British consumers have long had a soft spot for Indian cuisine, but what once centred around a narrow set of familiar dishes is now expanding into a much more dynamic and adventurous space.

In a recent survey by OnePoll, 1 in 10 Gen Z consumers say they eat spicy foods everyday and 45% of Millennials said adding spice enhances the flavour of a dish. With the demand from consumers growing across food service and retail Indian flavours are enjoying a renewed momentum. Gaining recognition in restaurant awards and migrating into at home sauces for “fakeaways.”

The Growing Trend
As consumers grow more confident in the kitchen and seek out ways to blend convenience with authentic flavour, supermarkets have reported a notable uptick in interest. Waitrose recently revealed that searches for ‘Indian ready meals’ on their site are up 81% this year.

Meanwhile, on TikTok, interest for ‘Indian curry’ content has surged by 60%, underscoring how these bold, aromatic profiles are resonating across a broad age audience and inspiring home cooks to experiment.

Bringing the Takeaway Home
With more people cutting back on dining out due to the cost of living, the desire to recreate restaurant-quality meals at home is stronger than ever. Retailers and food brands are responding to this shift with an array of spice kits and sauces designed to deliver not just convenience, but genuine flavour.

Curry house Gymkhana announced earlier this month their sauce range launching in Waitrose and Ocado. Featuring four sauces inspired by dishes from their two Michelin starred menu from creamy korma to punchy madras each offers a different level of heat and richness. Meanwhile in a bid to avoid the duplication of classic flavours and tap into the consumer appetite for more inventive spice combinations, Geeta have expanded their Indian inspired range with “coconut curry leaf” and “smoked Aubergine.”

Expanding Palates and Greater Recognition

This boom in interest isn’t limited to supermarket shelves, restaurants and chefs are being recognised for pushing Indian cuisine into new territories. Indian inspired restaurant Prithvi in Cheltenham recently saw their Head Chef shortlisted for “restaurant Chef of the Year.” Whilst Chef Vikas Khanna said “What a milestone for Indian cuisine!” after being awarded “Person of the Year” by Harvard South Asian Association. Meanwhile in Dubai Tresind Studio has made history as the first Indian restaurant in the world to earn 3 Michelin stars.

What does this mean for future innovation?

As British tastes continue to evolve, Indian flavours are no longer confined to a few dishes, they’re a source of inspiration, innovation, and cultural celebration.

Whether it’s through, home kitchen experimentation, supermarket shelves, or dining in a Michelin-starred kitchen, the appetite for bold, authentic spice is only growing. With both consumers and chefs embracing this vibrant culinary landscape.

At Synergy, we combine the latest culinary insights with flavour innovation to help brands create authentic, trend-forward products that resonate with their customers. Whether you’re looking to replicate the nostalgia of traditional dishes or the next hot flavour trend, we’re here to support you with your next trend-led innovation. Contact us to learn more about how we can support your next development project.

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