What’s Next for Food & Drink? Food and Beverage Market Trends.

The food and drink world is shifting fast, and we’re here to help you stay ahead of the curve. Let’s dive into what’s shaking up the industry right now.

Brace yourselves… it’s not all that pretty.


Big Picture: The World is a Bit of a Mess

We all know it—things are uncertain. Global conflicts, climate chaos, and economic pressures are hitting people hard. Social media amplifies this uncertainty, making the world feel both closer and further apart at the same time.

We are living in a time of extremes. No more fence-sitting.


Tech Bites Back: AI & Weight Loss Trends

Technology is on the brink of massive change. We’re shifting from a world that uses technology to a world led by technology.

  • AI is everywhere—even in food and drink. A +720% rise in AI-related product launches tells us one thing: brands are using tech to innovate. AI is transforming everything from manufacturing and supply chains to product development.
  • The Ozempic effect is real. The Hollywood weight-loss jab has gone mainstream. The appetite suppressant, made famous by the stars, is gaining momentum. There’s been a 10% increase in weight-management product launches. Consumers want healthier options that don’t compromise on flavour. The challenge? Making these products taste amazing. That’s where natural flavour innovation comes in.

If you’re not on the tech train already, get prepped and jump on board. You can’t afford to be left behind.


Just for You: Let’s Get Personal

This might just be the most important trend. Health claims have never been so niche and personal. People want food that fits their lifestyle, culture, and health needs.

  • 48% of U.S. women say they need better education on women’s health and nutrition.
  • 50% of global consumers want food and drink that reflects their traditions.

This is a massive opportunity. Whether it’s bringing bold regional flavours into mainstream products, crafting nostalgic comfort flavours, or adding functional benefits like hydration and brain health, brands that get personal will win big.


Trust Issues: The Time for Brands is Now

Supermarkets are upping their game. The big retailers are offering premium flavours and formats at competitive prices, pushing brands harder than ever. Gone are the days when own-label products were the boring option. Brands must double down on loyalty to build stronger relationships with customers.

  • 40% of UK consumers want to know more about the people behind their food.
  • 58% say collaborations between brands make products more appealing.

That means transparency, authenticity, and great storytelling matter. Showcasing sustainability, origin stories, and partnerships isn’t just a bonus—it’s essential.


The Pricing Crisis: What’s Getting More Expensive Now?

Cocoa, oranges, butter—yikes, it’s getting crazy out there. What’s next? Make sure you have a Plan B to protect your supply chain and margins.

  • Cocoa prices? Up 300% in 2024. Chocolate makers, we feel your pain.
  • Butter costs keep climbing. Thirty-seven out of 117 butter SKUs in UK supermarkets went up in price late last year.
  • Oranges are in short supply. Juices and citrus-flavoured products are taking a hit.

So, what’s the move? Brands are getting creative—reformulating recipes, exploring alternative ingredients, and using natural flavours to maintain taste while balancing costs. Smart solutions are everything right now.


The Bottom Line: How to Navigate this Mess

The food and drink industry is changing fast. Prices are rising, tech is evolving, and consumer expectations are higher than ever. Brands that stay flexible, invest in bold flavours, and build trust will come out on top.

At I.T.S., we’ve got the natural flavour solutions to keep your products exciting, relevant, and cost-effective. Let’s talk about how we can help.


Flavour Trends 2025: What Product Developers Need to Know

Attention all food and beverage innovators – 2025 is shaping up to be a game-changing year in flavour. Consumers are craving bolder experiences, nostalgic throwbacks, and global inspirations, and it’s up to you to bring those trends to life.

We’ve dived into the latest market trends, so you don’t have to. Here’s what’s driving consumer preferences – and how you can stay ahead in an increasingly competitive market.


Eastern Eats: The Global Flavours Taking Over

Asian cuisine has been quietly dominating menus, and now it’s taking over flavour innovation too. Expect to see punchy, tropical, and aromatic flavours hitting everything from beverages to bakery.

Flavour Opportunities:

  • Yuzu (+19%) – A citrus superstar making waves in drinks, desserts, and even condiments.
  • Japanese-Inspired Flavours (+20%) – Think matcha, miso, and wasabi breaking into new categories.
  • Korean Flavours (+32%) – Gochujang, kimchi, and soy-garlic are ready to shake up snacks, marinades, and beverages.
  • Lychee (+10%) – Floral, fruity, and ideal for premium drinks.

