Consumers’ online behaviors, such as searches, shares, and likes, can reveal a lot about up-and-coming food and flavor trends. Indeed, the internet and social media platforms have a major influence on food industry trends, and their influence will only continue to grow. Consumers are encountering new foods, flavors, cuisines, and ingredients on their favorite social media platforms, and then turning to the internet to learn more about them – and decide if they want to try them.
To get a sense of the foods, cuisines, and recipes that consumers are looking for and encountering online, we took a look at trends in searches on platforms like Google and Pinterest, as well as shares, likes, and other behaviors on social media platforms. What follows is an overview of our observations, including how these online trends reflect current and emerging trends in the industry and how they might be indicative of what’s to come in 2025.
Emerging Global Cuisine Trends
Consumers turn to the internet to learn more about international cuisines, so search trends and social media trends offer insights into which cuisines and dishes may be the next to start trending. Given that Asian cuisines have been at the center of consumers’ global food obsessions lately, it’s unsurprising that consumers are searching for and encountering Asian recipes online. What’s different, though, is the types of cuisines and dishes that are up-and-coming, which may signal what’s next for the Asian cuisine trend.
While Korean and Japanese cuisines have been dominating the Asian cuisine trend lately, Indonesian and Filipino cuisines are starting to pick up steam online. For example, ayam bakar, a flavorful grilled chicken dish hailing from Indonesia, and lumpia, an eggroll-like appetizer common in the Philippines and Indonesia, are trending in online searches and on social media platforms. We may expect to see Filipino and Indonesian cuisines – and flavors inspired by them – in demand in the coming months going into 2025.
Consumers are soup obsessed, so it’s no surprise that they’re interested in trying soups from around the world, as evidenced by the growing presence of global soups online. Asian soups, stews, and curries, in particular, like pho and Thai green curry, are piquing consumers’ curiosity. Persian stews are also having a moment, as consumers have been seeking out less familiar cuisines.
Different varieties of Asian pickles are also generating buzz online, with consumers searching for and liking posts about items like jangajji, a
Korean dish featuring a variety of pickled vegetables. Dishes and food items featuring cucumbers, too, have been popular lately. A recent social media trend has consumers serving up a “salad’ of cucumbers and dumplings in a spicy sauce. Global inspired dishes featuring pickles and cucumbers may begin making their way onto foodservice menus and grocery store shelves in the coming year.
Emphasis on Convenience and Health
Cooking at home is a necessity for many consumers, as economic uncertainty has pushed them away from dining out. As such, they’re trying to enhance their cooking skills, while also looking for ways to diversify the recipes that they’re cooking at home. Unsurprisingly, quick and easy, but healthy dinner ideas are being sought after on search engines and social media platforms. High protein recipes are trending too, which is an indication of consumers’ latest health and wellness priorities.
What else are consumers trying to learn how to make at home? Sourdough, for one. While sourdough saw a rise during the pandemic, it had fizzled out in the years since – until recently. Consumers are loving all things tangy and fermented, so it makes sense that sourdough would be back in the spotlight. Espresso martinis, recipes featuring hot honey, and Cajun pasta recipes are also picking up steam online.
Vegetable recipes, including how to prepare carrots and cauliflower, are also gaining exposure online, which is likely reflective of consumers’ increasing interest in eating more plants. With consumers on the lookout for new and different ways to experience vegetables, there’s an opportunity for brands to innovate around frozen vegetables and side dishes that feature seasoned vegetables.
Hungry for more? Subscribe to our e-newsletter to get our insights in your inbox.