From matcha to miso, from ferment to functionality: the future of gastronomy not only lies in technology, but also on the plate. Why ingredients with story telling potential are becoming increasingly more important for hosts – and how they can make a contribution towards positioning.

Between sustainability and curiosity 
Gastronomy in the future will depend on new concepts, digital infrastructure – and most importantly – products which do more than just taste good. Because at a time when consumers are making more conscious choices, are thinking more sustainably and are demanding authenticity, more importance is being attached to ingredients that are not only a trend, but have an attitude.

One of these ingredients is matcha. This green powder has long been more than a lifestyle drink. It represents a movement which combines pleasure with health awareness, origin and aesthetics. But what comes after matcha? And how can such products be meaningfully integrated into gastronomy?

Matcha: from a hype to conceptualisation 
Ayumi Kondo knows the right way to understand matcha. She has been operating the Cha no Ma teahouse in Vienna since 2006 and is regarded as the ambassador for Japanese tea culture in Austria. She says: "In these increasingly more hectic times we are trying as far as possible to convey to our guests the experience and enjoyment of tea in all their senses." In her opinion, matcha is not an add-on, but an expression of a philosophy: conscious, high-quality and profound. In culinary terms, the bitterness and intensive colour of matcha create interesting contrasts, for example in desserts or as an aromatic component in vegan patisserie. But Ayumi warns: "Not every matcha offers high quality. The colour, taste and origin play a key role in quality – and therefore also whether a product is convincing or leads to a loss of image."

Ingredients with a message: new opportunities for restaurateurs 
Other ingredients can also achieve the same success as matcha: with a strong story, a clear origin promise and different uses, these ingredients will become silent sources of revenue.

Some hidden champions that will play a role on menus in 2025 and beyond:

• Fermented products such as miso or kombucha – for good health, umami and regionality
• Botanicals for non-alcoholic cocktails – as an alternative with a premium claim
• Domestic super foods such as hemp, sea buckthorn or quince – reinterpreted for brunch, snacks or desserts
• Old grain types such as spelt or einkorn wheat – for bread, bowls and innovative doughs

These developments are also supported by the trend report Future Menus 2025 from Unilever Food Solutions. This international trend report identifies four mega trends which show the direction in which cuisine is heading:

• Culinary roots: the return to culinary origin, traditional techniques and story telling power
• Street food couture: high-quality, creative dishes in the street food format
• Borderless cuisine: global aroma diversity for a new generation of international guests
• Diner designed: experience restaurants which are designed individually with multi-sensory effects and digital support

These trends emphasise the following: ingredients are becoming tools for identity, differentiation and economic viability. Eric Chua, Future Platform Chef Lead, UFS Southeast/South Asia, emphasises: "Individual design is no longer a luxury, but an expectation. Anyone now flexibly offering toppings, sauces and textures is not only addressing Gen Z, but is also extending the length of stay, feedback and further recommendation in digital space."

Trend with depth: indication of the purposeful selection of ingredients

• Value orientation: guests are interested in sustainability, regionality and ethics
• Differentiation: signature ingredients create a degree of recognition
• Story telling: products with origin and importance can be emotionalised through social media
• Upselling: high-quality ingredients enable higher prices with a good argumentation basis

Conclusion: products are becoming concepts 
Matcha may have been the start. However, the future lies in the conscious selection and staging of ingredients which surpass themselves. Anyone now including ingredients with an attitude on a menu will have more than just a good dish in future: they will have a statement.

Tip: What hidden champions could enhance your offering? What products now have potential? Experience this at INTERGASTRA in Stuttgart from 7 to 11 February 2026. Experience innovations, rethink concepts and take away trends for your own company.