Trends in Novel Versus Traditional Food Flavors: How to Benefit From Growing Desires for Intensity and Comfort

Published by: Datamonitor

Published: Sep. 20, 2006

Table of Contents

DATAMONITOR VIEW

CATALYST

SUMMARY

METHODOLOGY

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

Abstract

• 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

• 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

About MarketResearch.com
MarketResearch.com is an online aggregator selling over 160,000 market research reports, company profiles and country profiles from over 600 research firms. Our reports will provide you with the critical business and competitive intelligence you need for strategic planning and marketing research. Coverage includes the US, UK, Europe, Asia and global markets.