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Trend report:

Trend report: Why we’re turning to flavours that make us feel better

September 2025

By Hannerie Visser (Studio H)

Across the food and drink world, there’s a powerful shift happening. People don’t just want products that taste good anymore, they want them to do something. From lifting our mood to helping us unwind at night, consumers are seeking out flavours and ingredients that support sleep, stress relief, leisure, lifestyle, and everyday wellbeing.

This trend is part of a bigger story: health is no longer seen as just diet or exercise. It’s about how we feel – physically, mentally, and emotionally – throughout the day. Food and drink are becoming part of that toolkit.

The Rise of Functional Flavours

What’s driving this? Stressful lifestyles, a growing awareness of mental health, and a fascination with natural remedies. Younger consumers in particular are leaning into “functional indulgence”. 

Products that taste indulgent but also carry ingredients with proven or perceived benefits.

The result is a new generation of flavour experiences, where taste is married with function. Think of it as your favourite treat, only smarter.

Some of the leading ingredients shaping this space include:

  • Adaptogens like ashwagandha and holy basil, which are linked to stress relief and balance.
  • Amino acids such as L-theanine, GABA, and tryptophan, often used to promote calm or focus.
  • Sleep aids including chamomile, lavender and magnesium.
  • Nootropics and natural stimulants such as lion’s mane mushroom, green tea extract, or guayusa, aimed at improving focus and creativity.
  • Spices and herbs like turmeric, ginger, and cardamom, valued both for their warming flavour and their wellbeing associations.

Every Day Use Cases

People are weaving these functional flavours into different parts of daily life:

  • Night-time rituals: calming teas, hot chocolates with magnesium, or snacks infused with lavender to signal it’s time to wind down.
  • Midday resets: sparkling waters with adaptogens, stress-easing chocolates, or teas that promote focus.
  • Leisure upgrades: cocktail bitters or mixers with botanicals that turn a drink into a mindful experience.
  • Better-for-you treats: low-sugar gummies or chocolates enriched with calming or energising compounds.

In all of these examples, flavour is central. Consumers won’t compromise on taste; instead, they’re looking for products where flavour and function feel like a natural pair.

What This Means for Brands

For brands, the opportunity is significant, but so are the expectations. Success in this space will depend on a few key factors:

  1. Credibility and transparency: Consumers want to know that ingredients really do what the packaging suggests. Clear labelling, credible sourcing, and trustworthy information are essential.
  2. Great flavour first: A functional product that doesn’t taste good won’t survive. The craft of flavour pairing and masking is crucial.
  3. Clear storytelling: Shoppers respond to products that speak directly to their needs, whether it’s “calm”, “focus”, or “sleep”.
  4. Educating with warmth: Many functional ingredients are still unfamiliar. Explaining their role in a simple, approachable way helps build trust and curiosity.

What's Next

Looking forward, expect to see more:

  • Ready-to-drink options designed for mood or sleep: sparkling “night tonics” or calm-boosting canned teas.
  • Personalised formats, such as sachets or pods, that let people tailor flavour and function to their daily needs.
  • Playful leisure snacks: think functional popcorn or gummies aimed at gaming, streaming, or relaxing at home.
  • Hybrid products that connect global flavour trends (like matcha lattes or yuzu-ginger infusions) with wellbeing properties.

The blending of flavour and function isn’t a passing fad, it’s becoming part of how we define wellbeing. Food and drink are no longer just about taste or nutrition, but about how they make us feel.

Brands that can balance scientific credibility with great flavour and approachable storytelling will be well-placed to win in this emerging landscape of functional indulgence.

Hannerie Visser is the founder and creative director of Studio H, a team of culinary-minded designers that specialise in food trend reporting, product innovation and experience design.

Through exploring emerging trends, SensoryFX is committed to understanding consumer motivations, allowing us to create flavours that delight and inspire.

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