10 Feb 2025 Innova’s top five beverage flavour trends
Explore the latest beverage flavour trends that are developing across the globe…
Innova’s 360 research into the global beverage flavour trends shows how the top 5 flavour trends are impacting the global beverages landscape in several intriguing ways, and how they are likely to evolve across various alcoholic, soft, and hot drinks categories.
Florals elevate hot drinks trends
Notably, 3 in 5 consumers globally perceived food with herbal and floral flavours to be good for their health. Innova’s top flavour trend is ‘Floral Fascination,’ where consumers are getting ever more enamored with floral notes in their food and drinks. Health and wellness and sustainability are two major drivers behind this trend.
Floral flavours feature prominently across beverages like soft drinks, alcoholic drinks, and hot drinks, with an 8% CAGR over the past five years. Hibiscus, jasmine, and elderflower lead as the most common flavours, while passion flower and osmanthus show dynamic growth.
Floral flavours are associated with sophistication, and coffee and hot chocolate are prime examples of a category where floral flavours equal premium. Gourmet and specialty coffees currently lead the trend, leveraging floral notes as one of the hallmarks of high-quality cocoa beans.
As floral aromas gain attention, it is likely to play an increasingly important role in the differentiation of coffees, hot chocolate/malted hot drinks, and iced tea/coffee/chocolate by highlighting specific floral notes. Brands can use advanced processing techniques to enhance these notes’ intensity.
Fantasy flavour trends
Globally, consumers are getting adventurous and are looking for diversion as well as creative outlets. This has driven a rise in the proliferation of fantasy flavours in food and beverages. Innova’s ‘Indulge in Imagination’ flavour trend highlights how these flavours tap into emotions, offering an escape from routine, taking them right back to their childhood, or transformative experiences.
Soft drinks and hot drinks launches display 12% CAGR and 6% CAGR, respectively, over the past five years. The concept of fantasy flavours is immensely broad and adaptable, making it virtually future-proof in the ever-evolving flavourscape.
Fantasy, pink, mystery, vibe, and dragons are among the fastest growing fantasy flavours in the past year. Brands are tapping into this trend by employing terms such as galactic, cosmic, interstellar, and stardust, particularly in the energy drinks category.
Fantasy flavours are likely to shape beverages creating new consumption occasions. They can boost product differentiation in categories that have traditionally struggled with flavour differentiation, such as bottled water and coffee.
Nostalgic flavour trends
Globally, 1 in 2 consumers are drawn to nostalgic flavours in their food and beverage choices, reflecting Innova’s ‘Vintage Vibes and Modern Bites’ trend.
This trend shows as the demands of adulthood weigh on individuals, with familiar tastes offering comfort and/or evoking cherished memories of nostalgic childhood treats.
However, modern consumers often prefer updated formulations that align with contemporary health and lifestyle needs, driving clean label innovations and the reimagining of classic flavours in new formats.
Soft drinks display this trend, with orange remaining a quintessential nostalgic flavour. Kombucha, a growing area often categorised with iced tea, leverages nostalgic profiles to attract new consumers. Beyond kombucha, the gradual drift away from alcohol among younger consumers is sparking interest in nostalgic flavours across iced teas, juices, and sports drinks.
Nostalgia continues to serve as a bridge between the past and present, shaping flavour trends by blending beloved flavours with innovative formats to create experiences that appeal to evolving consumer preferences.
Local flavour trends
Globally, 1 in 3 consumers value experience and adventure, and traditions in their diets, with national pride influencing food choices. This aligns with the ‘Local Delights’ flavour trend, which highlights consumers interest in the rich culinary heritage of their home regions while embracing local flavours from across the globe.
Latin America is home to an overabundance of fruits, vegetables, seeds, and other botanicals. Tomatoes, maize, chocolate, and avocados have shaped global culinary landscapes. The region’s beverage players, like Viva Regenera and La Cumbrecita Selection Natural Herbs, highlight native products such as hot chocolate and yerba maté, infused with distinctive local flavours that remain untapped on the international level.
There is a strengthening drive toward collaborative ventures with local brands. Canadian tea brand Auntie Bea’s, for example, partners with BeeMaid Honey to craft cold-brewed non-alcoholic teas featuring locally sourced honey. Such initiatives not only celebrate regional flavours but also enhance product authenticity.
Local ingredients have immense potential to attract global consumers. Positioning these flavours as superfruits or wellness-boosting herbs elevates their appeal and is likely to pave the way for their success in international markets.
Spicy and savoury flavour trends
Globally, 27% of consumers are drawn to interesting flavour combinations in their food and beverages, reflecting Innova’s ‘Savour the Contrast’ flavour trend.
This trend caters to growing culinary adventurousness with bold and unconventional pairings, such as sweet and spicy, which 1 in 10 consumers sought in soft drinks over the past year.
Alcoholic beverages embrace fiery, pungent flavours, with hot and umami notes enhanced by diverse botanicals beyond customary ginger. Similarly, tea with strong and spicy profiles and spiced-up coffee offerings attract consumers through their contrasting flavours. These innovations not only intrigue but also widen the flavour profiles across categories.
The no/low-alcohol trend is likely continuing to act as a major driver behind spicy and other savoury flavours, particularly among younger male consumers. Spiciness is emerging as a natural energy booster, offering an alternative to caffeine and guarana.
This attribute positions spicy flavours for significant growth in energy and sports drinks, where they appeal to health-conscious, adventure-seeking consumers.
What’s next in global beverage flavour trends?
Globally, 1 in 10 consumers looked for sweet and sour flavours in the past year, highlighting their growing appetite for contrasting flavours. This demand is particularly strong in alcoholic beverages, with Indian and Mexican consumers leading the way, followed by enthusiastic interest from Canada and the US.
These combinations deliver a sensory titillation that resonates across diverse palates.
The desire for novelty extends further, with 7% of soft drink consumers exploring nutty flavours. Nuts offer a dual appeal of health and indulgence, with their diverse profiles providing significant opportunities for product innovation. Categories like iced teas, especially kombucha, present an ideal opportunity for introducing nutty notes, fostering consumer curiosity and appreciation.
In the hot coffee category, consumers feel quite strongly drawn to flavour adventures. Also, around 1 in 10 were on the lookout for coffees featuring sweet and sour flavors. This trend indicates untapped potential for expanding the coffee category with imaginative and unexpected pairings.
As consumers continue to embrace novel flavour experiences, brands that creatively balance contrasting tastes are likely to shape the future of beverage innovation in the global market.
Source: This article is based on Innova’s Now & Next in Global Beverage Flavors report. This report is available to purchase or with an Innova Reports subscription. Find out more here!