subscribe
Food

25 For 2025: A Look Back At The Biggest Trends & Moments That Shaped India’s F&B Scene

Matcha mania, hyper-regional menus, nostalgic flavours and caffeine-fuelled raves — here's a look back at the year that reshaped how India ate and drank.

| Isha Mayer and Vaishnavi Rana
1000128753-2025-12-13-14-57-15

2025 marked a defining moment for India’s F&B landscape — it was a year of trends and a cultural shift in how the country ate, drank and experienced food. Cafés, bars, restaurants and even home kitchens pushed boundaries, turning the familiar into fashionable statements and niche ideas into mainstream obsessions. Chefs had a standout year, gaining global recognition at international awards, emerging not just as tastemakers but cultural storytellers. 

Matcha painted menus green, Middle Eastern kunafa went unapologetically chocolate-lava, and South Indian flavours quietly took over everything from fries to cocktails. Supper clubs became the new social flex, and Japanese food tightened its grip on the metros — from omakase counters to convenience-store-style sandos. Drinks got bolder too, with picantes everywhere, collagen lattes blurring the line between beauty and beverage, and cocktails scented with curry leaf, kokum and pickle brine.

Beyond the plate, the way we socialised shifted as well. Coffee raves and kitchen raves rewrote nightlife for a sober-curious generation, while nostalgia showed up on menus as a form of comfort and connection. This was the year food wasn’t just consumed; it was curated, performed and proudly posted.

1. The Matcha Madness

Matcha's domination of menus in 2025 spread to everything from lattes and soft serves to tiramisu jars, tea cocktails, and even savoury sauces, to the point that the matcha phenomenon caused a shortage in its origin country, Japan. The drink was (and still is) everywhere. Cafes like Tokyo Matcha Bar, DRNK, Got Tea, and many more built upon the trend and became the hotspots for good matcha in the city.

2. The Viral Dubai Kunafa Chocolate 

Kunafa chocolate emerged as one of 2025’s most decadent dessert trends, blending the Middle East’s beloved kunafa with the universal appeal of rich, melty chocolate. Indian food creators took it upon themselves to create their versions of this viral chocolate. Instead of the traditional cheese or cream filling, chocolatiers and cafés began packing kunafa rolls, cups and mini trays with molten chocolate, hazelnut praline and even ganache-stuffed centres.

3. Labubus Came For Cakes

This cute monster became a trend faster than you could say ‘Labubu’. And then came the desserts. Labubu-inspired cakes, cupcakes, drinks, and much more took over the internet. Restaurants in India were even hosting Labubu menus and tastings, which stand as a testament to the popularity of the trend.

4. The Cooling Gond Katira

The Indian summer was unforgiving this year, but what came in handy was this magical ingredient that rightfully took over everyone’s feed. Gond Katira or Tragacanth Gum is a natural, colourless gum from the Astragalus plant. It is a jelly-like substance that, when soaked in water, is used in drinks, desserts, and skincare. 

5. South Indian Flavours Came To The Forefront 

South Indian flavours became one of the year’s biggest flexes, showing up in restaurant menus, casual cafés and even global fast-casual concepts. New South Indian restaurants popped up everywhere, from Delhi, Mumbai, Hyderabad, to Bengaluru, finally putting South Indian flavours at the centre of the conversation. 

6. Protein Products Were Everywhere

images

This year, protein broke free from its gym-bro stereotype and went mainstream, popping up everywhere from chips and biscuits to drinks, coffee, and even humble popcorn (courtesy Khloé Kardashian). What was once just an essential nutrient quickly turned into a lifestyle statement. Even Amul joined the movement, rolling out a protein-forward range that includes Protein Lassi and kulfi. But while protein now dominates supermarket aisles and café menus alike, the obsession isn’t without its pitfalls. More isn’t always better — and as with all food trends, balance remains key.

7. Nostalgia Made Its Way To Food 

As fashion, music and pop culture looked to the past for inspiration, food followed suit. Nostalgia emerged as a powerful motivator, prompting brands and restaurants to revive, reintroduce and reimagine familiar dishes and drinks. Think the 1990s espresso martini making a confident comeback, ice cream sandwiches being reworked with modern flair, or comforting regional Indian meals finding their way into upscale dining rooms. From Malaika Arora’s homemade-style khichdi at Scarlett House to Chef Gresham Fernandes putting cassata ice cream on the menu at Bandra Born, and elevated Indian restaurants like The Silver Train proudly serving curd rice, comfort took centre stage.

The appeal cuts across generations. For Gen Z, it’s about discovering flavours they never experienced firsthand; for others, it’s a return to the familiarity of home-cooked meals and the emotional comfort they bring. In a year driven by uncertainty, nostalgia proved to be one of food’s most reassuring trends.

