The global herb, spice, and sweet flavor market is moving beyond its traditional role as a flavor enhancer as consumers demand more than just heat. They seek a compelling story, tangible function, and authenticity, along with bold flavors, natural sweetness, clear health benefits, and clean-label sourcing.
Functional benefits drive growth
A key driver is the escalating consumer demand for functional ingredients. Consumers are increasingly aware of the inherent health benefits of herbs and spices: anti-inflammatory turmeric, cinnamon for blood sugar regulation, ginger for digestive and immune support, chili-based blends to boost metabolism, and honey for its natural sweetness and soothing properties.
This shift creates significant innovation opportunities. Functional herbs, spices, and honey are appearing across diverse food and beverage categories, including savory health shots, functional snacks, and ready-to-consume broths. This aligns with the broader consumer movement towards premiumization, requiring brands to clearly communicate the ‘why’ behind their use of these ingredients, highlighting natural benefits alongside superior flavor.
The global flavor exploration trend
Modern palates are more adventurous, fueling a rise in global and ethnic fusion flavors like Thai-Cajun and Moroccan-Mexican. Herbs and spices are central to this culinary exploration, offering authentic and novel taste experiences.
In North America, ginger, turmeric, black pepper and jalapeño are gaining traction in soft drinks for perceived health benefits, notably in kombucha and juice shots. Fermented beverages are seeing bold, herbal and spicy flavor combinations, such as ginger beer style kombucha and watermelon jalapeño tepache, to complement the fermented taste and add a spicy kick and functional benefits to traditional flavors. Juniper is seen more frequently in alcohol-inspired beverages (gin and juice fruit infusions), bringing a botanical, sophisticated edge to soft drinks.
The European market is seeing growing consumer interest in soft drinks with a herb/spice flavor twist. Approximately 18% of UK consumers find products with a herb/spice flavor twist appealing in fruit juice and smoothies. In carbonated soft drinks, 14.6% are interested in herbal ingredients like basil or thyme, and 14.1% like a hint of cardamom or chili. Mint is mainstreaming, while other herbs like sage and thyme are emerging. Ginger remains a popular choice, while hops and botanicals are being incorporated into soft drinks to mimic the complexity and sophistication of alcoholic beverages. Botanicals like rosemary, verbena and echinacea often feature in carbonated drinks for a refreshing twist (mandarin and rosemary, raspberry and verbena, or red fruit and echinacea). While the integration of adaptogens like reishi and turmeric in beverages further underscores the blend of flavor and function, health claims are restricted by EU regulations. Combining botanicals with approved micronutrients is a way to deliver perceived benefits and regulatory compliance.
In Asia-Pacific, innovation is deeply rooted in cultural heritage. Natural, herbal and functional flavors are found in carbonated soft drinks. Examples include sparkling drinks with acacia honey, sage and vanilla, lemon and mandarin, as well as sparkling yogurt drinks with postbiotics found in South Korea. China is seeing a sharp rise in soft drinks featuring medicinal food ingredients, infusing local ingredients like lotus leaf, bamboo, jujube, goji, coix seed, red bean and mung bean; this reflects consumer interest in traditional wellness practices and functional benefits. Southeast Asia draws on Chinese, plant-based water trends, infusing soft drinks with local herbs and botanicals such as lemongrass or pandan, and highlighting traditional preparation methods for authenticity and health. Strong consumer interest in novel and global flavors, especially from Indian, Chinese, and Southeast Asian cuisines, drives adoption of spices like turmeric, cumin, and coriander for flavor and perceived wellness.
Sustainable, traceable ingredients
The push for clean labels and transparent sourcing is dominating. Demand for organic, non-GMO and traceable sourcing is growing in both retail and foodservice, reflecting a deeper commitment to ethical consumption and environmental responsibility. Brands that clearly communicate spice origins, cultivation methods and sustainable practices will gain significant competitive advantage. The complex spice supply chain necessitates robust traceability, with regulatory bodies like the U.S. Food and Drug Administration (FDA) strengthening tracking rules for certain dried spices to prevent contamination.
Consumer accessibility
Modern lifestyles drive demand for convenience, with the spice market responding through innovative formats. There's a growing trend towards ready-to-use (RTD) herb and spice blends and single-serve products. Catering to busy consumers seeking convenience without compromising on flavor or quality, pre-mixed seasoning kits or individual spice sachets for on-the-go consumption are gaining popularity. The increasing consumption of packaged and ready-to-eat foods, particularly in rapidly urbanizing APAC regions, further boosts demand for convenient spice blends and seasoning packets.
E-commerce and private label brands significantly impact the market by fueling faster access to niche and specialty herbs and spices. Online platforms offer broader selections, allowing consumers to discover unique varieties from around the world. Private label brands now compete in premium segments, offering high-quality, often organic and sustainably sourced options directly to consumers, which helps accelerate the adoption of new and exotic flavors.
Long-term outlook: 2027–2035
A recent Mintel report found that the overall herbs, spices and seasonings market is projected to surpass USD 47.6 billion by 2035. North America and APAC are leading consumption, fueled by increasing culinary experimentation, a growing demand for natural products and heightened awareness of health benefits. The continued expansion of functional spice ingredients in food and beverage applications reflects a significant shift in consumer priorities towards health and wellness, which shows no sign of slowing down.
Treatt's capabilities in herbs, spices and sweetness
Treatt provides partners with natural, sustainable ingredients that deliver real impact across taste and performance. Our expertise lies in natural spice extracts such as capsicum, ginger, turmeric, and black pepper, as well as honey extracts that add natural sweetness and depth to formulations. These solutions deliver intensity, consistency, and solubility, making them ideal for a wide range of applications, including beverages, sauces, broths, and functional shots. Our water-soluble formats enable scalable manufacturing and promote transparent labeling. Treatt also provides sourcing support for traceable, ethically grown ingredients, addressing escalating consumer demand for supply chain transparency and responsible practices. Furthermore, our flavor modulation tools enable brands to expertly balance inherent heat, earthiness, sweetness, and bitterness from strong spice and honey notes, ensuring a perfectly rounded flavor.
Treatt is leading the way with ingredients and extracts that create exceptional sensory experiences, backed by full traceability and versatile functionality, from innovative beverages to savory snacks.
To find out more, visit our Sweet & Spicy page.
