Tasting Tomorrow: Key Insights from September’s hospitality events

During September, PBPR’s Retail and Hospitality team hit the road to attend a series of catering and hospitality trade shows. From discovering the latest dining trends and future flavour forecasts, to exploring innovative new product launches and understanding consumer behaviours, we gained a front-row seat to what’s shaping the industry and what we’ll be seeing on menus by 2026.

Here’s what stood out to us across product innovation, dining trends, and evolving consumer behaviour. 

‍Product development and innovation 

Innovation is still firmly a priority for wholesalers, suppliers, and producers, a welcome boost to an industry that relies on creativity to stay competitive and to meet fast-changing operator and consumer needs.

First up - we attended the Booker Catering Trade Show, their biggest catering exhibition so far, for a window into how the industry is balancing innovation while being mindful of cost pressures. 

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• One notable theme was the rise of hybrid creations - familiar favourites given a new twist through unexpected partnerships or flavour fusions. Think cross-category collaborations that merge brand recognition with nostalgic flavours such as Guinness and Blackgate. 

• Innovation in the bread and dough category will be a big focus next year. This year was all about the rise in popularity of health conscious choices, gluten free and high-protein options and in 2026, we’ll see the rise in popularity of artisanal breads. This includes sourdoughs with extended fermentation times and breads infused with herbs or with inclusions such as fruits, seeds and nuts.

• Booker’s Own Brand team also discussed the importance of multi-sensory innovation.The cube was the standout shape of the season, seen across everything from desserts to savoury sides - a format that’s not only chic on a plate but also portion-friendly.  Lively discussions around viral favourites such as the 1,000 layer potato and Korean pound cakes highlighted the power of shape driving social media buzz.

• Colour was equally centre stage with pastel greens and purples bringing a soft touch to serving counters and social feeds. Behind the scenes, bakery and dessert developers are working hard to translate these colour trends into their own ranges, balancing natural ingredients with visual impact.

• Of course social media driving food trends is nothing new, but food still needs to be highly visual and have a strong aesthetic in all dining formats. This doesn’t guarantee longevity however- the green ‘Dubai chocolate’ trend is fizzing out.

Consumer trends driving the industry 

We visited the National Pub and Bar Show, Lunch!, the Hospitality Tech Expo, and the Restaurant & Takeaway Innovation Expo, too. We had our ear to the ground, soaking up the latest insights on consumer behaviour and emerging trends. 

• One thing was clear: diners are increasingly seeking unique, elevated experiences that feel personal. One way this is made simple is through allowing diners to spice up their dishes to suit their tastebuds. We’re familiar with this at chains such as Nandos, but even more menus are embracing the ‘spiceometer’. 

• A desire for food that feels unique is also achieved with toppings - simply allowing diners to choose salad, protein and accompanying items or change their sandwich base makes a lasting impression that keeps people feeling welcomed and cared for. 

• Premiumisation is still important, no matter whether it’s within a QSR setting or a fine-dining hotel, classic dishes being transformed with ‘posh’ additions and Instagram-worthy touches to drive talkability… truffle jacket potato anyone? Spice, texture, and playful presentation are all part of the experience, reflecting a desire for meals that feel both memorable and again, personal. 

For us, staying ahead isn’t just about spotting trends, it’s about understanding the stories behind them, so we can help brands connect with their audiences to shape the next wave of hospitality experiences - Get in touch to see how we can help your brand make its mark.