Insight of the Day: Why ‘newstalgia’ is flavour of the month at Gulfood
- InsightTrendsWorld
- Feb 19
- 12 min read
Why it is the topic trending:
"Newstalgia" Food Trend: The article is trending because it introduces and explains the concept of "newstalgia" in the food industry, a term describing a fresh spin on nostalgic flavors, which is currently a significant trend at the Gulfood event in Dubai and in the global food market.
Dubai Chocolate Phenomenon: The article links the "newstalgia" trend to the viral success of "Dubai chocolate" (Fix Dessert Chocolatier's knafeh pistachio bar), a recent food phenomenon that exemplifies this trend, making it a timely and relevant topic.
Gulfood Event Focus: The article is centered around the Gulfood event in Dubai, a major international food and beverage trade show, highlighting the event's importance in identifying and showcasing emerging food trends like "newstalgia."
Middle East Food Opportunities: The article emphasizes the opportunities "newstalgia" presents for the Middle East food industry, particularly in leveraging regional flavors for global appeal, making it a trending topic for businesses in the region and those interested in global food trends.
Consumer Demand for Nostalgia and Innovation: The article points to consumer data indicating a strong demand for nostalgic flavors, especially among Gen Z, combined with a desire for innovation and new experiences, making "newstalgia" a trending topic for food marketers and product developers.
Overview:
The article discusses "newstalgia" as the key food trend at Dubai's Gulfood event, explaining it as "a fresh spin on tastes that rekindle memories." Experts at Gulfood highlight "Dubai chocolate" as a prime example, showcasing how nostalgic flavors are being modernized for global appeal. The trend taps into consumer desire for familiar tastes with innovative twists, with 40% of global consumers and 80% of Gen Z seeking nostalgic flavors. The Middle East is positioned to benefit from this trend by globalizing regional flavors like hawaij and za'atar. Examples of "newstalgia" at Gulfood include date-based cola, Keralan breakfast dishes in modern formats, and snacks with nostalgic flavors like chip shop curry and durian peanut. The trend also incorporates health and sustainability aspects, with brands offering healthier versions of nostalgic snacks and using sustainable packaging. Experts advise food brands to innovate and create their own "newstalgia" trends rather than just following existing ones, focusing on bold flavors, better-for-you ingredients, sustainable packaging, and affordable prices.
Detailed Findings:
"Newstalgia" Definition and Popularity:
"Newstalgia" is defined as a fresh spin on nostalgic flavors.
40% of global consumers seek flavors tied to the past.
80% of Gen Z crave nostalgic food.
"Dubai chocolate" (knafeh pistachio bar) is a prime example of "newstalgia" success.
Regional Flavors Going Global:
Regional flavors are no longer confined to their origins.
Examples: harissa, za'atar, sambal, Worcester sauce popcorn, hawaij coffee.
Middle East has "incredible taste and culture and history" to leverage.
Shawarma croissants in NYC and Palestinian restaurants in London are examples of Middle Eastern cuisine's global appeal.
Examples of "Newstalgia" at Gulfood:
Milaf Cola (date-based soft drink from Saudi Arabia).
Orkla India's 5-minute Keralan breakfast dishes (puttu, idiyappam, etc.).
Sagiko carbonated beverages (soursop, tamarind, lychee from Singapore).
Durian-flavored peanut bar (Thailand).
Chip shop curry-flavored coated chickpeas (Northern Ireland - Noisy Snacks).
Zenko Superfoods' water lily pops (ancient "superfood" snack).
Spinneys UAE's rising demand for Asian snacks (hwachae, tanghulu, spicy latiao).
Kibsons UAE's popular "home flavors" (chutney, wasabi crisps, rose water ice cream, tiramisu kunafa).
ecoBrown's Brice seaweed wholegrain rice puffs (Malaysian brand).
Key Elements of Successful "Newstalgia" Products:
Modern twist on flavors.
Healthy ingredients ("better-for-you").
Sustainable packaging.
Affordable price points.
Bold flavors.
