Innovation on the Menu: Flavor Trends - US - June 2014

SCOPE AND THEMES
What you need to know
Definition
Data sources
Mintel Menu Insights
Consumer survey data
Abbreviations and terms
Abbreviations
EXECUTIVE SUMMARY
Market drivers
The consumer
Ubiquitous flavors are still in demand
Figure 1: Interest in ethnic cuisine types at restaurants, April 2014
Figure 2: Interest in ethnic cuisine types at restaurants, trended, April 2014 versus 2012
Spicy can bring life to menus
Figure 3: Interest in spices and ingredients at restaurants, April 2014
Word-of-mouth leads consumers to new flavor discoveries this year
Figure 4: How consumers find out about new flavors and ingredients, April 2014
A large number of consumers are willing to try new flavors
Figure 5: Drivers for menu items with new and unique flavors, sauces, and seasonings, April 2014
What we think
ISSUES AND INSIGHTS
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
Trend: Experience is All
Trend: Greenfluencers
Trend: Extend My Brand
MARKET DRIVERS
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
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
If you can’t beat ’em, join ’em on the internet
Pinterest
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
Figure 6: Share of total sauces and seasonings, YTD 2014, US
ETHNIC FLAVORS AND SEASONINGS/SPICES BY US DIVISIONS
Lesser known Asian/African flavors are in demand throughout the US, coinciding with the ethnic population in each division
Figure 7: Index of Asian/African cuisines by US divisions, April 2014
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
Figure 10: Index of North/South American cuisines by US divisions, April 2014
Figure 11: Index of North/South American cuisines by US divisions, continued, April 2014
Peppers are spicing up the Midwest and West
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
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
Europe
Figure 16: Interest in ethnic cuisine types at restaurants, April 2014 versus April 2012
Asia and Africa
Figure 17: Interest in ethnic cuisine types at restaurants, April 2014 versus April 2012
Americas
Figure 18: Interest in ethnic cuisine types at restaurants, April 2014 versus April 2012
INTEREST IN SPICES AND INGREDIENTS
Dried and fresh herbs
Spicy peppers/chiles/spices
Baking spices and aromatics/seasonings
Figure 19: Interest in spices and ingredients at restaurants, April 2014
TRENDED DATA – DISCOVERY OF NEW FLAVORS AND INGREDIENTS
The landscape of flavor discovery has changed in just two years
The internet and hands-on experiences are important for today’s cook
Figure 20: How consumers find out about new flavors and ingredients, April 2014
TRENDED DATA – ATTITUDES TOWARD FLAVORINGS
Figure 21: Consumer attitudes toward spices, flavors, and ethnic cuisines, April 2014
DRIVERS TO TRY NEW MENU ITEMS WITH NEW FLAVORS
Unique flavors will drive menu item trials among consumers
Americans are driven by spicy foods and authentic fare
Figure 22: Drivers for menu items with new and unique flavors, sauces, and seasonings, April 2014
CONSUMER DATA – OVERVIEW
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
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
Figure 23: Usage of restaurants, by segment – Mean, by gender, April 2014
Figure 24: Consumer attitudes toward spices, flavors, and ethnic cuisines – Any agree, by gender, April 2014
Figure 25: Interest in spices and ingredients at restaurants – Peppers/Chiles/Spices, by gender, April 2014
Figure 26: How consumers find out about new flavors and ingredients, by gender, April 2014
Figure 27: Drivers for menu items with new and unique flavors, sauces, and seasonings, by gender, April 2014
CONSUMER DATA – BY GENERATION
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
Figure 28: Interest in ethnic cuisine types at restaurants – Europe, by generations, April 2014
Figure 29: Interest in ethnic cuisine types at restaurants – Asia and Africa, by generations, April 2014
Figure 30: Interest in ethnic cuisine types at restaurants – Americas, by generations, April 2014
Figure 31: How consumers find out about new flavors and ingredients, by generations, April 2014
Figure 32: Drivers for menu items with new and unique flavors, sauces, and seasonings, by generations, April 2014
CONSUMER DATA – BY INCOME
Key points
Higher-income households are heavier users of foodservice
Traveling and authenticity is key for $100K+ consumers
Figure 33: Usage of restaurants, by segment – Mean, by household income, April 2014
Figure 34: How consumers find out about new flavors and ingredients, by household income, April 2014
CONSUMER DATA – BY RACE
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
Figure 35: Interest in ethnic cuisine types at restaurants – Europe, by race/Hispanic origin, April 2014
Figure 36: Interest in ethnic cuisine types at restaurants – Asia and Africa, by race/Hispanic origin, April 2014
Figure 37: Interest in ethnic cuisine types at restaurants – Americas, by race/Hispanic origin, April 2014
Figure 38: Consumer attitudes toward spices, flavors, and ethnic cuisines – Any agree, by race/Hispanic origin, April 2014
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
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
Figure 40: Consumer attitudes toward spices, flavors, and ethnic cuisines – Any agree, by race/Hispanic origin, April 2014
Figure 41: Drivers for menu items with new and unique flavors, sauces, and seasonings, by race/Hispanic origin, April 2014
Figure 42: Interest in ethnic cuisine types at restaurants – Europe, by race/Hispanic origin, April 2014
Figure 43: Interest in ethnic cuisine types at restaurants – Asia and Africa, by race/Hispanic origin, April 2014
Figure 44: Interest in ethnic cuisine types at restaurants – Americas, by race/Hispanic origin, April 2014
Figure 45: Interest in spices and ingredients at restaurants – Dried herbs, by race/Hispanic origin, April 2014
Figure 46: Interest in spices and ingredients at restaurants – Peppers/Chiles/Spices, by race/Hispanic origin, April 2014
Figure 47: Interest in spices and ingredients at restaurants – Fresh herbs, by race/Hispanic origin, April 2014
Figure 48: Interest in spices and ingredients at restaurants – Baking spices, by race/Hispanic origin, April 2014
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)
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
Figure 50: How consumers find out about new flavors and ingredients, by millennial parent, April 2014
Figure 51: How consumers find out about new flavors and ingredients, by parents with children and age, April 2014
Figure 52: Consumer attitudes toward spices, flavors, and ethnic cuisines – Any agree, by millennial, April 2014
Figure 53: Consumer attitudes toward spices, flavors, and ethnic cuisines – Any agree, by parents with children and age, April 2014
Figure 54: Drivers for menu items with new and unique flavors, sauces, and seasonings, by millennial parent, April 2014
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
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
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
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
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
APPENDIX – BY INCOME
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
Figure 66: Interest in ethnic cuisine types at restaurants – Americas, by household income, April 2014
APPENDIX – BY PARENTS (MILLENNIAL/NON-MILLENNIAL AND BY AGE OF CHILDREN)
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
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
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
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
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
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
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
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
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
APPENDIX – ETHNIC FLAVORS AND SEASONINGS/SPICES BY US DIVISIONS
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
Figure 88: Index of dried herbs by US divisions, April 2014
Figure 89: Index of dried herbs by US divisions, April 2014
Figure 90: Index of fresh herbs by US divisions, April 2014
Figure 91: Index of fresh herbs by US divisions, April 2014
Figure 92: Index of baking spices by US divisions, April 2014
Figure 93: Index of baking spices by US divisions, April 2014
Figure 94: Index of aromatics/seasonings by US divisions, April 2014
Figure 95: Index of aromatics/seasonings by US divisions, April 2014
APPENDIX – TRADE ASSOCIATIONS