Consumers are seeking the joy of food and embracing the unexpected. Familiar formats are enhanced with premium ingredients and playful twists, turning everyday eating into moments of enjoyment. Small upgrades, bold unexpected flavour pairings, and seasonal offerings are all on the cards to offer affordable indulgence to the consumer.

Convenience is no longer about compromise, but quality. Consumers are looking for quick to prepare meals, made of simple, quality ingredients that taste great. People are spending less time cooking and eating – products need to align with this lifestyle shift to life on the go. Just add water is emerging as a key theme, and a convergence of culture and convenience is encouraging premiumisation across the ambient aisle.

Global flavours + third culture cuisine = the new normal. Gen Z are set to be the most diverse generation, and with them, their taste palates too. Street food culture has inspired vibrant dishes, whilst manufacturers are looking local, utilising seasonal and native ingredients. As consumers travel more, they increasingly want to recreate their favourite dishes at home.