Honey has long been known for its natural sweetness and functional versatility, but 2025’s food and beverage trend forecasts confirm that it’s more than just a timeless staple. Across multiple reports from leading market researchers, grocery stores and media companies, honey has emerged as a key player in shaping future innovations, offering product developers and marketers a golden opportunity to capitalize on this ingredient’s broad appeal.
Honey Goes Mainstream in Flavor Trends
From the Whole Foods Market Top 10 Food and Beverage Trends for 2025 to Dataessential’s 2025 Food, Flavor & Beverage Trends, honey is spotlighted as a must-have sweetener. One of the standout mentions is hot honey, a bold blend of sweetness and spice, which the National Restaurant Association identifies as a menu trend to watch. Hot honey’s surge in popularity underscores a broader consumer desire for innovative, complex flavor profiles that excite the palate and satisfy the urge for new tastes.
The Rise of “Swalty”
Another trend where honey shines is the swalty movement—a blend of sweet and salty flavor profiles so in use that new jargon has been created. Predictors from FlavorSum and the New York Post emphasize the demand for products that balance these tastes. Honey’s natural sweetness pairs seamlessly with salty products in categories such as snacking, confectionery and even dairy.
A Natural Fit for Health and Wellness
The health and wellness movement continues to drive consumer choices, and honey is perfectly positioned to meet this demand. Reports from ADM and the Specialty Food Association (SFA) emphasize honey’s clean label appeal and functional benefits. As a natural sweetener, honey aligns with the trend toward transparency and better-for-you formulations.
A Hero Ingredient for Beverages
Honey’s role in the beverage category is expanding rapidly, as highlighted by custom beverage development company Flavorman and Dataessential’s Future of Drink report. Honey’s use in non-alcoholic beverages and functional drinks is particularly noteworthy, as consumers seek flavorful, nutrient-rich options. Honey’s natural sweetness enhances teas, lemonades and sparkling waters, while its functional attributes make it an ideal addition to wellness drinks and adaptogenic blends.
Global Inspiration Meets Local Connection
Food and beverage AI platform Tastewise says that honey is gaining traction in the global flavor exploration trend. From Middle Eastern baklava to Southeast Asian honey-glazed dishes, honey bridges the gap between traditional recipes and contemporary consumer preferences. Product developers are using these appealing foods in the U.S., incorporating honey into culturally inspired consumer packaged goods that cater to a diverse audience.
Honey’s Infusion Invasion
Kroger’s Top Five Food Trends of 2025 mentions honey infusions as a rising category. Infused honeys, such as lavender, chili or citrus, allow brands to create premium, differentiated products that stand out on crowded shelves. These innovations can appeal to consumers seeking artisanal experiences without compromising on authenticity or simplicity.
Sustainability and Storytelling
SFA’s glance at the future emphasizes the growing importance of eco-friendly sourcing and transparent supply chains. Honey’s natural production process, tied to the health of pollinators and ecosystems, provides a compelling narrative for environmentally conscious consumers. The ability for marketers to use honey to tell a story is another key driver of its appeal. ADM’s Flavor and Color Trends report identifies the power of human memories and shared experiences as markers for reinvention for 2025. Brands can embrace the “new human nature” through recognition of innate human qualities to tell stories through food.
Heading into the new year, honey offers product developers and marketers a unique combination of tradition and innovation like never before. By incorporating honey into your new product development strategy, you can stay ahead of the curve and deliver products that resonate with today’s consumers while setting the stage for future success. Ready to take 2025 by sweet storm? Contact us.