Flavor innovation is evolving rapidly in line with changing consumer tastes. Mintel’s “The Future of Flavors 2025” report outlines the trends driving the food and drink industry, from the embrace of new flavours and global influences to the role of AI and sustainability in flavour development.

Today: Consumers seek new flavors, global influences, and a balance between health and pleasure.

Today, consumers are more willing to try new flavors than ever before, while still enjoying familiar ones. In China, 40% of consumers said they “regularly look for new foods or flavors to try,” while 23% of consumers in South Korea shared the same interest.

This desire to discover new flavours presents an opportunity for brands to offer bold and globally inspired flavours. Interest in international flavours is on the rise, with 34% of Australian consumers and 33% of Thai consumers interested in trying flavours from other cultures. Consumers also expect products to be healthy without compromising on taste, forcing brands to balance flavour innovation with health-conscious formulations.

The next two years: Elevating taste, balancing natural and artificial flavors, and the increasing role of texture

In the near future, flavor ingredients will play a key role in enhancing the food and beverage experience, as well as addressing the needs of consumers with taste issues, an area that is still underdeveloped. Factors such as health issues, medication, aging, and even COVID-19 can affect taste perception, creating an opportunity for brands to fill this gap.

Meanwhile, the debate over artificial vs. natural flavors continues. According to Mintel research, over 34% of US consumers prioritize labels that state “no artificial flavors” or “no artificial colors” when making purchasing decisions. Brands need to consider consumer perspectives, cost, sustainability and regulatory requirements to offer the right product.

In addition, textural innovation is becoming a key element in increasing product appeal. A crunchy texture can communicate healthiness, but at the same time can be associated with pleasure. Therefore, strategic use of texture is key.

The Next Five Years and the Future: Sustainability and AI for Flavor Development

In the long term, sustainability will be a key factor in developing flavours and processes. Climate change will force the industry to adapt by using more resilient crops and expanding sourcing from regions like Asia and Africa, in line with consumers’ view that sustainability is more of a public health and resource issue than an environmental one. According to Mintel’s Global Outlook on Sustainability 2024-2025 , 46% of consumers in India and 30% of consumers in Japan believe that companies have a greater impact on the world than governments.

Artificial intelligence (AI) can also play a role in improving sustainability in the food chain, including in developing flavours. AI has huge potential to create unique and personalised flavour experiences, however, brands need to communicate the benefits of AI while also addressing consumer concerns about its role in developing food and beverages.

So brands that prioritize sustainability and communicate transparently can build trust and stand out in a market where consumers are increasingly concerned about the environment.