As any proud former owner of a 70s moustache, 80s mullet, or 90s scrunchie will tell you – tastes change. Just like fashion, food trends evolve, shaped by shifting lifestyles, cultural moments, and consumer expectations. Today, what’s on the plate is just as much about experience as it is about flavour.
A Shifting Appetite
In the food industry, staying ahead of the curve isn’t about chasing short-lived fads – it’s about understanding the why behind consumer behaviour. It’s about anticipating what’s next and helping food businesses respond with confidence, creativity, and commercial know-how.
Right now, one of the most powerful forces driving food trends is Generation Z. This cohort is stepping into its full economic stride – and with that buying power comes serious influence. Gen Z aren’t just shaping what’s cool to eat – they’re reshaping the rules entirely.
According to the Innova Food Trends, Gen Z consumers are more likely to prioritise flavour over affordability. They’re bold, adventurous, and willing to try something unexpected if it promises a moment of delight. They’re also more visually driven than any generation before – with social media shaping not just how food is discovered, but how it’s judged.
See It. Want It. Eat It.
Food today isn’t just made to be eaten – it’s made to be shared. Whether it’s scroll-stopping colours or bold drizzles, visual appeal has become a key driver of purchase decisions, especially among younger consumers.
Nowhere is this more relevant than in bakery – a category often dominated by beige. But with the right use of colour and texture, bakery can break through the monotony and spark real excitement. In fact, 69% of UK consumers say that new or seasonal colours and flavours make them more likely to try a bakery product (Mintel, 2023).
These simple visual upgrades don’t just stand out in the chiller — they stand out on social too. And in a world where likes often lead to buys, that matters more than ever.
New Wave Flavours
Today’s consumers have adventurous palates. They’re eager to venture off the beaten track and explore flavour combinations they’ve never experienced before – and they’re hungry for the next big thing.
Whether it’s global inspiration, sweet-meets-savoury hybrids, or nostalgic ingredients with a modern twist, flavour innovation is a major driver of food discovery. More than two thirds of Gen Z and Millennials say they actively seek out new, unique or trending flavours when choosing what to eat (FMCG Gurus, 2024). Meanwhile, 43% of UK consumers say they would pay more for food with bold or unusual flavours (Mintel, 2023).
They want excitement. Intrigue. Novelty. To be the first to discover the ‘in’ ingredients and the next big menu must-have. Trending profiles such as yuzu, miso caramel, chilli-chocolate, and floral-citrus blends are gaining popularity across both sweet and savoury menus.
Food That Moves
Meanwhile, food to go continues to rise – and not just because it’s summer. The UK food-to-go market is forecast to reach £25 billion by 2027, up from £21.2 billion in 2023 (Lumina Intelligence, 2024). On-the-go offerings are now essential for capturing day-trippers, festivalgoers, and busy lives in motion. But today’s consumers aren’t reaching for the same tired sausage rolls or basic butties. They’re looking for innovation. Portability is a given – what matters now is whether it’s trend-led, fresh, and full of flavour.
From indulgent hand-held desserts to global street food-inspired savouries, menus need to meet people where they are.
Bringing Ideas to Life
At Macphie, we know what it takes to turn trends into real-world success stories. As a trusted partner to foodservice and bakery operators, we help our customers deliver menus that are not only of the moment – but built to last.
From vibrant traybakes and hybrid desserts to premium twists on nostalgic treats, we provide the ingredients and inspiration that help businesses innovate with ease.
In an industry that never stands still, we’re not just here to help you keep up. We’re here to help you lead!
Head over to our Taste of Tomorrow recipe page to explore the bold bakes, on-the-go innovations, and sensory standouts that can elevate your next menu.