Flavor Revolution: Umami’s 28% Surge by 2029

Though umami was first scientifically identified in 1908,¹ Gen Z often gets credit for keeping the nuanced, savory flavor profile in the modern spotlight. As with most contemporary trends, it was popularized on TikTok, breaking it down as simply as possible.² Then it made its way to cool, independent eateries. And finally, chain restaurants are now using it as a marketing tool to attract Gen Z consumers. Talk about coming full circle!

Nevertheless, before jumping on the bandwagon, it’s first important to understand exactly what umami is.

According to Merriam-Webster, it is best defined as having “a rich or meaty flavor characteristic of cheese, cooked meat, mushrooms, soy and ripe tomatoes” and is “the fifth basic taste—alongside sweet, sour, salty and bitter.”³ It’s also fun to incorporate into dishes, particularly those most familiar with American consumers.

Datassential’s Social Media Sensations’ 2024 report stated that umami is on the rise in sauces and condiments to enhance sandwiches, ramen bowls and other traditional dishes. For example, the report said, "kewpie mayo ramen," which combines umami-packed ingredients like Japanese mayonnaise and raw egg, has garnered significant attention online.⁴

The trend shows no signs of slowing down. Over the year, it’s seen a 19% increase on foodservice menus. There’s a 34% increase over the past four years. And there’s a projected 28% growth over the next four years.⁴

Popular umami flavors on the rise

Umami flavor profiles are most identified with globally inspired cuisine. MenuTrends released a report last spring of some of the fastest growing umami flavors and ingredients, and many were familiar.

Matcha, for example, is up 5.4% on menus with an 11% growth year to year (and up 41% over the past four years). It’s projected to grow 39% over the next four years because it’s branched out from beverages to entrées and desserts.⁵ For instance, here’s our take on the classic ice cream sandwich: Avocado Matcha Ice Cream Sandwiches.

Another popular ingredient is truffle—particularly on fries, burgers and pasta. It’s up 15.6% on menus with 5% growth year over year and 10% up over the past four years. And miso is seeing a 9.5% growth on menus in 2025 (3% up yy; 6% over four years).⁵ You’ll even find it in our Rolodex of recipes, such as Thai Coconut-Miso Grain Salad and Udon Noodle Bowl.

“With many umami flavors originating from global cuisines, ingredients like garum and bonito flakes will continue to grow, delivering the savory flavor consumers desire, while adding depth and complexity to a variety of dishes,” Paul Rockwell, corporate chef, Basic American Foods, said in an interview with Institute of Food Technology.⁶

Bonito flake, in fact, is projected to grow 25% on foodservice menus over the next four years, while gochujang (47%), black garlic (40%) and tamari (25%) are expected to gain steam as well.⁵

Umami in restaurant real time

A chic Chicago mainstay for eight years, Proxi has always featured Asian-inspired dishes on its globally focused menu. Nevertheless, as the restaurant seeks to reinvigorate its concept, umami is top of mind. The new coastal Asian menu is inspired by the personal journeys of executive chef Andrew Zimmerman, chef de cuisine Jennifer Kim and managing partner Emmanuel Nony as they traveled through the likes of Japan, Thailand and Vietnam.

Particularly on Proxi’s chef tasting menu guests will find umami-rich offerings like koji-cured prime New York strip steak; Napa cabbage slaw with fish sauce, chili and Vietnamese coriander; and coal-roasted broccolini with oyster sauce and crispy shallots.

Panda Express is another restaurant that understands umami well. The fast-casual, Chinese-inspired chain eatery offers a wide range of seafood, meat and vegetarian dishes that fit the bill, including Shanghai Angus Steak with oyster sauce, Sweet Fire Chicken in a sweet chili sauce, and String Bean Chicken Breast drizzled with mild ginger soy sauce.

A limited-time offering (LTO) the company pushed in the third quarter of 2025 increased umami—and heat—tenfold to deliver an authentic experience to customers. Panda Express collaborated with Buldak, a popular global spicy brand from Samyang. They’ve created Dynamite Sweet & Sour Chicken, which features crispy marinated chicken breast bites that’s wok-tossed with red bell peppers and onions, then coated in a sweet and sour sauce that delivers heat and bold umami flavor. The sauce is based on Buldak’s signature sauce, yet it’s customized for Panda Express’ core audience.

“Buldak's legendary heat is the perfect spark to reinvent an American Chinese favorite,” said Evelyn Wah, vice president of brand innovation at Panda Express, in a statement. “Panda is proud to introduce Dynamite Sweet & Sour Chicken—a bold, explosive and shareable experience that our guests, especially Gen Z, crave.”⁷

Even more adventures in umami

According to Datassential, another major umami trend to watch is Haitian cuisine. Melding influences from French, Caribbean and West African cuisines, the multi-layered fare is in inception on the Menu Adoption Cycle.⁸

And as more U.S. operators integrate Haitian-inspired flavors and ingredients into their menus and product lines, it will likely continue to see growth. Datassential stated that 50% of consumers are familiar with Haitian cuisine; 16% of consumers have tried Haitian cuisine; and 34% of consumers are interested in trying Haitian cuisine.⁸

Over the next four years, expect umami creativity to ramp up. MenuTrends predicts growth on the likes of lobster rolls (9%), poutine (23%) and cauliflower rice (74%).

Have your own umami flavor adventure with these inspired dishes from the Simplot Culinary Team:

Loco Moco
A comfort classic reimagined with bold, global flavor.
View Recipe »

Sichuan Black Pepper Beef Poutine
A spicy, savory mashup that's made for sharing.
View Recipe »

Crispy Mushroom Fried Rice Balls
Crispy on the outside, umami-packed on the inside.
View Recipe »

Haitian Griot Tacos
A cultural crossover that brings the heat and the flavor.
View Recipe »

¹ Why it took nearly 100 years for umami to be globally accepted as a distinct flavor
² TikTok, Umami
³ Merriam-Webster, definition of umami
⁴ Social Media Sensations’ 2024 report
⁵ MenuTrends YE MAR’25
⁶ Outlook 2025: Flavor Trends
⁷ Panda Express promotion pelease
⁸ Datassential, 2025 Trends YE DEC’24