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 Paulig PRO’s inaugural Taste the Future Flavour Trend Report. Created by Paulig PRO, Paulig’s foodservice business, 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.
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.
With 73% of UK consumers preferring to try a new restaurant when eating out, the Taste The Future Flavour Trend Report suggests newness is key for frequent diners.
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.
Herbs and spices continue to take centre stage as chefs seek products that offer greater complexity and authenticity. From rare pepper varieties to locally sourced herbs, these ingredients are shaping how dishes are prepared and experienced, reflecting a broader shift towards more intentional and informed eating.
Paulig PRO’s comprehensive look at flavour trends was launched to trade and press in London at Flavour Forum ’26, bringing together chefs, operators and foodservice professionals to explore the future of flavour. The programme 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.
Martin 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.”
Seamus O’Donnell said: “At The Alchemist, we bring the menu to life – you’ve got to be brave. People also like bold visuals, especially for social media. Think torched marshmallows, French-dip sandwiches and cheese pulls. You have to stretch the boundaries of a dish – you want people to come back. Paulig does a great job of bringing the flavour to us.”
Rebecca Grayson added: “There’s a long-term trend for Asian food in the UK that isn’t going anywhere. Korean is mainstream now, but I think we will start to see more elevated Korean food. I also think Filipino food will be a big trend as well as Malaysian.”
Asma Khan spoke about the importance of herbs and spices. She said: “I think it’s very important to try and present a dish in its best form. But you’ve got to understand how spices work and how they change when you’re cooking. Herbs and spices can really elevate a dish, make it sophisticated and give it layers.
“Food is the one thing that connects us – a bridge between all of us. Flavour is a key part of that connection.”
Nick Minchin, Head of Regional Marketing UK&I and BeNe, Paulig Group, said:
“The restaurant scene has always been where trends are born, tested and refined before reaching everyday tables. Today, inspiration moves across many professional food and drink environments, from restaurants and cafés to on-the-go concepts and workplace settings. With this trend report and the Flavour Forum ‘26, we’re-sharing insights straight from chefs and foodservice professionals to highlight what’s shaping the future of food and drink. It’s an invitation to see what people will be enjoying tomorrow.”
To read the Taste the Future Flavour Trend Report and explore the key flavour trends shaping tomorrow’s menus, please visit: https://pauligpro.com/uk/taste-the-future-trend-report
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