This will be the flavor of 2025 – and you probably have it in your pantry

2025 will be sweet as sugar.

The Food and Beverage Trends Report has declared that brown sugar will be the flavor of the year for 2025.

In the report, published annually for several decades by T. Hasegawa, the flavor development company describes brown sugar as a “culinary staple” that adds “a touch of nostalgia” to dishes.

Since brown sugar is not refined to remove all of its molasses content, it retains a natural sweetness with a deep flavor and moist texture – unlike white sugar.

Originating as a cooking and kitchen ingredient, brown sugar has become a popular ingredient in everything from baked goods, to sauces, drinks and more.

Brown sugar – known for its warm color and molasses flavor – has also become a cafe favorite, with brown sugar lattes becoming increasingly fashionable.

The ingredient is also gaining momentum among mixologists in cocktails like Old Fashioneds and dark rum-based drinks because of the deep flavor it adds.

“Consumer preferences are constantly evolving in the food and beverage categories, and the flavor industry is at the forefront of these trends,” Mark Webster, vice president of sales and marketing at T. Hasegawa USA, said in a statement.

“Working with many of the world’s top food and beverage brands, our R&D team has direct insight into the ingredients, culinary trends and consumer demands that will impact restaurant menus and CPG products in the future .”

The flavor of the year isn’t the only trend T. Hasegawa’s 2025 report predicts. The company expects mental health ingredients like nootropics and adaptogens to get a boost, as well as ingredients that benefit digestive health like fiber, prebiotics and post-biotics in non-traditional categories.

Consumers also crave foods and beverages that evoke childhood memories, leading to nostalgic and fun flavors. Also bringing fun flavors is the predicted “taste rescue” trend, with flavors like “unicorn” or “rainbow” offering an escape from reality through food and drink.

Functional mushrooms are also expected to have a moment in 2025, with consumers seeking the health benefits they bring, such as improved energy, focus and stress relief.

Of course, Ozempic also comes into play. The report predicts there will be a focus on GLP-1-boosting nutrition, looking at how reducing sugar and protein-rich foods balances taste with weight loss.