The essence of food lies in its flavor, as consumers seek satisfaction and pleasure from their meals. The saying “taste is king” holds true in the world of food, where flavor plays a central role in attracting and retaining consumers. To stay relevant in the ever-evolving landscape of food preferences, manufacturers must understand and cater to the changing desires of consumers.
In the realm of new product development (NPD), it is crucial for manufacturers to have a pulse on what consumers want from their food. This year, consumers are exploring a multitude of flavor directions. Some seek flavors that invoke nostalgia and authenticity, while others crave adventurous combinations and global tastes.
Nostalgia and authenticity are key trends driving consumer preferences this year. According to Innova Market Insights, consumers are turning to food for “sensory therapy,” seeking emotional comfort and connection through flavors. Brands are tapping into this trend by incorporating familiar flavors and collaborating with other organizations to create unique and nostalgic blends. Flavors like espresso, toffee, and forest berry are gaining popularity among consumers seeking comfort and familiarity in their food choices.
Authenticity is another important aspect of consumer preferences, although the definition of “authentic” can vary among individuals. Brands are leveraging the concept of authenticity by emphasizing their heritage and using traditional recipes to create a sense of genuineness in their products. Consumers are drawn to products that convey a story of authenticity, even if the origins may be subjective or open to interpretation.
Texture is emerging as a key consideration for consumers alongside flavor. Regina Maiseviciute Haydon, principal analyst at Mintel Food and Drink, highlights the importance of texture in enhancing the overall food experience. Savvy brands are using texture to tell a story and connect consumers with the artisanal craftsmanship behind their products. From hand-stretched dough to air-popped grains, texture plays a crucial role in creating products that are indulgent, wholesome, and satisfying to diverse consumer needs.
In addition to texture, consumers are exploring unusual taste combinations and adventurous flavors. Innova reports a growing interest in weird and wonderful flavor pairings, such as sweet and spicy combinations like ‘swicy.’ Brands are experimenting with unconventional flavors and leveraging AI technology to personalize flavor experiences and cater to individual tastes. This innovation is reshaping how brands bring unique and tailored products to market, offering consumers a range of exciting and unexpected flavor combinations.
Global flavors are also gaining traction among consumers, with a particular interest in African and Indian cuisines. Mintel’s Haydon notes a growing fascination with ingredients like yuzu, pandan, and tamarind, which add complexity and cultural depth to dishes. Consumers are not just looking for tastes; they are seeking the stories and cultural context behind the flavors, driving a demand for diverse and authentic global cuisines.
In conclusion, the landscape of flavor trends is dynamic and ever-evolving, reflecting the diverse and evolving preferences of consumers. Manufacturers must stay attuned to these trends and adapt their product development strategies to meet the changing demands of the market. By embracing nostalgia, authenticity, texture, unusual taste combinations, and global flavors, brands can create innovative and enticing products that resonate with consumers and drive success in the competitive food industry. In the ever-evolving landscape of consumer preferences, the importance of highlighting provenance and the cultural significance of flavors cannot be overstated. This approach not only fosters authentic connections with an audience eager to experience the world through their taste buds but also adds a layer of depth and meaning to the products being consumed.
One of the prevailing trends in the food industry that exemplifies this concept is the idea of “healthy indulgence.” This trend, which gained momentum in recent years and shows no signs of slowing down in 2025, reflects consumers’ desire for products that are not only good for them but also indulgent and satisfying.
According to industry experts, consumers today have high expectations when it comes to the quality of the products they consume. They want food and beverages that are not only affordable and tasty but also offer complexity and health benefits. This has led to the rise of products like protein bars and nutritional drinks that are both indulgent in flavor (think caramel, chocolate, coffee, or vanilla) and packed with functional benefits.
The challenge for brands lies in striking a balance between delivering healthier profiles without compromising on indulgence. Consumers want products that not only taste good but also offer moments of pleasure and comfort. This dual demand has led to the popularity of flavors like sticky toffee, cinnamon roll, and salted caramel, as well as low-sugar snacks with rich cacao taste and dairy-free yogurts with a creamy texture.
By tapping into the “healthy indulgence” trend, brands can cater to the evolving preferences of health-conscious consumers while also satisfying their cravings for indulgent treats. This approach allows brands to create products that not only taste good but also offer functional benefits, providing consumers with a holistic experience that goes beyond mere flavor.
In addition to the taste and health benefits of products, consumers are increasingly interested in the story behind the food they consume. Highlighting the provenance and cultural significance of flavors adds a layer of authenticity and transparency to products, allowing consumers to connect with the brand on a deeper level.
For brands looking to capitalize on the “healthy indulgence” trend, incorporating flavors with a rich cultural heritage and provenance can help create a unique selling proposition. By showcasing the origins of ingredients and the traditional culinary techniques used to create the flavors, brands can differentiate themselves in a crowded marketplace and appeal to consumers looking for products with a story to tell.
Overall, the “healthy indulgence” trend represents a shift towards products that offer a balance of health, indulgence, and authenticity. By highlighting the provenance and cultural significance of flavors, brands can create products that resonate with consumers on a deeper level, fostering authentic connections and driving brand loyalty in an increasingly competitive market.
