Flavour Faves

Coffee brands can use on-trend flavours to capture consumer imagination and drive sales. By Megan Conceição.

In today’s climate of economic uncertainty and rising financial pressures, global consumers are more selective than ever about where they spend their money. They seek products that stand out, whether through uniqueness, exclusivity, or a compelling story. Brands that successfully convey this distinct value are the ones that thrive.

One of the most powerful ways to capture consumer attention and drive engagement in the coffee category – both in retail and foodservice – is flavour. With its endless possibilities and inherent joy, flavour innovation is shaping the future of coffee. This article explores the key trends and consumer dynamics driving this evolution.

Capitalising on Nostalgia

Nostalgia has emerged as a powerful trend in the last few years, driven by consumers seeking comfort and familiarity in uncertain times. According to Mintel, 71 percent of consumers in the United States say they enjoy products that remind them of their past. Coffee brands are tapping into this emotional connection by launching flavours inspired by classic desserts and childhood favourites.

In the US retail coffee market, we see brands introducing flavours like s’mores and butter pecan, which evoke memories of homemade treats, along with playful innovations like cereal milk, reminiscent of childhood breakfasts. Sales data confirms the power of nostalgia – according to Nielsen, s’mores and butter pecan flavours grew 17 percent and 49 percent year-over-year, respectively in 2024. Meanwhile, Bones Coffee’s new fruity cereal SKU generated an impressive USD $996,000 in its first year.

By blending nostalgia with indulgence, coffee brands are successfully capturing consumer interest and driving sales, proving that the past can be a powerful ingredient for future growth.

Demand for Novelty

While nostalgia is a major driver, consumers are equally hungry for new experiences and the sense of novelty they bring. For inflation-weary shoppers, beverages often serve as small, affordable indulgences, offering a sense of escape and adventure without a major commitment. This makes trying new flavours an exciting, low-stakes opportunity.

For brand owners and foodservice operators, the potential to deliver novelty is vast. Some are reinventing classics with unexpected twists, such as dulce de leche as a more complex alternative to caramel, or brown sugar and maple as an elevated sweetener option. Others are looking to viral food trends – an example is a ‘bee-sting’ latte, spicy-sweet honey-infused coffee, inspired by the recent hot honey phenomenon.

By striking the right balance between comfort and discovery, brands can keep consumers engaged and excited – turning everyday coffee rituals into memorable experiences.

Global Flavours

Viral social media trends have also amplified regional specialties, exposing consumers to new and diverse flavours. As a result, demand for globally inspired beverages is growing.
According to a 2024 Technomic survey, 66 percent of consumers are willing to spend more on meals featuring new and unique flavours.

The impact of this trend is already evident in the beverage space. Matcha and chai have  become mainstream successes in the US, but now, global flavours are making their way into coffee innovation. Examples include:

• Dirty chai, the combination of spiced chai and espresso, which has become a staple customisation available on many large chain menus.
• Mexican-inspired horchata lattes that blend creamy, spiced rice milk with coffee, are slowly gaining traction – particularly in independent coffee shops.
• More experimental offerings, like Chicago-based chain Goddess and the Baker’s ‘Dubai Chocolate Latte’ that takes inspiration from the viral pistachio flavoured chocolate bar.

As consumer palates expand, brands that embrace regional and international flavours will stand out, offering consumers novelty.

The Rise of Pop Culture-Inspired Flavours

One of the most buzzworthy trends in coffee today is not tied to a single flavour – it is the rise of flavours linked to pop culture moments and brand collaborations. These launches tap into fan excitement, driving engagement and sales.

A stand-out example of this trend in action is International Delight’s Berries and Crème RTD coffee. Launched in partnership with Netflix to celebrate the season three premiere of Bridgerton, the product became one of the RTD coffee category’s most successful launches of 2024, generating $2.3 million in sales (Nielsen, FY 2024). This year, the brand looks to recreate its success with a wedding cake-flavoured coffee in collaboration with the reality TV show Love is Blind. The SKU has generated $930k in sales for the 12 weeks ended 22 Feb 2025.

The Future of Coffee Innovation

As consumer preferences continue to evolve, flavour remains a key battleground for coffee brands looking to stand out in an increasingly competitive market. Whether tapping into nostalgia with comforting classics, embracing novelty with bold new combinations, or drawing inspiration from global influences, brands that successfully innovate will capture con sumer interest and drive sales.

The rise of pop culture collaborations further highlights how coffee is becoming more than just a beverage – it is an experience, a moment of indulgence, and a reflection of broader cultural trends. Flavours that resonate emotionally and experimentally will continue to drive growth.

By striking the right balance between familiarity and novelty, coffee brands and foodservice operators can meet diverse consumer needs, keeping them engaged, excited, and coming back for more.

Megan Conceição is insight analyst at Finlays Solutions, a B2B innovator in tea, coffee, and botanical beverages, focusing on analysing consumer trends and market dynamics that shape the global beverage industry. Her insights inform customer strategies to remain competitive and drive innovation in an ever-evolving market.