Paulig Pro launches new flavour trends report

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’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 the wider company’s 150^th 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 report explores four key themes: 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; and 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 research suggests newness is key for frequent diners. It also highlights the fact that that some 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.

'New flavour profiles'
Martin Eshelby, Bidfood’s first culinary director, said at the report’s launch: “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.”

Rebecca Grayson, senior category insights manager for Paulig Pro, 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.”

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