Review of May 2025 Flavour Trends

May 2025 was an exceptionally dynamic month, marked by robust innovation and bold creativity across flavor, food, beverage, and sensory landscapes. Flavor trends, in particular, emerged prominently, showcasing consumer appetites for global inspirations, comforting nostalgia, and adventurous new pairings.

In beverages, unique flavor infusions and wellness-driven ingredients dominated the scene. Dutch Bros captivated consumers with inventive combinations such as Lavender Matcha Lattes and tropical Paradise Matcha Lemonade. Meanwhile, Heineken Studio experimented with customizable draughts featuring unexpected toppings like tropical foam and Campari-infused heads, and a viral jalapeño wine trend brought spicy complexity to Sauvignon Blanc, underscoring the trend towards personalized and experiential drinking.

Snack innovations embraced boldness, with Lay’s Thai-Style Red Curry chips and Doritos’ Twisted Queso—infused with jalapeño heat—standing out as vibrant examples of consumer craving for globally inspired flavors. Concurrently, the popularity of Dubai Chocolate, rich with pistachio cream and crispy kataifi noodles, showcased a fusion of Middle Eastern indulgence and confectionery innovation.

The frozen food sector embraced international flavors, exemplified by dumplings with diverse fillings such as Kimchi & Mushroom and Chicken Tikka Masala. Meanwhile, flavor collaborations like Blue Diamond’s Cherry Slurpee almonds and Oreo’s Chocolate Covered Pretzel cookies illustrated a playful approach, merging familiar tastes with novel sensory textures.

Fragrance trends mirrored these culinary adventures, as tomato leaf perfumes transitioned from niche curiosities to mainstream appeal, aligning with consumers’ increasing interest in fresh, vegetal notes. Meanwhile, dessert-inspired gourmand fragrances—featuring nostalgic notes of cupcake, caramel, and buttered pretzel—underscored Gen Z’s preference for comforting scents.

On the sensory front, immersive multisensory experiences took center stage, with Horizon Grill in Kuala Lumpur offering elevated afternoon teas and Singapore’s “Le Musk” pioneering multisensory VR storytelling. The advent of technologies such as Ainos’ AI Nose underscored a rapidly evolving intersection between sensory science and flavor profiling, suggesting transformative potential for future aroma and taste experiences.

Altogether, May 2025 illustrated a flavorful intersection of nostalgia, global exploration, and technological advancement, setting a dynamic pace for continued innovation and sensory excitement in the months ahead.