When it comes to flavors, so much of it comes down to vibes. Mood informs cravings and flavors have the power to imbue products with specific characteristics to satisfy the rollercoaster of cravings consumers experience. Want to wind down and chill? There’s a flavor for that. Feeling adventurous? Have something with a little heat. Feel like having a cocktail but you’re doing a dry month? Well, this combination of botanical and fruit flavors will do just the trick. Here are the innovative flavors experts say will make consumers feel just right.
Finding calm and comfort in flavors
The association between flavors and feelings is persistent, and in the high-stress environment we live in, relaxation and calm are highly desirable. “As consumers increasingly prioritize mental well-being, work-life balance, and natural wellness, the demand for relaxation-focused flavors is on the rise in the U.S. Tea remains the top choice among consumers for its ability to deliver a unique balance of calm and alertness,” says Alex Massumoto, category development manager, nutrition, for Synergy Flavors (Wauconda, IL). “However, floral flavors are quickly gaining popularity, with options like chamomile, rose, chrysanthemum, peach blossom, and passionflower making a strong appearance on store shelves”
According to FlavorSum (Kalamazoo, MI), honey is another major flavor associated with calm and comfort, seeing a 76% increase in discussion on social media in the last year. Melon flavors too bring relief and calm with their crisp, sweet refreshment, growing 16% in social discussions related to “serenity.” Interestingly enough, pistachio is another one. “Pistachio’s subtle and nostalgic flavor can create a sense of quiet indulgence, especially in creamier formats like ice cream or lattes,” says Sandra Wilson-Eamer, flavor development manager for FlavorSum. Conversations about pistachio flavor and tranquility increased by 12%. says FlavorSum. According to Kerry Group’s 2025 Taste Charts, pistachio product launches saw 8% growth worldwide over the last three years, citing data from Innova Market Insights.
Cravings by Time of Day
"Our research with North Americans reveals that flavor preferences shift to align with changing nutritional goals throughout the day,” says Lisa Jackson, director of marketing for FlavorSum. “Food and beverage brands can become more valuable to shoppers by tailoring their flavor assortment to fit daypart desires.”
For example, Jackson says that morning flavors that have health halos, such as acai in juices, are growing in appeal, as well as flavors with a subtle indulgence such as blondie flavors in donuts and snack bars. Come the afternoon, people want an energy boost as well indulgent rewards that will hold them over for the rest of the day. To this end, Jackson says boysenberry, which tastes like a combination between blackberry and raspberry, is gaining traction as a flavor of choice in one’s afternoon yogurt or juice. She also explains that the sweet and slightly bitter taste of saffron is an attractive addition to crunchy snacks which are a popular choice of mid-day pick-me-up.
In the evening, says Jackson, consumers crave indulgence. Flavors like prickly pear, which is bright and complex, is a great addition to cocktails, ice cream, and baked goods while Jackson says umami-rich flavors such as miso have a place in both the main dinner course as a well as end-of-day treats such as confections, chocolate, cookies, and desserts.
Nostalgic flavors also bring consumers comfort, evoking emotions triggered by positive memories and fostering connections, according to FlavorSum.
“In 2024, orange creamsicle was a leader in the category of nostalgic flavors,” says Megan Byrnes, marketing manager of Gold Coast Ingredients (Commerce, CA). “We predict to see new variations of creamsicle flavors in 2025 like raspberry creamsicle, mango creamsicle, and pineapple creamsicle.”
Other comforting and decadent nostalgic flavors include carrot cake, which extends into ice cream, chocolate, and cocktails as well as banana pudding. “Banana pudding is a legacy flavor that people want to see in snack bars, frozen treats, and traditional bakery items like cookies or donuts,” comments Wilson-Eamer.