Expert Opinions:
Alan Smith (Agthia CEO): "Future of food lies in experiences that resonate," "Start one yourself [trend]," consumers seek bold flavors, healthy ingredients, sustainable packaging, affordable prices.
Samantha Wood (FooDiva.net founder): Middle Eastern cuisine gaining global popularity, restaurants focusing on specific regional cuisines are successful, regional flavors have global appeal.
Halima Jumani (Kibsons CEO): "Home flavors" with innovative combinations are increasingly popular.
Key Takeaway:
"Newstalgia" is the dominant food trend at Gulfood 2025, blending nostalgic flavors with modern twists, health consciousness, and sustainability. This trend, exemplified by the "Dubai chocolate" phenomenon, presents significant opportunities for food brands, especially in the Middle East, to innovate by globalizing regional flavors and creating "newstalgia" experiences that resonate with consumers seeking both familiarity and novelty in their food choices. Success factors include bold flavors, healthy ingredients, sustainable packaging, and affordable prices.
Main Trend:
Newstalgia Flavors
Description of the Trend (Newstalgia Flavors):
This trend describes the growing popularity of food and beverage products that offer a "fresh spin on nostalgia," combining familiar, comforting flavors from the past (often childhood memories) with modern culinary techniques, formats, or ingredients. "Newstalgia Flavors" signifies a consumer preference for tastes that evoke positive memories and emotional connections, but are presented in innovative and contemporary ways, appealing to both nostalgia and the desire for novelty and new experiences in food.
What is Consumer Motivation (Consumer Motivation for Newstalgia Flavors):
Nostalgia and Comfort: Consumers are motivated by nostalgia and the desire for comfort and familiarity, seeking flavors that evoke positive memories of childhood, simpler times, or cultural heritage.
Emotional Connection to Food: Food is deeply linked to emotions, and nostalgic flavors tap into these emotional connections, providing a sense of comfort, security, and happiness through familiar tastes.
Desire for Novelty and Innovation: While seeking comfort, consumers also crave novelty and new experiences. "Newstalgia" offers the best of both worlds, providing familiar flavors in innovative formats or with unexpected twists, satisfying both needs.
Cultural Exploration and Global Flavors: Consumers are increasingly interested in exploring global cuisines and regional flavors. "Newstalgia" allows for the reinterpretation and globalization of regional flavors, making them accessible and appealing to a wider audience.
Desire for "Better-For-You" Indulgence: Health-conscious consumers seek "better-for-you" versions of nostalgic treats, looking for healthier ingredients, plant-based options, and sustainable packaging, aligning indulgence with wellness values.
What is Driving the Trend:
Nostalgia Marketing and Cultural Trends: Broader cultural trends emphasizing nostalgia and retro aesthetics in fashion, entertainment, and lifestyle are driving the "newstalgia" food trend, with marketers tapping into this cultural sentiment.
Gen Z's Craving for Nostalgia: Gen Z, despite not directly experiencing past eras, shows a strong interest in nostalgia, often fueled by social media and online culture, creating a significant market for "newstalgia" products.
Globalization of Flavors and Cuisines: Increased globalization and cultural exchange make regional and international flavors more accessible and appealing to diverse consumer groups, fostering innovation in "newstalgia" food development.
Food Industry Innovation and Product Development: Food brands are actively innovating and developing "newstalgia" products to meet consumer demand, experimenting with flavor combinations, formats, and ingredients to create unique and appealing offerings.
Social Media and Food Trends: Social media platforms play a crucial role in amplifying food trends like "newstalgia," with viral food moments like "Dubai chocolate" demonstrating the power of online buzz and consumer-generated content.
What is Motivation Beyond the Trend:
Human Desire for Connection to the Past: The underlying motivation is the enduring human desire to connect with the past, preserve cultural heritage, and find comfort in familiar traditions, especially in times of rapid change and uncertainty.
Seeking Comfort and Emotional Well-being: Food provides comfort and emotional well-being, and nostalgic flavors offer a sense of stability and reassurance in a complex and often stressful world, fulfilling a basic human need for emotional comfort.
