28 August, 2025 – Innova Market Insights approaches predicting trends such as flavor trends using a top-down and bottom-up approach. In considering its top-down approach, Innova considers mega trends that are global forces, as well as shifts in consumer attitudes. Bottom-up approaches include trends in food and beverage categories and product launches tracked by Innova’s global insider trend-spotters. Innova looks at all its findings together in order to predict flavor trends. For 2025, Innova has identified five flavor trends: Sensory Therapy, Authentic and Rooted, Imaginative Taste Adventures, Healthier Enjoyment, and Quality and Enrichment
Sensory Therapy – The First Top Flavor Trends for 2025
The first of Innova’s top flavor trends for 2025 is Sensory Therapy. What this means is that the sensory aspects of flavor can work in a therapeutic way. This trend uses flavor to shift the focus of a food or beverage product from providing energy to supporting mental and emotional health and wellness. In the US, consumers say that feeling well mentally and emotionally is an essential health goal. Also, they report in consumer trends research that mood enhancement is a key benefit of flavors. This shift in thinking turns emotional eating into supporting feelings through eating. When asked in consumer trends research, US consumers say that sweet flavors, fruit flavors, and sweet-salty (swalty) flavors make them happy. They feel calm and relaxed with flavors that are sweet, fruity, or herbal. Flavors also can comfort consumers. About half of US consumers studied by Innova say that comforting flavors such as brown flavors, creamy flavors, and rich flavors most influence their choices in foods and beverages. They consider creamy textures and smooth textures to be comforting textures.
Authentic and Rooted Gives a Nod to Familiarity
The flavor trend Authentic and Rooted refers to consumer response to flavors that are authentic. Innova consumer trends research see that consumers are torn about flavor and cuisine, with about have seeking diversity in global flavors and half preferring familiar flavors. Innova is tracking growth in food and beverage launches with ethnic flavors, led by South Asian and Latin flavors. It is important for brands to be authentic in a way that is convenient and simple. Consumers in the US are especially drawn to traditional flavors in categories such as breads and bread products, sauces, and sugar confectionery.
Taking US Consumers on Imaginative Taste Adventures
Innova Market Insights consumer trends research show that younger US consumers, namely Gen Z and Millennials, seek adventure in flavors. They get enjoyment out of eating and pleasure in food that provides new tastes to discover. This is part of the ‘wow’ factor, which is about more than just the brand. US consumers say that they look for products with crazy flavors that make the eating experience more indulgent. Some top flavors for imaginative taste adventures are rich flavors, savory flavors, and swicy sweet-spicy flavors. Swicy helps push beyond the usual flavor boundaries.
Healthier Enjoyment Marries Health with Indulgence
The flavor trend of Healthier Enjoyment captures the combination of indulgence and health. Indulgence often is sweet. And consumers look for flavor plus taste and texture when shopping for healthy food and beverage products. One answer might be light versions that have less sugar, fat, and calories, since consumers view these as healthier than the original versions.
Flavor Connotes Quality
The final top flavor trends for 2025 is Quality and Enrichment. Consumers perceive flavorful food and beverage products as being higher quality. After price, products that are good quality or premium quality are seen by consumers as being good value for the money. In fact, over a recent 12-month period, flavor has become even more important to purchasers of food and beverage products. The definition of quality differs between generations. Older consumers, namely Gen X and Boomers, define quality by freshness, price, nutrition, and health benefits. Younger generations – Gen Z and Millennials – assess quality through advertisements, product safety, environmental impact, and processing methods. Scientific breakthroughs such as AI, enzyme technologies, and sensory neuroscience, may be able to create flavors that can meet expectations for all generations.
What’s Next in Opportunities to Innovate?
Flavors that are comforting or uplifting can support new lines of food and beverage products for mood support. Brands can combine familiar flavors with ingredients with functional benefits to deliver a feel-good experience to consumers of all ages. Flavors can be used to boost cultural pride. Traditional flavors and preparation techniques can strengthen feeling so nostalgia and build consumer pride in their culture. Smart use of flavors can deliver a combination of comfort and heritage with a modern twist. US consumers are curious, so brands can appeal to them with exciting and unexpected flavor combinations, especially as limited-edition launches to generate even more excitement and flavor memories. Brands that innovate around flavor and texture when creating healthy food and beverage products that also are sustainable enhance enjoyment without making consumers compromise. Finally, brands can innovate with premium flavors and uplifted quality, using technology and science to enhance indulgence for the US consumer.
This article is based on Innova’s US Flavor Trends: The Consumer Experience report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more