The New Food Culture

Once-luxurious products like truffles, lobster, or premium cuts are increasingly becoming part of everyday life—not in price, but in their presence. In signature dishes, snacks, or casual fine dining concepts, they are becoming part of the regular menu and accessible to a broader audience. What is new or different is hyped online as a hero product.

What was once an Instagram trend is now a staple: pistachio is establishing itself as a star ingredient in pastry, cuisine, and snack culture—from croissants to desserts. Especially when paired with umami-rich flavors, it gains depth and complexity.

A return to authentic European cuisines, such as Italian, Spanish, and French, is making a comeback—beyond tourist clichés. Young, ambitious restaurant groups are professionalizing classics and reinterpreting them—even on a large scale, as seen in concepts like L’Osteria or 60 Seconds to Napoli.

Family-style dining—that is, sharing dishes at the table—is increasingly becoming the norm, even beyond Asian restaurants. Sharing a meal together strengthens the social aspect of dining—whether in a restaurant or an upscale company cafeteria.

The trend toward plant-based diets remains steady—but more nuanced. Many consumers are consciously opting for flexitarianism again, yet at the same time expect exciting vegetarian and vegan options. Particularly in demand: aromatic preparations, Asian influences, fermented elements, and umami.

For the “active seniors” demographic—especially baby boomers—enjoyment goes hand in hand with a healthy lifestyle: less, but better. Smaller portions, smart combinations, more vegetables, less sugar—without seeming ascetic. This is giving rise to new menu concepts, including for hotel dining and company cafeterias.

Traditional recipes and ingredients are making a comeback—reimagined by young chefs, presented in a healthier and more visually appealing way. Regional identity and storytelling around the product build credibility and a sense of connection.

Whether a vegan signature dish or a classic lunch: dishes tell stories—about origin, values, and taste. Hero products and hero dishes help make a restaurant’s positioning clearly tangible—with a streamlined menu and improved profitability.

Alcohol consumption is changing. Drinking is becoming less tied to specific times of day—such as pre-dinner drinks at a bar, during lunch, or after work. Non-alcoholic alternatives are gaining prominence: tea in luxury bottles, matcha as a meal accompaniment, fermented drinks, or small batches of carbonated beverages offer new experiences in the glass. Coffee remains strong—and increasingly creative—while tea is catching up.

South America, the Levant, and India are shaping the flavor profiles of the coming years through diversity, vibrancy, and health. Botanical notes, fiery cuisine, street food sophistication, and crops with a long tradition are opening up new culinary horizons. But global cuisine also means taking responsibility for origin and value creation, setting new standards in quality, ethics, and storytelling.