Flavors are one of the easiest ways to innovate in foods and beverages, but accurately anticipating what will catch consumer attention and become a trend is challenging. Fortunately, there are a number of resources available to help innovators ideate.

Foods and beverages in 2025 will provide a landscape for creativity to flourish, traditions to undergo transformation and little indulgences to be formulated with a touch of sophistication, said Soumya Nair, global consumer research and insights director, Kerry, Naas, Ireland.

She predicted that 2025 will witness a fusion of technology, creativity and culinary arts, leading to imaginative and never-before-seen food and beverage experiences.

The key theme of Nair’s prediction is “experience.” It’s about “items as flavors” — cheeseburger-seasoned potato chips or a cannoli-flavored coffee creamer. Such concepts are not new, but expect more of such combinations in 2025.

“It is all about capturing a feeling or experience in flavor by playing with sensory nostalgia and curiosity,” said Bill Heiler, senior manager-customer marketing, Rich Products Corp., Buffalo, NY. “It goes beyond traditional flavors to capture unique culinary experiences.”

An example includes Rich’s Our Specialty Treat Shop Sweet Middles Sandwich Cookies. The fillings include flavors such as carrot cake, red velvet, chocolate souffle and crème brûlée.

“Boozy-inspired desserts are also set to be one of the biggest flavor trends for 2025, with mocktail flavors like margarita icing, peach bellini and Irish cream adding a spirited touch,” said Angel Wong, director of flavor development, Embassy Ingredients, Brampton, Ontario. “Expect more beverage-inspired flavors, like strawberry margarita, piña colada and mojito migrating into desserts to elevate the consumer experience.”

Wong also predicted cooking flavors, such as charred and smoked, will provide consumers with new taste experiences in unexpected applications. Examples may include chargrilled pineapple and smoked bell peppers as pizza toppings.

Boundaries will be pushed in 2025 as insights generated through artificial intelligence help create new flavor experiences.

“(It’s about) sensory experiences that spark joy through unbridled experimentation,” said Jennifer Zhou, senior director — flavors, ADM, Chicago. “Unexpected pairings providing playfulness and novelty include chocolate and cayenne with spicy plum, or orange with espresso martini.

“Plus, watermelon-chili flavors are already making an appearance in beverages and snacks, where the sweet juiciness of watermelon is balanced by a hint of heat, creating a memorable, sensory experience. Other examples are blueberry basil and strawberry rosemary. It’s the pairing of fruity sweetness with herbal complexity, and ideal for mocktails, sorbets and salad dressings.”

Over the past decade, flavor experiences often offered a degree of shock value, such as ghost pepper potato chips and popping candy ice cream. In 2025, expect that to be toned down for more playful sensory experiences.

“Here, different categories blend in playful ways, creating unique dishes and drinks,” Nair said. “(But at the same time), expect to see daring pairings like citrus and spicy or sweet and savory.”

Taking the desire for experiential flavors to the next level is when a familiar food becomes the base for a new twist. Some refer to it as “newstalgia.” It’s more than making everything old new again. It’s about bringing back products from a few decades ago and giving them a 21st century appeal.

It’s also about making traditional flavors more accessible while giving them new life, ensuring every bite and sip is both a comfort and a discovery, Nair said. As people experiment with global recipes at home, they’re making the dishes more personal and accessible.

“Nostalgic dessert flavors are taking on a playful twist,” Wong said. “Think sour candy cupcakes and peach ring-inspired treats, while classic desserts like tiramisu, cheesecake and crème brûlée are being reimagined for cakes, muffins and even beverages, keeping the nostalgia trend fresh and exciting.”

Little luxuries, a touch of comfort

In a time of heightened cost-awareness, along with mental health mindfulness, consumers are looking for small treats. The search is fueling an uptick in flavor profiles in unexpected applications.

“Black garlic is all over fine dining, and we’ll see it as a flavor in specialty snacks soon,” said Sarah Lohman, a food historian and author based in New York City and a trendspotter for the Specialty Food Association (SFA), New York.

SFA trendspotter Kantha Shelke, principal, Corvus Blue LLC, Chicago, said, “The floral notes of lavender are making their way into various food and beverage products. Expect to see it soar in confectionery, preserves and specialty drinks.”

Lavender is associated with a calming effect. Its addition to ordinary foods and beverages may give a product a better-for-you position in the marketplace.

“Botanical ingredients like lavender, chamomile, mint, ginger and tea will gain popularity,” Wong said. “They are associated with mental wellness properties, such as relaxation, stress relief and energy enhancement.”

Lifeway Foods, Morton Grove, Ill., is introducing 10 flavors to its 8 oz line of organic kefir. Many of the flavor combinations are unique in the cultured dairy category, such as the two botanical-inspired offerings: grapefruit elderflower and wild blueberry lavender. The other flavors are coconut pineapple, guava jackfruit, hot honey, matcha latte, passionfruit lychee, pink dragon fruit, pistachio rose vanilla and taro ube latte.

“These new trendy flavor fusions offer something for everyone and bring excitement to the kefir category, which is best known as a leading source for gut health, better-for-you, high-quality probiotics and bioavailable nutrients,” said Julie Smolyansky, president and chief executive officer of Lifeway Foods. “We drew inspiration from far and wide, from the coffee-house cult classic pink dragon fruit flavor to the hot honey blend that’s popular in pizzerias and beyond.”

Zhou agreed 2025 is going to be a wild ride with flavor combinations. And, because of the rising cost of chocolate ingredients due to tight global cocoa markets, formulators are becoming more creative with fruits, with and without a touch of chocolate.

