The Weekly Wrap Global Food Trends: Falafel Shifts, Hot Honey Heats Up, and TikTok’s Soup Obsession

This week’s trends are bold, dynamic, and globally inspired, just like the consumers behind them. Powered by real-time insights across social, menus, and home cooking, here are four food and beverage movements reshaping what, and how, we eat. Let’s dig in.

1. The Falafel Power Shift: Regional Identity in Motion 🌍

US social mentions YoY: Israel -30%, Egypt +45%, Saudi Arabia +38%, Sudan +20%

Once a conversation steered by Israeli culinary influence, falafel is now a broader cultural canvas. Egypt and Saudi Arabia are leading a notable surge in US consumer interest, while mentions tied to Lebanon and Jordan taper off. The flavor is familiar, but the narrative is changing.

This shift reflects a deeper regionalization of Middle Eastern cuisine in American food culture. For product developers and marketers, this is an opportunity to rethink origin stories, spotlighting diverse regional nuances instead of leaning into one dominant culinary narrative. Whether you’re building a new menu item or designing packaging, look beyond the usual borders.

2. Hot Honey Goes Mainstream Down Under 🍯🔥

+103% YoY in social discussions | +169% YoY on menus in Australia

Once a niche American condiment, hot honey has found its groove in Australia, and it’s crossing categories fast. From drizzled pizzas to protein bowls, the sweet heat is striking a chord with indulgent diners, fitness-forward eaters, and fans of Mexican cuisine alike.

The rise of hot honey in non-US markets signals the global potential for hybrid condiments. Its versatility is sticky, both literally and in consumer memory. With social buzz and menu adoption climbing in tandem, this is one to watch for brands eyeing the next cross-category flavor hero.

3. Rice Burgers Are Europe’s Fusion Darling 🍙🍔

+39% YoY in France | +50% YoY in the UK

Once a niche format tied to Asian fast food, rice burgers are gaining serious traction across European food scenes. Consumers in Paris and London are flocking to these gluten-free, Instagram-worthy bites, with local brands like The Rice Burger fueling curiosity and craveability.

Consumers are hungry for formats that meet multiple needs, dietary inclusivity, visual appeal, and culinary exploration. Rice burgers are a case study in how alternative bases and cultural crossover can redefine fast casual. For innovators, it’s a signal to push boundaries in both structure and story.

4. Malatang Mania: Europe Embraces the Hot Pot Reboot 🍲🌶

+106% YoY in Mexico-based social content | +75.8% YoY in the UK

Visually striking, ASMR-friendly, and entirely customizable, Malatang, the Sichuan-style, build-your-own hot soup, is hitting Europe’s food radar. A favorite among TikTok creators and Gen Z diners, its numbing spice and bold visuals are driving serious shareability and repeat interest.

Malatang isn’t just a dish, it’s an experience. Its rise is part of a broader movement toward personalization and performative dining. For foodservice brands, this is a reminder: when the meal becomes the moment, consumer loyalty follows.

Each of these trends reflects the way modern consumers explore culture, comfort, and innovation through flavor. At Tastewise, we track these movements as they unfold, helping F&B teams act faster, create more relevant products, and show up where it matters most.