Table of Contents
Executive Summary
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- Market drivers
- The consumer
- Ubiquitous flavors are still in demand
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- Figure 1: Interest in ethnic cuisine types at restaurants, April 2014
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- Figure 2: Interest in ethnic cuisine types at restaurants, trended, April 2014 versus 2012
- Spicy can bring life to menus
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- Figure 3: Interest in spices and ingredients at restaurants, April 2014
- Word-of-mouth leads consumers to new flavor discoveries this year
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- Figure 4: How consumers find out about new flavors and ingredients, April 2014
- A large number of consumers are willing to try new flavors
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- Figure 5: Drivers for menu items with new and unique flavors, sauces, and seasonings, April 2014
- What we think
Issues and Insights
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- Consumers are becoming more comfortable in their home kitchens
- The issues
- The implications
- Targeting the right audience for new flavors and seasonings
- The issues
- The implications
- How to garner curiosity for new flavors at restaurants versus at retail
- The issues
- The implications
Trend Applications
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- Trend: Experience is All
- Trend: Greenfluencers
- Trend: Extend My Brand
Market Drivers
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- Key points
- Immigration and a growing non-White population are spurring flavor interest
- Millennials are a consuming powerhouse
- The internet has allowed for free-flowing flavor information
- The foodie movement
Innovations and Innovators
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- Marketing to spicy lovers
- Stunt foods give consumers the thrill of new tastes and flavors
- Food preparation is creating a new avenue for flavors and spices
- Variety is created via new dips and sauces
Marketing Strategies
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- If you can’t beat ’em, join ’em on the internet
- Facebook and other social media outlets
- Menuing authentic, international flavors and foods
- Major restaurants
- Regional, authentic flavor concepts
- Seasonal menus utilize fresh, “ripe right now” ingredients
- Restaurants move into retail to capture more share of stomach
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- Figure 6: Share of total sauces and seasonings, YTD 2014, US
Ethnic Flavors and Seasonings/Spices by US Divisions
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- Lesser known Asian/African flavors are in demand throughout the US, coinciding with the ethnic population in each division
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- Figure 7: Index of Asian/African cuisines by US divisions, April 2014
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- Figure 8: Top 15 menu item cuisine types on restaurant menus, by incidence, Q1 2011-Q1 2014
- Figure 9: Index of Asian/African cuisines by US divisions, continued, April 2014
- South American and Mexican cuisine is in demand throughout the entire nation
- Consumers in the Midwest and Southern divisions are still seeking Southern (US), Cajun/Creole, and Tex-Mex flavors
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- Figure 10: Index of North/South American cuisines by US divisions, April 2014
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- Figure 11: Index of North/South American cuisines by US divisions, continued, April 2014
- Peppers are spicing up the Midwest and West
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- Figure 12: Spicy flavors as an ingredient on restaurant menus, by incidence, Q1 2011-Q1 2014
- Figure 13: Top 10 chili pepper flavor ingredients on restaurant menus, by incidence, Q1 2011-Q1 2014
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- Figure 14: Index of peppers/chilies/spices by US divisions, April 2014
- Figure 15: Index of peppers/chilies/spices by US divisions, April 2014
Trended Data – Interest in Ethnic Flavors and Cuisines
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- Europe
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- Figure 16: Interest in ethnic cuisine types at restaurants, April 2014 versus April 2012
- Asia and Africa
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- Figure 17: Interest in ethnic cuisine types at restaurants, April 2014 versus April 2012
- Americas
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- Figure 18: Interest in ethnic cuisine types at restaurants, April 2014 versus April 2012
Interest in Spices and Ingredients
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- Dried and fresh herbs
- Spicy peppers/chiles/spices
- Baking spices and aromatics/seasonings
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- Figure 19: Interest in spices and ingredients at restaurants, April 2014
Trended Data – Discovery of New Flavors and Ingredients
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- The landscape of flavor discovery has changed in just two years
- The internet and hands-on experiences are important for today’s cook
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- Figure 20: How consumers find out about new flavors and ingredients, April 2014
Trended Data – Attitudes toward Flavorings
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- Figure 21: Consumer attitudes toward spices, flavors, and ethnic cuisines, April 2014
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Drivers to Try New Menu Items with New Flavors
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- Unique flavors will drive menu item trials among consumers
- Americans are driven by spicy foods and authentic fare
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- Figure 22: Drivers for menu items with new and unique flavors, sauces, and seasonings, April 2014
Consumer Data – Overview
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- Men are bold, women are unique (in terms of flavor interest)
- Millennials and Hispanics will drive the new flavor trends in foodservice
- As a whole, experience is always the most influential drive in foodservice
Consumer Data – By Gender
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- Key points
- Men use restaurants more frequently, but women are more adventurous when dining out
