May 19, 2025 – The #3 top 2025 global trend for Innova Market Insights is Wildly Inventive. This global trend captures consumer desire for extraordinary flavors and company innovation around surprising flavors and flavor mash-ups that generate ‘wow’ reactions. Innovations can take several different forms. One way to innovate with flavor is to combine different types of flavors in a single product, for example, a beverage or a snack. Another is for two brands to collaborate to bring together two different favorite flavors in a single product. Or companies can market to existing brand-loyal customers while using innovative flavors to attract new consumers who are looking for unusual flavor experiences. Finally, consumers are looking for more heat in products that are spicy, sweet-spicy, and super-hot.
Reaching Out to Generation Z
The young adults in Generation Z are enthusiastic about trying new flavors and tastes. They seek ways to enjoy themselves through social events near and far, virtual experiences, and unfamiliar and new food and beverage products. In consumer trends research research, Gen Z adults tell Innova that they care about food and beverage features such as taste and texture; Asian, African and other international flavors; exciting textures; freshness; and spiciness. Gen Z also is marked by social activities off-line and online that are exciting and include a reward system. Flavor exploration delivers the fun and adventure that this generation seeks.
Marketing to Millennials
Millennials enjoy flavor fusions. Participants in global consumer trends research express interest in combinations and fusions of two or more flavors and they are willing to spend more for flavor combinations and flavor fusions. Companies are getting the message. They are innovating in several different ways, including collaboration with another brand to fuse two beloved flavors in one product. Another way to innovate for excitement around flavor is to create a new product from foods in two different categories.
Flavors are Hot, Hot, Hot
Hot flavors are trending, whether spicy, swicy (sweet + spicy), or super-hot. Consumers are looking for hot flavors in several categories, including the savory categories of sauces, seasonings and toppings, and the sweet categories of desserts, ice cream, and sweet bakery. It is not surprising that global consumer trends show that consumers seek spicy flavors in sauces and seasonings. Hot and spicy flavors are big and growing; swicy sweet + spicy is trending in 2025. Brands can feel comfortable continuing to innovate to make hotter, spicier foods to captivate consumers.
Crazy Flavors Grab Attention
Brands that introduce crazy flavors can capture the interest of consumers globally. One way to test crazy flavors is to introduce them in seasonal and limited edition releases. These can be found in alcoholic beverages like whiskey and beer. Limited edition and seasonal releases also are prevalent in the confectionery segment. Companies can innovate year-round to introduce new flavors in seasonal and limited edition product releases. Keep in mind that consumers globally also want crazy flavors and combinations that confer indulgence. Social media and street food are two sources of inspiration.
Opportunity #1: Offer Unexpected Flavor Mash-ups and Fusions
Consumers globally continue to show interest in new flavor mash-ups, combinations, and fusions. More than half of consumers participating in consumer trends research say they want to try flavor combinations and fusions. They also are willing to spend money on new flavors. Companies can continue to innovate toward unique types of flavors that attract new consumers and motivate existing consumers to spend money trying newly introduced flavorful products.
Look for flavor fusions, mash-ups across categories, and collaborations with other brands to introduce new and exciting flavors. AI tools and crowdsourcing can help expand the range of possibilities in mash-ups, cross-flavor combinations, and other types of new flavors. With the steady demand for new flavors, companies are innovating with flavor fusions, cross-category mash-ups and cross-brand collaborations. Many turn to rising trends to broaden the scope of possibilities, while others experiment with AI or crowdsourcing for out-of-the-box ideas.
Mash-ups and fusions may connote indulgence, as consumers globally experiment with new flavors. Desserts are a popular vehicle for flavor mash-ups. One example is ice cream combines with cookies, cake, confectionery, or pudding.
Opportunity #2: Tailor Flavors for Generations
Interest in new flavors, fusions, and combinations varies with age and generation. Millennials lead other generations in being most interested in flavor combinations and flavor fusions. They also are the most engaged with indulgent and crazy flavors and flavor combinations. Millennials are willing to spend money on new flavors. They are active in social media trends, which influence other generations to try crazy flavors and flavor mash-ups. Finally, Millennials are interested in food and beverage products that are created by AI. In contrast, Boomers are the least interested in flavor mash-ups and the least interested in spending money on new flavors.
Gen Z’s preferences reflect their lifestyle. They want flavors to fit into their sense of adventure, love of play, and camaraderie with friends. Food and beverage experiences should have unique flavors, richness in taste, and engaging textures such as creamy or buttery, chewy or gooey.
What’s Next in Wildly Inventive Flavors?
There are several trends to watch for in wildly inventive flavors. These include even hotter flavors, or hot flavors combined with sweetness or freshness. New flavors might be associated with concerts, activities, and events. Expect to see more mash-up combinations of breakfast and dinner flavors. Retired favorite flavors may make a comeback in an evolved way. Increasingly, consumers will see flavors and enhancing indulgence. And AI will prove to be an efficient resource for finding new flavors, creating flavor combos, experimenting with mash-ups, and discovering ingredients.
This article is based on Innova’s Top Trends 2025: Trend #3 – Wildly Inventive – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
