Every year, we share five food trends on our blog, a preview of what’s ahead for 2027. For the complete picture, we recommend our food trend presentation, which offers a structured, in-depth view of how food and eating behaviour will evolve in the years to come.
Food trend #1 Pyrogastronomy
When Food Becomes Fire Prevention
The scorching summer of 2026 made climate change impossible to ignore. CO2 emissions are back on the menu, and fire-resilient land use is next in line for attention. The logical question: what role can food production play? Spain already shows one answer: centuries-old dehesa systems pair cork oak, sweet chestnut and sheep into “productive firebreaks”, restoring traditional landscapes while cutting fire risk. The lesson is clear: build landscapes that are more mosaic, more diverse, less monoculture. Taking a bet on that future, we predict that from 2027 the first steps will be taken toward pyrogastronomy: food grown from landscapes designed to prevent large fires. Think ‘firebreak wine’, planted where flame might otherwise spread, ‘dehesa pork’, from pigs that graze down scrub, and ‘mosaic olive oil’, from trees planted to break up the monoculture and restore diversity to the land.
Corridor, a fictional firebreak wine concept, imagining a vineyard planted to help contain the spread of wildfire
Food trend #2; New Greek
Flavour, Roots and Regeneration
Modern Greek cuisine is spreading its flavour across the globe, carried by brands like Paliria, the world’s largest stuffed vine leaf producer, and Ergon, the Greek deli-and-export label turning delicacies into everyday staples abroad. New Greek bistros are opening well beyond souvlaki-and-feta-salad territory like Maza in Mayfair reimagines 1980s Athenian tavernas for a London audience. But the most interesting story might be unfolding in the Greek countryside. Since the 2010 economic crisis, a steady trickle of young Greeks has been returning from the cities and restarted farming and all kinds of related food businesses. Together they’re building a vivid food economy that revives the countryside, creates local jobs and gives rise to new regenerative food brands, from independent farmers’ markets to projects like Livada Natural Farm on Andros. This new regenerative eco-system might be an inspiring example on how to bring live back to abandoned rural communities.
Paliria, an iconic Greek brand that conquers the world
Food trend #3; the Power of Petit
Smaller, Smarter, Affordable
A growing weariness with American XXL portion culture is pulling the plate in one clear direction: smaller. McDonald’s France caught the wave with its “Petit Faim” range, mini burgers, wraps and sundae ice creams, while New York’s Clinton Hall answered with its “Teeny Weeny Mini Meal”, a shrunk-down burger, fries and beer trio. Rising GLP-1 use is accelerating the shift: nearly 70% of users already eat smaller portions, and almost half would dine out more often if smaller options existed (Restaurant Business Online / William Blair Equity Research, 2026). Smaller size brings a second, quieter win: smaller price, which may matter even more as drought pushes harvests down and prices up. Some call this “shrinkflation”, but we’d argue it’s really a correction, a long overdue rebalancing after decades of portions growing not because we were hungrier, but because bigger meant more profit. Crucially, smaller doesn’t mean less satisfying. M&S is setting the trend with its “nutrient dense” range, scoring high on protein, fibre and micronutrients per gram, proof that petit portions can still pack a nutritional punch and great taste. A likely source of inspiration for innovations to come.
The small appetite range from Mc Donalds in France
Food trend #4; Candyceuticals: Delicious supplement stacking
Eating well should, in theory, cover our nutritional needs, yet a growing group wants something extra. In the US, “what’s your stack?” is now a normal question, shorthand for what you add on top of your diet. Supplement stacking is increasingly done deliciously: gummies, lollipops, ice cream, chocolate and drinks, sensory treats instead of a fistful of pills, reflected in a gummy supplement market worth $27.71 to $30 billion in 2026 (Mordor Intelligence, 2026). Brands like Good Day Chocolate and TopGum, and products like 8Greens lollipops, delivering the vitamin B5 and B6 equivalent of fifteen cups of broccoli and spinach, show pharma and food edging closer together. The next step is personalisation, with brands like Elo Health and Rootine building stacks from DNA, bloodwork and wearable data. This new category of nutraceuticals is a high-margin business on the brink of moving beyond the wellness niche. Is the European consumer ready for this, or are we simply too no-nonsense for it? Worth exploring within your own brand and portfolio.
Elo Sleep gummie as an example of personalised candyceutical
Trend #5 Sober Curious: The Daycap Generation
Gen Z is drinking less. Nearly 65% plan to cut back, with 39% committing to a fully dry lifestyle, versus just 30% of baby boomers (NCSolutions, 2026). As the daycap replaces the nightcap, brunches, beach days and backyard hangouts pulled into daylight, one drink is quietly filling nearly every slot in that new schedule: tea. In the morning, matcha and hojicha replace coffee with a gentler, longer caffeine curve. Through the day it turns sparkling, a category forecast to nearly double by 2033 (Grand View Research, 2026). By evening it becomes the beer alternative, with hard kombucha brands positioning against craft beer, while tea-based mocktails and bubble tea spritzes reinvent cocktail hour with the same Instagrammable appeal as a cocktail. What ties it together is identity: nearly a third of Gen Z say they’re more likely to try a new drink specifically because it fits this sober curious lifestyle (Mintel, 2026). Non-alcoholic alternatives are forecast to grow 50% in volume by 2030 (IWSR, 2026), and tea, warm, cold, sparkling or fermented, is emerging as the defining drink of this generational shift.
Mango strawberry boba tea spritz, a typical drink a sober curious drinker would like to try
Curious about the whole story and all the food trends shaping 2027? Feel free to contact us to discover how deeper insight into food trends can help you stay one step ahead of the market. We’re also happy to walk you through our Food design thinking innovation method and show how it can help you innovate in a genuinely inspiring way.
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