July 18, 2025 – Innova Market Insights’ Trending in Lavender-Flavored F&B Innovations – Global report explores how lavender is emerging as a key ingredient in food and beverage, valued both for its perceived health and wellness benefits and its association with premium positioning. As stress and anxiety continue to concern consumers, lavender is gaining traction as a natural, functional ingredient known for its calming effects. From rising online interest to emotionally driven consumer demand, this report examines lavender’s evolution into a sought-after flavor. Part of Innova’s Hot Topics Reports series, it offers a timely, focused view of disruptive themes and shifting behaviors across the F&B landscape.
Do Flavors Soothe Stressed Shoppers?
For the majority of consumers, being mentally and emotionally good is their primary concern. Relating to their health, in particular their mental health, stress and anxiety are the core issue, closely followed by lack of sleep or insomnia. Being relaxed and calm or improving their mood ranked as one of the lowest reasons for poor mental health. Data received by Innova Market Insight has also shown that consumers believe that taste is important to them when providing relaxing, health, or refreshing characteristics.
Trending highly are floral flavors, and lavender is in the top ten when it comes to usage in food and beverages. Brands have an opportunity to pivot from the high-ranking chamomile, hibiscus, jasmine, rose, and elderflower to offer something different. Especially when demand for natural ways to de-stress is highly sought after to support sleep and reduce day-to-day stress levels. There is also the sophisticated appearance that lavender holds within food and beverages. Giving an appearance of a premium ingredient both in design and public perception, the addition of lavender to food such as desserts via syrups or chocolates is considered unique. As for beverages, the use of lavender has risen to see it become a key functional ingredient in new products, be it as a tea, in water, or in cocktails. All the while being perceived positively for clean label attributes, that is in its own right, a rising trend.
Lavender and Millennials: Resonating With a Younger Target Audience
Such is the buzz around products with this flavor that has generated a significant spike in interactions online for many brands. Research has shown that female-led engagement has been at the forefront in the rise of lavender. From recipes and baked goods to documenting the positive results after consuming food infused with it, online mentions tend to be most popular among the 25-34 age group. As it becomes a more common flavor profile, the presence among hot drinks, and more notably tea, will be a key area of growth for the category, evident in its percentage growth following a slump in use. Known for relieving tension, hot tea with lavender also demonstrates anti-inflammatory effects on muscles, broadening appeal. This can be extended to bedtimes, where the potential to innovate in a lavender and chamomile infusion for a tea drink can combine the best of both worlds for relaxants.
Indulgence and Popularity Can Go Further
Desserts and bakery products always go down a treat, and the same goes for those infused with lavender, particularly amongst influencers. To make their opportunities go further, brands can leverage lavender in ice creams and pastries to cater to the rising demand. This is exemplified with social media led recipes like London Fog Cake that mixes sweet Earl Grey lavender milk with a vanilla bean cream cheese. Or the blueberry chocolate lavender cake that has proven widely popular online with extended reach, thanks to the promotion through food enthusiasts and influencers highlighting indulgence.
The Role of Lavender Syrup in the Modern Beverage
In beverages, lavender syrup can be an elegant touch to drinks. Its packaging and color has a premium feel, reputation is seen as indulgent, and the versatility of the format means it can be added and consumed with ease. Balancing the flavors also becomes simpler and avoiding any overpowering taste can be done with a touch of lemon or lime, which brands should consider in order to be more creative with well-rounded drinks. These drinks can be refreshing and non-alcoholic and prove that it does not have to be limited to teas, sodas, and cocktails.
Clean Label and Lavender — a Match Made in Natural Heaven
Given the natural attributes it possesses, lavender is a solution for brands trying to keep pace with the expectations of the clean label movement, many of which are spearheaded by natural and organic claims. Products with on-the-go or sugar-free properties can have a strong presence on the market as shoppers look for alternatives. This is evident by the growth in indulgent and premium claims in food and beverage launches.
What’s Next in Lavender Trends for Flavored Food and Beverage?
Moving beyond beverages and desserts into functional snacks such as bars or nut mixes fortified with lavender for stress relief will be a key development. Mostly due to the ability of the brand to tap into the mental wellbeing trend. If innovation with lavender blended products continues, it is possible that such launches could also hold adaptogens in both drinks and edibles, creating something that is multi-functional for relaxation, sleep, and focus.
Regional savory dishes could also benefit from an introduction of this flavor, such as lavender-infused sauces, spice blends, or plant-based meats. Predominantly fusion cuisines (e.g., Mediterranean-Asian, French-Indian) would be the most likely to see such innovation. Elsewhere, the use of lavender in affordable luxury product lines of snacks like lavender biscuits, candies, or ice creams in major chains could cater to the cost-conscious consumer market.
This article is based on Innova’s Trending in Lavender-Flavored F&B Innovations – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more