The Ever-Shifting Plate: Why We Chase Food Trends & What They Reveal About Us
Zurich, Switzerland – Forget fleeting fashion; the culinary world is in constant motion. From the recent, and remarkably swift, rise and fall of “Dubai chocolate” to the enduring popularity of sourdough, food trends aren’t just about taste – they’re a cultural barometer. A new analysis reveals how social media, societal shifts, and a deep-seated human desire for meaning are driving what ends up on our plates, and why understanding these trends is about more than just knowing what’s next.
TikTok, Taste, and the Viral Food Moment
The way we discover food has fundamentally changed. Gone are the days when cooking magazines and food blogs solely dictated what was “in.” Today, platforms like TikTok, Instagram, and YouTube aren’t just depicting trends, they’re actively creating them. A dish needs to be photogenic, shareable, and tell a story. The hashtag #foodporn is a testament to this, showcasing often over-the-top creations where visual appeal often trumps actual flavor. Baked feta pasta, matcha lattes, and even the aforementioned Dubai chocolate – a luxuriously packaged, gold-dusted confection sold for upwards of 25 francs – exploded globally in days, fueled by simplicity, emotion, and a touch of surprise.
Beyond the Hype: The Engine of Social Change
But what sparks these viral moments? According to author and food scout Richi Kägi, food trends aren’t random. They’re born from the intersection of culture, society, innovation, and, crucially, human appetite. “Every food trend begins with a need,” Kägi explains. “The engine is social changes – whether ecological crises, health debates, lifestyle shifts, or the search for identity – they shape what we eat.” The current surge in plant-based alternatives, for example, is directly linked to the climate movement, while a growing interest in minimalism is driving a reduction in sugar consumption. Convenience doesn’t have to be sacrificed either; we’re seeing the rise of products like sugar-free organic smoothies in recyclable packaging, catering to health-conscious consumers.
The Rise of “New Authenticity” and the Return to Roots
Interestingly, amidst the flash and spectacle, a counter-trend is emerging: a return to authenticity. Sourdough bread, kimchi, and preserved vegetables – once considered old-fashioned – are now incredibly popular. This “new authenticity” isn’t just about nostalgia; it’s about simplicity with depth. These traditional foods were often born out of necessity, developed during times of scarcity to preserve food and ensure survival. Kägi believes this is a key driver of today’s trends. “Everything that is artificially inflated and staged is sung and soundlessly back under the lively bubbling trend flow. The truly good, it remains and is being rediscovered again and again.”
Commercialization and the Search for the Next Blockbuster
The food industry, naturally, reacts to these trends. Supermarkets rush to offer vegan options, startups develop innovative snacks, and restaurants adapt their menus. However, replicating the success of a phenomenon like coffee capsules – a true “banknote press” for its creators – remains elusive. For every viral sensation, dozens of “innovations” fade into obscurity. The market is constantly tinkering, hoping to capture the next big thing, but lasting success requires more than just novelty.
Food as a Reflection of Our Times
Ultimately, food trends are a mirror reflecting our values, longings, and the anxieties of our time. The pursuit of “clean eating,” intermittent fasting, and superfoods stems from a desire to regain control over our lives, particularly in uncertain times. The body becomes a canvas for self-efficacy. Understanding these trends isn’t just about predicting what will be on the plate tomorrow; it’s about gaining insight into where our society is heading. As Richi Kägi puts it, food is now an experience, a stage, and a “click moment” – a powerful symbol of our collective identity.
The culinary landscape will continue to evolve, driven by innovation, social change, and our innate human desire for connection and meaning. Staying informed about these trends offers a unique window into the heart of our culture and the future of how we eat.
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