This is not a goodbye, it's just a see you later - An essay on food trends

I love pistachios. I really do. But I don't want to eat them anymore... At least for now. I can't compare it to a toxic relationship, which causes unwanted contact and provides no benefits. No, eating pistachios or pistachio-based products gives me pleasure. I would just like to be able to see and taste something else. A trend that needs to slow down, even just a little. 

Growing up, I had almost no idea what a pistachio was supposed to taste like. It didn't matter whether we were talking about Iranian pistachios, Bronte pistachios, or Turkish pistachios. In fact, the only time I was exposed to this nut was when my parents ate ice cream with its subtle flavor. So, in my eyes, it was more of a niche product reserved for certain occasions. Today, pistachios are everywhere, in all forms (even the least desirable ones). Far from being a rare commodity, the global pistachio market was valued at approximately $5.67 billion in 2024 (Business Research Insight, 2025). Don't misunderstand me, the fact that a product is more accessible and that more people can consume it is not a bad thing in my eyes. I am in favor of a more equitable and fair food system with fewer disparities in opportunities. My concern is more focused on professionals and manufacturers who exploit trends without considering their potential consequences. In recent years, it was impossible to ignore the “Dubai Chocolate” phenomenon. Even my parents, who are not on social media, talked to me about it. But pistachios, although very popular right now, are just one example among many. Food trends come and go, after captivating a large part of the population. Examples include the heyday of truffles, matcha taking on incongruous forms, yuzu in the middle of summer, and the “gentrification” of certain traditional Asian dishes. 

More than just trends, these culinary movements raise several questions for me, to which I would like to offer a few hypotheses. 

• Are culinary trends the enemy of our taste buds? 

• Don't culinary trends distance humans from their individuality, and chefs and other food professionals from their uniqueness? 

• Can the overconsumption of a particular product be done without harmful consequences (environmental and social)? 

• What is the real value of a culinary trend? 

Pumpkin seeds praliné - May 2025

For the first question, I would like to briefly discuss the concept of taste buds. Our tongue is made up of many small structures called papillae. These papillae are filled with taste buds made up of different types of cells, including sensory taste cells. The tip of each of these taste buds has an opening that allows food to enter with its flavor. The taste substance enters this opening and comes into contact with all the sensory cells inside. The activation of these cells by food allows us to perceive taste. 

As a result, our bodies have also developed what is known as sensory adaptation. For example, adaptation to a particular taste (e.g., acidity) reduces the perceived intensity of other substances in the same category (thus, prior exposure to citric acid reduces our ability to perceive other acids in the minutes following the first taste). This is a form of desensitization due to the internalization of receptors and conformational changes that lead to a reduction in the net number of active receptors. We can no longer obtain the same type of stimulation as at the beginning. In my opinion, sugar is the best example, with that feeling of nausea that often comes after eating too many desserts. 

While this internalization may be true in the short term, I believe these explanations are just as valid over longer periods. Culinary trends, by becoming established over time and space, reduce the sensitivity of our taste buds and the excitement that once characterized our meals. We are accustomed to the same foods, everywhere, in all circumstances, and the notion of surprise is no longer relevant. In my humble opinion, the brunch experience is the most recent and symptomatic example of this. Brunches are all similar and are becoming boring. 

This brings me to my second question: are culinary trends distancing us from our uniqueness? And are they eliminating the individuality of chefs? This question, although debatable, is nonetheless interesting. When I was younger, I felt that tastes were much more divided than they are today. The question “What is your favorite dish?” had more meaning than it does today. Globalization may have something to do with it, because everyone can taste everything, almost everywhere. And while two people can obviously have similar tastes, I still believe that culinary trends, mostly seen on social media, play a big role in this similarity. In addition, I feel that restaurant menus are becoming more and more alike. Obviously, in order to be profitable, an establishment must attract customers. To do so, it must be appealing to them, which is where the famous culinary trends come into play. How many pastry chefs and chocolatiers have added a creation based on pistachios, khadaif, and chocolate to their menus? There's nothing wrong with that in itself, but I just think it's sad to lose your style and culinary vision in favor of what works on social media. These statements should obviously not be generalized; many restaurants still find ways to express their creativity. Similarly, many customers remain curious and try new dishes without paying attention to what works and what doesn't.

I'm also very interested in the environmental and social consequences of overconsumption of food. Obviously, not all culinary trends are affected, and in my opinion, only a long-term trend could lead to such consequences. But I think the case of pistachios illustrates this issue well. I don't have exact data, just a hypothesis. In my opinion, overconsumption cannot happen without abuse. If demand increases, manufacturers will have to provide an adequate supply. And intensive farming is probably the answer to these questions. 

I would like to conclude this essay with an open question: what is the real value of a culinary trend? I believe there are positive aspects to highlight, such as democratizing certain dishes or perhaps enabling a certain cultural appreciation and transmission. However, I cannot help but think that these trends disconnect us from food and what it represents. For example, despite its ubiquity, what percentage of the population can actually describe the taste of a pistachio? Or talk about its tree? Similarly, the question of seasonality is no longer relevant, and it is common to eat burrata tomatoes all year round, without even questioning the relevance of this dish on the menu. 

This essay is not intended to revolutionize people's consumption habits. Everyone has the right to eat what they like, and pistachios will always be appealing to most of us. However, I find it interesting to start a debate on a topic that concerns us all. Food is not simply the sum of several ingredients. It is about people, culture, the environment, power, and money. In my view, the question is not “what will be the next culinary trend,” but rather, “what food would be interesting to try” or “is this a conscious choice or rather an indirect consequence of my exposure to social media?” 

Mehdi Labed