Table of Contents
Executive Summary
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- Top takeaways
- Market overview
- Impact of COVID-19 on International and Regional Flavors
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- Figure 1: Short-, medium- and long-term impact of COVID-19 on food and drink, November 2020
- Opportunities and Challenges
- Re-emergence
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- Figure 2: Regional and international flavor attitudes, by generation, August 2020
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- Figure 3: Cuisine attitudes and behaviors, by prioritization of authenticity, August 2020
- Recovery
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- Figure 4: International cuisine consumption, by generation, August 2020
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- Figure 5: Interest in emerging international cuisines, August 2020
The Market – Key Takeaways
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- Cuisine exploration is multichannel
- Consumer palates are more diverse than ever
Target Audience by the Numbers
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- The most adventurous eaters are young and male
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- Figure 6: Interest in trying new flavors, by age and gender, August 2020
- International cuisine consumption is on the rise across all age groups
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- Figure 7: COVID-19-related changes in food and drink behavior, by age, July 2020
- Shifts in foodservice options
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- Figure 8: Restaurant dine-in, takeout and delivery in past three months (NET), by age, July 2020
- Food and drink spend shifts to at home, cooking
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- Figure 9: Food and drink behaviors, August 2020
- Impact of COVID-19 on International and Regional Flavors
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- Figure 10: Short-, medium- and long-term impact of COVID-19 on food and drink, November 2020
- Lockdown
- Re-emergence
- Recovery
- COVID-19: US context
International and Regional Cuisine by Segment
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- Cuisine innovation on the menu has slowed due to the pandemic
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- Figure 11: Percent change in instances of menu items by cuisine, Q2 2016-Q2 2020
- Global flavors grow in CPG
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- Figure 12: International flavors growing directionally in CPG food and beverages, Q3 2019 - Q3 2020
Market Factors
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- New experiences are more important than ever
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- Figure 13: Key factors driving consumer behavior, experiences, by age, July 2020
- Demographic landscape is changing
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- Figure 14: Percentage change in population, by race and Hispanic origin, 2015-25
- Greek, Middle Eastern and Thai chip away at the mainstream
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- Figure 15: Change in international cuisine consumption, August 2019-20
Market Opportunities
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- Multicultural consumers seek global packaged innovation
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- Figure 16: International and regional cuisine attitudes, by race and Hispanic origin, August 2020
- Help consumers support their specific wellness goals
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- Figure 17: Current usage and future interest in food and drink claims, August 2020
Companies and Brands – Key Takeaways
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- Regional American flavors cross category lines
- Asian flavors are becoming specialized
- Flavorful spices with wellness positioning align with consumer priorities
Flavor Innovation in CPG
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- Brands showcase BBQ styles across CPG categories
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- Figure 18: Experience and interest in American BBQ styles, August 2020
- Packaged brands lean into contemporary Asian flavors
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- Figure 19: Asian cuisine consumption, by interest in trying new flavors, August 2020
- Warm Moroccan seasonings spice up conventional foods
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- Figure 20: Interest in African cuisine, by generation, August 2020
Flavor Innovation on the Menu
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- Menus tap into regional BBQ LTO’s
- Middle Eastern cuisine proliferates among BFY segments
- Asian cuisines get regional on menus
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- Figure 21: Preparation of ingredients on US Menus, Q2 2019-2020
- Figure 22: Change in Asian cuisine consumption, August 2019-20
The Consumer – What You Need to Know
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- Familiarity and social networks influence cuisine selection
- Barbecue and Southern food tap into comfort, yet there is room to grow
- Interest in emerging international flavors point to a flavorful future
Preferred Foods for New Flavor Trial
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- Small bites and familiar dishes are best suited for new flavors
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- Figure 23: Menu position or food types suitable for new flavor trial, August 2020
- Familiarity plays a strong role in trying new cuisines
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- Figure 24: New cuisine motivators, August 2020
- Adventurous consumers find inspiration through social channels
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- Figure 25: New cuisine motivators, by interest in new flavors, August 2020
International and Regional Cuisine Attitudes
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- Figure 26: International and regional cuisine attitudes, August 2020
- Consumers are willing to take a risk on trying new cuisines
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- Figure 27: International and regional cuisine attitudes, by age, August 2020
- Interest in spicy flavors has regional ties
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- Figure 28: International and regional cuisine attitudes, by region, August 2020
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Regional and International Cuisine Consumption
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- Mainstream international cuisines continue to give way to more nuance
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- Figure 29: Regional and international cuisine consumption, net any consumption, August 2020
- International flavors are equally suitable for at-home occasions
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- Figure 30: Regional and International cuisine consumption, August 2020
- Gen Z, Millennial consumers lead emerging cuisine consumption
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- Figure 31: International cuisine consumption, by generation, August 2020
- Barbecue and Southern fare net a large audience
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- Figure 32: Current regional and international cuisine consumption, August 2020
- Changing demographic makeup will influence mainstream cuisines
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- Figure 33: Regional and international cuisine consumption, by generation, August 2020
Interest and Experience with Regional American Cuisines
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- Brands have room to grow through the nuances of American BBQ
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- Figure 34: Experience and interest in regional cuisines, August 2020
- Take consumers on a culinary tour of American regional flavors
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- Figure 35: Experience and interest in regional cuisines, by region, August 2020
- Women are equally interested in exploring regional barbecue
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- Figure 36: Experience and interest in regional barbecue, by gender, August 2020
Interest and Experience with Emerging International Cuisines
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- Dive deeper into regionals among established international cuisines
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- Figure 37: Experience and interest in international cuisines, August 2020
- Niche international cuisines still need time to simmer
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- Figure 38: Correspondence Analysis – Symmetrical map – Interest in regional and international cuisine, August 2020
- The future of mainstream cuisine will be increasingly diverse
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- Figure 39: interest in emerging international cuisines, by generation, August 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
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