As social media and travel continue to connect the world and blur geographical boundaries, American consumers are increasingly exposed to various regional cuisines, inspiring them to replicate ethnic dishes at home. Coupled with the rising Hispanic and Asian populations reshaping U.S. demographics, it’s no surprise that, according to Technomic, one-third of Americans indulge in ethnic food at least once a week. However, as consumers grow more acquainted with global flavors, their expectations are rising. Once seen as exotic, ingredients like yogurt, sushi, hummus, and tahini have now become staples that shoppers routinely grab from grocery shelves during their weekly shopping trips. In fact, attempting to market these items as ethnic foods might even amuse the average consumer.
“We’re witnessing many foods become integral to the concept of ‘food,'” stated Melanie Bartelme, a global food analyst at Mintel, in an email to Food Dive. “As individuals have immigrated to the U.S. and shared their culinary traditions, these flavors become intertwined with ‘American’ cuisine and evolve into something unique.” While some once-foreign flavors, like wasabi, have waned in popularity, others such as turmeric have transitioned from minor spice to a leading ingredient, often featured as a fresh addition to salads, according to Bahige El-Rayes, a partner in the consumer and retail division of A.T. Kearney.
As these more recognizable flavors become mainstream, consumers continue to seek culinary adventures. However, as familiarity with global tastes and regional cuisines increases, analysts suggest that the next frontier in flavor exploration will emerge from lesser-known areas in Asia, Africa, and South America, regions that even the most seasoned travelers may not have explored. El-Rayes highlights flavors such as Cantonese XO sauce—a spicy seafood sauce from Hong Kong, Japanese seven-spice shichimi togarashi, Southeast Asian galangal (a herb akin to ginger), the salty fermented Filipino fish paste bagoóng, and the raw, vinegar-based chili paste Javanese sambal oelek, as emerging flavors from Asia. From Africa come popular tastes like Egyptian dukkah, a robust spice blend featuring nuts and herbs, and Ethiopian berbere, a smoky mix of aromatic spices. Ingredients like corn and cilantro, familiar to many, have also been reimagined through Latin American culinary influences, appearing in dishes such as arepas, elotes, and chimichurri.
Bartelme provided a similar inventory of ethnic ingredients to monitor. She noted that, generally speaking, the hyperlocal flavors that are sparking consumer curiosity represent deeper dives into familiar culinary trends, particularly those from Southeast Asia, Korea, and Latin America. International flavors remain a significant trend in the industry, with no signs of waning interest in global cuisine. Research from Innova Market Insights indicates that between 2013 and 2017, products emphasizing “American flavors” saw a decline of 7.2%, while ethnic flavors experienced a growth of 20%. Additionally, Prescient & Strategic Intelligence forecasts a 6% growth in the global spice market between 2018 and 2023, reaching a total of $30.4 billion.
This surge in interest for ethnic flavors is largely fueled by consumers’ desire for new experiences and aspirational fulfillment through food. There’s also a growing movement towards spices as healthier alternatives that do not compromise on taste, El-Rayes explained. To keep pace with consumers’ demand for functional flavors, food companies will need to explore remote regions worldwide. According to Kerry’s 2019 Taste Chart, North and East African flavors, exotic fruits, Korean staples, and Southeast Asian spices are trending in the market.
One noteworthy emerging ingredient is coriander, or cilantro. Tony Stallone, vice president of merchandising for Peapod, mentioned that it serves as a unifying element between the culinary giants of Asia and South America. Cilantro’s versatility allows it to feature in various dishes, from chimichurri to lime-cilantro roasted chickpeas and Vietnamese pho, acting as a gateway for consumers to explore diverse regional cuisines.
When consumers are ready to indulge, an entirely new world of flavors awaits. Although Kraft Heinz has yet to incorporate the latest trending flavors into their products, Robin Ross, the company’s director of culinary, expressed in an email to Food Dive that the firm closely monitors flavor trends. Last year, the company specifically highlighted berbere, harissa, ras el hanout, dukkah, za’atar, baharat, and advieh. Ross noted that internal discussions about flavors translate into products once the balance between cost and consumer demand aligns.
This year, Kraft Heinz’s culinary team is exploring flavors that lean even further east. Ross revealed that they are considering tropical fruits like mangosteen and feijoa, as well as soybean paste doenjang and yuzu kosho, a condiment made with salt, chilies, and Japanese citrus yuzu. At Peapod, Stallone remarked that meal kits have allowed the company to tap into trends and experiment with new flavors as consumers become more adventurous in their cooking endeavors. Although Peapod shoppers still favor spice staples like garam masala and harissa paste, novel flavors such as za’atar, kaffir lime, Thai basil, and sambal oelek are increasingly making appearances in their meal kits. Stallone emphasized that the key to successfully introducing unfamiliar flavors lies in authenticity.
