Food memories hold surprising power. According to GWI, a global audience research firm that studies consumer behavior in more than 50 markets, Gen Z appears as the most nostalgic generation. Fifteen percent say they prefer thinking about the past rather than the present. Millennials follow closely behind. For those born between 1997 and 2012, early food memories date back only a decade. Their “throwbacks” feel recent, instead of retro. And unlike older generations, Gen Z revives nostalgia through social media, personalization, and creative self-expression. “Newstalgia” or nostalgic treats with a modern spin, are emerging as a key dessert and snack trend for the year. In 2025, sweet nostalgia gets driven by neo-nostalgia—a shift reinventing classic desserts and retro flavors with modern, premium, and health-minded twists. Curious why we crave comfort and connection to simpler times? Keep reading to find out.

Old favorites, new flavors

Some say this trend began in Australia, specifically at the Patissez Cafe and Bakehaus, with their monstrous, nostalgic and at the same time new Freakshakes ( $25 USD). These over-the-top flavor mashups feature sweet-and-savory combinations like Nutella & Salted Pretzel and a Jam Donut version. Elevated baked goods are redefining comfort classics. Toaster pastries are getting upgrades with heirloom grains and artisanal jams. Donuts are getting reimagined to match modern tastes. Speculoos, the spiced Biscoff spread from Belgium and the Netherlands, is making a comeback in frostings and pastry fillings. Latin American desserts like tres leches, along with churro- and coffee-inspired sweets, are gaining mainstream appeal as people connect over familiar flavors.

Visually appealing & socially shareable

As dessert culture becomes increasingly visual and shareable, flavor nostalgia is finding new expression online. They last far beyond summer, S’mores variations —a classic campfire treat —have been offering inspirational flavor profiles that evoke happy memories. The taste of s’mores evokes cozy campfire nights—blankets, stars, and time spent with loved ones. You can also find this flavor in Poptarts, premade pancake mix, protein bars, and mini versions of the treat in snack and candy aisles. In April of this year, Dairy Queen announced they were bringing back their S’mores-flavored Blizzard.

Social media trends and viral food moments on platforms like TikTok are driving consumer interest in nostalgic and unique flavor profiles. Symrise research shows pistachio emerging as a major flavor trend. Pistachio Kunafa Chocolate combines creamy chocolate, crispy kunafa, and pistachio filling, gaining strong traction across social media. Brands from the Middle East, such as FIX Dessert Chocolatier, are noted for perfecting this indulgent creation!

Textural reinvention and “better-for-you” approach

Symrise tracks how throwback flavors drive innovation and deepen consumer engagement. Gen Z has been taking “newstalgia” to new heights, inspiring previous generations and communal gatherings—just in time for the holiday season!

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