UK Food & Drink | 2026/27
Gen Z Food Trends: Asian Shakeup 3.0
The first of our Gen Z food trend spotlights for 2026/27 covers the incoming Asian culinary shakeup - a move towards next level comfort combos with new fusion focuses
Generation Z:
The New Food Challenge
The New Food Challenge
Gen Z are the most exciting demographic to delve into from a food & drink trend perspective.
The preferences of this dynamic, disruptive generation of youthful changemakers is now pushing UK businesses to boldly think outside the box and be a part of what is an evolving culinary landscape.
This evolution spans sectors, with foodservice, retail and manufacturing all faced with the same challenge:
Develop future-proofed Gen Z strategies as their purchasing powers increases, ensuring success with the next generation of decision makers.
The preferences of this dynamic, disruptive generation of youthful changemakers is now pushing UK businesses to boldly think outside the box and be a part of what is an evolving culinary landscape.
This evolution spans sectors, with foodservice, retail and manufacturing all faced with the same challenge:
Develop future-proofed Gen Z strategies as their purchasing powers increases, ensuring success with the next generation of decision makers.
Generation Z:
Solving the Puzzle
Solving the Puzzle
Developing Gen Z strategies is no simple matter, with Gen Z food trend insight vital to solving the puzzle.
At Insights Lab by Egg Soldiers, we're working well into 2026/27 with Gen Z food trend strategies, helping global brands confidently plan for the future.
And to give you a snapshot of our award-winning insight viewpoint, we've created a series of FREE whitepapers covering our top Gen Z food trends for 2026/27.
We start with Asian Shakeup 3.0 - a direct step on from the culinary authenticity currently focused on with Asian cuisine across both hospitality and retail, with an ‘inauthenticity’ putting a focus on flavour in a Gen Z way.
Insights Lab is the next generation of food trend service. That's why we get Gen Z.
At Insights Lab by Egg Soldiers, we're working well into 2026/27 with Gen Z food trend strategies, helping global brands confidently plan for the future.
And to give you a snapshot of our award-winning insight viewpoint, we've created a series of FREE whitepapers covering our top Gen Z food trends for 2026/27.
We start with Asian Shakeup 3.0 - a direct step on from the culinary authenticity currently focused on with Asian cuisine across both hospitality and retail, with an ‘inauthenticity’ putting a focus on flavour in a Gen Z way.
Insights Lab is the next generation of food trend service. That's why we get Gen Z.
FREE DOWNLOAD
Gen Z Food Trends 2026/27: Asian Shakeup 3.0
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GEN Z FOOD TRENDS HANDBOOK, 2026/27
GEN Z FOOD TRENDS HANDBOOK, 2026/27
What to expect from our FREE whitepaper:
- Discover Insight Lab's top 10 food & drink trends for 2026/27, forecasted specifically for Gen Z
- Follow the foodservice, retail and manufacturing trend paper trails for each of our forecasted trends, featuring targeted examples and actionable recommendations
- Understand Gen Z motivations as they reshape the UK culinary landscape, and we can help you nail bespoke strategy pivots
Gen Z Food Trend Insight.
Actionable 2026/27 Strategies.
Actionable 2026/27 Strategies.
Stay ahead with trend decks tailored to your brand, packed with real-time Gen Z signals, future forecasts and brand-ready food and format opportunities.
Co-create with our chefs and strategists in energising workshops designed to turn Gen Z insights into tangible NPD concepts, prototypes, and activation-ready formats.
Shape your Gen Z brand strategy with big-picture thinking — macro-level creative input and commercial planning built to drive relevance, resonance and results over time.
Industry-leading Gen Z food development - recipe creation and product innovation that’s bold, bespoke, and built to scale.
Supercharge your marketing with pitch packs, brand-building content and lead-gen tools designed to drive exposure and spark conversations with Gen Z-driven businesses
Experience Gen Z trends first-hand through curated food tours - exploring emerging hotspots, viral dishes and real-world Gen Z dining behaviour across key cities.
Ready to take your
food trend strategy
to the next level?
food trend strategy
to the next level?