The latest Flavour Report from ITS confirms that this year’s NPD scene is all about pushing boundaries, igniting tastebuds and reinventing the classics. With bold, global, and nostalgic flavours taking centrestage, consumers are in for a taste adventure like never before.
Backed by insights from Innova Market Insights, Tastewise, Mintel and Vypr, the ITS annual Flavour Report reveals a clear trajectory for innovation: Big, adventurous and packed with emotional connection. Consumers are craving the unexpected – whether that’s a fiery, salty or tangy punch, or a childhood favourite with a surprising twist.
The rise of Eastern Eats
If you thought matcha had peaked, think again. Asian flavours are taking over and the bakery and snack aisles are no exception. Korean, Japanese, and Filipino influences are driving a new wave of exotic taste experiences:
- Yuzu (+19%) – A citrus superstar making waves in desserts.
- Japanese-inspired flavours (+20%) – Think matcha, miso, and wasabi breaking into new categories.
- Korean flavours (+32%) – Gochujang, kimchi, and soy-garlic are ready to shake up snacks.
- Lychee (+10%) – Floral, fruity, and ideal for premium drinks.
“With their calming, peaceful, and restorative associations, Asian flavours are hugely popular,” says Liz Gabriel, bakery specialist at ITS. “They make great additions to sweet baked goods and marry particularly well in dessert applications; hence we have seen a boom in these types of flavour profiles being requested by our bakery customers.
“These emerging flavours are often paired with core flavours to help consumers relate to them. So, if bakery manufacturers are using flavours like pandan, lychee or yuzu, for example, pairing with a more familiar flavour such as coconut or lemon will entice consumers to try something new.”
It’s not just about the sweet side - savoury bakery is joining the movement. Kimchi-infused sourdough, katsu curry buns and pickled cucumber pastries are on the rise.
“Don’t be surprised to see these distinctive savoury notes paired with sweet flavours either to entice consumers who love a sweet and salty combination,” adds Gabriel.
Impossible to ignore
If subtlety ruled last year, 2025 is all about flavours that demand attention. ITS reports that 40% of consumers associate ‘rich’ flavours with an ‘impressive experience’, while 22% are actively seeking ‘bold’ and ‘intense’ profiles.
- Salty (+40%) – Lean into salt-forward snacks, salted caramel desserts, and sweet-and-salty explosions.
- Margarita (+17%) – Expand into desserts and even cupcakes.
- Hickory Smoked (+10%) – Add depth to snacks and plant-based alternatives.
- Sour (+20%) – Perfect for next-gen confectionery and something a little different.
Expect to see a sour shockwave, with sherbet and tangy citrus making a splash. Miso caramel is adding deep umami, while margarita’s salty-lime zing is making its way into everything from cupcakes to glazes.
Cocktail-inspired desserts are also making waves. Brands looking to add sophistication to their flavour ranges are leaning into boozy-inspired profiles that deliver indulgence without the alcohol. Pisco sour, espresso martini and tequila-infused treats are giving baked goods a sophisticated, adult-friendly twist. Ontrend options include:
- Mango Mojito – A tropical burst of sunshine with the cooling refreshment of mint.
- Negroni – Complex, slightly bitter, and utterly sophisticated.
- Roasted Pineapple Daiquiri – A blend of caramelised sweetness with a bright, refreshing edge.
- Margarita – Sweet, sour, and salty - the ultimate flavour trifecta.
- Espresso Martini – The flavour that keeps on growing, adding a luxurious coffee note to bakery, ice cream and desserts.
This is all about instant gratification that’s bold, rich, and unapologetically flavour-forward.
Sweet and salty mashups
The real gamechanger? Swicy is literally on fire. Gen Z loves it and it’s popping up in snacks and desserts. Miso caramel, yuzu and white chocolate, and sesame honey croissants are proving that East-meets-West fusion is here to stay.
- Flamin’ Hot (+10%) – How can you evolve the spicy snack craze?
- Green Chili (+23%) – Consumers are looking for heat with depth.
- Sweet BBQ (+16%) – Perfect for marinades, nuts, glazes, and dips.
Nostalgia gets a makeover
Retro flavours are making a modern comeback, but with premium, creative twists. Think childhood favourites reimagined for today’s sophisticated consumer:
- S’mores (+73%) – The classic indulgent American dessert snack.
- Honeycomb (+18%) – Luxurious ice creams, spreads and bakery items.
- Blue Raspberry (+24%) – Bold and primed for energy drinks and candies.
ITS predicted the rise of Newfound Nostalgia, Barbie World and Creative Caramel in 2024. This year takes it further. Childhood-inspired treats are getting an adult refresh. Think butter popcorn brownies, cereal-milk croissants, and birthday cake pastries – all upgraded with premium ingredients and unexpected pairings.
Salted caramel changed the game, but caramelised biscuit flavour is the new disruptor. Thanks to the popularity of Lotus Biscoff taking TikTok and Instagram by storm, it’s seen 52% growth in UK product launches between 2018-2022, according to Innova Market Insights.
“With so many pairing opportunities, caramel is an everlasting flavour,” Gabriel explains. “It blends effortlessly into every type of bakery application, keeping it at the forefront of consumer favourites.”
The time to innovate is now
While flavour trends are shaping the future of bakery innovation, so too is the shift towards tech-driven designs, bite-sized indulgences and ultra-tangy twists.
AI-designed pastries and 3D-printed desserts are pushing the limits of creativity. Single-serve treats are booming, perfect for consumers who want a little indulgence without over-committing. And the rise of sour and tangy profiles -from cranberries to fermented flavours -is proving that sweet isn’t the only game in town.
Consumers are demanding bolder experiences, nostalgic throwbacks and global inspirations, and brands that embrace these trends will come out on top.
The future of flavour is waiting – make your next launch unforgettable.