Nostalgia often means indulgence, and Jennifer Zhou , senior director of global product marketing, flavors and citrus at ADM (Chicago) notes that consumers want rich and creamy indulgence without the guilt. “Indulgent flavors continue to cross over into better-for-you formulations, so long as the creamy mouthfeel and decadent taste profiles carry through,” explains Zhou.This is accomplished through flavor modulation technology that preserves mouthfeel and masks off flavor notes to improve the user experience of reduced sugar, salt, and fat formulations.
“Plus, rich and creamy flavors like that of varietal cheeses can enhance the perception of fullness while transitioning to low-fat products in smaller portions,” says Zhou. “On the sweet side, think honey, toasted marshmallow and dark chocolate.”
Dialing up the intensity
According to Byrnes, sweet heat is expected to grow following the popularity of hot honey. Gold Coast Flavors predicts hot maple to be the next star of sweet heat, “with heat from cayenne, habanero, or ghost pepper.” However, other flavors such as sweet chili, mango chili, jalapeno lime, sweet and spicy, and pineapple chili will also grow by entering more categories that range from sauces, beverages, and confectionery.
“Companies are exploring more sweet heat flavors like peach habanero, watermelon chili, and blueberry ghost pepper,” says Byrnes. “We predict this trend will continue as companies innovate with specific hot peppers like ghost pepper, ancho chili, habanero, and jalapeno pepper.”
Zhou concurs, adding that“Experimentation with heat-inducing offerings will reflect a combination of global exploration and expanding beyond the popular trends to flavors like tangy chamoy, spicy plum or habanero plus pineapple.”
At the same time, flavors that offer sensations other than heat are also expected to grow, says Zhou. “Surprising taste sensations, such as cooling and heating, will continue to emerge during 2025,” she explains. “We’ll also see an uptick in interest around fermented flavors like dill pickle popping up in offerings such as snack clusters and crackers.”
Savory Side
When it comes to savory flavors, Megan Byrnes, marketing manager for Gold Coast Ingredients, puts the spotlight on birria taco and “chicken sauce” flavored products in sauces as well as seasonings on chips and other snack foods. “We have seen a significant increase in the birria taco trend at restaurants and in prepared meals,” explains Byrnes. “There are also many new ‘chicken sauce’ products on store shelves. ‘Chicken sauce’ is known to be a sweet, smoky, tangy, creamy blend of honey mustard, BBQ, and sometimes ranch flavors.”
Jennifer Zhou, global product marketing, senior director, flavors and citrus at ADM also offers a unique perspective on umami flavors in the age of Ozempic. “With more people exploring anti-obesity medications (AOMs) and prioritizing weight management solutions, umami flavors are a satisfying path to satiety,” explains Zhou. “Seafood flavors in snacking are especially on-trend, from teriyaki-flavored roasted seaweed strips and crunchy shrimp tempura chips to smoked salmon jerky and Sichuan chili crisp tinned fish.”
Elevating products with berries, botanicals,and exotic fruits
“As consumers pursue nourishment for body and soul, they’re gravitating to botanical flavors they deem as being connected to nature and closely associated with healthy lifestyle choices,” says Zhou. Emerging habits like reducing alcohol consumption help promote botanical flavor profiles as well as ingredients associated with desired benefits such as stress reduction.
“Hops are an emerging botanical taste profile in non-alcoholic beverages, providing a refreshing bitterness to sparkling waters and ready-to-drink (RTD) teas,” Zhou explains. “Holy basil, which has traditionally been cultivated for Ayurvedic purposes, can now be found in supplements claiming to support stress relief, along with other aromatic botanicals that have a consumer perception of supporting mood or fatigue.”
Byrnes calls out honeysuckles as an innovative floral finding its way into beverages. “We predict honeysuckle flavor to enter the dairy and bakery categories with fusion flavors like raspberry honeysuckle, strawberry honeysuckle, and orange honeysuckle,” she says. According to Byrnes, matcha, a popular flavor used in the nutraceutical industry is getting a shake up with interesting fusion flavors. “We are seeing a trend growing with matcha fusion flavors like matcha strawberry, matcha mint, and matcha espresso,” says Byrnes.
