Asian and South American cuisines are growing in popularity, challenging traditional European culinary influences, according to the latest food trends report by Unilever Food Solutions (UFS).
The company has released its third annual Future Menus, outlining four key trends shaping the food service industry in 2024. Research suggests that Chinese and Japanese cuisines now rank among the top five favourites across all age groups, with Korean and Mexican flavours also gaining traction.
This shift from Western to Eastern and Southern culinary influences is reflected in the four global menu trends identified in the report:
Street Food Goes Gourmet
Street food is being reimagined as high-end cuisine, with chefs incorporating their expertise into casual dining experiences. The trend is particularly popular among younger consumers, with 65% of Gen Z prioritising value for money when dining out.
Mexican, Indian, Korean, and Filipino street foods are experiencing a surge in popularity, with Filipino cuisine seeing the most growth in the U.S. and Asia. Unilever Food Solutions supports this trend with products like Hellmann’s Real Ancho Chipotle Sauce and Spicy Mayonnaise, designed to enhance dishes such as tacos, bao buns, spring rolls, and Korean corn dogs.
Blending Borders with Global Influences
As globalisation and migration continue to shape food culture, chefs are combining diverse culinary traditions to create unique flavours. According to the report, 76% of travellers seek authentic local dining experiences, further driving demand for fusion cuisine.
A key ingredient enabling this trend is Knorr Professional’s Chicken Powder, a best-selling product that provides an umami boost, allowing chefs to incorporate Eastern flavours into Western classics such as pasta, stews, and burgers.
Rediscovering Culinary Heritage
Chefs are increasingly looking to the past for inspiration, reviving forgotten recipes and regional specialities. This movement towards culinary heritage focuses on hyperlocal cuisines such as Hunan, Emirati, Basque, and Oaxacan.
Unilever Food Solutions’ team of 250 in-house chefs is supporting this revival by providing inspiration and guidance to chefs worldwide, helping them celebrate indigenous ingredients and traditional cooking techniques.
Personalised Dining Experiences on the Rise
A growing number of diners are seeking immersive and customisable dining experiences, with 47% now prioritising spending on experiences over material goods. The report highlights how food businesses are responding to this demand with interactive menus and tailored dining options.
Unilever Food Solutions offers training, menu engineering, and insights to help restaurants adapt to changing diner expectations.
Supporting a Global Shift in Tastes
Star Chen, CEO of Unilever Food Solutions, said:
“Future Menus ensures chefs are prepared to meet evolving diner demands by identifying the top menu trends. We provide more than three million customers worldwide with expert insights, recipe inspiration, and professional products to meet the rising demand for Asian and South American flavours. Future Menus continues to grow each year, helping chefs stay ahead of trends and driving double-digit growth for our business. In fact, seven out of ten customers would recommend UFS today.”
The Future Menus trends book will be followed by country-specific editions on ufs.com, featuring dishes and recipes tailored to local markets.
