Trends in Novel Versus Traditional Food Flavors: How to benefit from growing desires for intensity and comfort

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