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.

Flavour Trending: Cocktail Flavours

The cocktail flavours you need to be tasting.

We’ve been hard at work analysing the cocktail flavour market – it’s a tough job but someone’s got to do it. 

Cocktails are fast becoming the go-to flavour trend for brands looking to add excitement and sophistication to their flavours ranges. Cocktails work especially well in non-alcoholic drinks and desserts.

We’ve highlighted some of the trendiest cocktail flavours we’ve spotted on the market. 

Dive in below and get tasting:

MANGO MOJITO

A tropical burst of flavour to the refreshing mojito classic.

This natural flavour really ticks a lot of boxes when it comes to those refreshing cocktail holiday vibes.

Request a sample.


NEGRONI

Complex, sophisticated and tasty. There is a reason this is one of the hottest cocktail flavours this year. 

One for the serious cocktail drinkers.

Request a sample.


ROASTED PINEAPPLE DAIQUIRI

Cool, refreshing, and sweet. All are nicely balanced out with complex roasted flavour notes.

The ultimate summer flavour.

Request a sample.


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MARGARITA

One of the world’s favourite cocktails.

Looking for a taste sensation? Sweet, sour, and salty – the classic all-rounder.

Request a sample.


ESPRESSO MARTINI

The flavour that keeps growing in just about every sector.

Bakery, desserts, ice cream – espresso martini is the perfect mix of sophistication and indulgence.

Request a sample.


Need some more inspiration? Check out our full list of cocktail flavours below:

  • Aperol Spritz
  • Bramble
  • Black Russian
  • Cosmopolitan
  • Daiquiri
  • Egg Nog
  • Espresso Martini
  • Margarita
  • Mango Mojito
  • Mojito
  • Negroni
  • Old Fashioned
  • Peach Bellini
  • Pina Colada
  • Pornstar Martini
  • Roasted Pineapple Daiquiri
  • Sangria
  • Strawberry Daiquiri
  • Tom Collins
  • Woo Woo

Get in touch to request a natural flavour sample to try out.

Braver Beverage Flavour Trends for 2024

Beverage flavours to get your taste buds bubbling with excitement.

Are you on the look out for the next big flavour in the beverage sector? Or maybe you just want to discover the most popular flavours in drinks?

The I.T.S. team have crunched the numbers and put together a flavour trend snapshot for the beverage sector. We’ve been tracking product launches from every corner of the beverage category – even products from across the pond in the USA. 

Why are beverage flavour trends so important?

It’s not hard to figure out why keeping tabs on the beverage flavour launches is so important. If there is one sector that constantly pushes things forward it would be beverage. Whatever area of food and drink you might be interested in – you need to keep an eye on what the latest smoothie or energy drinks flavours are. 

You’ve been living under a rock if you haven’t seen weird and wonderful drink brand flavours taking over the bakery and dairy category. 

Orange is the most popular flavour in beverages.

Our data tracking product launches showed that orange was the most popular flavour across all areas of beverage. Driven by the high consumer confidence, health connotations and new exciting variations e.g. blood orange. 

If you’re looking for a flavour for a new beverage range, or evaluating your core range of products, you simply cannot lose with orange. 

Prickly pear is the fastest-growing flavour in new drink product launches.

Here is one for those of you looking for a braver flavour. Prickly pear shows huge growth across the beverage category over the last 5 years. It doesn’t sound like much, but it sure does pack a punch of flavour. 

Do you want to learn more about prickly pear flavour? Or maybe you want to know just exactly how popular orange is? Click here to read our full flavour trend snapshot of the beverage category.

The flavour trend report gives you heaps more flavours that you need to be on the lookout for – make sure you don’t miss out. 


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