The hottest food trend this summer? Natural smoky flavour
This summer, producers are tapping into the continuing trend for smoky, wood-fired flavours.
Consumers’ exposure to fire cooking and global barbecue flavours has grown, driven by the trend for restaurants cooking over open flames, the rise of BBQ social media influencers and the growing number of smoky products on supermarket shelves.
But in line with wider consumer health and wellbeing trends, the smoke flavours being used are increasingly under scrutiny. Producers, chefs and home cooks are all seeking more natural, artisan alternatives to bring the flavour of fire to our kitchens.
According to The Grocer 2025 BBQ report, “Brits ate barbecued food on 114.9 million occasions in 2024, a 9.2% rise on the previous year”. Wood-fired, barbecued and smoked cooking continues to grow as a trend across restaurants, street food and the recipes people make at home.
Producers are reflecting this in an ever-growing range of snacks, sauces, marinades, ready meals and seasonings. When we looked at barbecue in our last Food Trends Report, we noted research that showed more than a third of sauces and seasoning launches were badged as ‘barbecue’
While this ‘barbecue’ category has been dominated by UPF and HFSS products, here too, there is increasing consumer demand for natural ingredients from artisan producers. Adding natural smoke is a good way for producers and consumers to boost flavour without adding additional salt, fat or sugar.
In April 2024 the EU decided not to renew the authorisation of eight smoke flavourings for food. Where they are used to replace traditional smoking – things like ham, cheese or fish – they are being phased out over five years. Where they’re used to add extra flavour in snacks, sauces and soups, they will be phased out by 1 July 2026.
While the FSA has not yet followed the EU’s ban for the UK – it applies to producers in Northern Ireland, and for any UK business exporting products into the EU.
Food and drink businesses using any of the eight affected ingredients must reformulate and find alternatives, driving a rise in demand for natural smoke flavourings.
While liquid smoke can mimic the flavor of traditionally smoked foods, it may not perfectly replicate the complex flavour nuances of slow-smoked meats.
As we see a rise in health concerns and consumer awareness around ultra-processed foods (UPF), shoppers are actively seeking to reduce consumption, avoid overly processed foods and artificial flavourings, and swap for more wholesome, natural alternatives.
There are signs that this is also fuelling a growth in people cooking more at home, looking to control what goes into their food and creating a greater awareness of the ingredients that should, and shouldn’t, be in their favourite recipes.
The desire to reduce exposure to artificial additives has translated into demand for greater transparency and clarity in food labelling. Food and drink producers are adapting with reformulation and a move to more natural ingredients for flavouring – enabling them to use ‘clean labels’.
Supermarkets are reflecting the shift with a stronger focus on natural, artisan and local product lines.