“Cherry blossom is emerging in refreshing beverages and teas but could deliver a lightly sweet, floral taste in baked goods or confections,” adds Wilson Eamer.
Of course, in the spirit of reducing alcohol consumption, mocktail flavors are evolving, says Byrnes, calling out Mai Tai, espresso martini, mango margarita, peach bellini, and blueberry mojito as emerging flavors. “They are expanding across the food and beverage industry, innovating products including nutraceutical drinks, supplements, baked goods, confectionery, dairy products, and more applications,” she explains.
Just as elements of bitterness and fruitiness help evoke that alcohol-like refreshment of cocktails minus the booze, there’s a longstanding association with wellness products and citrus. That association is evolving as consumers seek out more elevated and authentic citrus flavors that make them feel closer to the actual ingredient. “True-to-fruit flavors like bittersweet grapefruit, key lime, Meyer lemon, bergamot orange and fresh tangerine in protein powders or stick packs can bring a sense of energy for an afternoon pick-me-up or provide a pre-workout boost,” says Zhou. This is echoed in Kerry Group’s 2025 Taste Charts in which the company calls out blood orange,yuzu, finger lime,pomelo, kaffir, andkumquat as emerging citrus flavors.
There is also the desire for more unique and bold flavors, explains Massumoto. “Consumers are increasingly drawn to ingredients that not only offer unique tastes but also deliver health benefits,” says Massumoto. “Superfoods like ancient grains and exotic fruits are making their way into more products, with flavors such as lychee, dragon fruit, yuzu and guava taking center stage. This trend highlights a shift toward adventurous eating and the desire for globally-inspired culinary experiences.”
Vitaquest International (West Caldwell, NJ) recently named lychee its 2025 Supplement Flavor of the Year, saying that it stands out for its unique blend of fruity and herbal flavor notes, a popular choice in both hydration and energy products. “Its distinctive floral notes really set it apart from more common fruit flavors, giving consumers a new and refreshing aromatic experience that resonates well with current trends,” said Patrick Brueggman, CEO of Vitaquest in a press release.
Bold flavors are a welcome complement to energy products because consumers want that energized feeling to be accompanied by bright and refreshing flavors. “Flavors like coffee, berries and
summer fruits, and citrus continue to be favorites for their refreshing and revitalizing appeal. While indulgent coffee flavors remain a staple in the energy-boosting category, innovation is pushing boundaries,” says Massumoto. “New product development is set to feature a wider variety of flavors, including mainstream options like lemon-lime, strawberry, watermelon, and mango. Additionally, emerging trends point to flavors such as sour cherry, guarana, huckleberry, and acai gaining traction in the coming year. These dynamic and refreshing profiles not only cater to the evolving taste preferences of consumers but also align with their desire for flavors that complement functional benefits.”
These unique and elevated flavor combinations also evoke a premium quality.“North American foods and beverages launched with premium claims are more likely to have cleaner ingredient decks, functional benefits, and address environmental concerns,” explains Lisa Jackson, director of marketing for FlavorSum. “Over half of all food and beverage launches tracked by Mintel’s GNPD in the past five years featured two flavors, and about 10% have more than two.”
There are also flavors with inherent complexity and therefore carry a premium connotation. “Asian pear flavor offers layers of sweetness, light tartness, and floral undertones to create an interesting taste experience,” says Wilson-Eamer.“Green apple flavor also links to premium with a bright, crisp tartness contrasting the lingering sweetness. The bold taste stands out in foods or beverages.”
Another complex ingredient, pandan, has been chosen by FlavorSum’s team as the flavor to watch in 2025. This ingredient offers a creamy, nutty flavor with hints of vanilla, explains Jackson.
Consumers love to have staples they can rely on while also exploring new and interesting flavor profiles. They respect creativity, and if executed correctly, will reward you with their continued patronage.