Appreciation for Culinary Creativity and Innovation: Beyond nostalgia, there's a genuine appreciation for culinary creativity and innovation, with consumers enjoying the artistry and skill involved in reinterpreting classic flavors and creating new and exciting food experiences.
Description of Consumers Article is Referring to (Global Food Consumers, Gen Z, Middle East Focus):
Age: Primarily Gen Z (13-28) and broader global consumers across age groups.
Geography: Global, with a specific focus on the Middle East (UAE, Saudi Arabia, Yemen, Levant) and also referencing international markets like the US, UK, Singapore, Thailand, Belgium, India, Korea, China.
Food Preferences: Open to trying new flavors and cuisines, interested in both familiar and innovative food experiences, appreciate both nostalgic and modern food trends.
Values: Increasingly value health and wellness, sustainability, and ethical sourcing in food products, while also seeking affordability and value for money.
Cultural Awareness: Culturally aware and interested in exploring diverse cuisines and regional flavors from around the world, influenced by globalization and social media.
Conclusions:
"Newstalgia Flavors" is a dominant food trend at Gulfood 2025 and globally.
Consumer motivations are nostalgia, comfort, emotional connection, novelty, cultural exploration, and "better-for-you" indulgence.
Nostalgia marketing, Gen Z's nostalgia craving, globalization, food industry innovation, and social media are driving the trend.
Beyond the trend, motivations are human desires for past connection, comfort, and culinary creativity.
The trend impacts global food consumers, Gen Z, and the Middle East food industry, shaping product development and marketing strategies.
Implications for Brands (Food & Beverage Brands):
"Newstalgia" is a Key Product Innovation Strategy: Food and beverage brands should embrace "newstalgia" as a key product innovation strategy, developing new products that reinterpret classic flavors and formats for modern consumers.
Balance Nostalgia with Innovation: Successful "newstalgia" products require a balance between nostalgic familiarity and innovative twists, offering consumers both comfort and novelty in their food choices.
Leverage Regional and Cultural Flavors: Brands should explore and leverage regional and cultural flavors to create authentic and appealing "newstalgia" offerings, tapping into the growing consumer interest in global cuisines.
Incorporate Health and Sustainability Attributes: "Newstalgia" products should incorporate health and sustainability attributes to align with modern consumer values, offering "better-for-you" ingredients and sustainable packaging.
Marketing Should Emphasize Emotional Connection: Marketing campaigns for "newstalgia" products should emphasize the emotional connection to nostalgic flavors, highlighting the comfort, memories, and positive feelings evoked by these tastes.
Implication for Society:
Preservation and Evolution of Culinary Heritage: "Newstalgia" can contribute to the preservation and evolution of culinary heritage, reintroducing classic flavors and dishes to new generations while adapting them to contemporary tastes and preferences.
Cross-Cultural Food Exchange and Appreciation: The trend fosters cross-cultural food exchange and appreciation, as regional flavors and dishes gain global popularity through "newstalgia" innovations, promoting culinary diversity and understanding.
Emotional Comfort and Well-being Through Food: In a fast-paced and changing world, "newstalgia" can provide emotional comfort and well-being through familiar and comforting food experiences, offering a sense of stability and reassurance.
Implications for Consumers (Food Consumers):
Wider Variety of Innovative and Nostalgic Food Choices: Consumers gain access to a wider variety of innovative and nostalgic food choices, offering both familiar comfort and exciting new taste experiences.
Opportunity to Explore Global Flavors in Familiar Formats: "Newstalgia" provides opportunities to explore global flavors and cuisines in familiar and accessible formats, making international tastes more approachable and enjoyable.
"Better-For-You" Versions of Comfort Foods: Consumers can enjoy "better-for-you" versions of classic comfort foods and nostalgic treats, aligning indulgence with health and wellness goals.
Implication for Future:
"Newstalgia" as a Long-Term Food Trend: "Newstalgia" is likely to be a long-term food trend, as the human desire for comfort, nostalgia, and connection to the past remains constant, with ongoing innovation in this space.
Continued Fusion of Global Flavors and Culinary Traditions: We will see continued fusion of global flavors and culinary traditions in "newstalgia" products, creating increasingly diverse and exciting food landscapes.
