Trending Global Flavours: Suya, Ube and Balkan
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The rise of fast food delivery apps means consumers are becoming increasingly discerning when it comes to authentic global cuisine. They can tell the difference between "Asian" and Filipino, between "spicy" and West African suya, and are no longer satisfied by 'twists' on the original.
What does this mean? It creates a reason to commit with enough authenticity to be credible, owning a specific flavour story and following through.
World food is a mainstream growth engine
The global ethnic foods market is valued at USD 101.08 billion in 2026 and forecast to reach USD 168.79 billion by 2033, a CAGR of 7.6 percent. In UK retail specifically, world food has evolved from a specialist niche into one of the most dependable growth engines on the shelf, driven by demographic change and a growing appetite for bold, authentic profiles.
The appetite is for novelty as much as authenticity. Innova Market Insights has built its 2026 "Layers of Delight" theme around exactly this, noting that around 60 percent of consumers globally say they seek new experiences when choosing indulgent food and drink. Specific, unfamiliar, and a little bit exciting.
Three cuisines are trending
West African, led by suya. Suya is a Nigerian street food spice, smoky, chilli led and, crucially, peanut forward. That peanut base gives suya its signature savoury depth, and it's being applied well beyond grilled skewers, into rubs, coatings, snacks and sauces. The IFT's 2026 flavour outlook singles out suya spice blends as authentic global flavours are replacing broad, generic versions, and the peanut backbone makes it a natural fit for manufacturers who already work with peanut ingredients.
Filipino, led by ube. The purple yam has gone from novelty to genuine category. The global ube market is projected to grow from USD 520.3 million in 2026 to USD 830 million by 2033. Its striking violet stands out instantly on shelf and on screen, which is why ube lattes and ice cream are so popular on social media.
Balkan comfort. The rich, warming, slightly smoky comfort of Balkan cooking, with ajvar led peppers, kajmak style dairy richness, and paprika depth fits the autumn and winter comfort mood and feels genuinely fresh and new.
From street food to specification
As a global ingredients supplier, Uren works with clients all over the world to bring their concepts to life. We supply more than 15,000 flavours across sweet and savoury applications in liquid, powder and granules, alongside the ingredients behind them: IQF fruits and vegetables, juices and purées, nuts, seeds and honey. So when a cuisine depends on a specific ingredient, like suya's peanut base, we can supply the ingredient and the flavour together.
Feeling inspired? Talk to our team and let's discuss ideas.
