The Sorbus spp. are valuable plants, which have been used for ornamental purposes, in traditional medicines and less seldom in foods. Recent studies have revealed different anatomical parts of the Sorbus spp. to contain valuable phytochemicals demonstrating various bioactivities. However, in terms of applications in the products intended for human consumption, Sorbus still remains as an underutilised genus. The increasing number of studies on phytochemicals, antioxidant potential and other bioactivities of Sorbus extracts has revealed the prospects of expanding its use in natural medicines, cosmetics and as innovative food ingredients, which might find wider applications in functional foods and/or nutraceuticals. Caffeoylquinic acids, flavonoids and proanthocyanidins have been reported in various Sorbus spp. as the most abundant polyphenolic antioxidants. The preparations of various plant anatomical parts have been used in ethnopharmacology as natural remedy for treating bacterial, viral, inflammatory diseases including tumors. Sorbus spp. plant parts have also been tested for management of diabetes, neurological, and cardiovascular disorders. The present review is focused on Sorbus plants (in total 27 Sorbus spp.), their composition and properties in terms of developing promising ingredients for foods, nutraceutical, cosmeceutical and other applications. It is expected that this review will assist in designing further studies of rowans and other Sorbus spp. in order to expand their uses for various human applications.