Key Takeaway: Eastern flavours aren’t just a trend – they’re a movement. Consumers are craving depth, umami, and complexity in their flavour experiences.

Request a flavour sample


Big, Bold & In-Your-Face Flavours

Forget subtle. Consumers want impactful flavours that stand out from the first bite (or sip). Think smoky, salty, sour, and rich umami profiles designed to create memorable experiences.

Flavour Opportunities:

  • Salty (+40%) – Lean into salt-forward snacks, salted caramel desserts and sweet and salty flavour explosion.
  • Margarita (+17%) – Expand into alcohol-free RTDs, sorbets, desserts and even cupcakes!
  • Hickory Smoked (+10%) – Add depth to sauces, cheese, meats, and plant-based alternatives.
  • Sour (+20%) – Perfect for next-gen confectionery, sour ales, and something a little bit different.

Key Takeaway: Consumers expect bold, statement flavours. How will your next launch deliver?

Request a flavour sample


Swicy: The Sweet + Spicy Revolution

The fusion of sweet and spicy—aka “swicy”—is on fire (literally). Gen Z loves it, and it’s popping up in snacks, condiments, cocktails, and desserts.

Flavour Opportunities:

  • Flamin’ Hot (+10%) – How can you evolve the spicy snack craze?
  • Green Chili (+23%) – Consumers are looking for heat with depth.
  • Sweet BBQ (+16%) – Perfect for marinades, nuts, glazes, and dips

Key Takeaway: This trend isn’t slowing down. If your sweet & spicy line isn’t evolving, it’s falling behind.

Request a flavour sample


Mad About Melon: The Breakout Fruit of 2025

Melon is emerging as the next big flavour, particularly in beverages, frozen treats, and confectionery.

Opportunities for Flavour:

  • Melon (+24%) – A staple in RTDs, hydration drinks, and summer-inspired snacks.
  • Honeydew (+68%) – Underutilized in dairy, cocktails, and functional foods.

Key Takeaway: Consumers associate melon with refreshment and fun – capitalize on that emotional connection.

Request a flavour sample


Everlasting Flavours: Nostalgia with a Twist

Retro flavours are making a modern comeback – but with premium, creative twists. Think childhood favourites reimagined for today’s sophisticated consumer.

Opportunities for Flavour:

  • S’mores (+73%) – The classic indulgent American dessert snack. A natural fit for desserts, dairy, and coffee syrups.
  • Honeycomb (+18%) – Luxurious ice creams, spreads, and bakery items. A trusted indulgent flavour. 
  • Blue Raspberry (+24%) – Retro, bold, and prime for energy drinks and candies.

Key Takeaway: Tap into emotional connections by modernizing comforting, nostalgic flavours.

Request a flavour sample


Brave Flavours: The New Frontier

Consumers – especially younger demographics – are seeking adventurous, boundary-pushing flavours. Expect floral, tropical, and heat-infused options to rise.

Opportunities for Flavour:

  • Habanero Chili (+37%) – A growing player in chocolate, sauces, and RTD cocktails. More spicy flavours exploding into new product development. 
  • Pina Colada (+21%) – Trending in alcoholic and non-alcoholic beverage categories – perfect flavour to cross over into new sectors like dairy and bakery.
  • Elderberry (+28%) – An exciting verry flavour that works perfectly with botanical-infused options for teas, spirits, and wellness brands.

Key Takeaway: Stand out by offering unexpected flavour combinations that challenge the norm.

Request a flavour sample


What’s Next? Stay Ahead of the Curve

Flavour trends in 2025 are lasting longer, hitting harder, and requiring more innovation.

To succeed, product developers should:

  • Embrace bold, high-impact flavours that create instant appeal.
  • Personalize nostalgia by giving classic flavours an updated twist.
  • Leverage global and botanical inspirations for a premium feel.
  • Plan for supply chain challenges – pricing on key ingredients like cocoa and butter is volatile.

Ready to innovate? The future of flavour is waiting – make sure your next launch is on-trend and unforgettable.

Which trends are shaping your product roadmap? Get in touch to request sample or find out more.

Delicious Desserts – Natural Flavour Range

Dessert flavours aren’t slowing down…

The flavour trend that just isn’t going away. Dessert flavours of all tastes and senses have been a staple in new flavour ranges for a while now.

We first highlighted the growing trend of dessert flavours back in our Flavour Trend Report in 2021. Since then we have been building up our natural flavour range with the tastiest and most indulgent dessert flavours. 

