Unilever Food Solutions (UFS) has unveiled its annual trend report, Future Menus 2024, offering insights into the key trends set to shape the global food service industry this year. The report, which draws on the expertise of 250 in-house UFS chefs and feedback from over 1,600 chef professionals across 21 markets, highlights the increasing influence of Generation Z on dining experiences and the opportunities this presents for chefs worldwide.
One of the most notable trends identified in the report is the rising demand for ‘Flavour Shock’, driven by Generation Z’s preference for unexpected flavour combinations and innovative twists on classic dishes. This generation, known for their significant spending on dining out and their tendency to make dining decisions based on social media content, is reshaping how chefs approach menu creation. According to the report, Gen Z diners are increasingly seeking out bold and surprising flavours, such as the incorporation of Mexican sauces in modern pasta dishes.
To help chefs meet this demand, UFS is offering a range of culinary techniques and products designed to simplify the process of creating these complex flavour profiles. Techniques like smoking, pickling, and fermenting are being promoted as ways to combine diverse tastes and textures, while products like Knorr Professional bouillons and seasonings, which saw a 15% growth last year, provide chefs with the tools they need to deliver these innovative dishes with reduced preparation time.
Another key trend highlighted in the report is the growing importance of sustainability in the food service industry. With nearly half of Generation Z prioritising environmental responsibility and sustainability when making purchase decisions, there is a rising demand for ‘Low-Waste Menus’. The report reveals that 65% of food service operators see this trend as increasingly relevant and expect it to continue growing. In response, UFS is providing chefs with practical tips on maximising ingredient use, including advice on repurposing scraps and trimmings to create additional dishes, thus reducing food waste.
Despite reports suggesting a decline in veganism, the report also notes a continued interest in plant-based dining, particularly among Generation Z. The trend, termed ‘Irresistible Vegetables’, reflects the desire for greater variety in meal choices, with Gen Z diners showing a strong preference for vegetarian, vegan, and conscious eating options. To support chefs in meeting this demand, UFS has seen a significant increase in the popularity of products like Hellmann’s Vegan Mayo, which has experienced a 50% compound annual growth over the past two years.
Star Chen, CEO of Unilever Food Solutions, commented on the report’s findings, saying, “Unilever Food Solutions is a business by chefs, for chefs. The expertise of our global network of in-house chefs informs everything we do, from developing superior products from our power brands Knorr Professional and Hellmann’s to providing solutions that help chefs deliver consistently stand-out dishes in less time.”
Chen also highlighted the success of UFS in supporting chefs with on-trend products that reduce preparation time while satisfying consumer demands, noting that UFS now accounts for 20% of Unilever’s Nutrition business, following consistent growth driven by these efforts.
The Future Menus 2024 report not only identifies these key trends but also offers chefs practical tools to tap into them, including recipe inspiration, culinary training, and professional products. The report’s insights aim to help food service operators worldwide adapt to the evolving preferences of diners, particularly the influential Generation Z, ensuring they stay ahead in a rapidly changing industry.
The report underscores the significant role that UFS continues to play in the global food service sector, contributing to double-digit growth for the company in 2023. As dining trends evolve, UFS is poised to help chefs navigate these changes and deliver the innovative, sustainable, and flavourful experiences that modern diners seek.