Social media’s impact on food culture cannot be overestimated – food influencers ignite and perpetuate food and drink trends with creativity and enthusiasm. Today, culinary savvy is more than a skill – it’s a vibrant form of self-expression, cultural identity and social status. See Look Ahead 2025: Food & Beverage for more.

Grocery store tourism shows no sign of abating as supermarkets and convenience stores impress shoppers with on-trend and rare merchandise. Here, TikTokkers are particularly keen to vlog exciting product discoveries and new-to-them tastes.

For Food Flexers, acquisition of exclusive ‘drops’ – especially products released as part of creative brand collaborations – denotes being in-the-know and being in the right place at the right time. Meanwhile, as inflation bites into grocery budgets (making eggs unaffordable), fresh produce is lauded for its health credentials and pleasing appearance. For more on food brand collaborations, see Commercialising New Food & Drink Occasions.

Food Flexers crave access-restricted experiences, like intimate supper clubs, which symbolise social fluidity. At the same time, destinations with niche, authentic and artisanal eats are highly prized. Crucially, these needn’t be upscale or expensive (as seen in Food & Drink’s New Super-Luxe Status) to elicit desirability.

For time-strapped Food Flexers, having the time, tools and imagination to cook can be a luxury. Consequently, many are ambitious cooks, even if they’re not particularly accomplished. Attracted to easily replicable recipes (often sourced from social media), this cohort has an eye for trendy-meets-affordable cookware and appliances. See also ‘DIY Culinarians’ in The Future Kitchen: 25/26.