Taste Trends in Global Savory Foods

16th October 2025

Consumers are craving savory, authentic flavors

In a market shaped by rising living costs and shifting lifestyle habits, consumers are increasingly looking for food and drink that delivers more than just satiety. According to FMCG Gurus’ insights, savory food is becoming a way to experience comfort, self-expression, and sensory adventure. Brands have an opportunity to meet this evolving demand and tap into consumer preferences.

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Taste still remains the priority

When consumers choose what food and drink to buy, taste and flavor remain the number one priority. 72% of global consumers identify this as the most important factor. This surpasses both price (71%) and health/nutrition claims (70%), which highlights that even in a time of financial uncertainty, consumers are not willing to compromise on flavor. This emphasizes the continued importance of indulgence, enjoyment, and experience in everyday eating, especially as people seek out small moments of escapism.

The appeal of new and novel flavors

Consumers are showing increased interest in food that feels adventurous and new. 70% of global consumers say new and novel flavors are appealing, in particular when they are tied to authentic cultural stories and ingredient provenance. This interest goes beyond just trying something different. Savory flavors, inspired by specific regions or traditional recipes create a sense of discovery and connection. Whether it’s street food-style dishes or hybrid flavors that fuse familiar tastes with unexpected ones, consumers are looking to add excitement to their meals, even when dining at home.

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Authenticity matters more than ever

Authenticity critically shapes how savory flavors are perceived and consumers favor products that clearly communicate their origin and cultural background. This is particularly important as 67% of global consumers say they are willing to pay a premium for food and drink products that feature new or unusual/exotic flavors, with savory flavors being the top type of flavor in this category. Authenticity enhances perceived quality and allows brands to reposition everyday meals as elevated experiences, especially when paired with messages alongside products which tap into themes of global flavors.

Flavor as a form of identity and expression

Food is now becoming a reflection of self identity, taste, and lifestyle. FMCG Gurus’ insights show 39% of Generation Z consumers say they like to post about new flavors on social media compared to just 19% of Baby Boomers. This openness to experimentation is particularly evident in younger demographics, who are more likely to explore global cuisines and embrace unfamiliar ingredients. 

For many, food goes beyond nourishment, it’s a social statement and tool for self-expression. With the rise of at-home entertaining and dinner parties, especially among Gen Z and Millennials, consumers are looking for flavors that allow them to demonstrate culinary knowledge and sophistication. Social media further amplifies this behavior, particularly among younger cohorts where consumers are seeking out savory flavors that allow them to showcase their culinary curiosity.

Meeting the demand for elevated convenience

Modern consumers are more time-scarce than ever, and as a result, mealtimes are becoming increasingly fragmented. 30% of consumers say they are more time-scarce, impacting their snacking choices whilst demanding exciting flavors. This has created space in the market for products that blend indulgence, global inspiration, and ease of preparation. Brands should capitalize on this opportunity and innovate based on these preferences, with consumers looking for savory flavors as well as indulgence and convenience, products should be positioned towards this. Beyond main meals, flavor now appears in formats like savory snacks, on-the-go options, and global meal kits.

Discover what’s next in savory innovation with FMCG Gurus’ Trend Report: Savory Food: Authentic Taste in the Global Era  2025. For more details, contact us at info@fmcggurus.com.

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