Is it worth the hype? The trending foods of the moment
Can you name the current food trends? Every year, new foods pop up that seem to be everywhere. We see them on Instagram, TikTok, YouTube, and on the menus of trendy cafes and restaurants. For a few months, they dominate foodie conversations, sell out at specialty stores, and generate thousands of posts. But once the initial excitement wears off, the big question arises: Do they really deserve all that fame?
At mentta, we interact daily with artisanal producers, gourmet products, and consumers who seek quality beyond trends. That’s why we wanted to analyze some of today’s most viral foods to find out which ones are just a passing fad and which ones are here to stay.
How much do social media influence the food scene?
Social media has completely changed the way we discover new culinary products. In the past, trends originated in prestigious restaurants, specialty magazines, or television shows. Today, all it takes is for a video to rack up a few million views for an ingredient to become a must-have.
However, going viral isn’t always synonymous with quality. A product can succeed because of its visual appeal, a clever marketing strategy, or simply because it’s novel. That’s why it’s important to separate the social media buzz from culinary reality.
Matcha? Much More Than Just a Pretty Drink
Probably no ingredient better represents today’s viral food culture than matcha.
This ground Japanese green tea has become the star of coffee shops, desserts, ice cream, smoothies, and all kinds of recipes. Its intense green color makes it especially appealing on social media, but behind the aesthetics lies a centuries-old tradition.
Does it deserve the hype? Yes, though with some caveats. Authentic matcha offers a complex flavor, provides antioxidants, and contains caffeine that is released more gradually than in coffee. Furthermore, its versatility in the kitchen is immense. The problem arises when many products marketed as matcha use low-quality ingredients or only minimal amounts of the actual matcha. In those cases, consumers pay more for a trendy label than for a product that’s truly exceptional.
Verdict: It deserves much of its fame, provided it’s high-quality matcha.
Pistachio: The Culinary Obsession of the Moment
If you had to choose one flavor that dominates the current culinary scene, it would probably be pistachio. Ice cream, spreads, chocolates, cakes, croissants, coffee, cookies, and even beverages all incorporate this nut, which seems to have conquered every corner of the food industry.
Does it deserve the hype? The answer is yes. Pistachios have a unique flavor profile, pair perfectly with both sweet and savory dishes, and offer significant nutritional value thanks to their protein, healthy fats, and minerals.
The key is to distinguish between products made with real pistachios and those that merely use artificial flavors or colorings to imitate them.
Verdict: A trend that will likely continue to grow for years to come.
Artisanal Honey: The Return of a Classic
In contrast to the latest trends, artisanal honey has experienced an unexpected resurgence. More and more consumers are seeking out single-flower honeys, locally produced varieties, and unprocessed products. Origin and traceability have become key factors.
Does it deserve the hype? Absolutely. Honey is one of those cases where the trend is helping people rediscover an extraordinary product. The differences between industrial and artisanal honey can be enormous in terms of flavor, aroma, and complexity. Furthermore, each variety reflects the characteristics of the region it comes from—something highly valued by today’s consumers.
Verdict: More than just a trend, it’s a return to our roots.
Fermented Beverages: From Niche to Global Phenomenon
Just a few years ago, words like kimchi, kombucha, or kefir were unfamiliar to most people. Today, they’re part of the everyday vocabulary of any foodie.
Do they deserve the fame? Largely, yes. Fermented foods offer complex flavors, help diversify one’s diet, and are part of millennia-old culinary traditions in many countries. However, some discourse has exaggerated certain benefits, presenting them almost as miracle foods.
Verdict: A solid trend backed by culinary tradition, though it’s best to avoid unrealistic expectations.
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Premium Chocolate: When Origin Matters
Today’s consumers are increasingly interested in knowing the origin of the cacao, the varieties used, and the production methods. This trend has driven the growth of bean-to-bar chocolate and bars made with single-origin cacao.
Does it deserve the hype? Absolutely. Just as with wine or coffee, the origin of the cacao has a huge impact on the final product. A carefully crafted chocolate can offer surprising nuances that go far beyond simple sweetness.
Verdict: A trend that is elevating consumers’ culinary culture.
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Gourmet Canned Goods: Everyday Luxury
For years, canned goods were considered practical but unsophisticated products. Today, the exact opposite is true. Canned mussels, cockles, tuna belly, sardines, and razor clams are experiencing a true golden age.
Do they deserve their fame? Yes, especially in countries with such a strong canning tradition as Spain. The best canned goods combine excellent ingredients with meticulous production processes. Plus, they offer convenience without compromising on quality.
Verdict: One of the most well-deserved trends on the current culinary scene.
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Premium extra virgin olive oil
Olive oil has always been an essential part of the Mediterranean diet, but in recent years it has also become a culinary cult favorite. Consumers are seeking out specific varieties, early harvests, and limited-production batches.
Does it deserve the hype? Absolutely. The differences between a conventional oil and a great extra virgin olive oil can completely transform a recipe. Furthermore, each variety brings its own unique characteristics that enrich the culinary experience.
Verdict: A trend based on the product’s genuine quality.
Protein-enriched products: between necessity and marketing
The current obsession with protein has led to a veritable explosion of fortified products. From yogurt to bread, cereal, ice cream, and snacks, it seems that everything needs added protein to be appealing.
Do they deserve the hype? It depends. For certain consumer groups, they may be worthwhile. However, in many cases, it’s more of a marketing strategy than a real nutritional need. A balanced diet usually provides enough protein without the need to resort to ultra-processed, fortified products.
Verdict: Probably the most overrated trend on the list.
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So, which foods really deserve the hype?
After analyzing some of the viral foods, we noticed a very clear pattern. The products that stand the test of time best are those that offer authentic quality, history, origin, and flavor.
Artisanal honey, gourmet preserves, extra virgin olive oil, single-origin chocolate, and traditional fermented foods aren’t just social media phenomena. They’re foods with their own identity that provide real value to consumers. In contrast, trends driven exclusively by marketing tend to lose steam just as quickly as they arrived.
Perhaps the most important lesson is that the finest cuisine rarely depends on passing fads. Exceptional products always find a way to remain relevant because they offer something no viral campaign can replace: authenticity. And it is precisely that authenticity that more and more consumers continue to seek when stocking their pantries. That’s why at mentta, we always support local producers, artisanal products, and fresh, locally sourced ingredients.
