Australia has long set the standard for coffee culture and creative food fusion. But in 2025, what’s landing on plates and filling cups is shifting again – this time with a distinctly Asia-Pacific flavour. Pureprofile Australia senior account director, Kate Richards, shares insights on the latest trends.
In Australia’s fast-evolving F&B landscape, timing is everything. Consumer tastes can shift from niche to mainstream in a matter of months – whether it’s pistachio matcha lattes, protein-driven staples, or the latest bakery craze.
Pureprofile’s Emerging Consumer Trends solution turns this volatility into an advantage, helping brands cut through the noise and focus on what truly matters. By tracking which trends are exploding, gaining steam, or flatlining, brands can align their innovation pipelines, marketing strategies, and product launches with cultural momentum.
According to Pureprofile’s Social Insights tool, Asia-inspired food and drink now account for 28 per cent of online share of voice. Japanese matcha, Korean bakery staples and Southeast Asian flavours have moved from niche indulgences to everyday favourites, cementing their place at the heart of Australia’s modern food identity.
It’s part of a bigger story: a blend of wellness, nostalgia and social-media virality shapes how Australians eat and drink. Drawing on data from Pureprofile’s insights tool – which tracks trends not only in food and beverage but also in categories like fashion, beauty, travel and tech. The analysis shows just how quickly niche ideas can break into the mainstream – from protein-packed comebacks to Instagram-worthy lattes, these are the trends exploding in popularity right now.
Pistachio matcha latte
TikTok views of pistachio matcha lattes more than doubled in eight months, jumping from 574,899 in January 2025 to 1,156,432 in August 2025. The numbers reflect the hype: Australian cafés, particularly in Melbourne and Sydney, are grappling with matcha shortages as middle-grade ‘latte matcha’ sells out rapidly and suppliers struggle to keep pace.
Matcha, long revered for its antioxidants and steady energy release, has become a staple; when paired with pistachio, it adds indulgence and luxury. It’s a drink equally at ease on Instagram feeds and brunch menus in Bondi or Fitzroy, with food trend watchers highlighting pistachio as one of 2025’s breakout flavours in beverages.
Moreover, pistachio is booming in Australia’s food scene. Supermarkets like Woolworths and Coles have rapidly expanded pistachio-flavoured lines – from gelato and cheesecake to mochi and spreads, while collaborations such as Krispy Kreme’s pistachio doughnut with Pistachio Papi have sold out nationwide. Food trend analysts note pistachio spreads are even starting to rival longtime favourites like Biscoff and Nutella.
Cottage cheese reinvention
Perhaps the year’s most surprising comeback, cottage cheese TikTok mentions surged from 70.93 million in January 2025 to 94.22 million in August. Once dismissed as a relic of 1980s diet culture, it's reappearing in pizzas, cheesecakes, smoothies, and even high-protein crusts. The resurgence is real: supermarkets like Coles and Woolworths are struggling to keep tubs in stock as sales soar, prompting producers to ramp up production and staffing.
Bulla has been a clear beneficiary – after its viral ‘Chief Cottage Cheese Officer’ campaign, a post-campaign study measured a 28 per cent year-on-year sales lift, and the company has ramped production (including hiring additional cottage-cheese makers) to keep pace. Bulla’s CEO has also noted that while the category was in decline five years ago, TikTok-driven recipes have flipped the trend, with the brand stepping up output to meet demand. It’s a revival that speaks directly to Australia’s growing appetite for protein-rich, versatile ingredients that fit seamlessly into a health-first lifestyle.
Herbs & botanicals in beverages
The functional drinks boom is in full swing. Australians are turning to herbs like basil, mint, lavender, and lemongrass not just for flavour, but for perceived health benefits. Pureprofile data shows TikTok views of herbal and botanical beverages rose from 15.27 million in January 2025 to 21.06 million in August – a 38 per cent lift.
Meanwhile, market reports show that the functional beverage sector in Australia continues its steady growth, buoyed by rising health consciousness and consumer demand for better-for-you options. Whether it’s kombuchas from local fermenters or non-alcoholic botanical spirits, the blend of wellness and indulgence is driving innovation.
Crema latte
Australia’s café culture is evolving from bean obsession to beverage theatre. TikTok mentions of crema lattes soared from 6.01 million in January to 9.82 million in August (+63 per cent).
More than a caffeine boost, these drinks deliver texture, presentation, and shareability. Specialty-food guides and cafés in Melbourne spotlight cream-topped, dessert-style lattes that double as visually arresting performances – proof that presentation has become as important as flavour.
Korean salt bread
Korean salt bread has exploded in popularity, with TikTok mentions soaring from 138,961 in January to 268,368 in August (+93 per cent). The pastry – with its crisp crust and chewy, buttery heart – is all about comfort with an Asian twist.
The craze has arrived in Australia: Buttered, a modern Korean bakery in Sydney’s Chippendale, has been at the forefront of the trend, with locals lining up for their signature salt bread and other viral Korean pastries. It’s the perfect example of how global food crazes can find instant resonance Down Under, blending novelty with carb comfort.
Pureprofile is a global data and insights organisation providing industry-leading online research solutions to agencies, marketers, researchers and brands and businesses. Founded in 2000 and based in Surry Hills, Australia, the company operates in North America, Europe and the APAC region, and has delivered solutions for over 850 clients.
