Marketing

Forecasting flavors: The taste of 2025

Trends expert Suzy Badaracco creates a fictional scenario featuring 2025's top menu trends. Lab-grown meat, tropical fruits, dates, mushrooms and cottage cheese are in demand.

Photo: AI

January 20, 2025 by Suzy Badaracco — President, Culinary Tides Inc

Setting: President's Office at the company, What's Next Inc. — MORNING

The room exudes modern minimalism, with sleek furniture and an impressive view of the city skyline. A large desk holds organized stacks of papers and a nameplate reading, "AMELIE HAYES, PRESIDENT OF WHAT'S NEXT." Behind the desk are shelves lined with culinary awards, trend reports, and books on innovation.

Seated in a minimalist chair is the new TREND FORESIGHTS DIRECTOR of WHAT'S NEXT, LULA EVANS, her attire is understated yet professional, and her demeanor radiates quiet confidence. She holds a computer tablet, scrolling through it carefully as she waits.

The door opens briskly. AMELIE HAYES strides in, her tailored suit and commanding presence filling the room. Amelie is no-nonsense yet approachable, her sharp eyes scanning Lula with curiosity and respect.

AMELIE: Lula Evans. The woman who knows tomorrow better than anyone else. Welcome to What's Next.

LULA: Thank you, Amelie. It's an honor to be here.

[Amelie gestures to the chair opposite her desk and sits, opening her laptop computer.]

AMELIE: Let's skip the formalities—I'm here for the good stuff. What are we looking at for food trends in 2025? What's going to dominate the market?

[Lula nods and adjusts her tablet on her lap. Her voice is calm but confident.]

LULA: Let's start with meat. Korean barbecue is poised to take center stage. Its bold, smoky flavors and global influence captivate consumers. At the same time, we're seeing innovation in proteins—stuffed chicken dishes like Chicken Parmigiana and Tikka Masala are making a comeback. And then there's lab-grown meat. Don't get too excited about it though. There currently is no way to scale up lab-grown meat, governments are banning them, and investors are losing interest. It really is just a media darling at this point.

[Amelie raises an eyebrow, intrigued.]

AMELIE: Lab-grown meat. Do you think consumers are ready to embrace it?

LULA: They're curious, especially younger generations. There's also an element of intrigue—but there really are no drivers for consumers beyond curiosity.

[Amelie nods approvingly, tapping notes into her laptop computer.]

AMELIE: What do you think is going to happen to the consumer trend of eating less meat? What do you think is behind that and will it continue?

LULA: It is primarily a financial issue, not health or sustainability driven. Consumers want meat, but affordability is the concern. That opens the door for cheaper options like pork, grinds, thighs instead of breasts… you get the picture. And it also opens the door for global cuisines that are more plant-forward, another way for consumers to have their meat and eat it, too.

AMELIE: Good. Keep going.

LULA: Fruits are making a big splash, too. Mango is the "it" fruit, versatile in drinks, desserts, and even savory dishes. But it doesn't stop there—tropical fruits like coconut, papaya, and dragon fruit are trending. And dates are surging in popularity as a natural sweetener and nutrient powerhouse.

AMELIE: Interesting. Dates have been under the radar for too long.

LULA: Exactly. Plus, gooseberries are gaining attention as a superfruit, and elderberries are still trending for their immune-boosting properties.

[Amelie leans back slightly, her expression thoughtful.]

AMELIE: It sounds like fruits are evolving to meet both flavor and health demands. What about vegetables?

LULA: Mushrooms are dominating—both as a meat alternative and for their adaptogenic properties. They're showing up in everything from scallops to wings. But we're also seeing a shift toward greens like collards and Swiss chard, which are challenging kale's long-held crown. And chili peppers—Calabrian, guajillo, hatch—are adding depth to global cuisines. AND for goodness sakes, can cauliflower just be itself for once instead of pretending to be a pizza crust or rice? I think so.

[Amelie smiles faintly, impressed by the breadth of insights.]

AMELIE: Let's talk seasonings. What's spicing things up?

LULA: Tamarind is stepping into the spotlight, along with international spices like turmeric, star anise, and coriander. Chili crisp remains a star condiment, and Korean spices like gochujang are continuing to grow. The big news is flavor mashups—swalty, combining sweet and salty, and swoky, a blend of sweet and smoky, are poised to captivate taste buds.

[Amelie laughs lightly, clearly enjoying the creativity.]

AMELIE: Swalty and swoky. I like it. What's next?

LULA: Dairy is evolving, too. Cottage cheese is being reinvented in ice creams and protein-packed desserts. Plant-based dairy—oat and macadamia milk — continues to grow. But the real innovation is in queso—smoked queso, queso blanco, and even savory and spicy blends like chipotle queso with caramelized onions.

AMELIE: Savory cheese blends. That's going to be a hit. And globally?

LULA: Global cuisines are influencing everything. Korean, Indian, and African flavors dominate—gochujang, curry, and Jollof rice. Vietnamese cuisine is also trending for its fresh, herbaceous appeal. Salsa Negra is making waves in Mexican dishes, and fusion cuisines like Thai BBQ are bringing bold, unexpected combinations.

[Amelie's fingers hover above her laptop for a moment before she speaks.]

AMELIE: Let's wrap up with grains and bread.

LULA: Grains are moving toward authenticity and health. Sourdough continues its artisanal resurgence, while international grains like teff and farro are gaining traction. Consumers are also gravitating toward less-processed options like steel-cut oats and seeded crackers.

[Amelie closes her laptop, leaning forward.]

AMELIE: Lula, you've nailed it. This is exactly why I wanted you in this role. You see the bigger picture and the details that matter.

[Lula smiles modestly, switching off her tablet.]

LULA: Thank you, Amelie. I'm excited to work together to bring these insights to life.

Amelie extends her hand, and Lula shakes it firmly.

AMELIE: Let's make 2025 a year to remember.

[The camera pans out, showing the skyline as Lula leaves the office, the next phase of innovation already in motion.]

Marketing