Buzzword Watch: Swalty to Shake up 2025?

In the ever-evolving world of product development, 2025 is set to be the year of “swalty” – the artful combination of sweet and salty flavors that create a multi-sensory, crave-worthy experience. From snacks to beverages, this trend blurs traditional flavor lines, delivering bold taste experiences that appeal to a wide range of consumer palates. Honey, with its natural sweetness and nuanced flavor profile, is uniquely positioned to shine as a versatile ingredient in swalty formulations.

What’s Driving the Swalty Trend?

Combining sweet with salty is nothing new; in fact, back in 2017 Mintel food analyst Amanda Topper said that consumption of salty snacks is largely driven by emotion, stress and boredom. But, heading into 2025, defining innovation with a buzzword can catapult a trend into mainstream demand. Today, swalty is rooted in consumer desires for elevated eating experiences that surprise and delight.

Key driving factors of swalty:

• Flavor Complexity: Modern consumers seek sophisticated flavors that balance contrasting tastes, creating a more dynamic eating experience. A report by Rubix Foods indicates that 20% of Gen Z consumers are more inclined to try swalty combinations than sweet and spicy (“swicy”) flavors. From mild clover to robust buckwheat, the diversity of honey types allows for tailored flavor profiles.
• Premiumization: Swalty profiles are often associated with gourmet and artisanal products, adding a touch of indulgence to everyday items. Premiumization is a growth catalyst in the foods market and using honey checkmarks both of these driving forces. Plus, as a naturally derived ingredient, honey aligns with consumer preferences for wholesome and recognizable ingredients.
• Snackification: As snacks increasingly replace traditional meals, swalty flavors provide satisfying combinations that mimic full-meal flavor profiles. Swalty could, in fact, overtake swicy – with an expectation of a 32% craving increase – expected over the next three years. If you’re developing a swalty snack for 2025, look no further than honey as a hero ingredient. It improves moisture retention, extends shelf life and supports clean label initiatives.

Versatile ways honey is an ideal swalty sweetener: