In the world of food trends, 2025 is already shaping up to be a sweet year—quite literally! Brown sugar, that warm, caramel-flavored kitchen staple, has been named Flavor of the Year by T. Hasegawa USA in its annual Food and Beverage Flavor Trends Report. That’s right—this simple yet versatile ingredient is stepping out of the baking aisle and into the spotlight of menus, beverages, and food products everywhere. And who could blame it? Brown sugar’s rich, complex flavor profile has been adding depth and nostalgia to everything from coffee drinks to savory sauces. But don’t just take our word for it—let’s dive into why brown sugar is the star of 2025.
Why brown sugar?
Brown sugar has long been a culinary essential, but in 2025, it’s making a seriously sweet comeback. So, why all the love for this humble ingredient? First off, it’s got that deep, molasses-enhanced richness that makes it stand out from its paler counterpart—white sugar. But it’s not just about sweetness; brown sugar has a flavor profile that’s downright complex, with caramel-like notes that can elevate everything from desserts to cocktails. It’s the perfect ingredient for foodies and flavor adventurers looking for more than just a quick sugar rush. One of the reasons brown sugar is seeing such a resurgence is its nostalgic appeal. Whether it’s stirring it into a cup of coffee or adding it to a batch of cookies, brown sugar reminds us of simpler times—and those feelings of comfort are something we can all crave in today’s fast-paced world. Plus, with its ability to add both sweetness and a touch of complexity, it’s no wonder that mixologists and coffee shops are jumping on the brown sugar bandwagon. We’ve already seen it take over the popular trend of brown sugar lattes, but it doesn’t stop there. Expect to see it in craft cocktails like Old Fashioneds or rum-based drinks, where its molasses-y sweetness creates a rich base for more sophisticated flavors.
“Consumer preferences are continually evolving in food and drink categories, and the flavor industry is on the frontline of these trends,” said Mark Webster, vice president of sales and marketing at T. Hasegawa USA. “By working with many of the world’s top food and beverage brands, our R&D team have direct insight to the ingredients, culinary trends and consumer demands that will influence restaurant menus and CPG products well into the future.”
More than just brown sugar
Of course, T. Hasegawa’s report doesn’t just stop at brown sugar. The 2025 Food and Beverage Flavor Trends Report is packed with other predictions that are shaping the way we’ll eat, drink, and snack in the coming year. Here are a few highlights to keep an eye on:
1. Mental Health Ingredients
As consumers become more health-conscious, there’s a growing demand for ingredients that promote overall well-being. Enter nootropics and adaptogens, the functional ingredients taking the food and beverage world by storm. These ingredients, known for their potential to enhance brain function and help manage stress, will increasingly appear in a variety of products—from energy bars to wellness shots.
2. Gut Health Revolution
Gut health continues to be a hot topic, and for good reason. With more people focusing on their digestive health, ingredients like prebiotics, post-biotics, and fiber will be popping up in foods and drinks not traditionally associated with digestive wellness. Think fiber-rich protein shakes or prebiotic-infused kombucha. Gut health is no longer just a niche market—it’s mainstream!
3. Retro Revival
Remember your favorite childhood snacks? Well, get ready for a nostalgic flavor wave. From candy-inspired concoctions to flavors that evoke the comfort of classic desserts, retro flavors are back in full force. Expect fun combinations like PB&J-flavored treats or birthday cake-inspired snacks, as consumers crave the comforting flavors of their youth.
4. Flavor Escapism
Sometimes we all need a break from reality, and it turns out our food can help with that. The rise of fantasy flavors like “unicorn,” “rainbow,” and other whimsical creations means that people are turning to their plates and glasses for an escape. It’s all about fun, colorful, and playful products that bring joy to our taste buds and our Instagram feeds.
5. Mindful Mushrooms
And no, we’re not talking about the psychedelic kind. Functional mushrooms, known for their potential health benefits like improving energy, focus, and reducing stress, are on the rise. Get ready to see them pop up in everything from energy drinks to smoothies, as people continue to seek out natural ways to enhance their well-being.
So, what’s next?
As 2025 unfolds, expect to see brown sugar creeping into more than just your holiday treats. It’s primed to be the star ingredient in a whole host of innovative products and menu items. From savory sauces to craft beverages and beyond, brown sugar’s warm, molasses-laden flavor will continue to find new homes in kitchens, bars, and coffee shops across the globe.
Talk to our team and learn more!
