identified that consumers are also seeking more personalisation from food products and that, as a result, functional ingredients will become important in both ‘healthier’ and indulgent products.
A greater exposure to how food is manufactured, through media coverage for UPFs for example, ‘fly on the wall’ TV programmes, as well as social media-fuelled misinformation such as the recent Bovaer trial has created a lack of trust among consumers. Indeed I.T.S claims that 42% of consumers indicated that they were ‘highly concerned ‘about ultra-processed or over-processing (Food Standards Agency). Consumers want to trust the food brands that they buy so we will be seeing more transparency as well as collaborations to help positively build a brand’s profile.
Unpredictable weather conditions mean challenging pricing across commodities such as cocoa, oranges, butter and others will remain in 2025 with manufacturers having to factor in a plan B in order to keep finished product prices steady in the face of this.
Mike Bagshaw, founder of I.T.S notes its work across the food and drink manufacturing spectrum means it has a good idea about what is trending as well as the challenges the sector may be facing.
“This experience, combined with robust data from known and trusted industry sources, gives us a compelling flavour trends story for 2025,” Bagshaw says. “Fast changing conflicts, big business taking centre stage in US politics, the growth of AI and the climate crisis makes for an uncertain world, for sure. As a result, consumers are turning to food and drink to give them assurance as well the opportunity to escape and try something new/different. The flavours we will be seeing in 2025 are certainly reflective of that.”
