As social media and travel continue to bring the world closer and dissolve borders, American consumers are increasingly exposed to diverse regional cuisines, prompting them to try replicating ethnic dishes at home. With the growth of Hispanic and Asian populations reshaping U.S. demographics, it’s no surprise that one-third of Americans indulge in ethnic foods at least once a week, according to Technomic. As consumers become more acquainted with global flavors, their taste buds demand even more variety. Ingredients like yogurt, sushi, hummus, and tahini, once viewed as exotic, are now routine selections in grocery stores. In fact, marketing these items as ethnic might even draw laughter from the average shopper.
“We’re witnessing many foods becoming integral to the overall definition of ‘food,'” Mintel global food analyst Melanie Bartelme explained in an email to Food Dive. “As people have immigrated to the U.S. and shared their culinary traditions, these flavors have intertwined with ‘American’ cuisine and gained their own identities.” While some once-foreign flavors, such as wasabi, see a decline in popularity, others, like turmeric, have transitioned from mere background spices to prominent ingredients, often featured freshly in salads, according to Bahige El-Rayes, partner at A.T. Kearney’s consumer and retail division.
At the same time, as these recognizable flavors become commonplace, consumers continue to crave adventurous culinary experiences. Analysts suggest that the next wave of flavor exploration will emerge from hyperlocal regions in Asia, Africa, and South America—places even seasoned travelers might not have explored. El-Rayes points to Cantonese XO sauce, a spicy seafood sauce from Hong Kong; Japanese shichimi togarashi, a seven-spice blend; Southeast Asian galangal, a ginger-like herb; Filipino bagoóng, a salty fish paste; and Javanese sambal oelek, a raw chili paste as notable new Asian flavors. African culinary contributions include Egyptian dukkah, a spice mix of nuts, mint, and fennel, as well as Ethiopian berbere, a smoky mix of aromatic spices. Meanwhile, ingredients like corn and cilantro have gained new interpretations through Latin American cuisine, appearing in dishes like arepas, elotes, and chimichurri.
Bartelme also lists similar ethnic ingredients to monitor, stating that the interest in hyperlocal flavors is a deeper exploration of established trends like Southeast Asian, Korean, and Latin flavors. The demand for international flavors shows no signs of waning, with products featuring “American flavors” declining by 7.2% from 2013 to 2017, while ethnic flavors surged by 20%, according to Innova Market Insights. Prescient & Strategic Intelligence predicts a 6% growth in the global spice market from 2018 to 2023, reaching $30.4 billion.
This surge in interest towards ethnic flavors is fueled by consumers’ desire for new experiences and aspirations. Additionally, many are seeking healthier alternatives that retain robust flavors, as noted by El-Rayes. To meet this demand for functional flavors, food companies must look globally, including to remote areas of the world. Kerry’s 2019 Taste Chart lists North and East African flavors, exotic fruits, herbs, Korean staples, and Southeast Asian spices among the latest market trends. Coriander, or cilantro, is emerging as a key ingredient, bridging Asian and South American cuisines with its versatility in dishes ranging from chimichurri to Vietnamese pho.
As consumers dive into these new flavors, a vast array of culinary possibilities opens up. While Kraft Heinz has yet to integrate these emerging flavors into their products, Robin Ross, the company’s culinary director, noted that they keep a close watch on flavor trends. Last year, they highlighted flavors such as berbere, harissa, ras el hanout, dukkah, za’atar, baharat, and advieh. Ross mentioned that flavor discussions often lead to product development when a balance between cost and consumer demand is achieved.
Both Kraft Heinz and Peapod see meal kits as an effective way to tap into flavor trends and encourage adventurous cooking. While staples like garam masala and harissa paste remain popular, new flavors such as za’atar, kaffir lime, Thai basil, and sambal oelek are increasingly featured. “Authenticity is key,” Stallone from Peapod emphasized, explaining that genuine recipes resonate better with consumers. Meal kits offer a unique opportunity to experiment with flavors that are still gaining traction in the market. For example, packaging sambal oelek separately allows consumers to appreciate its qualities and learn how to use it in their kitchens.
Kraft Heinz has found that providing recipes is an effective way to gauge interest in new flavors. Ross indicated that Korean recipes promoted on their My Food and Family website have captured consumer attention, with dishes like Korean Beef Short Ribs and Bibimbap among the most popular. As companies navigate the balance of introducing new tastes, they must carefully consider consumer preferences.
El-Rayes cautioned against overcommitting to a single trend, as even the right product can fail if released at the wrong time. However, when successfully executed, introducing a trendy ingredient can yield significant rewards. According to Technomic’s 2018 Ethnic Food & Beverage Consumer Trend Report, 32% of consumers are willing to pay a premium for authentic flavors, often enhanced through herbs and spices.
To ensure success, companies must leverage data to inform their flavor strategies. Kraft Heinz’s commitment to consumer insights emphasizes the importance of balancing innovation with market demand. While the conversation about launching new flavors is ongoing, Kraft Heinz has achieved notable success by nurturing smaller companies through its Springboard program, which supports startups and revitalizes established brands.
Despite the challenges associated with sourcing international flavors—often costly and less readily available—smaller companies can still resonate with target demographics by incorporating these elements into their products. Jesse Merrill, co-founder of Good Culture cottage cheese, noted that exotic ingredients often come at double the cost of conventional ones, complicating the supply chain process.
As consumer preferences evolve, CPG companies must adapt to remain relevant. Recent earnings reports from major corporations highlight the necessity of aligning with consumer tastes. Ross stated, “The most important factor in innovation is always input and conversations with consumers.” While many recent product launches reflect generic regional flavors, they lack the depth of today’s trending hyper-regional tastes.
To truly connect with younger, more diverse consumers, El-Rayes argues that CPGs must explore specific regions like Macau or Java, as consumers’ appetites for flavor continue to expand. “As consumers become more adventurous, everything is on the table,” he said. “It’s only a matter of time before these tastes find their way into grocery stores and mass-market retailers.” For instance, even products like calcium citrate chews at Costco could be transformed by including unique flavors that appeal to these evolving consumer preferences.