The latest Flavour Report from ITS has illuminated a vibrant new landscape for new product development (NPD) within the food and beverage sector for 2025. The report indicates that this year’s trends are underscored by a desire for bold, global flavours, nostalgic reinventions, and an adventurous approach to taste that enhances consumer experiences.

ISSUED with insights from leading market analysis firms such as Innova Market Insights, Tastewise, Mintel, and Vypr, the report highlights a clear direction toward flavour innovation characterised by intensity and emotional connection. Consumers are increasingly seeking experiences that defy expectation, whether through fiery or tangy profiles, or through familiar childhood flavours given an innovative twist.

Among the notable developments is the emergence of "Eastern Eats," with Asian flavours making significant inroads into mainstream products. For example, yuzu, a citrus fruit native to East Asia, has seen a 19% increase in usage within desserts. Other Japanese-inspired flavours—including matcha, miso, and wasabi—have experienced a 20% rise, while Korean flavours such as gochujang and kimchi have surged by 32% in various snacks. Lychee, a floral and fruity flavour, has also grown by 10% and is particularly favoured for premium beverages.

Speaking on the trend, Liz Gabriel, a bakery specialist at ITS, remarked, "With their calming, peaceful, and restorative associations, Asian flavours are hugely popular. They make great additions to sweet baked goods and marry particularly well in dessert applications." Gabriel also noted that bakery manufacturers are increasingly blending these exotic flavours with more familiar ones like coconut or lemon to ease consumers into trying something new.

The trend is not confined solely to sweet offerings; savoury bakery options are gaining traction as well, with products like kimchi-infused sourdough and katsu curry buns rising in popularity. "Don’t be surprised to see these distinctive savoury notes paired with sweet flavours either to entice consumers who love a sweet and salty combination," Gabriel added.

In a broader analysis, the report suggests that subtle flavours may be on the decline as consumers lean towards richer and more conspicuous tastes. About 40% of consumers are now associating rich flavours with an 'impressive experience,' and 22% are actively pursuing bold and intense profiles. Innovations within this segment include salty ingredients (+40%), which combine well in salted caramel desserts, as well as margarita-inspired offerings (+17%) entering the dessert market.

Exciting developments also include cocktail-inspired desserts that aim to offer sophisticated flavour profiles without the alcoholic content. Creations like mango mojitos, negronis, and espresso martinis feature prominently, showcasing a desire for adult-friendly indulgence in baked goods.

The report also highlights the rise of "swicy," a blend of sweet and spicy that is capturing the attention of the Gen Z demographic. Products like miso caramel and yuzu white chocolate are emblematic of this East-West flavour fusion that is expected to maintain its momentum.

Retro flavours are experiencing a renaissance as well, but with high-end, creative reimagining. Traditional treats such as s'mores and honeycomb have found renewed interest, undergoing transformations to suit modern tastes. Salted caramel has changed the paradigm in the sector, but caramelised biscuit flavour—the result of the popularity of Lotus Biscoff—has gained a staggering 52% growth in product launches in the UK from 2018-2022.

As brands continue to adapt to these culinary trends, technology is also making its mark. Innovations like AI-designed pastries and 3D-printed desserts are pushing creative boundaries, while single-serve treats are responding to consumer preferences for indulgence without excessive commitment. Furthermore, a shift towards sour and tangy profiles—ranging from cranberries to fermented flavours—indicates a growing acceptance of diverse taste experiences.

The landscape of flavour innovation is evolving rapidly, and with consumer demands for adventure, nostalgia, and global influences steering product development, brands are challenged to embrace these trends to remain competitive in the marketplace. The future of flavours is poised to unfold exciting opportunities for manufacturers as they navigate these captivating trends.