- Spicy and branding is a bigger draw for men at restaurants, as they are more likely to be bored with restaurant offerings
- Women use a plethora of mediums to learn about new flavors and foods
- Women seek unique and healthier flavor offerings at restaurants, especially if it is harder to replicate at home
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- Figure 23: Usage of restaurants, by segment – Mean, by gender, April 2014
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- Figure 24: Consumer attitudes toward spices, flavors, and ethnic cuisines – Any agree, by gender, April 2014
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- Figure 25: Interest in spices and ingredients at restaurants – Peppers/Chiles/Spices, by gender, April 2014
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- Figure 26: How consumers find out about new flavors and ingredients, by gender, April 2014
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- Figure 27: Drivers for menu items with new and unique flavors, sauces, and seasonings, by gender, April 2014
Consumer Data – By Generation
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- Key points
- iGeneration/Young Millennials’ diversity leads to unique ethnic requests; social media is key for discovering new flavors and seasonings
- Older Millennials are the adventurous eaters, with interests in spicy and worldly flavors, while utilizing the internet and cooking classes
- Baby Boomers may not be as adventurous as younger generations, but seek more seasonings, unique combinations, and authentic foods
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- Figure 28: Interest in ethnic cuisine types at restaurants – Europe, by generations, April 2014
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- Figure 29: Interest in ethnic cuisine types at restaurants – Asia and Africa, by generations, April 2014
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- Figure 30: Interest in ethnic cuisine types at restaurants – Americas, by generations, April 2014
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- Figure 31: How consumers find out about new flavors and ingredients, by generations, April 2014
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- Figure 32: Drivers for menu items with new and unique flavors, sauces, and seasonings, by generations, April 2014
Consumer Data – By Income
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- Key points
- Higher-income households are heavier users of foodservice
- Traveling and authenticity is key for $100K+ consumers
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- Figure 33: Usage of restaurants, by segment – Mean, by household income, April 2014
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- Figure 34: How consumers find out about new flavors and ingredients, by household income, April 2014
Consumer Data – By Race
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- Key points
- White consumers are interested in worldly, ethnic cuisines
- Black consumers would like to see more ethnic flavors that are tied to their roots on restaurant menus
- Other race consumers gravitate toward spicy, multicultural, and unique cuisines due to their experimentation at home
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- Figure 35: Interest in ethnic cuisine types at restaurants – Europe, by race/Hispanic origin, April 2014
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- Figure 36: Interest in ethnic cuisine types at restaurants – Asia and Africa, by race/Hispanic origin, April 2014
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- Figure 37: Interest in ethnic cuisine types at restaurants – Americas, by race/Hispanic origin, April 2014
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- Figure 38: Consumer attitudes toward spices, flavors, and ethnic cuisines – Any agree, by race/Hispanic origin, April 2014
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- Figure 39: Drivers for menu items with new and unique flavors, sauces, and seasonings, by race/Hispanic origin, April 2014
Consumer Data – By Hispanic Origin
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- Key points
- Hispanics will need to be enticed by branded spices and sauces, as well as spicy foods and unique preparations at restaurants
- South American flavors are popular with Hispanics
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- Figure 40: Consumer attitudes toward spices, flavors, and ethnic cuisines – Any agree, by race/Hispanic origin, April 2014
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- Figure 41: Drivers for menu items with new and unique flavors, sauces, and seasonings, by race/Hispanic origin, April 2014
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- Figure 42: Interest in ethnic cuisine types at restaurants – Europe, by race/Hispanic origin, April 2014
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- Figure 43: Interest in ethnic cuisine types at restaurants – Asia and Africa, by race/Hispanic origin, April 2014
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- Figure 44: Interest in ethnic cuisine types at restaurants – Americas, by race/Hispanic origin, April 2014
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- Figure 45: Interest in spices and ingredients at restaurants – Dried herbs, by race/Hispanic origin, April 2014
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- Figure 46: Interest in spices and ingredients at restaurants – Peppers/Chiles/Spices, by race/Hispanic origin, April 2014
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- Figure 47: Interest in spices and ingredients at restaurants – Fresh herbs, by race/Hispanic origin, April 2014
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- Figure 48: Interest in spices and ingredients at restaurants – Baking spices, by race/Hispanic origin, April 2014
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- Figure 49: Interest in spices and ingredients at restaurants – Aromatics/Seasonings, by race/Hispanic origin, April 2014
Consumer Data – By Parents (Millennial/Non-Millennial and by Age of Children)
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- Key points
- Millennial parents, and parents with kids aged 6-17, are more internet savvy, especially in regard to finding new flavors
- Branding at grocery stores and menus is helpful for Millennial parents
- Restaurant foods that aren’t up to par among parents with kids aged 6-11 has them turning to cooking at home