8. Coffee Raves Dominated 

The first half of 2025 belonged to coffee raves and kitchen raves. Riding the sober-curious wave, Gen Z swapped alcohol-fuelled nights for caffeine-charged evenings, where DJs spun groovy beats, and cafés turned into buzzing social hubs. What began as coffee raves soon spilt into kitchens, with burgers, pizzas and comfort food joining the party alongside good music. We even heard about a samosa rave, but that was a one-and-done affair, and we'd like it to stay that way. 

9. Google's Most Searched Recipes 

According to a Google India report, these were among the most-searched recipes. 

Idli

Idli had an unexpected star turn in 2025, stepping out of its classic breakfast persona and into the spotlight as a global comfort-food trend. Chefs and home cooks pushed it beyond its soft, cloud-like simplicity. 

Pornstar Martini

The Virgin Pornstar Martini

The Pornstar Martini drew a surprising amount of attention online. It ranked as the second most-searched recipe in the country, right after idlis. Its appeal lies in the blend of sweet passion fruit, vanilla-infused vodka, and a splash of prosecco, making it far more than a fad. Renowned mixologist Douglas Ankrah created the drink, though it only gained widespread popularity after its now-famous name was introduced. Ankrah first conceptualised the cocktail in 1999 while at a bar called Maverick in Cape Town, South Africa. He initially called it the “Maverick Martini,” but it failed to take off under that name. 

Beetroot Kanji

Move over, Kombucha. 2025 was all about fermentation, and one of the main characters was Beetroot Kanji. It is a fermented probiotic drink that is made by soaking beetroot, carrots, mustard seeds, and other spices in a jar of water. It is known to help with digestion, immunity and detoxification.

Marry Me Chicken

Marry Me Chicken continued its reign in 2025 as the internet’s most charmingly dramatic comfort dish, earning its name from the long-running joke that it’s so irresistibly good, your partner might just propose after eating it. 

Odia Pakhala Or Bengali Panta Bhat

In 2025, fermented rice bowls like Odia Pakhala and Bengali Panta Bhat surged into the spotlight as a full-blown food trend, riding the wave of nostalgia cooking, gut-health consciousness and climate-smart eating. Pakhala’s gentle, cooling tang and badi chura crunch found new fans, while Panta Bhat’s mustard-oil kick and fermented depth became a flavour flex for the adventurous. 

10. Rising Supper Clubs & Food Communities

Supper clubs became the hottest social currency in 2025. Home chefs and even professional chefs collaborated to host intimate evenings where the menu, décor and music worked together as a narrative. Spots were limited, waitlists were endless, and the exclusivity factor made them the new-age dining badge of honour.

11. Food Met Fashion & Beauty 

The cross-industry collab boom intensified. Beauty brands released edible-inspired collections, cafés launched makeup-tinted drinks, fashion houses hosted themed brunches, and chefs created limited-edition desserts inspired by perfume notes.

The lines blurred beautifully, merging aesthetics, self-care and dining. Brands like Rhode, Jacquemus, Loewe, Moschino and more used food in their campaigns as well as created products based on food trends. The spaghetti bag from Moschino or the Tomato clutch from Loewe are the perfect examples. 

12. Something Was Up With Bandra And Its Long Queues

Lines in Bandra became the reference point for Mumbai’s culture, with its snaking queues signalling that hype-driven dining was alive and thriving. Spots like Benne Dosa, Pomodoro, Boojee Cafe, DRNK, and more tapped into Gen-Z sensibilities: minimal interiors, balanced small plates, and exclusivity.

13. Too Many Sando Shops...Said No One Ever

Young chefs are reimagining the sandwich, giving the humble staple a gourmet glow-up. But it’s not just Gen Z leading the charge — millennial chefs are getting the memo too, rediscovering the comfort, versatility, and instant gratification packed between two slices of bread. Easy to eat, endlessly customisable, and deeply nostalgic, sandwiches hit the sweet spot between indulgence and familiarity.

From Chef Radhika Khandewal’s Kona in Delhi to Chef Denis and Chintan’s Tost in Mumbai, every city now boasts a thriving sando club, fuelled by diners who love their honest flavours, feel-good fillings, and no-fuss format. Whether it’s a quick lunch, a late-night bite, or a comfort craving, these sandwich shops are becoming go-to favourites. Here are our picks of some of the best spots to bookmark.

14. Beauty Cafes & The New Wave Of Wellness Food

Beauty cafés — spaces that seamlessly blend skincare retail with curated food and beverage menus — continued to gain momentum this year. Think collagen lattes, matcha-skin smoothies, hyaluronic iced teas, and desserts inspired by buzzy skincare ingredients like ceramides and niacinamide. Kay Beauty entered the space with the launch of its first beauty café, Kay Kafe, in Delhi, sparking conversations around the growing overlap between beauty, wellness and indulgence.

At the heart of this crossover was collagen, which emerged as the beauty-beverage moment of 2025. From bottled collagen teas to café specials topped with collagen foam, wellness-conscious consumers embraced it as a daily ritual — one that promised glow, gut support and a feel-good sip that blurred the lines between skincare and self-care.

