Consumers’ mindsets are being shaped by, and directly responding to, the onslaught of advanced technology in their everyday lives with the tangible expression of their food choices. As such, 2025 will be a year of consumers embracing the “new human nature.” It will come to life through flavor profiles and color shades in foods, beverages and dietary supplements that align with a recognition of innate human qualities.

Revisit & Re-invent

Consumers seek familiarity and authenticity, driven by the power of memories, as well as a break from modern technology and a longing to revisit past human experiences. Simple, singular flavor profiles are attractive, like that of sun-ripened strawberry in an active nutrition shake. Creamy, umami-rich and sweet brown tonalities will also present more in sweet and savory foods, as well as support an ongoing focus on purposeful indulgence.

Shades of red, including deep burgundy and muted coral, signal a connection to the past and prompt the expected flavor of a product. Berries and other fruits directly tie into these color profiles, and they support the true-to-fruit profiles showcased across regions. This includes raspberry and strawberry in North America, berry and guava in Latin America, grapefruit and plum in Europe, and strawberry and watermelon in Asia.

For the younger generations, classic flavors may be novel to them, and many seek to put their own spin on classic profiles, re-inventing them a little in the process. Gen Z, in particular, are showing their desire to connect with the past but make it their own, as evidenced by social media trends like “Cottage Core” and “Eclectic Grandpa.” Think of a gummy supplement that elevates a common berry profile by perfectly replicating a fresh-picked berry.

Adaptive Eating

The information age has taught us more about what we put into our bodies and how that affects mood and brain health as much as it affects our waistline. It’s made consumers more mindful of their food choices. Plus, digital apps and platforms support informed decision making, with both well-being and affordability top-of-mind for many consumers. 

The interconnection between satiety and satisfaction is a critical consideration for manufacturers, particularly when developing better-for-you products. In 2025, there is anticipated increase in the use of rich and creamy flavors, which can support the transition to low-fat products and help create the perception of fullness in smaller portions. Technology also demonstrates its influence here in food production. Flavor modulation technology for mouthfeel and masking in reformulated better-for-you products will bring more enjoyment to adaptive eaters looking for healthier choices. 

As for colors, lively yellow and orange hues represent the charisma that comes with adaptive eating and drinking. This may include leveraging cost-effective solutions for citrus-flavored carbonated soft drinks (CSDs) that boast prebiotic fiber inclusion or tapping into honey, cheese or dairy flavors for richness, ultimately helping consumers enjoy the changes in their diets and lifestyles.

Euphoric Wellness

More and more consumers are seeking ingredients and foods that may specifically make them feel their best or give them the most energy. Consumers are also coming to understand that healthy eating goes beyond physical sustenance and doesn’t need to be a culinary snooze. Flavors and colors are especially impactful for consumers looking for ways to nourish their body, mind and soul. Colors, aromas and flavors are deeply connected to emotions and memories, and they can evoke certain feelings for consumers, supporting the development of products that may help people on their distinct wellness journeys.

Green shades like sage, olive, and melon, which reflect freshness and prompt a connection to nature, perform well within foods, beverages, and dietary supplements positioned to support aspects of well-being. The freshness that bitterness often evokes is a good bet to be popular. In fact, botanical sources like hops are emerging out of beer applications and becoming popular in new hop-forward, non-alcoholic beverages. Grapefruit and bergamot continue this trend, presenting in products that blend bitterness with a familiar freshness and fruitiness. In North America, specifically, other emerging flavor profiles inspiring a sense of elation in consumers include peppery holy basil and earthy, nutty pandan.

Made For [You]

Unbridled experimentation, coupled with innate human curiosity, is the hallmark of this trend. Playful flavor and color concepts stand out here with unexpected pairings developing as a result. Personalization that seems bespoke to a consumer’s individual needs will shine in 2025.

Cool blue hues mimicking clear blue skies to darker and imaginative shades representing the deep blue sea will drive forward unique innovation, leaning on playfulness and imagination. Highbrow versus lowbrow experiences, like truffle-flavored potato chips, are the type of extraordinary flavor pairings this group is looking for. Childhood flavors like cotton candy are also seen in energy drinks and active nutrition products. Surprising multi-sensory experiences, like heating, cooling and unique textures, will also delight adventurous consumers.

Humans and human nature are unable to be fully captured by the algorithms designed to target them. Yet technology is positively shaping our food choices in other ways. Themes such as the four outlined above are defining the types of products that will appeal to our “new human nature.” By working with a partner with vast flavor and color expertise and solutions, food, beverage and dietary supplement brands can address evolving consumer needs in the new year and beyond with innovative product development.

Access ADM’s full report here: https://www.adm.com/en-us/news/adm-stories/adms-2025-flavor-and-color-trends-project-consumers-embracing-the-new-human-nature/