How New Tastes Tickle Our Senses

1. Classics with a Twist: Cross-Category Flavours

What do apple pie crisps and chilli chocolate cookies have in common? They show how sweet flavours are now merging across product categories. According to the Innova Flavour Survey 2024, 49% of consumers globally gravitate towards desserts and ice cream, while 48% opt for sweet bakery – but expectations have shifted beyond the usual vanilla and chocolate. The trend embraces unconventional pairings, such as wasabi cheese or mango-basil yoghurt. Particularly popular: hot and spicy notes, which grew by 10% globally in 2024.

2. Flavour Hybrids & Playful Innovation

Bright colours, sweetness, a hint of the unexpected – that’s exactly what today’s consumers crave. Around 43% of global consumers actively seek out bold and unusual flavour experiences, according to the Innova Trends Survey 2025. Products like frosted birthday cake or wild cherry cream soda speak to this desire for whimsical indulgence – where dessert meets cola meets childhood nostalgia.

3. Tradition Meets Wellness

Tried-and-true recipes are getting a sweet wellness makeover: think collagen gummy bears with lavender, adaptogenic brownies, or chamomile-vanilla creams. Traditional "heritage" recipes are being reimagined with health-forward ingredients – whether calming, beautifying, or strengthening.

4. Naturally Sweet, Less Sugar

Less sugar, more flavour – and no artificial substitutes. 24% of consumers now prioritise natural, recognisable ingredients, avoiding anything that feels overly synthetic. New technologies such as fermented sweet proteins or MycoTechnology enable calorie-free sweetness without sacrificing flavour – and without the aftertaste of artificial sweeteners.

5. Sensory Indulgence with a Show-Stopping Twist

A dessert today needs to be more than just sweet. It should crackle, waft, surprise. Whether it’s fermented fruit, flambéed toppings, or attention-grabbing packaging like champagne ice cream bottles – sensory drama is becoming key to indulgence. 28% of consumers globally favour sweet flavours that boost their mood, meaning a little extravagance is more than welcome.

1. Premium Quality & Authentic Origins

You open a bag of crisps – and instead of paprika, you taste Korean BBQ with fermented garlic. Unusual? Yes. Irresistible? Also yes. One in three consumers worldwide actively seeks out unique and distinctive flavours. At the same time, authenticity is on the rise – with Asian cuisines particularly in demand for ready meals, sauces and seasoning blends.

2. Savoury Goes Sweet – and Even Into Drinks

Why not try savoury notes in desserts or cocktails? Spiced hot chocolate with cayenne or tomato gin are pushing boundaries. Between 2022–2024, beverages featuring savoury notes saw 8% global growth – proof that consumers are open to crossing flavour frontiers.

3. Healthy & Savoury – A New Balance

Less salt, more flavour – that’s the new mantra. Consumers are demanding healthier yet flavourful options. Light versions that retain taste, clear ingredient labelling, and reduced additives all build trust – while aligning with modern health expectations.

4. Plant-Based with Depth: Fermentation & Roasting

From roasted carrot with smoked paprika to fermented tofu with an umami kick – innovative preparation methods are elevating plant-based alternatives. These techniques not only refine texture but reshape flavour expectations – all without compromising on taste or sustainability.

5. Limited Editions & Texture Wonders

Daring mash-ups in limited editions are staging a comeback. 40% of consumers want rich, layered textures, and seasonal or experimental flavour profiles offer just that. The key? Surprise creates loyalty – and flavour becomes an experience to remember.