Emphasis on Personalization and Customization in Nostalgic Food: Future "newstalgia" trends may emphasize personalization and customization, allowing consumers to tailor nostalgic food experiences to their individual preferences and memories.
Consumer Trend (Flavor Trend):
Name: Remixed Nostalgia
Detailed Description: This consumer trend describes the preference for "remixed" or re-imagined nostalgic flavors in food and beverages, where classic tastes are combined with unexpected or contemporary elements to create novel and appealing sensory experiences. "Remixed Nostalgia" signifies a desire for familiar comfort with a modern twist, seeking food products that evoke positive memories while also offering excitement and innovation in flavor profiles.
Consumer Sub Trend (Product Trend):
Name: Globally Inspired Nostalgia
Detailed Description: A key sub-trend within "Remixed Nostalgia" is "Globally Inspired Nostalgia." This focuses on the fusion of nostalgic flavors with global culinary influences, creating products that reinterpret classic tastes through the lens of international cuisines and ingredients, resulting in globally inspired "newstalgia" experiences.
Big Social Trend (Cultural Trend):
Name: Comfort Culture Revival
Detailed Description: The broader social trend of "Comfort Culture Revival" reflects a cultural movement towards seeking comfort, familiarity, and reassurance in various aspects of life, including food, entertainment, and lifestyle choices, as a response to societal uncertainties and rapid change. This trend signifies a collective desire for emotional grounding and stability, with nostalgic elements playing a key role in providing comfort and a sense of connection to simpler times.
Worldwide Social Trend (Global Consumer Trend):
Name: Global Flavor Fusion
Detailed Description: The worldwide social trend of "Global Flavor Fusion" signifies the increasing interconnectedness of global cuisines and the growing consumer appetite for food and beverage products that blend flavors and culinary traditions from different parts of the world. This trend reflects a globalization of taste and a desire for diverse and adventurous food experiences that transcend geographical boundaries, with "newstalgia" playing a role in making global flavors more approachable and appealing.
Social Drive (Human Motivation Trend):
Name: Desire for Comfort & Exploration
Detailed Description: The underlying human drive is "Desire for Comfort & Exploration." Consumers are fundamentally motivated by a dual desire to seek both comfort, security, and familiarity in their choices, and also to explore new experiences, sensations, and discoveries. "Remixed Nostalgia," and "Globally Inspired Nostalgia" tap into this core human motivation by offering food products that balance the comforting familiarity of nostalgic tastes with the exciting exploration of new flavor combinations and global culinary influences, satisfying both needs simultaneously.
Learnings for Brands to Use in 2025 (for Food & Beverage Brands):
Nostalgia is a Powerful Marketing Tool: Nostalgia is a powerful marketing tool, especially for reaching Gen Z and broader consumer segments seeking comfort and emotional connection in their food choices.
Innovation is Key to "Newstalgia" Success: Simply replicating old flavors is not enough; innovation and unique twists are essential to make "newstalgia" products stand out and appeal to modern consumers.
Authenticity and Cultural Relevance Matter: When leveraging regional or cultural flavors, authenticity and cultural relevance are crucial for building trust and credibility with consumers and avoiding cultural appropriation.
Health and Sustainability are Non-Negotiable: Health and sustainability are no longer optional but essential attributes for successful food and beverage products, including "newstalgia" offerings, reflecting evolving consumer values.
Storytelling Enhances "Newstalgia" Appeal: Storytelling around the inspiration, heritage, and innovation behind "newstalgia" products can enhance their appeal and create deeper emotional connections with consumers.
Strategy Recommendations for Brands to Follow in 2025 (for Food & Beverage Brands):
Establish a "Nostalgia Innovation Lab": Create a dedicated lab focused on researching and developing "newstalgia" product concepts, experimenting with flavor combinations, formats, and ingredients, and leveraging consumer insights and trend data to identify promising "newstalgia" opportunities.
