Every time I receive a new magazine in my mailbox, the first thing I read is the editor’s note. It’s something that feels so personal, like a friend telling me what’s on their mind. So as I sit down to write my first note as associate managing editor for P&F+, I’m filled with excitement to share my thoughts with our readers and, hopefully, learn from them along the way.
Every time I receive a new magazine in my mailbox, the first thing I read is the editor’s note. It’s something that feels so personal, like a friend telling me what’s on their mind. So as I sit down to write my first note as associate managing editor for P&F+, I’m filled with excitement to share my thoughts with our readers and, hopefully, learn from them along the way.
I come from the food industry, spending two and a half years as associate editor for Food Technology magazine, the flagship publication for the Institute of Food Technologists. Coming into Perfumer & Flavorist+, I hope to continue to explore the effect of technology and innovation on this industry. That’s why I became a journalist: to help tell stories that will have an impact.
Looking ahead to 2025, the concept of value will have an impact on our purchasing habits. We all want more bang for our buck, and the F&F industry is exploring the use of multi-functional ingredients to help customers get more out of their purchases. Market research firm Innova Market Insights noted in their trend report for 2025 that over half of consumers reported that they will base their nutritional intake on health issues in the coming yeara. Personalized nutrition will continue to be an important driver, with key focus areas such as women’s health, weight management, mood and energy at the forefront.
Another area of impact for the upcoming year: social media. The influence of TikTok and Instagram fuels innovation on both the fragrance and flavor sides. There are over 600 million posts about recipes on TikTok, and the hashtag #food has over 250 million posts on instagram, according to FlavorSum’s 2025 Food and Beverage Predictionsb. Le Monde Gourmand, which launched in Ulta Beauty stores last year, notes which of its products are being talked about online with an “As Seen on TikTok” banner over the Chai Épicé Eau de Parfum.
I look forward to the coming year and learning about this industry and seeing these trends come to life.
a https://www.innovamarketinsights.com/press-releases/top-ten-trends-2025/
b https://flavorsum.com/food-and-beverage-trends-2025-part-1/
