Based in Newbury, I.T.S is a leading UK flavour producer that supplies food and drink manufacturers around the world.

For its annual flavour report, the firm has utilised market data from Innova Market Insights, Tastewise, Mintel and research company vypr, while also leaning on its own client NPD work.

The report highlights what the team at I.TS believe will be the major flavour trends for 2025, and analyses the factors that are influencing the popularity of these flavours.

I.T.S has witnessed an increase in influences from Asian and Eastern cultures on Western consumers, and this is heavily impacting food and drink. According to Innova Market Research, Korean flavours are one of the top Asian flavours, with a CAGR of 32% between 2020 and 2024, closely followed by Japanese flavours.

With their calming, peaceful and restorative associations, Asian flavours such as lychee, yuzu, ube and pandan are considered the antithesis of ‘untrustworthy’ ultra processed foods.

Alongside the calming flavours mentioned above, I.T.S said spicy flavours that pack a punch are also trending. Innova Market Research found that around 40% of consumers say that a “rich” flavour or taste makes for an “impressive experience”, while 22% of global consumers are looking for intense and “bold” flavours.

These instant gratification tastes include salty, margarita with its whack of salt and lime along with “taste bud tinglers” such as sour and sherbet.

For consumers who like it both ways, I.T.S has identified ‘Swicy’ as the new buzz word in product development boasting both sweet and spicy flavour combinations.

This includes chilli, sriracha or flaming hot flavours combined with honey or caramel.

Fresh, light and healthy, honeydew, melon and watermelon are all on I.T.S’ flavours to watch list for 2025. Particularly relevant for the beverage sector, Paragon Brands found that 78% of UK consumers selected watermelon as their favourite summer flavour for an alcoholic drink.

Despite the ever-evolving nature of the world of flavour, I.T.S believes that trends are sticking around a little longer nowadays.

Last year the company identified ‘Newfound Nostalgia’, ‘Barbie World’ and ‘Creative Caramel’ as ones to watch and these trends are continuing in 2025, with flavours such as Cookie Dough, S’mores and Tiramisu set to take up the mantle this year.

In addition to the top five, I.T.S identified the growing demand from consumers for personalisation from food products. As a result, functional ingredients will become important in both ‘healthier’ and indulgent products.

Meanwhile, a greater exposure to how food is manufactured, through media and ‘fly on the wall’ TV programmes, as well as social media-fuelled misinformation, has created a lack of trust among consumers. According to the Food Standards Agency, 42% of consumers indicated that they were ‘highly concerned ‘about ultra-processed or over-processing.

Consumers want to trust the food brands that they buy so we will be seeing more transparency as well as collaborations to help positively build a brand’s profile.

Summarising all the findings and predictions that can be found in the report, I.T.S founder Mike Bagshaw said: “I.T.S works across the food and drink manufacturing spectrum, from ready meals to bakery, RTD cocktails to low and no alcohol drinks, snacks to nutrition. This means we’ve a good idea about what is trending as well as the challenges the sector may be facing.

“This experience, combined with robust data from known and trusted industry sources, gives us a compelling flavour trends story for 2025. Fast changing conflicts, big business taking centre stage in US politics, the growth of AI and the climate crisis makes for an uncertain world, for sure. As a result, consumers are turning to food and drink to give them assurance as well the opportunity to escape and try something new and different. The flavours we will be seeing in 2025 are certainly reflective of that.”