April Showers bring May Flavors
This month, we’re spotlighting two increasingly popular flavors primed for innovation across beverages, snacks, and food applications: Hibiscus & Elderflower.
The Flavor: Hibiscus
Known for its vivid ruby color and tart, cranberry-like flavor, hibiscus continues to grow in popularity as consumers seek refreshing, functional, and naturally derived ingredients. While beverages account for 83% of hibiscus-flavored menu items³, the flavor is expanding into yogurt, ice cream, confectionery, functional foods, and even savory sauces.
Just add Hibiscus
According to Innova Market Insights, global product launches featuring hibiscus grew by over 30% between 2020 and 2023, with beverages accounting for the largest share. In North America alone, hibiscus-infused beverages increased by 45% over the same period, reflecting a strong consumer appetite for floral and functional flavors. On social platforms like TikTok and Instagram, hibiscus is gaining traction in sparkling tea recipes, hibiscus lemonade blends, and tropical mocktails—showcasing its flexibility and aesthetic appeal.
Market Activity:
Zevia Sweetened Hibiscus Tea Passionfruit, Honest Tea Berry Hibiscus, Nixie Strawberry Hibiscus Sparkling water, Weird Tea Hibiscus Black Tea, Moment Hibiscus Dragon Fruit
The Flavor: Elderflower
Elderflower’s sensory appeal lies in its ethereal, lightly sweet, and delicately floral character. The flavor is often described as fresh and fruity, with notes reminiscent of pear, lychee, and subtle tropical undertones. Hints of honey and citrus add a refreshing dimension, while a gentle herbal nuance rounds out its complexity. Unlike more assertive botanicals, elderflower imparts a refined, aromatic lift that enhances without overpowering-a hallmark of Imbibe’s sensory expertise.
Respect your Elder(flower)
The Elderflower Drink Market was $1.2B in 2024 and is expected to grow to $2.8B in 2033.2 It’s especially popular in the premium beverage category, and consumer curiosity is expanding thanks to high-profile appearances in cocktails, European sodas, and wellness-forward mixers.
Market Activity:
Fever Tree Elderflower tonic, Belvoir Elderflower Presse, Brez Lemon Elderflower, Trip Elderflower Mint, The Republic of Tea Elderflower
Bring Botanicals to Life in Your Portfolio
Ready to bring botanicals to your next product launch? Imbibe’s technical and sensory teams are prepared to partner with you, translating this trend into bold, creative, and market-ready solutions.
For access to these and other on-trend profiles, connect with your Account Manager or reach out to marketing@imbibeinc.com.
Looking for more inspiration? Revisit past Flavor Drops to stay ahead of the innovation curve.
- Google Search Trends 5/25
- Verified Market Reports 5/25
- Mintel Menu Insights
