In the run-up to the New Year, we food writers are often tasked with penning down our predictions for what’s trending. Indeed, it used to be easier!
Now that food is becoming more and more global, culinary innovation is advancing at the speed of light, social media is weighing in, chefs are feeling more empowered to break traditional rules – or dig into their cultural roots – it’s hard to know where to start. But I’ll start by saying that this list is far from exhaustive, and I’m not allowed to go through the entire lifestyle section.
Asian flavors and networks
It seems a bit silly to say that Asian cuisine is growing, as the category is huge and has been around for millennia. But the growing number of Asian (particularly Southeast Asian) markets, restaurants, ingredients and prepared foods is dramatic and affects all types of cooking.
H Mart, a South Korean chain of Asian markets, now has 96 stores worldwide, most in the US, while other chains such as 99 Ranch (Chinese) and Patel Brothers (Indian) are expanding. Gochujang, sambal, yuzu, calamansi, matcha and kimchi (to name a few) are increasingly appearing on packaging and on menus. There is sushi, barbecue, ramen, bulgogi. And Asian dumplings are becoming more and more popular in the frozen food aisle.
The global sky
Diners are looking for a combination of authenticity and convenience, says Leana Salama of the Specialty Foods Association, a nonprofit trade association that represents more than 3,600 businesses worldwide. After COVID, she said, when people started traveling again, they returned home from their trips wanting to recreate the traditional flavors they had tasted.
This has led to many unique spin-offs of more authentic snacks from all over. Besides Asia, the other leading areas of culinary influence are South and Central America, says Whitney Herrera of Whole Foods’ functional snacks division.
The heat is hot
Our love affair with chili continues. In 2025, it will be “less about how much heat you can take and more about learning the nuances of flavor,” Salama says. She sees different types of chili used in everything from chocolate to cheese. Herrera agrees: “The heat is bigger than ever, with a strong emphasis on complex notes of sweet and spicy.” Chili flavors are infused with snacks like nuts and mix.
Chili croutons or chips are still gaining a following. Chili oil is infused over crunchy bits, usually roasted garlic or shallots, sometimes with added ingredients. Salsa macha is a Mexican version of chili crunch with nuts, seeds, and spices added to hot chili oil.
Functional nutrition
Salama says the “food is medicine” philosophy has evolved. People think more about what foods will improve their mood and health, and less about what to avoid. Soft drinks continue to emphasize different flavors, adaptogens, and “functional” ingredients. Salama calls the functional mushroom drinks a way to “boost alcohol in a healthier way,” appealing to people who avoid alcohol. Functional mushrooms also appear in snacks, tea and coffee.
Salty snacks
Seaweed is “on fire,” Herrera says, becoming more common in snacks and other food categories. It is believed to be healthy and sustainable. With its strong umami flavor, it can be a stand-alone snack or used as an ingredient, nut flavoring, stir-fry kits, rice dishes, and more. Another aquatic plant that’s moving from nutritional supplements to food aisles, particularly beverages, is seaweed, Herrera says.
Crunchy is the texture of the moment
See Chili Crisps and Chips above. And salty, crunchy snacks are a growing category, Herrera says. Pistachio seems to be the nut of the moment. In the past month alone, I’ve seen pistachio panettones, pastas, lattes, spreads, and croissants in New York. The Knafeh chocolate bar with pistachios from Dubai has become a global sensation.
Added protein
“The ‘proteinization’ of food is here to stay,” says Salama. “Manufacturers are finding new and innovative ways to pack more protein into food.” She mentions the 2024 TikTok craze promoting cottage cheese as a protein source for flatbreads, dips and cookie dough.
Food waste and sustainability
Retailers and restaurant owners say consumers increasingly want to know how their food was grown, raised, harvested and produced. There is a growing focus on packaging and efforts to reduce food waste. Companies are becoming more transparent in sourcing and manufacturing in response to customer demand.
Micro trends
So, if it was the Oscars, the music would be sharp and I’d have more people to thank. There are still many trends and micro-trends to explore. Sandwiches are getting bigger and more creative. Products in pearl form (algae caviar, balsamic vinegar). Lavender in food and drink. Lyophilized products. Food for the mood. Dumplings in all guises. Unusual melons. AI is embedded in your product shopping experience. Culinary clubs. Sourdough (again!). High and low food pairings.
