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Paulig PRO’s first-ever Flavour Trend Report maps demand for discovery amid a changing taste landscape
Almost three-quarters (74%) of UK consumers are seeking new flavours when they eat out, according to a new global report from professional foodservice solutions provider Paulig PRO.
The inaugural Taste the Future Flavour Trend Report reveals that diners are actively looking for new taste experiences, with food cultures such as Korean, Filipino, Taiwanese and Middle Eastern gaining wider influence. Dishes featuring heat, acidity, smoke and umami are increasing in popularity, reflecting a move away from subtle, single note flavours towards food with greater depth, complexity and authenticity.
The report identifies four key themes shaping the future of flavour:
Fading Into Fusion
Fusion cuisine is being redefined by chefs from multicultural backgrounds, creating a more fluid and authentic expression of global flavour. Rather than simply combining cuisines, today’s fusion food reflects personal heritage, travel and cultural storytelling.
Flavour Touch Down
Provenance and storytelling are becoming increasingly important, with consumers seeking a deeper understanding of the origins, ingredients and traditions behind the flavours on their plate.
Unlocking Parts Unknown
Underexplored regional cuisines are stepping into the spotlight as chefs draw inspiration from their cultural roots and introduce diners to lesser-known dishes, ingredients and cooking techniques.
Beyond the Menu
Consumers are increasingly looking for social, shareable and immersive dining occasions that offer more than just great food, creating new opportunities for operators to build engagement and encourage repeat visits.
With 73% of UK consumers preferring to try a new restaurant when eating out, the report highlights the importance of continual menu evolution and flavour innovation. Diners are actively seeking new experiences, while still looking for familiar and accessible ways to explore global cuisines.
The research also found that 60% of UK diners want to know more about the story behind flavours on the menu. This presents an opportunity for operators to use flavour provenance, cultural authenticity and ingredient storytelling to drive premiumisation and deliver added value.
As consumers become more adventurous, herbs, spices and seasonings are playing an increasingly important role in menu development. Chefs are using these ingredients to add complexity, authenticity and distinction to dishes, helping create memorable dining experiences without adding significant operational complexity.
From regional spice blends and chilli varieties to pickling, smoking and fermentation techniques, flavour is becoming a key tool for differentiation. At the same time, diners are demonstrating a greater understanding and appreciation of global cuisines, encouraging operators to explore new ways of delivering authentic flavour experiences.
The report highlights that the growth of Korean cuisine shows no signs of slowing, while Filipino, Malaysian and other regional Asian cuisines are gaining momentum. Eastern Mediterranean flavours continue to resonate strongly with consumers, driven by demand for fresh ingredients, vibrant seasonings and shareable formats.
Beyond individual cuisines, consumers are increasingly seeking food that delivers both familiarity and discovery. This balance enables operators to introduce new flavours through established formats, helping reduce risk while providing exciting menu differentiation.
The Taste the Future Flavour Trend Report is based 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 observations gathered from guests and staff across more than 150 foodservice environments. These qualitative insights are complemented by a consumer study among 1,000 UK consumers, alongside interviews with food journalists and trend analysts.
Together, the findings provide a comprehensive picture of how flavour preferences are evolving and where opportunities exist for operators looking to stay ahead of emerging trends. To download a copy of the Taste the Future Flavour Trend Report and explore the trends shaping tomorrow’s menus, visit: https://campaign.pauligpro.com/uk/trend-report-2026
