Flavour Trends to Watch in 2025

Citrus and Tropical Flavours

If there’s one way to brighten a winter menu, it’s with a hit of citrus or tropical fruit. Yuzu, the sharp, aromatic Japanese citrus, continues to grow in popularity, making its way into everything from cocktails and sodas to cakes and salad dressings. Its tartness and floral notes make it a sophisticated choice, and it’s perfect for consumers looking for something new.

Meanwhile, tropical fruits like mango and pineapple are holding strong. Their versatility makes them ideal for everything from smoothies and sorbets to glazes and chutneys. These are flavours that offer a little bit of sunshine, and in an era where people are looking for escapism—albeit in a simple dessert or beverage—it’s easy to see why they’re in demand.

Sweet and Smoky Synergy

Hot honey—a blend of sweet honey and fiery chilli—is shaping up to be the condiment of the year. It’s the perfect finishing touch for pizzas, roasted vegetables, or even fried chicken, offering a balance of heat and sweetness that’s hard to resist.

Alongside it, smoky barbecue seasonings are becoming a staple, particularly in plant-based products where they add much-needed depth and richness. The sweet-and-smoky combination is about creating layers of flavour that feel indulgent but not over the top. Expect to see these profiles in crisps, popcorn, and sauces, as well as marinades designed for summer barbecues.

Indulgent Flavours: Chocolate and Pistachio

Sometimes you just need a bit of indulgence, and flavours like chocolate and pistachio are offering exactly that. Chocolate, of course, is timeless, but the way it’s being used is shifting. Think spiced chocolate with hints of chilli or cinnamon, or salted caramel chocolate for that irresistible sweet-salty hit. Hot chocolates, biscuits, and desserts are all benefitting from these luxurious twists.

Pistachio, on the other hand, has emerged as the flavour to watch. Its nutty richness feels premium, and when paired with ingredients like rose or cardamom, it adds a global, sophisticated edge. You’ll find it in pastries, ice creams, and even lattes as brands look to tap into its widespread appeal.

Southern US-Inspired Flavours

There’s something irresistible about the smoky, spicy, and comforting flavours of the Deep South. Flavours like Cajun spice, smoked paprika, and barbecue seasoning have made their way into the mainstream, and 2025 will see them everywhere—from snack coatings to marinades for meat alternatives.

These flavours are rooted in a rich culinary heritage that blends West African, French, and Indigenous American traditions, giving them a depth and complexity that makes them so appealing. And it’s not just the traditional dishes like gumbo and jambalaya that are driving interest; these smoky and spicy profiles are versatile enough to elevate everything from pizzas to crisps.

With 80% of UK consumers expressing interest in these flavours, expect to see more Southern-inspired sauces, seasonings, and snacks on the shelves.

Umami-Rich and Fermented Flavours

The love affair with umami isn’t slowing down. Ingredients like miso, fermented garlic, and soy-based seasonings are becoming essential pantry staples for home cooks and product developers alike. They add a savoury depth that’s difficult to replicate and work beautifully in sauces, soups, and even snacks.

Fermented flavours, too, are having a moment. Driven by the rise of gut-friendly foods, products like kimchi, kombucha, and fermented chilli pastes are as popular for their health benefits as they are for their punchy flavours. With the global digestive health market projected to grow at 8.3% annually over the next five years, it’s clear that this trend has staying power.