From turning coffee moments into a daily ritual in Finland and the Baltics to Santa Maria establishing Taco Fridays as a national institution in Sweden and Norway, Paulig and its brands have spent the past century shaping food and drink trends that later became mainstream. Today, that role extends into world foods, flavour expertise and flavour-led cooking, alongside drinks culture, reflecting how global influences increasingly shape everyday eating and drinking.The report is created by Paulig PRO, Paulig’s foodservice business and is the first in a series of reports exploring how food culture continues to evolve, released as part of Paulig’s 150th anniversary.
“The restaurant scene has always been where trends are born, tested and refined before reaching everyday tables. Today, inspiration moves across many professional food and drink environments, from restaurants and cafés to on-the-go concepts and workplace settings. With this trend report, we’re sharing insights straight from chefs and foodservice professionals to highlight what’s shaping the future of food and drink. It’s an invitation to see what people will be enjoying tomorrow,” says Karin Öjersjö, Portfolio & Marketing Operations Director at Paulig.
The report is based on insights from a panel of 15 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, selected for its strong influence on emerging food and drink trends in Europe, and interviews with food journalists and trend analysts.
Four key culinary trends that will make their way from restaurants to home tables
1. Bold and global flavours take center stage.
74% of diners actively look for new flavours when eating out, the report shows, pointing to a clear shift towards more expressive flavour profiles across restaurant menus. 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.
2. Regional cuisines & ingredients are on the rise.
60% of diners want to learn more about the story behind flavours, ingredients and the people cooking the food, the report shows, as regional food cultures gain wider visibility on menus. Cuisines such as Filipino, Peruvian, Taiwanese and Korean are moving into the mainstream, alongside a renewed focus on origin, traditional techniques and authenticity as fusion becomes more established, reflecting how storytelling and the overall eating-out experience are becoming increasingly important to guests.
3. Spices and herbs as the new luxury.
Flavour is increasingly defined by the quality, origin and story behind individual ingredients, as spices and herbs take centre stage and chefs and home cooks alike 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.
4. Coffee culture: from daily consumable to innovation.
Coffee continues to evolve beyond a simple daily ritual into a refined experience. Coffee menus are increasingly showcasing variety, craftsmanship and global influences, from cold brews and slow extraction methods to Asian-inspired techniques and creative non-alcoholic pairings. At the same time, coffee is becoming a vehicle for storytelling and culinary creativity. Origin, quality, and preparation methods are highlighted as part of the overall experience, allowing deeper connection with the journey from bean to cup.
For questions, interview requests or access to the report, please contact:
Nils Sjöberg
Head of Corporate Communications
nils.sjoberg@paulig.com
+46 70 085 24 11
About Paulig
Paulig is an international food and beverage company, growing a new, sustainable food culture – one that is good for both people and the planet. Paulig provides Tex Mex, snacks, coffees, world foods and spices. The company's brands include Santa Maria, Paulig, Conimex, Risenta, Poco Loco and Zanuy, among others. Paulig also manufactures products for its private label and industry customers. In 2025, the company’s sales amounted to approximately EUR 1.39 billion. Paulig was founded in 1876 and is 100% owned by the Paulig family. The company has 2,700 employees in 13 countries united by the purpose "For a life full of flavour". www.pauliggroup.com
About Paulig PRO
Paulig PRO is a partner in taste for chefs, baristas, foodservice, and workplace businesses. It offers a broad portfolio of food brands, including Santa Maria, Conimex and Risenta, alongside complete coffee solutions from Paulig and small-roastery coffees from Robert Paulig Roastery. Built on 150 years of expertise, Paulig PRO supports professionals with trends, insights, concepts and inspiration designed to create business impact and unlock a world of flavour. https://pauligpro.com
