12 May 2026
Yesterday was ‘Eat What You Want’ Day so we took the opportunity to treat the JL Priestley team to a well deserved evening out and a delicious meal. But the big question was… What did everyone want to eat? It’s a tale as old as time, organising a group outing where everyone wants something different… we’re sure you’ve all been there!
Working with food ingredients every day with partners across the globe, we’re constantly seeing shifts in ingredient demand based on changing food trends, flavours, and consumer preferences. From herbs and spices to a huge range of ingredients used across international cuisines, we see firsthand how evolving tastes continue to shape the food industry.
That got us wondering — how do our team’s favourite cuisines compare with the rest of the UK?
Using Google Trends search data from the past 5 years, we looked at the UK’s most searched global cuisines in the food and drink category. We then asked the JL Priestley office team to vote for their favourite from the UK’s top five choices.
In a surprising contrast from the UK-wide statistics, JL Priestley’s clear winner was Thai cuisine, with a whopping 57% of votes. This result reflects a wider market shift that encompasses the whole food industry, from restaurant dining to FMCG and is felt even by dried ingredient suppliers such as ourselves.
Over the past few years, consumers have become increasingly adventurous with flavour. The trend for ‘fricy’ (fruity and spicy) is a prime example of how people are wanting more from their food, seeking new flavours and bold combinations.
We could partly attribute this trend to the rising cost of living; for many consumers, having to spend more on food means that they are considering their choices more carefully, seeking out products that pack a punch in both flavour and experience. When food costs more, the desire to ensure that the product is ‘worth’ the higher price tag drives consumers to choose flavours that feel exciting and exotic – maybe you have to pay a little bit more for your favourite brand of crisps, but with bold flavours like Chilli and Cocoa or Sriracha Mayo, at least it’s sure to be an experience!
Seeking excitement through food isn’t a new concept, but in a period of global political unrest where many are feeling the financial strain, creating surprise and delight through food is a great way to ease tensions and lift the spirits. It’s understandable that consumers are keen to embrace joy where they can.
The growing demand for bold flavours and exciting spice blends is evidenced in our own business through an increased interest in smoked paprika, cinnamon and turmeric, among other ingredients. This demand for global inspired spices shows how consumers are broadening their palates and seeking inspiration from a variety of international cuisines. We are responding to evolving consumer expectations by continually seeking out new international suppliers and partnerships. This way, we can ensure that we will meet the existing needs of our customers and be ready for their future needs as the market grows and changes over time.
While our office poll may not be used for any game changing product development, it posed an interesting perspective, and inspired us to reflect on the shift in consumer tastes that has been felt across the industry. It also made it easier to decide where to go for our team meal! We went to our local Thai restaurant to indulge in sweet and spicy flavours galore. We had a fab night celebrating the team’s hard work and happily eating exactly what we wanted!
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