KANSAS CITY, MO — As the commercial baking industry looks ahead to 2025, there are three emerging US consumer trends worth tracking: versatile ingredients, sustainability and hyper-personalized nutrition. That’s according to “Flavor Chase: 2025’s Most Disruptive Food & Beverage Trends,” a new report from Tastewise, a generative AI platform for the food and beverage industry. The full report included two additional trends: Asian cuisine and hydration.
Tastewise used this continuing trend to focus specifically on two Middle Eastern ingredients that are generating quite a bit of conversation on social media: Hawaij and black lime. Both deliver the bold, exotic flavors and functional health claims more consumers are seeking.
Hawaij, a Yemen-sourced spice blend made from cinnamon, clove, ginger and cardamom, is gaining traction in coffee culture, and it also has potential application in baked goods, such as coffee cake.
“We’re seeing spice blends being created by artisanal companies,” said Miriam Aniel Oved, head of marketing communications for Tastewise. “Hawaij brings a warmth, and of course, those functional benefits offered by ginger, cinnamon and cardamom. It is primed to capture the pumpkin spice latte market; pumpkin spice is actually declining a little bit.”
Black lime, a dried citrus with a tangy, sweet and smoky profile, is another versatile ingredient gaining ground on social media. In Middle Eastern dishes, black limes are used whole, sliced or ground as a spice. In baking, they can be used as a last-touch garnish or to elevate a baked good through flavor.
“This is a great way to add that cultural, experiential element to a food or beverage and also call out those functional benefits that we know align with the top consumer needs,” said Lee Brymer, head of marketing for Tastewise.
Tastewise data indicates social discussions of carbon footprint are up 25% over the last two years, with carbon labelling and soil health top of mind with consumers. The data supports increased interest in climate accountability and more transparency around food’s environmental impact.
The growing conversation around soil health aligns with the commercial baking industry’s regenerative agriculture efforts.
“Recent studies have shown that consumers are willing to pay a premium — around 10 percent more — for products that have a clear sustainable impact,” Oved said.
In 2024, Tastewise identified hormone health as an emerging trend. Last year, social discussions centered specifically around women’s health topics such as menopause and fertility and how to support women through personalized diets and nutrition. In 2025, conversations around hormone health are just as relevant, but the focus has expanded.
“We’re broadening the scope and thinking more about what hormone regulation looks like for a larger swath of the population,” Oved said. “Consumer interest in balancing their hormones with foods and beverages grew over 150 percent over the last two years, and that extends beyond areas that are considered ‘women’s issues.’”
Oved noted that interest in hormone health includes glucagon-like peptide 1 (GLP-1), a hormone that helps regulate digestion, blood sugar and appetite. It’s often used to treat type 2 diabetes and obesity.
Potential challenges with medicated weight loss, including side effects, high cost, lack of long-term availability, adherence and weight gain when no longer taking the drugs, present opportunities for food manufacturers to develop products that can support people in what Oved referred to as the “post-GLP-1 era.”
“The conversation around GLP-1 medications is hot right now,” Brymer added. “As people adopt this medicated weight loss approach, we need to look at what’s happening post-GLP-1 and how we can create a personalized nutrition experience for people who are not only looking to lose weight but also achieve a more sustainable wellness routine.”
Food manufacturers who are able to incorporate these trends in 2025 have the potential to attract new consumers with innovative offerings.
Read Tastewise’s full report: “Flavor Chase: 2025’s Most Disruptive Food & Beverage Trends.”
