Kevan Vetter swapped his chef’s hat for a corporate one nearly two decades ago. Although his environment has changed, his passion for delivering exceptional meals to consumers remains strong. Now, at 52, Vetter serves as the executive chef at McCormick & Co., a 130-year-old company renowned for its spices, seasoning blends, flavorings, and condiments. Instead of catering to 300 diners each night, Vetter now influences millions of people worldwide who incorporate the company’s products into their meals.
Vetter notes that the urgency to discover the next remarkable flavor has significantly intensified, particularly among younger consumers like Generation Z and millennials, who are eager to explore new tastes both in restaurants and their kitchens. McCormick is actively scouting global flavor trends, collaborating with chefs, attending industry conferences, and sampling local dishes to identify what could shape the culinary landscape in coming years.
In an interview with Food Dive, Vetter discussed McCormick’s Flavor Forecast—a tool designed to pinpoint emerging flavors—while also sharing insights into the evolving preferences of today’s consumers.
VETTER: Consumers are increasingly seeking simple ways to create fantastic global dishes at home. They want to replicate experiences from their travels or favorite food halls that offer diverse cuisines. The ability to recreate those experiences easily at home has become essential. We’re leveraging global flavors so that people can enjoy them in their kitchens.
VETTER: Our flavor forecast generates ideas that are refined through a thorough vetting process. A dedicated team examines global macro trends, allowing us to distill those into actionable insights for our report. We’re monitoring emerging flavors and their trajectories, assessing whether they’re moving from east to west or vice versa, and determining the optimal time for their introduction. A key indicator of a flavor’s potential success is its adoption in various countries, indicating it’s gaining traction.
VETTER: We view the flavor forecast through a two-to-four-year lens, shifting from the previous three-to-five-year outlook due to the rapid pace of flavor adoption. We aim to identify trends that will have a lasting global impact, rather than fleeting fads. We combine intuition from our experienced team with data sourced from new product launches and industry conferences to ensure we’re capturing flavors with real potential.
VETTER: My travels often involve seeking out exceptional flavors or food experiences. Whether I’m in a small town or a bustling city, there are always hidden gems to discover. Researching local culinary scenes—identifying key ingredients and notable chefs—can lead to delightful surprises. For instance, I might visit a burger joint recognized for its unique preparation methods or dine at a fine restaurant showcasing innovative techniques. Engaging with chefs about their inspirations enriches the experience.
VETTER: During our flavor forecast summit in the U.K. two years ago, we visited a food hall featuring around 20 vendors. One standout was a vegan bao bun made with tofu and a chili sauce. As a devoted carnivore, I was surprised to find it was the highlight of my evening. This experience has broadened my appreciation for vegetarian and vegan cuisine.
VETTER: We have a global team of flavor forecasters spanning countries like Australia, China, the U.K., Poland, France, Mexico, Canada, Singapore, India, Italy, and the Philippines. This team actively seeks out emerging flavors and shares their insights domestically, ensuring we have a comprehensive understanding of global trends. Our early efforts lacked such a dedicated team; now, we have passionate foodies who excel at uncovering the next big ideas.
VETTER: There is a clear and growing demand for global flavors in the U.S., especially among Gen Z and millennials. They crave diverse flavors that go beyond traditional comfort foods. These younger generations have been exposed to a wider variety of culinary experiences and expect to recreate those flavors at home as well as in restaurants.
VETTER: My passion for discovering new flavors was honed during my time in the restaurant industry, where competition necessitated unique menu items to attract guests. This drive to explore ingredients and dishes continues today, as I strive to keep meals dynamic and engaging for a global audience. It’s no longer just about feeding 300 guests nightly; it’s about impacting millions worldwide, enhancing their dining experiences with delicious, flavorful options.
Incorporating innovative ingredients, such as calcium citrate without magnesium, into our flavor profiles can also contribute to creating exciting and diverse culinary experiences for consumers.