January 30, 2025 – In Europe, better-for-you flavors are preferred to seek a balance between taste and wellness, driving demand for options that offer both indulgence and health benefits. Innova’s 360 research examines the market trends, consumer preferences, and potential new product launches of the better-for-you flavor market in Europe.
Healthy Flavors Trends
In Europe, 68% of consumers have taken at least some action to live healthier in the past year, focusing on exercise, nutrition, mental well-being, weight management, and positive social connections.
2 in 5 consumers in Europe follow a healthy, nutritious diet to maintain a healthy lifestyle. Flavor plays a key role, with 42% prioritizing healthy or better-for-you flavors when choosing food and beverages. Flavor insights reveal that health-conscious consumers favor fruit, superfruit, herbal, and nutty tastes, with a strong preference for berries and summer fruit flavors, indicating a trend toward natural ingredients in flavor choices.
Product Launch Trends
There has been a 4% CAGR rise in new food and beverage product launches with health claims and flavors over the past five years, reflecting rising consumer awareness of nutrition. Flavor insights indicate that consumers seek flavors that not only taste good but also provide benefits like energy boosts or digestive support. Interest in sustainable and ethically sourced ingredients is also growing, influencing flavor choices. European consumers are increasingly open to global flavors with health benefits, such as turmeric and matcha, with social media driving awareness.
Flavor insights revealed that 30% of consumers in Europe have increasingly considered healthier flavors when serving treats to children over the past year. Healthy flavors for kids are created to appeal to their taste buds with natural ingredients and reduced sugar.
Brands are experimenting with healthy ingredients to create better-for-you flavors. For instance, Funq’s Zen Like Blueberry Superfruit Sirup Mit Ashwagandha, Fuze Tea’s Low Calorie Lemon And Lemongrass Tea, and Quescrem Greenster Cheese.
Energizing Flavors Trends
Vitality and energy are primary health goals for 1 in 4 European consumers. Consumers favor sweet, fruity, and fresh or spicy tastes and coffee and citrus flavors for both physical and mental rejuvenation.
Energy products use flavors for their physical benefits and enhance the sense of vitality and energy. Brands are leveraging flavor insights and flavors with energy stemming from natural properties to enhance product appeal. Coffee delivers a direct caffeine boost, citrus flavors provide refreshing revitalization, and nutty flavors offer sustained energy through nutrient-dense profiles. Many energy-focused products incorporate adaptogens, caffeine, and cultural associations.
Several brands highlight these energy-enhancing flavors. Plenish Ginger Immunity Shot supports the immune system. Crazy Wolf Zero Sugar Ginseng Guarana Energy Drink combines ginseng, guarana, vitamins, and sweeteners for a balanced energy lift. Virtue Yerba Mate Strawberry and Lime Clean Energy Drink rebrands its yerba mate range with natural caffeine.
Mentally Focused and Calm Flavors Trends
Consumers turn to flavors not just for taste but for emotional and cognitive benefits. Flavor insights show that consumers favor sweet, nutty, and fruit tastes, with a strong preference for coffee and nut flavors to provide a mood boost. Coffee, in particular, stands out as the go-to flavor for mental focus, making it a key ingredient in functional food and beverage innovations.
Brands are actively developing products that support cognitive performance while promoting long-term brain health. Peak Punk Cashew Coffee Bio High Protein Bar blends coffee with protein for an energizing boost. Simple Bite Focus Chocolate De Leite Noz E Amendoa features milk chocolate with walnut and almond, enriched with FOS and zinc, which contribute to normal cognitive function. These products align with the growing demand for foods that offer more than just nutrition, supporting mental clarity and alertness.
On the other hand, when consumers seek relaxation, they favor sweet, fruity, and herbal flavors, with tea and brown notes taking the lead. Brands are crafting unique products that combine familiar tastes with functional ingredients to promote calmness and stress relief. L’Angelica Le Tisane Calma Stress Active offers a herbal tea blend for relaxation and mental well-being. Dm Mivolis Halsbonbons Salbeibonbons zuckerfrei provides sugar-free sage throat drops that soothe and calm. Pukka Douce Relaxation Biologique, which is organic infusion teabags, features chamomile, known for its relaxing properties.
What’s Next in European Flavors?
The demand for kid-friendly flavors that balance taste and nutrition is rising. Children naturally prefer sweet flavors, but parents seek options with reduced sugar and added health benefits. Brands can leverage flavor insights to meet this demand by developing naturally sweet flavors fortified with vitamins, supporting growth.
At the same time, consumers increasingly seek functional indulgence in food and beverages, blending health with enjoyment. This opens opportunities to enhance the appeal of nutritious products by enhancing their flavors. Low-sugar chocolates can be enriched with fiber, while berry-flavored snacks can incorporate antioxidants for added benefits. Ingredients like inulin serve a dual purpose, naturally sweetening products while boosting fiber content, enabling healthier yet delicious innovations.
Brands are likely to refine flavors that deliver both indulgence and wellness, making nutritious choices more accessible and enjoyable.
This article is based on Innova’s Better-for-you Flavors in Europe report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