Constantly evolving flavour trends

What’s great about the dessert flavour trend is that the flavours just keep on coming. Every week we are seeing new interesting dessert flavour profiles popping up. We also love the idea of switching up classic desserts to put your own special twist on them. We highlighted this with our Newfound Nostalgia flavour trend this year. 

Dessert flavours across all food and beverage sectors. 

No sector will be left out here. From bakery and ice cream, to sports nutrition and soft drinks. One of our favourite twists is getting these flavours into beer, a trend that is growing and growing. 

One of the most interesting trends within the dessert flavours market is the use of indulgent flavours in healthy products. We are increasingly seeing these flavours in sports powders and fitness drinks. Not to mention vitamin and collagen mixes. 

Our favourite dessert flavours.

We’ve got so many dessert flavours, we can’t shine a spotlight on them all, so we decided to highlight our absolute favourites that we think you need to try. Check them out below:

Baklava Natural Flavour

This might just be one of the fastest growing flavours out there at the moment. We are seeing it pop up all over dessert menus. 

It’s been growing a steady +23% YoY with no signs of slowing down. 

Sweet honey, buttery pastry with complex nutty flavour. What’s even better? The flavour is completely allergen-free.  

Request a sample.


Eton Mess Natural Flavour

A true classic. What more can we say about this classic British dessert? 

Strawberries, cream and baked meringue. Yes please. We can’t get enough, and neither will you. 

A flavour that will never go out of style.

Request a sample.


Basque Cheesecake Natural Flavour

Move over New York, it’s time for Basque Country. Cheesecake done Spanish style.

What’s a Basque Cheesecake you ask? Take a classic cheesecake, mix it with some crème brûlée and you won’t be far away.

Stacked with crème caramel-style bittersweet notes topped with rich cream. Wow. 

Request a sample.


Pecan Pie Natural Flavour

Ah, pecan pie. Sweet, sweet pecan pie.

We’ve got our friends from across the pond in the United States to thank for this tasty number. 

Heaps of buttery goodness, with the glorious flavour of sweet roasted pecans. And it’s all absolutely nut-free.

Request a sample.


Not spotted your favourite dessert flavour yet? 

If none of those flavours take your fancy, don’t worry, we have plenty more in our dessert natural flavour range. Check our list below to discover what else we have up out sleeves:

  • Chocolate Brownie
  • Sticky Toffee Pudding
  • Peach Melba
  • Apple Crumble
  • Apple Pie
  • Banoffee Pie
  • Basque Cheesecake
  • Eton Mess
  • Crème Brûlée
  • Trifle
  • Tiramisu
  • New York Cheesecake
  • Lemon Meringue Pie
  • Panna Cotta
  • Pecan Pie
  • Apple Strudel
  • Neapolitan Ice Cream
  • S’mores
  • Strawberries and Cream
  • Strawberry Sundae
  • Cobbler
  • Rhubarb & Custard

Still not feeling inspired? Give us a challenge to create your ideal dessert natural flavour. Or, maybe you just want to mix up an existing flavour? Peach cobbler anyone? 

Make sure you jump on the dessert flavour trend and get in touch to request a sample. 

Bakery Flavours of The Future

Bakery flavour trends to keep an eye on in 2024.

The baking industry has never been more progressive and forward-thinking. Artisan and craft bakeries are inspiring change and driving new trends. 

The mixture of social media and customer demand for exciting new flavours has kept the baking industry on its toes. Read our Bakery Flavour Trends report to get the lowdown. 

We’ve analysed product launch data to highlight the fastest-growing flavours across all categories in bakery. 

Fastest growing bakery flavours across the UK and USA.

We’ve looked at data across key markets that influence trends like the USA and UK. We’ve studied data across all sectors like baked snacking, cakes, muffins, doughnuts, pastries – you name it, we looked. 

Milk chocolate will always be the most popular flavour in the baking industry.

An obvious choice for top spot for bakery flavours in 2022 and one we don’t think will be toppled anytime soon. Milk chocolate is pretty much the first flavour on any bakeries product list.

Now the challenge is how to do you keep it interesting?

Pear, the traditional flavour is beginning to come back into fashion.

A classic flavour that is making waves in grown-up and premium baked products. From up-market pastries, to fancy biscuits – pear launches are really stepping up the game.

Pear is also a great flavour to pair with other tasty flavours.

Do you want to know more about flavours are trending in bakery? Make sure you check out our Bakery Flavour Trends report. 


BAKERY FLAVOUR TRENDS REPORT