US-based flavour-development company T. Hasegawa has released its annual Food & Beverage Trends report, which combines industry and market research and the company’s own data to predict what will be trending in the coming year.

In 2023, they predicted that ube would be the big flavour trend of 2024 – along with others like matcha and furikake – and they were pretty spot-on about that. You can’t turn around these days without running into purple doughnuts, green lattes or things topped with Japanese rice seasoning. Or possibly all three at once.

But this year, the flavour and fragrance producer has gone for something far less exotic. In fact, you most likely have it in your pantry at home right now. 

The report has named brown sugar as the ‘flavour of the year’ for 2025, citing both its unique ability to evoke nostalgia when used in home-baked treats, and its future potential in our ever-changing, furikake-sprinkled world. 

“In recent years, brown sugar has been reimagined beyond its traditional use in cookies and sauces,” the report states. “Its warm, spiced notes have inspired the use of brown sugar in innovative applications from craft beverages to global cuisines, reflecting a growing emphasis on sustainability, creativity and diverse flavour profiles. 

“The future of brown sugar lies in its adaptability and versatility. As demand for natural and sustainable ingredients grows, unrefined and organic brown sugar options will likely dominate. Its role in fusion cuisines, unique beverages and plant-based innovations will continue to expand, ensuring brown sugar remains a timeless and essential ingredient in traditional and modern culinary landscapes.”

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2025 food trends: what else to expect

In news that will be a surprise to absolutely no one, the report also states that social media will continue to be a key influencer in food and dining trends, driving a new appetite for “global tastes and unique flavours”. Predictions cited include “mash-up mania” – where different cuisines and culinary styles collide – and “flavour escapism” – in which we presumably try to temporarily flee from the horrors of everyday life with weird and wacky things like “rainbow”, “galaxy” and “unicorn” flavours. 

Mushrooms are also set to make a comeback, now that we’ve all kind of forgotten about that whole unfortunate beef wellington incident. But not just your bog-standard mushies (or the poisonous ones, natch). The report claims that 2025 will be all about “functional mushrooms” – ones that offer natural energy, improved focus, stress relief and mood-boosting properties. So expect plenty more mushroom coffees, supplements and snacks. Leading the pack (or the pride) here is lion’s mane, which reduces inflammation and boosts cognitive health.

Other ingredient trends are more about necessity than popularity. The report also highlights carob as an ingredient to watch in 2025. With climate change now having a serious impact on the global cocoa industry, companies (and consumers) may now be forced to resort to carob as a chocolate alternative, which is a really depressing way to end an article. Sorry. 

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