“Tropical fruits like mango, passionfruit and guava are finding homes in diverse applications, from smoothies and yogurts to confections,” Zhou said. “Guava, with its sweet and slightly tangy profile, is especially popular in sorbets and cocktail-inspired beverages, offering a refreshing twist that transports consumers to an exotic locale. Another rising star is dragon fruit, whose mild, subtly sweet flavor and vibrant color makes it ideal for smoothie bowls, flavored waters and functional snacks like protein bars.

“Exotic citrus fruits like bergamot and botanicals like hibiscus appeal to wellness-oriented consumers. Deeply aromatic and tart bergamot is an excellent addition to teas, jams and sauces, as well as to savory and seafood dishes, delivering zest and zing. Hibiscus, with its tart and floral taste, is often found in teas and mocktails, lending a pink hue that is visually appealing and enhances the perception of freshness. Rosemary and thyme also provide a touch of herbal sophistication in savory snacks, adding depth to crackers, chips and dips.”

Truffles, the fruiting body of fungus that grows underground, have long been considered a delicacy. A little goes a long way in terms of flavor, with black truffles featuring a powerfully earthy aroma and taste, while white truffles have a subtle and delicate flavor and smell. The expensive ingredient is finding its way into snacks, such as popcorn and potato chips, upgrading them into little luxuries.

“Saffron, traditionally associated with luxury, is now being used in rice snacks, hummus and dips, where its floral aroma and golden color bring a sense of refinement to accessible products,” Zhou said.

Tastewise, Tel Aviv, Israel, predicts black lime will be the next big little luxury. Much like truffles and saffron, the ingredient has the potential to upgrade all types of foods and beverages.

Black limes are small green limes that have lost water content after spending time drying in the sun. The drying changes the color and intensifies the fruit’s tangy, citrus, slightly sour flavor while also providing a brown-black hue suggestive of umami. They are central to some Middle Eastern dishes, providing a distinct sour, almost fermented flavor.

Fermented, brined and pickled flavors also continue to grow, with the flavors making their way into all types of applications. For example, The Campbell’s Co., Camden, NJ, partnered with Grillo’s Pickles, Westwood, Mass., to offer V8 Grillo’s Pickles Dill Pickle Bloody Mary Mix.

Brooklyn Cured, New York, is expanding its line of cocktail-inspired salami with the dirty martini. The pork salami is formulated with Spanish olives and dry vermouth, which give it briny, savory notes.

Flavors that fire up the tastebuds

Many flavor forecasters predict there will be more experimentation with ingredients that provide umami. Umami is the fifth basic taste, with bitter, salty, sour and sweet being the other four. It is described as a savory, meaty flavor that provides deliciousness to foods.

“Umami profiles are important not only for adding complexity to savory dishes, but also to support the interconnection between satisfaction and satiety,” Zhou said. “Seaweed and black garlic both provide umami. Their use is expanding beyond Asian-inspired dishes to become staples in sauces, snacks and plant-based offerings. The savory, meaty quality of umami flavors appeals to consumers who want rich, satisfying tastes without necessarily relying on animal-based ingredients, making them especially valuable in vegetarian and vegan product formulations. These umami-rich notes can also support the perception of fullness and provide enjoyment for consumers seeking smaller portions sizes.”

McCormick & Co., Hunt Valley, Md., invites consumers to play with umami at home. New offerings in the company’s Simply Asia Brand include an umami ramen seasoning to enhance everything from soups to stir-fries, to furikake (in regular and spicy) for a touch of nutty umami flavor. The Japanese-style seasoning is a spicy, savory blend of sesame seeds, red pepper and dried seaweed. There is also a new chili crunch sauce. The company suggests using it in different applications, even as an ice cream sundae topping for a creative twist on sweet heat. It’s a crunchy blend of chili peppers, onion and shallots.

Sweet and spicy continues to build momentum. For example, Local Hive, Greeley, Colo., is introducing Local Hive Hot Honey featuring honey and spicy chili peppers to create three distinct sweet-heat fusions. Original has medium heat and features rich, floral honey with jalapeños. Chipotle also has medium heat, along with layers of smoky and earthy flavors and sriracha is hot with hints of garlic.

“(The) flavor-forward hot honeys can easily elevate even the simplest meal,” said Cale Nelson, chief commercial officer of Local Hive.

Chilies are everywhere. They are growing in diversity in the United States as consumers embrace cross-cultural cooking. But they are doing more than providing heat. They are delivering flavor, too.

“Spicy food isn’t just a trend; it’s a global sensation,” said Mark Staples, vice president of global marketing, Kalsec, Kalamazoo, Mich. “The demand for new, bold and exciting flavors continues to rise.”

Exploring spicy flavors is a common path for consumers seeking new taste experiences. But they want more than just a burn.

“Innovation will come from pushing boundaries, pairing heat with unexpected flavors or creating new taste sensations,” said Melissa Laupp, senior marketing manager at Kalsec. “This is where product developers can tap into consumers’ growing sense of adventure.”

Kalsec research shows while sweet and spicy pairings continue to dominate, consumers are increasingly curious about exploring new flavor combinations. Ingredients like lavender, cardamom, rosewater and berries add floral notes to spicy dishes, while pink peppercorns, chili de arbol and piri piri are all peppers that have an inherent floral flavor.

“Gone are the days of the ghost peppers and gratuitous fire,” said Jonathan Deutsch, professor in the Departments of Food and Hospitality Management and Nutrition Sciences, Drexel University, Philadelphia, and an SFA trendspotter.

The trend is exemplified in the newest sauce flavors from Buffalo Wild Wings: maple chipotle and Cajun. Maple chipotle is “swicy,” it has a maple sweetness combined with chipotle heat. Cajun is a blend of bayou spices balanced with spicy pepper sauce for an extra kick.