En Route, the global specialist in passenger solutions, supply chain services and sourcing, has unveiled a series of regionally adaptable product ranges at this year’s World Travel Catering & Onboard Services Expo (WTCE), alongside a new proprietary industry report exploring evolving regional passenger preferences.
The products, which include breads from around the globe, feature a new and exclusive butter-filled ciabatta alongside sweet and savoury flavoured brioche developed to reflect regional tastes and preferences. En Route’s Club, a premium sandwich concept created especially for WTCE, has also been designed for consistent replication across multiple regions; and its Ice Cream Sundae with warm cookie concept, combines adaptable indulgence and comfort.
Each passenger solution has been designed using insights from the new report, enabling airlines to deliver authentic, passenger-centric experiences while maintaining consistency and supply chain resilience.
Together, the launches reinforce En Route’s expanding focus on delivering local relevance at global scale – connecting insight-led innovation with supply chain experience and sourcing expertise.
Launched under the company’s 2026 umbrella theme, The Power of Possibility, the new ranges and accompanying research demonstrate how En Route adapts to different passengers, regions, and service models without introducing operational risk.
Developed by En Route’s in-house Research and Insights team, the new report analyses emerging trends in regional taste preferences, cultural expectations, and service models across global markets. The findings have directly informed the development of the company’s latest onboard food concepts.
En Route’s proprietary research identifies a clear recalibration of passenger expectations heading into 2026–27. Authenticity is now a decisive purchase driver, with 53% of US consumers citing it as a key factor when trying unfamiliar foods, while 80% of consumers globally say they are willing to pay more for locally sourced or locally made products. For airlines, this signals a growing opportunity to use regionally inspired ingredients.
The findings also highlight the continued rise of flexible eating patterns. Snack-led occasions, mini desserts and modular meal components are replacing rigid, single-tray dining formats, reflecting how passengers increasingly eat on the ground. For airlines, the commercial drivers indicate that menus must deliver comfort, authenticity and choice simultaneously.
“Our research clearly shows that passenger expectations are evolving at pace,” said Tom Lay, marketing & creative director at En Route. “Authenticity, balanced wellness and flexible eating formats are no longer emerging trends – they are established expectations across global markets. When 80% of consumers are willing to pay more for locally sourced products and wellbeing ranks as a top priority in markets from the US to China, airlines cannot afford to treat food as a secondary consideration.
“We’ve translated those insights into commercially viable, operationally resilient product ranges that make it possible for our airline partners to deliver comfort, regional relevance and choice – without introducing complexity. It’s about turning intelligence into practical innovation that works at scale.
“Our role is to connect passenger experience and desires to supply certainty and sourcing excellence, globally. This report and these new ranges show how we translate insight into real, workable solutions – delivered reliably and at scale.”