15. Celebrities Too Saw Potential In The F&B Space

2025 was the year celebrities doubled down on food brands, with actors, creators and musicians launching cafés, restaurants, cloud kitchens, alcohol brands and even packaged products. Sanya Malhotra's brand Bree Matcha, Karan Tacker's agave spirit Goonda, Ranveer Singh's alcohol brand Rangeela, Shankar Mahadevan's restaurant Malgudi are just some of the few examples of celebs' F&B ventures. 

16. Mokai's Quirky Marketing

Mokai’s playful marketing – particularly its in-house series inspired by the cult sitcom The Office – became a case study in how cafés and restaurants are leveraging internet humour, reels and meme-led storytelling to build loyal communities. The campaigns didn’t just drive engagement; they set the tone for the industry, sparking a wave of copycat content and proving that smart, self-aware digital storytelling could be just as powerful as the food itself.

17. Japanese Food Was Everywhere

Japanese cuisine spread across the country faster than ever, from high-end omakase counters to casual curry rice bowls and convenience-store-style sando shops. Ramen bars, yuzu drinks, matcha bakeries and izakaya-style menus became staples in every major city.

18. Intimate Dining, Chef’s Tables & The Hype Of Reservations 

Restaurants with small seating spaces and a chef's table saw a boom this year. While restaurants like 12-seater Papa’s in Mumbai and 20-seater Naru Noodle Bar in Bengaluru have become impossible-to-book destinations. The appeal lay in witnessing the chef’s process up close: hyper-seasonal menus, limited seats, and the kind of personalised, handcrafted dining that felt luxurious, slow and intentional. Reservation culture became a competitive sport on its own.  

19. Chefs And Restaurants Gained Global Recognition

This year was truly a big moment for the Indian F&B industry. It started with Chef Himashu Saini’s Tresind Studio gaining its third Michelin star, making him the only Indian chef to helm a three-star restaurant. Chef Vijay Kumar of Semma made history as the first Tamil Nadu-born chef to win Best Chef in New York at the James Beard Awards 2025. Pooja Dhingra became the first Indian chef to receive the La List Pastry Game Changer Award. 

20. The Agave, Tequila & Picante Boom

Picante de la Casa Cocktail Recipe

2025 was definitely the year of agave and tequila, and because of that, the spicy, tangy Picante picked up too. Whether you go to a bar in Goa, Hyderabad, Chennai, Bengaluru, Delhi or Mumbai, or any tier city too, you’ll find a classic Picante as well as its variants ranging from strawberry to mango picantes. 

21. The Bitter-Sweet Red Wine And Vanilla Ice Cream Combo

The combination made a comeback on social media in 2025 and quickly turned into a viral obsession, with everyone trying it to see if it lived up to the hype. We at ELLE Gourmet India put it to the test too — and for most of us, it delivered. Watch our reaction video above.

22. Sea Moss For The Vegan Girlies

Sea moss gained traction as the vegan girl’s health weapon, blended into smoothies, tonics and citrus coolers for its mineral-rich composition and digestive benefits. Its slightly oceanic flavour was often masked with passion fruit, mango or coconut. Supermodel Bella Hadid also revealed on Instagram how this special ingredient fits into her daily routine.

23. World Recognition For Bars & Spirits

Indian gins, agave spirits and artisanal rums made waves globally this year. Awards, collaborations and international showcases underlined how India’s craft spirit scene is entering its golden era. Woodburns became the first Indian whisky to win a Revelation award at Spirits Selection, Effingut became the first Indian craft beer to debut at the JD Wetherspoon Beer Festival, and Maya Pistola Agavepura became the Spirit of the year, among others.

Similarly, many Indian bars were recognised on the Asia’s 50 Best Bars List for 2025. For instance, Lair from Delhi bagged the #8 spot, Soka, ZLB23 and Bar Spirit Forward bagged #28, #31, and #37 spots respectively, and Boilermer in Goa got the #30 spot. 

24. Pickles And South Indian Flavours In Drinks

Pickle found its way into bars as an unexpected flavour enhancer. It added acidity, funk and heat to cocktails like martinis, picantes and whisky highballs. Curry leaf, jaggery, kokum, coconut, neer moru spices and tamarind became the backbone of south-leaning cocktails and mocktails. Bartenders used these ingredients for depth, regional storytelling and a refreshing break from Western cocktail templates.

25. A Boost In Zero Proof Beverages & Low-ABV Cocktails

Zero-Proof Cranberry Orange Spritzer

As Gen Z leaned into the sober-curious movement and health consciousness took centre stage, bars began rethinking their menus. Alcohol and excessive sugar took a back seat, making way for zero-proof drinks and cocktails crafted with little to no sugar — offerings designed to be just as thoughtful, flavourful and social. In fact, we also saw sparkling tea on the rise.

The only prediction for 2026? Expect even wilder crossovers, deeper regional dives and a country hungry for the next big bite.

Related stories