Social media influencers acting as cultural translators are shaping what flavors break through in food and beverage – including a rise in nostalgia with a twist, wellness with personality, indulgence redefined and global discovery, according to the market insight platform Spate.
In a webinar titled Flavor Trends Decoded: What’s New & What’s Next According to TikTok and Google, Bell Flavors & Fragrances joined forces with Spate to explore the evolving landscape of flavor innovation. Hosted by Olivier Zimmer, co-founder/CEO, Spate, Alyssa Williams, F&B category insights manager, Spate, and Kelli Heinz,VP of marketing and internal affairs, Bell Flavors & Fragrances, the event decoded how consumer behavior across TikTok and Google is reshaping the flavor universe.
Leveraging Spate’s proprietary popularity index – which synthesizes real-time search and engagement data from both platforms – the session offered insights into which flavors are heating up, the cultural catalysts behind their rise, and how brands can turn this intelligence into meaningful innovation.
3 trending flavors: What’s gaining momentum
1. Creamy, nutty flavors are ascending
Ube and pistachio are emerging as breakout stars, reflecting a consumer craving for indulgence layered with visual and textural appeal.
- Ube, with its vibrant purple hue and rich, creamy profile, is seeing explosive growth in non-alcoholic beverages, particularly on TikTok. It’s not just about flavor – it’s about the aesthetic and sensory experience.
- Pistachio is winning in snacks, particularly in spreads and confections that signal premium indulgence, with a major driver being the viral Dubai pistachio chocolate bar. The nutty note bridges comfort and sophistication, making it a go-to for modern treat seekers.
2. Light, fruity flavors for the wellness-minded
Consumers increasingly are drawn to flavors that offer both refreshment and a feel-good factor.
- Blueberry is trending in non-alcoholic drinks, signaling demand for natural sweetness with perceived health benefits. Top Google trends including “smoothies with blueberries” and “blueberry lemonade.”
- Guava, meanwhile, is carving out space in candies and treats (like guava candy), often paired with tropical or global inspirations, adding novelty and bright, uplifting flavor.
3. Familiar flavors, reimagined
Everyday ingredients like onion and cucumber are experiencing a renaissance – being positioned in different ways depending on consumer intent.
- Onion is gaining traction in dips and savory snacks where indulgence and boldness are key. Top Google searches include “easy French onion soup recipe” and “French onion soup recipe easy.”
- Cucumber received a 21.7% popularity year-over-year growth (which Spate defines as the average monthly popularity this year versus average monthly popularity last year), ranking “very high,” according to Spate’s index with the dominant searches on Google being “easy cucumber salad recipes.”
Macro forces driving the future of flavor
Spate and Bell Flavors highlighted four major forces steering flavor innovation:
- Indulgence Redefined: Today’s consumers are seeking indulgence not just as excess, but as intentional moments of joy – often linked to texture, richness and sensory escape.
- Wellness with Personality: Wellness is no longer austere. Flavors like guava and cucumber reflect a shift toward wellness that is bright, uplifting and emotionally resonant.
- Nostalgia with a Twist: Familiar flavors like blueberry and onion are being reinvented in new formats or pairings, satisfying emotional comfort while offering novelty.
- Global Discovery: Flavors like ube and guava reflect a growing openness to international inspiration, driven by global travel, diaspora cuisines and digital exploration.
How brands can act on trend intelligence
For brands looking to stay ahead, real-time flavor data can act as a compass – not just for what’s trending, but why. Aligning product development with search and social behavior helps brands tap into true consumer intent, rather than chasing fleeting fads.
A few strategies include:
- Innovate within known categories using unexpected flavor twists.
- Pair indulgent with functional or nostalgic with novel to appeal to layered consumer desires.
- Use visual-first platforms like TikTok to test and amplify new flavor stories early in the product’s lifecycle.
Final thoughts
Flavor is no longer just about taste – it’s a storytelling medium. As platforms like TikTok and Google Search become cultural barometers, brands that listen closely and act nimbly will be best positioned to deliver what consumers did not know they were craving.
Seasonal events, pop culture tie-ins and even meme culture also feed into trend velocity – creating short-term spikes that can lead to long-term flavor adoption when brands respond quickly and authentically.
Leveraging social media can build a path to flavor innovation that is clearer, bolder and more delicious than ever.
