Consumers drive demand for bold flavours, functional foods

In China, 40% actively seek new tastes.

Consumers are increasingly open to new flavours whilst still enjoying familiar favourites, according to Mintel's The Future of Flavours 2025 report.

In China, 40% actively seek new tastes, whilst 23% of South Koreans do the same. Interest in global flavours is growing, with 34% of Australians and 33% of Thais eager to try foods from other cultures. At the same time, consumers want functional health benefits without sacrificing indulgence, pushing brands to balance innovation with wellness.

In the next two years, taste enhancers will be key in improving food and beverage experiences, especially for those with taste impairments caused by ageing, medications, or post-COVID-19 effects.

The demand for natural flavours remains strong. The report noted that 34% of US consumers consider “free from artificial flavourings” and “free from artificial colourings” claims when making purchases. Brands must manage consumer perceptions, costs, and regulatory challenges.

Additionally, texture is shaping product innovation. Crunchy textures, for example, signal both healthfulness and indulgence, giving brands more ways to appeal to consumers.

Sustainability will drive flavour sourcing, with climate change pushing brands to use climate-resilient crops and source ingredients from Asia and Africa. Consumers expect companies to take the lead, with 46% of Indian and 30% of Japanese consumers believing businesses can drive more change than governments, according to Mintel.

Artificial intelligence is expected to play a key role in the future of flavour innovation, creating personalised taste experiences and improving sustainability in the food chain. Brands must address consumer scepticism about AI in food development whilst communicating its benefits.

The report said that brands that integrate sustainability, AI, and transparency will stand out in an increasingly eco-conscious market.