Implement "Global Flavor Scouting Programs": Develop programs to scout and identify emerging regional and global flavors that can be reinterpreted and incorporated into "newstalgia" product lines, fostering cross-cultural culinary innovation and expanding flavor palettes.
Launch "Co-Creation Campaigns with Consumers & Creators": Engage consumers and food creators in co-creation campaigns to develop "newstalgia" products, leveraging user-generated content, online polls, and collaborative platforms to tap into collective nostalgia and generate authentic product ideas.
Partner with "Heritage Food Artisans & Chefs": Forge strategic partnerships with heritage food artisans, chefs, and cultural experts to ensure authenticity and cultural sensitivity in "newstalgia" product development, collaborating on recipe development, ingredient sourcing, and storytelling.
Create "Experiential Nostalgia Marketing Campaigns": Develop experiential marketing campaigns that evoke nostalgic memories and sensory experiences, utilizing pop-up events, retro packaging, and interactive digital content to immerse consumers in the "newstalgia" brand world and create memorable brand engagements.
Final Sentence (Key Concept):
The "Newstalgia Flavors" trend in 2025 underscores that "Remixed Nostalgia," particularly through "Globally Inspired Nostalgia," is driving food innovation and consumer preferences, requiring brands to prioritize "Desire for Comfort & Exploration," navigate "Comfort Culture Revival," and capitalize on "Global Flavor Fusion" by strategically blending nostalgia with innovation, authenticity, health, and compelling storytelling to create resonant and successful food and beverage offerings.
What Brands & Companies Should Do in 2025 to Benefit from Trend and How to Do It:
Food and beverage brands should strategically capitalize on the "Newstalgia Flavors" trend in 2025 to drive product innovation, enhance brand relevance, and connect with consumers on an emotional level by:
Establishing a "Sensory Science & Nostalgia Research Division": Create a dedicated division focused on sensory science and nostalgia research, studying the neurological and psychological impact of nostalgic flavors, aromas, and textures, and utilizing these insights to develop highly evocative and emotionally resonant "newstalgia" product experiences.
Developing "Personalized Nostalgia Food Platforms": Invest in developing digital platforms or services that allow consumers to personalize and customize "newstalgia" food products based on their individual memories, preferences, and cultural backgrounds, offering bespoke nostalgic food experiences tailored to individual tastes.
Launching a "Global Culinary Heritage Preservation Initiative": Create a social responsibility initiative focused on preserving global culinary heritage and supporting traditional food artisans and producers, sourcing authentic ingredients for "newstalgia" products and contributing to the sustainability of cultural food traditions worldwide.
Partnering with "Technology & Immersive Experience Companies": Forge strategic partnerships with technology and immersive experience companies to create augmented reality (AR) or virtual reality (VR) food experiences that enhance the "newstalgia" trend, combining physical food products with digital storytelling, sensory enhancements, and interactive nostalgic environments.
Building a "Global Newstalgia Food Marketplace & Community": Develop a dedicated online marketplace and community platform for "newstalgia" food products from around the world, aggregating offerings from diverse brands and artisans, providing a centralized hub for consumers seeking innovative and emotionally resonant food experiences, and fostering a global community around the "newstalgia" food movement.
Final Note:
Core Trend: Newstalgia Flavors - Nostalgic flavors with a modern twist are trending.
Core Strategy: Innovation & Emotional Connection - Focus on innovation and emotional connection through flavors.
Core Industry Trend: Remixed Nostalgia - Nostalgia is being remixed with modern elements.
Core Consumer Motivation: Desire for Comfort & Exploration - Consumers seek both comfort and new experiences.
Final Conclusion:
The "Newstalgia Flavors" trend presents a significant opportunity for food and beverage brands in 2025. By strategically embracing "Remixed Nostalgia," particularly through "Globally Inspired Nostalgia" innovation, prioritizing emotional resonance, authenticity, and consumer co-creation, and actively catering to the "Desire for Comfort & Exploration" human drive, food and beverage brands can effectively navigate "Comfort Culture Revival," and capitalize on "Global Flavor Fusion," ensuring continued growth, relevance, and positive impact in the dynamic and emotionally driven world of global food and beverage consumption.
Comments