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- Figure 50: How consumers find out about new flavors and ingredients, by millennial parent, April 2014
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- Figure 51: How consumers find out about new flavors and ingredients, by parents with children and age, April 2014
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- Figure 52: Consumer attitudes toward spices, flavors, and ethnic cuisines – Any agree, by millennial, April 2014
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- Figure 53: Consumer attitudes toward spices, flavors, and ethnic cuisines – Any agree, by parents with children and age, April 2014
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- Figure 54: Drivers for menu items with new and unique flavors, sauces, and seasonings, by millennial parent, April 2014
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- Figure 55: Drivers for menu items with new and unique flavors, sauces, and seasonings, by parents with children and age, April 2014
Appendix – By Generation
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- Figure 56: Usage of restaurants, by segment – Mean, by generations, April 2014
- Figure 57: Interest in spices and ingredients at restaurants – Dried herbs, by generations, April 2014
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- Figure 58: Interest in spices and ingredients at restaurants – Peppers/Chiles/Spices, by generations, April 2014
- Figure 59: Interest in spices and ingredients at restaurants – Fresh herbs, by generations, April 2014
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- Figure 60: Interest in spices and ingredients at restaurants – Baking spices, by generations, April 2014
- Figure 61: Interest in spices and ingredients at restaurants – Aromatics/Seasonings, by generations, April 2014
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- Figure 62: Consumer attitudes toward spices, flavors, and ethnic cuisines – Any agree, by generations, April 2014
- Figure 63: Drivers for menu items with new and unique flavors, sauces, and seasonings, by generations, April 2014
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Appendix – By Income
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- Figure 64: Interest in ethnic cuisine types at restaurants – Europe, by household income, April 2014
- Figure 65: Interest in ethnic cuisine types at restaurants – Asia and Africa, by household income, April 2014
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- Figure 66: Interest in ethnic cuisine types at restaurants – Americas, by household income, April 2014
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Appendix – By Parents (Millennial/Non-Millennial and by Age of Children)
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- Figure 67: Usage of restaurants, by segment – Mean, by millennial parent, April 2014
- Figure 68: Usage of restaurants, by segment – Mean, by parents with children and age, April 2014
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- Figure 69: Interest in ethnic cuisine types at restaurants – Europe, by millennial parent, April 2014
- Figure 70: Interest in ethnic cuisine types at restaurants – Europe, by parents with children and age, April 2014
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- Figure 71: Interest in ethnic cuisine types at restaurants – Europe, by millennial parent, April 2014
- Figure 72: Interest in ethnic cuisine types at restaurants – Europe, by parents with children and age, April 2014
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- Figure 73: Interest in ethnic cuisine types at restaurants – Americas, by millennial parent, April 2014
- Figure 74: Interest in ethnic cuisine types at restaurants – Americas, by parents with children and age, April 2014
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- Figure 75: Interest in spices and ingredients at restaurants – Dried herbs, by millennial parent, April 2014
- Figure 76: Interest in spices and ingredients at restaurants – Dried herbs, by parents with children and age, April 2014
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- Figure 77: Interest in spices and ingredients at restaurants – Peppers/Chiles/Spices, by millennial parent, April 2014
- Figure 78: Interest in spices and ingredients at restaurants – Peppers/Chiles/Spices, by parents with children and age, April 2014
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- Figure 79: Interest in spices and ingredients at restaurants – Fresh herbs, by millennial parent, April 2014
- Figure 80: Interest in spices and ingredients at restaurants – Fresh herbs, by parents with children and age, April 2014
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- Figure 81: Interest in spices and ingredients at restaurants – Baking spices, by millennial parent, April 2014
- Figure 82: Interest in spices and ingredients at restaurants – Baking spices, by parents with children and age, April 2014
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- Figure 83: Interest in spices and ingredients at restaurants – Aromatics/Seasonings, by millennial parent, April 2014
- Figure 84: Interest in spices and ingredients at restaurants – Aromatics/Seasonings, by parents with children and age, April 2014
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Appendix – Ethnic Flavors and Seasonings/Spices by US Divisions
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- Figure 85: US Census regions and divisions
- Figure 86: Index of European cuisines by US divisions, April 2014
- Figure 87: Index of European cuisines by US divisions, continued, April 2014
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- Figure 88: Index of dried herbs by US divisions, April 2014
- Figure 89: Index of dried herbs by US divisions, April 2014
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- Figure 90: Index of fresh herbs by US divisions, April 2014
- Figure 91: Index of fresh herbs by US divisions, April 2014
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- Figure 92: Index of baking spices by US divisions, April 2014
- Figure 93: Index of baking spices by US divisions, April 2014
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- Figure 94: Index of aromatics/seasonings by US divisions, April 2014
- Figure 95: Index of aromatics/seasonings by US divisions, April 2014
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Appendix – Trade Associations
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