“If you try to introduce an Asian dish, like chop suey, they’re not going to engage with it. However, if you offer a Korean chicken dish that uses the authentic spice typical of Korean cooking, consumers will respond,” he explained. This level of engagement can be more significant in meal kits than in packaged products. Meal kits provide the opportunity to experiment with world flavors that have yet to establish firm market popularity. Presenting sambal oelek in a separate container enables consumers to appreciate the spice’s appearance, aroma, taste, and application, and it educates them on how to incorporate it in their own cooking, rather than merely associating it with a snack.
Kraft Heinz also sees recipes as an effective means to gauge consumer interest in new flavors. Ross pointed out that Korean recipes promoted on their website, My Food and Family, have attracted consumers eager for regional culinary experiences. Popular recipes that have helped introduce Kraft Heinz customers to East Asian flavors include Korean Beef Short Ribs, Bibimbap, BBQ-Gochujang Chicken Wings, and Korean Coleslaw. To capitalize on this interest in Korean flavors and link them back to the Kraft Heinz brand, the site offers shoppable recipes that leverage Kraft Heinz’s extensive portfolio of brands and products.
While international flavors are unlikely to lose their appeal, companies must strike a balance when selecting the next taste profile to promote. El-Rayes emphasized the importance of placing the right bets. “There’s definitely a risk in overextending in a particular direction, and if the timing is off, even the best product can flop,” he cautioned. Nevertheless, if executed correctly, businesses that introduce trendy new ingredients into their offerings can reap substantial rewards. According to Technomic’s 2018 Ethnic Food & Beverage Consumer Trend Report, 32% of consumers are willing to pay more for authentic flavors, typically derived from herbs and spices.
For consumer packaged goods (CPG) companies to mitigate risks and transform trial and error into successful outcomes, Stallone indicated that informed decisions should be based on comprehensive data. At Kraft Heinz, Ross stated that data forms the basis for balancing the introduction of new flavors with consumer demand. The dialogue around launching new flavors in existing products is ongoing, but Kraft Heinz has found greater success in nurturing smaller enterprises through its Springboard program. This initiative collaborates with startups, revitalizes older Kraft Heinz brands, and energizes new acquisitions. Late last year, Kraft Heinz acquired Primal Kitchen, a health-oriented brand focused on condiments, sauces, and dressings, integrating it into the Springboard program. Ross revealed that the company is working on innovatively flavored products, such as Lemon Turmeric Vinaigrette.
To inject some extra flavor into Kraft Heinz’s portfolio, the program’s inaugural incubator class featured an avocado sauce inspired by a popular Venezuelan condiment called Kumana, and Ayoba-Yo, an African spiced biltong jerky brand. For smaller companies, incorporating international flavors into their product lines may resonate well with their target demographics. However, accessing certain flavors can be challenging, as costs for ingredients like saffron and Madagascar vanilla can be prohibitively high for meal kits.
For centuries, spices have been considered luxury items. Jesse Merrill, co-founder of Good Culture cottage cheese, which features Brazilian açaí as one of its flavors, stated in an email to Food Dive that not much has changed regarding this perception. “Exotic/international ingredients are typically twice as expensive as conventional/domestic ingredients, and their availability is often less secure and dependent on demand from larger companies,” he explained. Relying on larger companies to generate demand can hinder a company’s ability to operate independently within its supply chain and make it difficult for hyperlocal cuisines to gain traction in the U.S. market, necessitating CPG giants to engage with these trends.
While it may be a daunting task for CPG companies to rapidly adapt to consumer demands for new flavors, recent earnings reports from companies like Kraft Heinz, General Mills, and Campbell Soup indicate that they must consider consumer preferences or risk falling behind. Ross emphasized that “the most crucial factor in innovation is always input and conversations with consumers.” Still, recent product launches beyond the company’s Momofuku Ssäm Sauce include options like Asian Style BBQ Chicken Lunchables and a Chicken Tikka Masala meal kit, which reflect generic regional flavors rather than today’s trendy hyper-regional varieties.
To genuinely distinguish themselves and appeal to the younger, more ethnically diverse American demographic, El-Rayes advised CPGs to venture beyond their established principles of economies of scale and focus on specific regions, such as Macau or Java. While the world is undoubtedly shrinking, he noted that consumers’ appetites for flavor are only expanding. “Clearly, as consumers grow more adventurous, everything is on the table,” said El-Rayes, “It’s just a matter of time before these new tastes appear in products available on grocery and mass-market shelves.”