Where are you holidaying next? For me, it’s never the sights or the landmarks—I’m guided by the food, coffee, and wine. Ever tried a Café Touba in Marrakesh? Or a Café con leche in Malaga? If you want an instant taste of a city’s soul, just order the coffee.

And I’m not alone. Across the globe, we’re all chasing flavour. From the streets of Tokyo to the supper clubs of London, we’re living in an era where food is not just nourishment, but entertainment, identity, and a passport to new experiences.

From the rise of snacking culture, where 64% of adults now prefer grazing over traditional meals (State of Snacking Report, 2021), to food tourism, where travellers build entire itineraries around must-try dishes (count me in!); the way we eat, drink, and consume the world is reshaping our behaviours in ways we’ve never seen before.

The big questions for food and drink brands are: What makes flavour go viral? How has flavour chasing changed the way we view the world? And how is our evolving attitude towards food shaping the way we live?

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Who are Flavour Chasers?

Food has always been about more than survival, but today its cultural currency is more powerful than ever. Enter the Flavour Chaser: a consumer driven by novelty, authenticity, and shareability. For them, food is a form of self-expression, a way to experience life, and, increasingly, a way to define their identity.

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Why are we so obsessed with food tourism?

Influenced by food icons like Anthony Bourdain and modern tastemakers like TopJaw, today’s travellers curate entire itineraries around must-try meals. Whether it’s hunting for the best tacos in Mexico City or experiencing a Michelin-starred omakase in Tokyo, food is shaping how we explore the world. It’s no longer just about seeing new places, it’s about tasting them.

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Is TikTok the new Michelin Guide?

Social media has redefined how we discover and share food. TikTok, in particular, is now the go-to platform for culinary discovery. Younger Flavour Chasers trust TikTok over Google for real-time recommendations. The app’s viral trends and influencer-driven content make food an immediate, in-the-moment adventure. For older generations, digital still plays a role, but it’s often through blogs, YouTube tutorials, and established online communities, where food discovery is more deliberate.

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Can flavour be the main event?

Whether it’s the iconic Honey Deuce cocktail at the US Open or Tottenham Stadium’s transformation into a culinary hotspot with over 60 premium food outlets, consumers now expect their entertainment experience to be as flavour-packed as the event itself. Flavour is no longer a side note, it’s a central part of the experience, that combined with the ritual, occasion and mindset, make food the main event of any memorable moment.

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Are flavour chasers chasing flavour, or shaping how we view the world?

Flavour isn’t just about taste anymore. It’s about identity, culture, and the adventure of experiencing the world in new ways. As flavour chasers redefine what it means to explore and consume, brands must keep pace, not just with new tastes, but with a new way of living…. And if that is the case, what’s the real role of flavour beyond taste?

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