Wixon has identified three macro flavour trends it believes will greatly impact food and beverage innovation this year. The three – Creative Combinations, Decadent Luxury and Savour the Flavour – are the evolution of recent flavour trends that have gained definition over time. “It’s important to recognise that trends typically evolve gradually rather than change dramatically from year to year,” explains Rachael Jarzembowski, Wixon Marketing Manager. “In this year’s trends, we’re seeing further refinement and a greater complexity in flavour profiles.”
Creative combinations
This trend brings the “WOW” factor to life by combining unexpected tastes and textures. These pairings feature diverse ingredients and complex flavours. Flavours can be unusual yet must remain complementary and harmonious. Creativity is showcased by combining unique flavours in different formats – for instance, strawberry shortcake cream cheese – an uncommon, yet temptingly delicious combination.
Decadent luxury
Economic uncertainty and concerns about the future have people living for the “now,” indulging themselves with luxury flavours and small treats. Consumers may not be living in luxury, but they want to feel decadent. In this instance, decadent and luxury flavours are not defined solely by the use of costly, rare ingredients. Luxury and decadence blossom in familiar flavours exquisitely combined, such as in a smoked sea salt, dark chocolate caramel brownie. As incongruous as it may seem, people are drawn to luxury flavours not only because they’re indulgent but also because they enhance the perceived value of a food or beverage. Consumers want tasty, high-quality food and beverage products, and they are willing to pay more to have a flavour treat.
Savour the flavour
Within this trend, savoury flavours are directly in the spotlight where people can bask in their boldness and relish their richness. Flavour complexity and balance boost the overall taste experience. Creating a crave-able product with a memorable savoury flavour means striking the perfect balance of sweet, sour, salt, bitter, and umami to arrive at the intended taste profile. Flavour examples include black garlic + balsamic, Gruyère apple garlic, and miso caramel apple.
“Flavour trends like the aforementioned drive new food and beverage development,” says Jarzembowski. “Not only because taste is a top purchase driver, but also because people look forward to trying new flavours.” A Datassential survey from October of last year revealed that 71% of consumers were excited about new food and beverage trends for 2025. Among those surveyed, Gen Z exhibited above-average interest at 78%, while Boomers’ interest was lower at 59%. “Food and beverage brands can differentiate themselves through flavour experiences. Innovation should focus on new, surprising, and diverse flavour profiles that deliver engaging and novel experiences for consumers.”
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Editor, International Confectionery
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