Abstract
Overview
Introduction
Consumers' food flavor preferences are increasingly polarized between two
trends: novel, striking, often ethnic flavor profiles and nostalgic
traditional flavors. These are not mutually exclusive trends as consumers will
migrate between the two based on varying individual need states, demographic
and occasion-related factors.
Scope
- Data covering ethnic food spending 2000-2010, broken down by country,
category and cuisine type. Also top 15 flavor claims, Europe and US by category
- Qualitative analysis of key trends in consumer flavor preferences and
their relationship to wider consumer mega-trends
- Detailed insights into factors influencing consumers' flavor choices, such
as occasion, life-stage, and health/wellness
- Action points offering practical strategies based on the trends and
insights analyzed in the report
Highlights
Ethnic foods' success and growth in the US and Europe stems from consumers'
desires to experiment with a widening range of unfamiliar flavors. The key
determinant of which flavors will be successful is their intersection with the
general mega-trends that drive consumer behaviour: in particular,
authenticity, premiumization and health.
Traditional flavors are retaining their appeal based on the comfort
mega-trend. Consumers seek flavors with positive, often nostalgic associations
that enhance emotional wellness. This is especially true for Young Adults, for
whom food is seen as a leading source of comfort from highly-stressed
lifestyles.
Consumers seek healthy options but widely equate 'healthy' with 'bland', often
eschewing such foods for more flavorful premium and less healthful options.
European consumers view healthiness as a low priority compared to taste and
pleasure. Producers must ensure that healthy reformulations do not sacrifice
flavor.
Reasons to Purchase
- Obtain exclusive data concerning ethnic food consumption and flavor claim
incidence over time
- Understand the differing motivations and occasions influencing consumers'
flavor choices
- Improve your marketing strategy by tailoring food products and flavors to
the most appropriate consumer groups
Table of Contents
- DATAMONITOR VIEW
- CATALYST
- SUMMARY
- METHODOLOGY
- TABLE OF CONTENTS
- ANALYSIS
- Introduction
- Trend: Consumers are increasingly adventurous in their flavor preferences
- Consumers are increasingly willing to experiment
- More flavorful experiences are associated with quality
- Trend: Ethnic food's success has been driven by willingness to experiment
- Ethnic foods are now mainstream in the US
- Sauces, dressings & condiments lead the US ethnic foods category
- Limited growth characterizes the leading ethnic cuisines in the US
- European ethnic food sales growth leads the US
- Meal components drive European sales
- Chinese food leads European sales but other Asian genres are growing
fastest
- Trend: Traditional flavors remain popular - albeit with a twist
- Traditional flavors offer comfort
- Novel twists on the traditional offer a "safe risk"
- Insight: The US leads Europe in the development of flavor trends
- US meal flavors emphasize hearty and meaty preferences
- US trend for strongly contrasting dairy flavors has potential in Europe
- Dark chocolate benefiting from the health and premiumization trends
- Staples flavors in the US are characterized by contrast
- Health concerns prominent in European snack flavors
- Sauces, seasonings & condiments: more specific flavors
characterize US
- Insight: Lifestage can influence flavor preferences
- Children's flavor preferences are genetically influenced
- The impact on children of age complexity
- Adults' flavor preferences are influenced by cultural norms
- Young Adults are actually less adventurous in their flavor choices
- One rule for parents, another for their children
- Seniors, bucking stereotypes, are looking for more striking flavors
- Changing tastes with age and experience fuel flavor polarization
- Insight: Flavor choices can be influenced by occasion
- Premiumization is still associated with particular occasions and
locations
- Eating out is key in exposing consumers to new flavors
- "Tweens" are eating out and developing tastes
- "At-home" is a key location in consumers' flavor polarization
- Consumers are looking for eating out flavor and quality at home
- Convenience food is still often viewed by consumers as weak on
flavor and quality
- The comfort trend drives desire for comforting, familiar flavors
- Insight: Many consumers equate healthy with bland
- Consumers are rejecting "healthy" products on flavor grounds
- Stronger flavors increase satiety
- A potential catch-22: healthy consumers are resistant to artificial
flavor enhancements
- Ethnic/spicy foods offer a flavorful and healthy solution
- Insight: Flavor trumps brand in consumer food choices
- Flavor and taste lead in influencing food purchase decisions
- Conclusions
- ACTIONS
- Flavor should not be compromised for healthiness
- Pursue solutions that enhance flavor, rather than diminish
- Natural flavors offer an ethical edge and align with healthy ideals
- Consider flavor's context
- Spray-on flavors offer an innovative healthy solution
- Make child-focused healthy food more appetizing
- Utilize spray-on flavors to mask unpopular tastes
- Target older children with more striking flavors
- Emphasize the healthy dimension to spicy foods
- Widen branded ranges rather than adding new brands
- Emphasize flavor authenticity and traceability
- Aim the next generation of traditional/comfort foods at Young Adults
- Understand that Young Adults view food as a primary source of comfort
- Keep in touch with what consumers define as comfort foods
- APPENDIX
- Definitions
- Extended methodology
- Further reading
- Ask the analyst
- List of Tables
- Table 1: US ethnic food retail market, by category (US$ m), 2000-2010
- Table 2: US ethnic food retail market, by cuisine (US$ m), 2000-2010
- Table 3: Europe & US ethnic food retail market, by country (US$
m), 2000-2010
- Table 4: Europe ethnic food retail market, by category (US$ m),
2000-2010
- Table 5: Europe ethnic food retail market, by cuisine (US$ m),
2000-2010
- Table 6: Europe ethnic food retail market, by cuisine and country (%
value), 2005
- Table 7: US & Europe top 15 meal flavor claims, (%) 2003-2006
- Table 8: US & Europe top 15 dairy food flavor claims, (%) 2003-2006
- Table 9: US & Europe top 15 sweet flavor claims, (%) 2003-2006
- Table 10: US & Europe top 15 staples flavor claims, (%) 2003-2006
- Table 11: US & Europe top 15 snack flavor claims, (%) 2003-2006
- Table 12: US & Europe top 15 sauces, seasonings & condiments
flavor claims, (%) 2003-2006
- Table 13: Ethnic food over/under-consumption, by age group, US &
Europe, 2004
- List of Figures
- Figure 1: Flavor trends can be segmented by consumer "mega-trends"
- Figure 2: European and US consumers are increasingly trying new food
and drink products
- Figure 3: Nearly half of European and US consumers are seeking more
excitement and sensations in life
- Figure 4: Traditionally flavored meal solutions offer nostalgic appeal
and comfort associations
- Figure 5: Example Spray-On Food Flavors (US market)
- Figure 6: Example of health-oriented childrens food: Wellshire Kids
Chicken Bites
- Figure 7: Spicy foods often make strong health claims
- Figure 8: Flavor differentiation and brand extension examples
- Figure 9: Flavor and ingredient authenticity examples
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