Unilever Food Solutions (UFS) has launched its third annual Future Menus, highlighting four key food service trends for this year. In depth research shows Asian flavours are overtaking traditional European culinary strongholds like France and Italy.
Chinese and Japanese cuisines now rank in the top five global favourites across all age groups, while Korean and Mexican flavours are also increasing in demand.
The big culinary shift from West to East and North to South is influencing this year’s four distinct global menu trends:
Street food couture
Traditional street foods are being elevated to gourmet offerings with chef expertise in every food service channel, including fine dining. Gen Z is a major driver of this trend, with 65 per cent seeking value for money when it comes to food and dining experiences.
Mexican, Indian, Korean, and Filipino street foods are surging, with Filipino cuisine gaining the most traction in the U.S. and Asia.
Borderless cuisine
Globalization and migration are blending diverse food traditions as chefs honour their multicultural origins. Travellers eager to expand their palates are driving this trend—76 per cent of tourists are keen to explore local food cultures. The growing integration of Eastern flavours into Western cuisine is being enabled by key ingredients.
This helps chefs blend traditional flavours to create something unique. For example, bringing Southeast Asian spice to classics like pasta, stews and burgers.
Culinary roots
Chefs are reviving culinary heritage by uncovering lesser-known and forgotten recipes, ingredients and hyperlocal cuisines like Hunan, Emirati, Basque, and Oaxacan.
Diner designed
Growing demand for personalised and immersive dining experiences is driving this trend, with 47 per cent of people now preferring to spend money on experiences over material goods.
