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
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