This year should be a turning point, said Maeve Webster, president of Menu Matters — not only in flavor trends, but in the food industry as a whole.
“I think we’ll begin to see real innovation start to happen in 2025. People are ready for optimism, change and something to look forward to after some very hard years.”
That means more breakthrough products, more transformative innovation — and, thankfully, Webster said, operators and manufacturers should finally start to move away from nostalgia and comfort, the dominant trends of the post-COVID period thus far.
“With renewed focus on transformative, versus iterative, innovation, we should see renewed interest in foodservice among consumers, which should lead to increased traffic. That will force retailers to continue to up their game, which should make things very interesting and really exciting for consumers.”
In 2024, industry watchers noticed that consumers were starting to withdraw from what Webster calls the “revenge spending” that drove growth into early 2024.
Consumers are starting to re-evaluate what’s important to them and what’s worth spending money on.
“That’s helped to drive private label spending, as consumers realize that a brand doesn’t guarantee a better experience, better value, better quality, etc.,” Webster said. “With the savings in some areas, consumers are spending more for the products — and brands — that do deliver on quality, value, and experience.”
And cheap prices aren’t the driver. Value propositions have moved well beyond just the cost. Consumers expect more from value now and are changing their spending behaviors to reflect that broadening of the definition of value.
“There’s obviously a lot up in the air now regarding politics — domestic and international — and the economy, but if things start to look up, then I think we’ll see consumer behavior start to change almost immediately to reflect improved circumstances. If not, it’s hard to say how much more entrenched consumers will become in both their behavior and their spending.”
Consumers have a higher “set point of fear” after living through, said Suzy Badaracco, president of Culinary Tides Inc.
That means that, although many are demonstrating cautious behaviors, they’re not panicked.
“They want to experience strong flavors, new flavors, global flavors,” Badaracco said. “That’s why comfort food hasn’t resurfaced as a consumer driver. Flavor exploration is a psychological driver — it offers optimism, control, learning, reward, and distraction.”
Creative burst
Amy Marks-McGee, president of Trendincite LLC, agrees that we can expect a healthy dose of “new” in 2025.
“I’m looking forward to the creativity and innovation 2025 will bring. I’m a fan of limited-edition collaborations and unexpected flavor combinations and textures.”
Technology, Marks-McGee said, will play a critical role.
For the food and beverage industry, AI, robots, precision fermentation, and GLP-1 drugs are the biggest changes in recent year, she said.
AI is supporting new product development and personalized nutrition, while QSRs are utilizing robots to do repetitive tasks and deliver a uniform product.
Recent activity in sustainable and animal-free alternatives is being created by precision fermentation, and GLP-1 drugs are the latest health craze for individuals seeking weight loss solutions.
While product developers and consumers will seek out new products in 2025, there’s no doubt, Marks-McGee said, that with rising prices and political uncertainty, consumers are feeling less financially secure.
Budget-conscious consumers seek value, and private label and store brands will continue to be popular channels for that. And national and multinational brands are creating competitive products that are affordable, accessible, and competitive. And unlike Badaracco, Marks-McGee said the comfort foods trend still has legs.
“Comfort food and nostalgia go hand in hand,” Marks -McGee said. “These two trends continue to gain momentum as consumers seek simpler times to cope with anxiety.”
Sweet flavors like birthday cake, hot chocolate, lemonade, peanut butter and jelly, smores, and waffles and savory flavors including BBQ, bacon, pickle, and ranch will remain popular.Condiments, snacks, ice cream, mac and cheese, and pizza, Marks-McGee said, will be “a playground for experimentation and delivery of flavors" in 2025.
Sweet, salty, spicy: new variations
When it comes to specific flavor trends to keep an eye out for this year, several come to mind, Badaracco said.
There’s what she likes to think of as “salt with a story.” Those variations on a theme could include black Hawaiian salt, kala namak, Persian blue salt, Celtic salt and fleur de sel.
Consumers can also expect to see new and different takes on sweet plus something else. For example: Swicy: sweet + spicy; Swokey: sweet + smokey; and Swalty: sweet + salty. In the Swicy category, look for mango habanero to have a big year.
Mike Kostyo, Menu Matters’ vice president, will have a keen eye on variations on spicy in 2025.
“I’m glad we’re seeing more nuance in spicy flavors. For a while there, the industry was so focused on extreme heat and adding one-note heat to everything. Now we’re seeing an interest in peppers and sources of heat that are more interesting.”
