Created by Paulig Pro, the study is the first in a bi-annual series exploring how food culture continues to evolve and has been released as part of Paulig’s 150th anniversary.
The research draws on insights from a panel of 15 renowned chefs across 12 countries, in-depth conversations with more than 30 chefs in their own kitchens, and input from guests and staff in more than 150 foodservice environments.
These qualitative insights are complemented by a consumer study among 1,000 consumers in the UK, a market selected for its strong influence on emerging food and drink trends in Europe, as well as interviews with food journalists and trend analysts.
The findings reveal that diners are actively looking for new flavours, with food cultures such as Korean, Filipino, Taiwanese and Middle Eastern garnering wider influence. Dishes featuring heat, acidity, smoke and umami are gaining ground, reflecting a move away from subtle, single-note flavours towards food with greater depth and complexity.
With 73% of UK consumers preferring to try a new restaurant when eating out, the report suggests newness is key for frequent diner. The Taste the Future Flavour Trend Report explores four key themes shaping the future of flavour:
- Fading Into Fusion – Fusion is being redefined by chefs from multicultural backgrounds, shaping a more fluid expression of global flavour.
- Flavour Touch Down – Provenance and storytelling are becoming increasingly important, as diners seek deeper meaning behind the flavours on their plate.
- Unlocking Parts Unknown – Underexplored regional cuisines are stepping into the spotlight, driven by chefs drawing on their cultural roots.
- Beyond The Menu - Guests are seeking social, shareable and immersive occasions giving them more reasons to return.
The research also highlights that 60% of UK diners want to know more about the story behind flavours on the menu, giving operators the opportunity to use flavour provenance to drive premiumisation and value.
The Flavour Forum in London featured a panel discussion with key industry figures: Seamus O’Donnell, culinary director at The Alchemist; Asma Khan, owner of Darjeeling Express; Martin Eshelby, Bidfood’s first culinary director; and Rebecca Grayson, senior category insights manager at Paulig PRO.
Eshelby told a packed room of Paulig PRO customers and trade media: “Consumer research shows the need and want for new flavour profiles, such as Korean and Eastern Mediterranean, as well as flavours like Za’atar and pomegranate molasses.
“We’re also seeing techniques such as smoking, pickling and fermenting. With new flavours and techniques, it’s best to start with small plates or a signature dish. Diners understand more about global cuisines now, so it's important chefs understand how to use different flavours.”
To read the Taste the Future Flavour Trend Report and explore the key flavour trends shaping tomorrow’s menus, visit: https://pauligpro.com/uk/taste-the-future-trend-report.