October 7, 2025 – Rose flavors have been on the rise in the global food and beverage landscape, as they are positioned at the intersection of indulgence, cultural richness, and wellness. More than taste, modern consumers seek experiences that provide emotional comfort, as well as enhancing beauty from the inside. Therefore, rose’s versatility, botanical taste, and ability to evoke premium appeal highlight its status as an emerging flavor trend. Innova’s report “Trending in Rose-Flavored Food and Beverage Innovations Global” highlights the opportunities rose presents in the global food and beverage market.
Naturally Elevate Mood
In the global food and beverage market, there has been a surge in demand for plant-based ingredients, including floral flavors like rose. According to Innova’s trend research, consumers consider roses to be both functional and culinary botanicals. Beyond enhancing aromas and taste, consumers also associate roses with calmness, romance, self-care, and mood benefits. Flavor trends show that 23% of consumers point to mood-enhancing flavors as one of the top five flavors influencing food and drink choices the most. Furthermore, nearly half of global consumers agree that botanical flavors are often good for their health, emphasizing that rose-flavored food and beverage options appeal to consumers interested in balancing wellness and mood.
Capture Young Millennials’ Attention
Young millennials, particularly women, are experimenting with rose-flavored dishes in a range of foods from baked goods and drinks to modern fusion snacks. Due to its elegant flavor, nostalgic charm, and wellness appeal, rose is becoming increasingly popular for consumers looking to add indulgence and creativity to their food choices. On social media, 33% of total mentions can be attributed to consumers between the ages of 25 and 34, indicating that this is the group for brands to target.
Eye-Catching Creations
Recipes featuring roses are trending on social media platforms like Pinterest. These dishes are visually appealing, incorporating vibrant pink colors, rose syrups, and rose petals. Moreover, social media posts showcase these quick creations to attract food bloggers and enthusiasts. This boosts the shareability and trend momentum of products incorporating roses. Rose flavors typically refer to concentrated extracts, while rose petal flavors refer to whole or dried roses, which add texture and decoration that grab consumers’ attention.
Blend Tradition & Elevate Experiences
Across the global food and beverage market, rose-flavored products are driving innovation by enhancing existing product offerings. For instance, Asian brands are using rose flavors to blend tradition with innovation. In China, traditional sachima pastries are being reinvented from traditional snacks into floral-infused cakes, with rose and black tea flavors. In Japan, rose India pale ale highlights innovation in creative brewing, by fusing rose with berries and hops for an inventive beverage experience. Europe also embraces rose flavors through products like rose vodka, rose teas, and premium bubble tea options that also demonstrate ways to use rose flavors to elevate existing products. For example, in the UK, Dot Dot’s Lychee Rose Premium Bubble Tea features rose tea brewed with an infusion of dried rose buds, lychee puree, and topped with lychee popping bubbles.
Versatility Driving Growth
Rose flavors are expanding beyond beverages, and their versatility is fueling growth across categories, reflecting current flavor trends. The incorporation of rose is expanding from teas to dairy, bakery, ice cream, and cocktails, and even functional shots, demonstrating its wide adaptability. Soft drinks hold the second-largest category of rose launches, comprising 19% of launches. However, growth is moderate, as rose’s subtle taste profile contrasts the bold, fruity, and refreshing flavors consumers expect from soft drinks. Therefore, brands can target premium teas, alcoholic beverages, bakery, or confectionery, where its flavor can stand out.
Reimagine Staples with a Twist
Globally, flavor trends reveal that consumers are seeking distinctive and flavorful ingredients that can enhance a wide variety of dishes. Rose’s subtle floral notes and vibrant acidity position it as a versatile addition to a variety of food and beverage offerings. For example, wild rose vinegar is rising in popularity. Infused with rose petals, wild rose vinegar is delicate, balanced, and floral. As a result, it can pair effortlessly with a range of ingredients in cocktails, main dishes, or desserts.
Beauty from Within
Innovations in rose-flavored products parallel modern consumer trends of mindful consumption and functional botanicals. For instance, roses are often linked to beauty benefits, and this is strengthened by skin health claims, aligning with its traditional use in wellness. There has been a 47% increase in launches for skin health in the global food and beverage industry linked to rose flavors, as the flower is associated with hydration, glow, and radiance. These benefits position rose as an ideal ingredient for products targeting inner beauty. In fact, roses possess antioxidant and anti-inflammatory properties that support its contribution to skin-focused functional food and beverages. It also highlights how roses meet modern demands for ingestible skincare.
Sensory Indulgence
Rose remains a niche flavor, but its popularity is growing in connection to sensory experiences that evoke love and romance. Over the past five years, there has been a +39% increase of seasonal Valentine’s claims in food and beverage launches with rose flavors. For instance, around Valentine’s Day, special rose editions of chocolates and herbal teas are offered to consumers, which are marketed as either romantic products to share or ways to pamper oneself.
What’s Next for Rose-Flavored Innovations in F&B?
Beyond premium products, rose flavors are expanding into familiar categories like spreads, instant noodles, and yogurts to blend convenience with sophistication. Brands can leverage this as well as rose’s Valentine’s Day appeal to amplify seasonal connections and maintain consumer interest throughout the year. In addition, roses evoke feelings of luxury, emphasizing opportunity to incorporate the flavor into seasonal, gifting, or artisanal products for emotional appeal. Finally, fusing roses with regional ingredients also presents an opportunity for brands to cultivate modern, culturally inspired tastes rooted in tradition.
This article is based on Innova’s Trending in Rose-Flavored F&B Innovations – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more