Instead of just adding ghost pepper to everything, for example, look for more examples of adding a guajillo pepper for a slightly smoky flavor, or an aji amarillo for a bright, almost fruity note, he said.
A category with another interesting name is “fresh, bold, bright,” according to Badaracco. This could include balsamic blueberry salsa, chimichurri, orange ginger vinaigrette and mojo BBQ.
Speaking of BBQ, Indian tandoori and Turkish kebab are among the global BBQ flavors expected to shine.
And, closer to home, Texas, Carolina, Tennessee and other regional BBQs should have big years in 2025. And related to that, flavors of all kinds from Appalachia, the Ozarks and the Carolina Low Country will also be on many flavor radars.
Breakfast-inspired (cinnamon rolls, pancakes, donuts); cooked flavors: caramel, toffee, toasted nuts; mojo, checca, pickapeppa and other flavored vinegars; smoked (cumin, ginger, cinnamon, paprika, cayenne) and complex heat (combinations of different peppers) are among the other flavor trends to watch closely, Badaracco said.
Overseas influences
As always, ethnic trends will play a huge role in what flavors get good play in the coming year.
Africa (e.g. West Africa, Morocco, Ethiopia), Korea, Israel and Russia are among the countries and regions expected to be prominent in 2025.
And ethnic fusion should be huge, Badaracco said. Some examples include English+ Indian (Yoshuku); Japanese + Italian: (Wafu); and fusion fried chicken from Korea, Mexico and the Phillippines. Other fusion products should see significant uptakes in 2025 include tikka sauce wings, birria ramen and sashimi tostadas.
In addition, single global flavors are also moving across borders, Badaracco said. Take tamarind, which comes from Africa, India and the Middle East but now appears in Latin, Caribbean, Mexican cuisine and in jam for burgers and in milkshakes.
There’s no question, Webster said, that Asian flavors and cuisines will continue to have the greatest influence over food and beverage innovation in the US.
“We’ll see continued exploration of Korean and Vietnamese cuisines, as well as greater exposure to emerging cuisines, from a U.S. perspective, such as Malaysian and Filipino.”
That said, Webster also expects Latin-American cuisines other than Mexican to have a big impact on 2025. Look for more flavor influences from Honduras, Peru, Bolivia and Ecuador.
And, like Badaracco, Webster expects an increase in dishes with a Nigerian or other West African influence.
Instant ramen noodles, spicy condiments and textural beverages and desserts will inspire new product development in ethnic foods in 2025, Marks-McGee said.
Top ’25 trends from American International Foods
Top trending flavors
- Kimchi
- Tamarind
- Guava
- Horchata
- Gochujang
Global Flavors
As cultural exchange accelerates in the digital age, consumers are increasingly seeking adventures through global flavors. The demand for authenticity and boldness is reshaping how flavor trends emerge. These trends are not just about new experiences but also reflect a deeper exploration of regional and authentic culinary experiences.
Asian, Korean, & APAC
Korean cuisine, in particular, continues to dominate, with flavors such as kimchi, gochujang (Korean chili paste), Thai chili, and bibimbap gaining widespread appeal. The increasing demand for spicy, fermented, and BBQ flavors reflects a broader appetite for umami-rich and complex taste profiles. Additionally, the popularity of Korean beverages like soju and fruits like melon signals the mainstreaming of Korean culinary culture.
West Asian & African
The spice-forward flavor profiles of hawaij (a blend of black pepper, cumin, cardamom, and turmeric), za’atar, and harissa are making their way into new applications, offering consumers a taste of the Middle East and North Africa. Ingredients such as sumac, preserved lemon, and black lime provide both tanginess and depth, appealing to those seeking exotic flavors with a health-conscious edge. The native fruit baobab and the ancient grain fonio are gaining popularity for their nutritional benefits, while trending products like yogurt curry represent the fusion of creamy textures with bold spices.
Latin American & Caribbean
The bright and tropical flavors of tamarind, aji amarillo (also called amarillo chili), and guava reflect a trend toward freshness and vibrancy. These ingredients are particularly popular in sauces, marinades, and beverages, appealing to consumers who value both flavor and health benefits. Chimichurri and horchata further enrich the palette of Latin American flavors, with horchata tapping into the no/low alcohol beverage trend.
