Consumers are not just looking for food that look and taste good but are also driven by their health goals and a desire for familiar yet unique experiences, according to ADM’s 2025 Flavor and Color Outlook report.
The report emphasises the significance of selecting the right flavour and colour combinations to help brands meet the growing demand for wellness-oriented products.
The focus for 2025 will be on multisensory products that address consumer preferences for simplicity and familiarity while offering creative twists.
Simplicity, familiarity, and comfort
The trend “Revisit and Re-Invent,” centres around flavours and colours that evoke nostalgia. These foods are associated with shades of red, including coral and burgundy, which add visual depth to these flavour experiences.
For younger consumers, this means rediscovering classic favourites. For older generations, it’s about reimagining familiar profiles.
Flavours that cue something familiar will win with customers looking for nostalgia, while still re-inventing or even updating a classic profile. Fruits that are familiar will help bring this to life in all types of food and beverage applications.
Popular fruits in the region, such as lemon, strawberry, watermelon, ume, and western plum, continue to attract consumers.
These profiles can be enhanced through pairings with herbs like mint and thyme or spices like vanilla and cinnamon.
On the savoury side, umami-rich combinations, like incorporating miso or soy sauce into western dishes such as pasta, demonstrate how familiar Asian flavours can elevate traditional meals.
Additionally, with increasing expectations of better-for-you products, consumers expect reformulated or wellness-oriented foods to taste as good as their conventional counterparts, which is linked to the next trend on taste and affordability.
Unchanging taste, affordability, and satiety
The “Adaptive Eating” trend sees consumers aligning their diet with lifestyle habits. Flavours and colours can play a role in supporting this trend, which is shaped by economic challenges, environmental concerns, and personal wellness goals.
Flavour technology can mask off-notes and preserve original flavours, such as in plant-based offerings or sugar-reduced alternatives.
For example, earthy or bitter aftertastes from pea and soy proteins can be neutralised in plant-based yoghurts. Natural sweeteners, like stevia or monk fruit, can also be used without the bitter aftertaste with the right flavour technology applied.
As cost-conscious consumers look for products that deliver value without sacrificing quality, citrus flavours like orange and lime can be paired with bright orange colours that add appeal to budget-friendly products.
Maintaining satiety in smaller portions is also key for products addressing wellness trends and economic constraints.
Flavours like honey, apple, and indulgent dairy or cheese profiles are being used to enhance mouthfeel and create a sense of fullness.
From creamy textures in reduced-fat options to umami-rich notes in savoury foods, these elements help create a perception of richness and satisfaction in healthier or smaller portioned products.
Mood foods and beverages
On the same theme of wellness nutrition, “Euphoric Wellness” refers to seeking physical and mental comfort in food and beverages.
Ingredients like hops and botanicals, often associated with calmness and relaxation, are now being used in beverages beyond beer, such as non-alcoholic drinks and teas aimed at promoting relaxation. These are often paired with calming green tones like earthy olive or sweet sage.
For those seeking invigoration, there are flavours such as bergamot, grapefruit, acai, and tropical fruits like pineapple and mango.
In this space, colours like honeydew melon and citrusy greens that are related to the theme of natural holistic wellness, which can calm and energise at the same time.
Unexpected pairings and personalisation
As consumers seek positivity in their food experiences, bold flavour pairings, along with customised sensations, are becoming key drivers in crafting products.
Flavours that seem bespoke to a consumers’ individual needs will win in products geared at making their consumers feel special and seen.
The “Made for You” trend revolves around bold experimentation and personalisation, which are associated with various shades of blue, symbolising fresh and novel approaches in food and beverage experiences.
For example, some of the unexpected flavour pairings highlighted by ADM include combining fruit and fantasy flavours with mint and cooling sensations, citrus and spicy combinations such as orange and Sichuan pepper, tropical and spicy twists such as spicy plum and spicy watermelon.
Brands may also offer differing spice intensities or sweetness levels to cater to different preferences.
Additionally, “highbrow-lowbrow” combinations like truffle potato chips or whipped cream topped with gold flakes, create an interesting contrast between luxury and simplicity, allowing consumers to enjoy an elevated experience in a more familiar or approachable setting.
As consumers navigate their health goals and seek familiar yet innovative experiences, brands can curate flavour and colour combinations that resonate emotionally and physically.