Food innovators predict that snacks, beverages, and main dishes will feature bold umami and spicy flavors in 2025. As consumers increasingly seek Asian-inspired and maximalist flavor profiles across various categories there will also be a return to nostalgic flavors, with a resurgence of classics such as peanut butter and jelly.
Expect to see flavors go from hot to hotter to hottest, according to the team at food product innovation specialist Mattson. Spicy flavors will extend beyond snacks, said Barb Stuckey, Mattson’s chief innovation and marketing officer. She also expects umami snacks to grow in popularity.
“And it’s not just the use of umami, of course, that has been a long term trend with snacks, but the flavor descriptor on the front of pack will be umami, so you’re not buying soy sauce flavor, you’re not buying cheese flavor, you’re buying umami flavor,” she said.
Food flavorings are also taking a turn toward the sour, with the rise of dill pickle flavored products across categories, according to Mattson. The company also expects a resurgence of furikake and MSG, the latter of which has shed its image as an unhealthy ingredient and is now being used to give flavors a boost in many types of products, even finding its way into an MSG Martini.
The future of flavor is bold, according to Stuckey, because Generation Z brings no preconceived notions to the table.
“I think you can expect the unexpected, because they are really what we call flavor explorers,” Stuckey said. “Really looking for new flavors, new combinations. They’re looking for things that they can use on Instagram and TikTok. Then the Millennials and the Gen Xers see something and go, ‘Okay, well, I have to try this even though it sounds crazy to me.’ And every now and then you hit something that is actually quite good.”
On the beverage front, food innovators are seeing a rise in botanicals and citrus varietals, along with functional beverages that promote wellness. Mattson expects to see flavors like elderflower, lavender and lemon balm grow in popularity.
“With society dominated by rapidly advancing technology, consumers seek ways to reconnect with innately human experiences through their food and beverage choices,” said Jennifer Zhou, global product marketing senior director of flavors and citrus at ADM. “And as consumers focus more on supporting their mind, body and soul, we’ll see greater emphasis on botanicals and citrus varietals, along with creaminess and umami profiles in better-for-you, satiating products.”
When it comes to flavor profiles, consumers will be looking to go big or go home.
“Personal joy and unbridled experimentation will also pave the way for unique innovation in 2025, such as highbrow versus lowbrow concepts — think white truffle oil puffed snacks — and playing with different sensations like heating and cooling,” Zhou said.
Dan Haley, vice president global of texture value enhancement at Ingredion also said he sees the emergence of new fusion foods that combine traditional flavors with something else to give old flavors a new twist.
“Think of a vanilla macaron filled with espresso martini cream,” Haley said. “The taste of food is also highly driven by texture, and I think consumers will be mad for mochi next year. From confectionery to boba tea, mochi is going to be everywhere.”.
On the nostalgia front, Mattson said she’s seeing a rise in flavors that evoke Generation X childhood staples, such as maple soaked pancake and bubblegum ice cream flavors, in addition to the resurgence of peanut butter and jelly in products like cookies and chocolates.
