Taste

Taste Trends in Global Savory Foods

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.

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.

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.

Indulgence and Quality Still Define Food and Drink Choice

Indulgence and quality remain key drivers of purchasing decisions

Indulgence continues to play a vital role in how consumers select and enjoy food and beverages. While health and functionality have become increasingly important, taste and enjoyment remain central to many eating and drinking moments. For today’s consumers, indulgence is less about excess and more about appreciating something special and high quality.

These moments of enjoyment are typically intentional. They are often seen as part of a balanced lifestyle rather than something to feel guilty about. Whether it’s an end-of-day treat or a special product shared with others, indulgence is becoming more deliberate and meaningful. This shift opens opportunities for brands to highlight indulgent offerings. For example, this can be done through storytelling that emphasizes craftsmanship, premium ingredients, and multisensory experiences. This is because products that deliver both exceptional taste and strong value are likely to resonate most.

With more choices, evolving tastes, and continuous shifts in category standards, it’s important to offer reassurance around both indulgence and quality

The market now offers consumers an ever-growing variety of options, along with constantly evolving expectations around what makes a product indulgent. As a result, reassurance around both quality and indulgence remains critical. Brands that can confidently balance these two attributes will stand out, offering consumers not just a product, but also the assurance that their choice is worth the moment of indulgence.

Indulgent products positioned around maximizing relationships with loved ones will appeal to consumers

19% of consumers who plan to improve their mood health plan to reduce their stress levels by spending more time with friends and family. (FMCG Gurus)

Indulgence and togetherness are strongly connected. People are drawn to food and drink that enhance shared experiences. For example, whether it’s a dessert after a family meal or gourmet snacks enjoyed with friends, indulgent products often act as touchpoints for meaningful moments.

Insights from FMCG Gurus show that indulgent products tied to themes of sharing, celebration, and connection will deeply resonate with consumers. Emotional uplift, nostalgia, and the creation of special atmospheres all play into how indulgence is experienced. For many, choosing indulgent products is as much about enhancing social moments as it is about taste.

Consumers believe that indulgence in moderation can fit with their broader healthy lifestyle goals

45% of global consumers think eating a variety of food and drink products, including the occasional treat, in moderation, constitutes as a healthy diet. (FMCG Gurus)

Health remains a long-term focus, but many consumers now believe indulgence has a natural place within a balanced lifestyle. For these consumers, indulgence is about carving out moments of enjoyment without guilt, where emotional and sensory satisfaction takes priority.

Rather than positioning products as “better-for-you” compromises, brands can lean into bold, decadent offerings that embrace hedonism. Rich flavours, generous portions, and striking visual appeal all contribute to creating products designed for immersive, high-sensory moments.

The key is not in highlighting moderation but in amplifying the joy of indulgence itself. In a world filled with balance and restraint, unapologetic indulgence has its own unique and powerful appeal, one that brands should not underestimate.

Discover more with FMCG Gurus’ Trend report: Decadent indulgence: Treat yourself without the guilt – 2025. For more details, contact us at info@fmcggurus.com.

Indulgence: 5 trends to stay ahead of

Introduction to indulgence: Acknowledging indulgence as part of a healthy diet

“Prioritizing Pleasure” stands out as one of our Top Ten Trends for 2025, reflecting a broader consumer shift toward seeking reward, enjoyment, and escapism without guilt. In today’s uncertain environment, consumers increasingly view indulgence as a vital aspect of self-care. They recognize that a healthy diet encompasses a variety of foods and drinks, including the occasional treat in moderation. Notably, 58% of global consumers use indulgence as a means of self-care, while 45% associate a balanced diet with variety—highlighting the acceptance of indulgence as an integrated part of wellness.

Consuming indulgence on a budget

Despite a decreasing sensitivity to price, consumers in 2025 continue to navigate the challenges posed by rising living costs and inflation. Consequently, when indulging, they seek to maximize value. A practical method many employ is ensuring that splurges cause leftovers for later enjoyment, such as ordering takeaway with leftovers to savor over multiple days. Additionally, preparing comfort meals from scratch not only saves money but also reduces dependence on processed ingredients, enhancing both health and economic value. As a testament to this trend, 51% of global consumers have embraced cooking at home to save money.

Premium comfort: Elevating traditional offerings

In times of uncertainty, the quest for comfort and escapism through indulgence increases. About 65% of consumers report seeking small indulgences for self-care at least some of the time. The changing world drives people to value tradition, with 69% finding comfort in food that evokes nostalgia. In response, brands are premiumizing classic products to enhance perceived value, enticing consumers to indulge more freely or make impulsive purchases.

Retro mindset: Nostalgia for simpler times

In 2025, many consumers perceive the modern world as fast-paced and overwhelmingly mass-produced, often lacking genuine connections. Generation Z is a significant force in pushing back against this trend. Many young people long for a time they never experienced—namely, the 1970s, 80s, and 90s—associating these decades with fun, simplicity, and freedom. This longing has fueled the popularity of neo-vintage packaging, with 58% of global consumers inclined to try products featuring distinctive, nostalgic designs.

Beyond packaging, Gen Z is reviving traditional social practices, such as hosting dinner parties to strengthen community ties. Other vintage-inspired trends include using disposable cameras to capture authentic moments, distancing themselves from the pressures of curated social media. Brands can capitalize on this nostalgia by introducing limited-time products that resonate with the vintage aesthetic, appealing to a generation eager for genuine connections and experiences.

This is based on FMCG Gurus – Indulgence: Top 5 Trends for 2025 - Trend Resource. To discover more, please click here.