Food does more than just fuel our bodies. It’s increasingly chosen as an expression of one’s personal values and to create an experience.
From comforting classics to bold new discoveries, flavor and texture drive those choices in powerful ways.
Innova Market Insights released its 2025 Global Flavor Trends report, and it includes some interesting findings. Our food experts also keep a pulse on what’s happening in the industry and have weighed in with what they’re seeing — both on grocery shelves and in our own formulation lab.
Here’s what they have to say.
1. Nostalgia Makes a Resurgence
According to Innova’s latest research, 85% of consumers crave familiar, nostalgic and comforting flavors in their food and beverage choices, with the preferred textures being creamy and smooth. And about two-thirds (64%) say they would like to see old and traditional recipes on supermarket shelves.
The revival stems from many restaurant and home food trends, like artisanal sourdough, hearty casseroles and thick, simmered sauces. Commercial and small-batch versions of these classics will continue to show up in consumers’ shopping carts.
Food and beverages with ethnic flavors have seen an 8% annual growth rate in the last five years, and global flavors keep showing up in more familiar, comforting foods. Nearly half of consumers say cultural traditions shape their diets. At the same time, ethnic flavors are on the rise. Nearly half of consumers say that choosing foods that express their heritage is very or extremely important.
2. Swicy Taste Sensations
New taste discovery is one of the most important drivers of enjoyment and pleasure in food. One-third (35%) of consumers say taste experience has become more important when considering food and beverage brands.
Swicy (sweet & spicy) flavor trends continue to dominate social media. Imagine cherry salsa or chili ranch sauce atop your favorite dish. “Hot honey is drizzling onto everything from fried chicken to charcuterie boards,” says Antje Collman, Technical Sales Support Lead at Grande Custom Ingredients Group R&D. “And miso caramel is making desserts pop with umami depth. These bold sweet-savory combos that once felt more chef-driven are now everyday favorites.”
3. Mood Food
When consumers are tired and stressed, they’re drawn to flavors that uplift or calm them. In today’s world, their primary health goals have shifted to mental and emotional wellness with an emphasis on reducing stress, anxiety, insomnia and fatigue.
Globally, 28% of consumers say “mood enhancing” is the most important aspect of flavors. Coffee can both energize and soothe, while berries and summer fruit flavors can cheer a weary soul. Black and herbal teas help to calm a person’s mood while brown flavors like caramel and chocolate can help you relax while enjoying a mini escape.
“Stealth health is reshaping how people think about nutrition,” says Collman. “Instead of cutting things out, they’re looking for foods that feel indulgent yet pack a nutritional punch — like Goodles’ clean-label pasta.”
An important area of research examines how gut health and diet can positively or negatively affect moods. Increasingly, consumers understand the connection between digestive health and their emotional well-being.
RELATED: What is DIAAS? Updated Digestibility Scores Explained
4. Redefining Health Foods
While emotional health is a top concern, it’s closely tied to physical wellness. There’s been a big shift in how people think about healthy food. “Adaptogens, fermented foods, and high-protein swaps like chickpea pasta and whey-enhanced products are making their way into everyday grocery items,” says Collman. “It’s about adding benefits rather than just avoiding certain ingredients.”
Brands are also adding protein to unexpected items like soda, ice cream and other indulgent items. That’s not to say that lighter versions of favorite foods aren’t still in demand. Nearly half (48%) of consumers say “light” versions containing less sugar, salt, fat and calories are healthier than the original, but taste and texture remain major barriers.
For consumers, taste and texture are key in nutritious food and beverage products. Price is still the number one consideration, yet consumers continue to spend more for quality products that can back up their health and clean-label claims.
RELATED: The Future of Protein Fortification: Trends, Innovation, and Consumer Demand
5. Layering Textures
Texture is getting more attention, and it’s making food a lot more interesting. “Texture is transforming how we experience food,” says Collman. “Crispy cheese crisps on soup, chewy-soft mochi doughnuts and airy mousses that dissolve on your tongue — all of these elements create depth and excitement in every bite.”
Restaurants have been playing with textures like this for a while, including crispy toppings, foams and emulsions. Now, however, they’re showing up in packaged snacks and desserts.
RELATED: Demand for Crispy Protein Snacks
6. Indulgent Enhancements
Want to transform a meal without breaking the bank? Dips and sauces can enhance any dish and transform a meal with minimal effort or expense. Whether a creamy aioli with garlic and horseradish, a garden herb-infused dipping sauce, or a fiery, better-for-you cheese sauce, the condiment space is heating up.
Half of consumers prefer creamy sauces, helping to create an indulgent experience. Increasingly, consumers reach for ready-made sauces on supermarket shelves, demonstrating an opportunity for formulators to deliver products with new flavor combinations and clean-label ingredients that maintain their creamy viscosity without separation throughout freeze-thaw cycles and the product’s shelf life.
Beyond Trends to Sustainable Growth
Whether it’s the creamy smoothness of a beloved dish or the thrill of a new taste experience, the future of food is all about balancing comfort with adventure. Trends come and go, but some ingredients stand the test of time.
Grande Custom Ingredients Group offers functional whey ingredients that improve texture, taste, nutrition and more in the foods consumers love, including:
- Soups, sauces and dips
- Cheese sauces
- Sweet baked goods
- Meat products
- Confections and coatings
- Crispy, high-protein snacks and bars
- High-protein sports beverages
- And more
Contact our team of formulation experts today to see how our innovative ingredients can elevate your applications.
