Food isn’t simply about fuelling our bodies — it’s culture, identity, and something that connects community. In today’s digital world, taste is no longer dictated solely by chefs or critics, but by communities, algorithms, and micro-movements. From mushroom powder fanatics to carnivore evangelists, foodie subcultures are reshaping how we eat — and market research is quietly steering the menu.

As much as we are led by our tastebuds when it comes to eating, data also has a role to play in not only reflecting, but also creating foodie trends.

In 2023, 65% of 16- to 24-year-olds told analysts Mintel they identify as foodies. From feverish fermenters to gastro-hedonists, foodies love to gather via social media to discuss, share recipes, and espouse the benefits of their food movement.

A look at the top 5 food searches in 2024 can tell us a lot about foodie movements, as well as acting as a cultural mirror.

1: Olympic chocolate muffins – cashing in on the fervour around the 2024 Olympic games, and a stable favourite combo around the world of chocolate and baked goods.

2: Tanghulu – thanks to the viral power of TikTok, this traditional Chinese crunchy, candied fruit on a stick snack became a huge hit.

3: Tini’s Mac and Cheese – a gourmet twist on a hearty classic – this recipe uses truffle oil and aged cheddar.

4: Mango Pickle – While a staple in South Asian kitchens for generations, mango pickle made new fans in 2024.

5: Dubai Chocolate Bar – Middle Eastern luxury in dessert form, this chocolate bar infused with saffron and cardamom became a buzz treat all over the world.

These trending searches were created through everything from viral TikTok videos to the nostalgic pull of comfort food. There are traditional dishes, along side buzzy newcomers that all play into our desire for discovery, comfort and joy.

Behind every viral dish or cult ingredient is data. Market research is the bridge between grassroots foodie passion and mass adoption.

Social listening

Tools like Brandwatch or TikTok Trend Discovery monitor hashtags (#ButterBoard, #GirlDinner) to detect micro-trends. The meteoric rise of chili crisp among Gen Z wasn’t an accident — it was amplified by brands like Fly By Jing using real-time feedback loops.

Consumer segmentation

Brands map foodie tribes through psychographics — values, beliefs, and lifestyles. This helps predict which groups will embrace new products first, turning niche trends into mainstream shifts.

Menu engineering & product testing

Fast food giants and consumer packaged goods companies test recipes in limited markets, track ordering data, and scale based on what resonates. Taco Bell’s birria-inspired dishes, for instance, started regionally before becoming nationwide hits.

Influencer alignment

Partnerships with micro-influencers allow brands to tap directly into subcultures. Data from affiliate links and A/B testing help companies measure which voices are most effective at sparking sales.

Market research doesn’t just observe foodie culture — it also shapes it. A product goes viral on social media, researchers then measure engagement, track sales, and analyse consumer sentiment. In response companies scale the product nationally or globally, helping the subculture to grow, diversify, or even evolve into a new one.

While food will always be an intimate expression of history, culture and care, more and more, data is helping to drive our taste interests. The way we eat tomorrow will be as much about algorithms as it is about appetite.