Brits are becoming more adventurous in the kitchen, with new research revealing a growing appetite for global flavours in everyday home cooking.
The poll of 2,000 adults by Lamb Weston found nearly two in five (38%) say they are more experimental with flavours than they were five years ago.
The trend is being driven by younger generations, with six in ten (60%) 18–24-year-olds saying they are adventurous with global flavours, alongside 55% of 25-34-year-olds.
Rather than cooking entirely new dishes, many Brits are choosing to elevate familiar meals with bold flavour twists inspired by cuisines from around the world, including using chilli oil or spiced seasonings to British favourites like the classic fry up.
More than four in ten (41%) say they mix flavours from different cuisines at least once a week, rising to nearly six in ten (59%) among 18–24-year-olds.
Mediterranean flavours, such as Italian, Greek or Spanish herbs and olive oils are the most widely used at home (53%), followed by strong Indian flavours (49%) like tikka and garam masala. American-style BBQ flavours (36%) and Mexican or Latin American flavours (36%) in the form of fajita seasoning, salsa and chipotle are also popular choices.
Top 10 Global Flavours Used At Home
1. Mediterranean – 53%
2. Indian – 49%
3. American-style – 36%
4. Mexican/Latin American – 36%
5. East Asian – 34%
6. Eastern European – 20%
7. South East Asian – 18%
8. African – 17%
9. Middle Eastern – 15%
10. Caribbean – 14%
This trend is not about what people are cooking, but how they are doing it.
As part of this shift, Brits are increasingly experimenting with simple, everyday foods as a base for flavour.
This is particularly true for busy households, where families are looking for quick ways to make midweek meals more interesting without adding extra time or effort.
The findings reflect a broader shift in how people are approaching cooking, creativity and enjoyment are now taking priority. Many Brits are no longer satisfied with the classic ketchup bottle and now adding in gochujang and other chilli flavours.
More than six in ten (61%), say they have added at least one flavour twist to chips at home in the past three months, highlighting their role as a perfect accessible starting point for flavour experimentation.
Seasoning blends such as spiced salts and paprika are the most popular additions (27%), followed by garlic or herb butter (19%), while 15% have added crispy chilli oil and a further 15% have topped chips with cheese or flavoured sauces.
Alecia Brown, Marketing Manager at Lamb Weston, said: “The majority of Brits, especially the younger generations, are becoming more confident experimenting with exuberant worldwide ingredients at home, creating a melting pot of flavours. That doesn’t necessarily mean always cooking complicated dishes from scratch.
“Our research shows that many are taking familiar meals and adding simple twists to make them more exciting. Lamb Weston’s award-winning chips are a great example of this. They’re easy to prepare and go with a wide range of flavours, making them the perfect food for people to get creative in the kitchen.”
