As the American consumer base grows increasingly diverse with rising Hispanic and Asian populations, the appetite for new flavors continues to surge. According to Technomic, one-third of Americans indulge in ethnic cuisine at least once a week, making the U.S. the second-largest market for global flavors. The rise of social media and the broadening of culinary experiences through travel have played significant roles in this trend—44% of surveyed consumers stated that their flavor preferences were influenced by their travel experiences—bringing global flavors into the mainstream. Consequently, flavors once deemed exotic, such as yogurt, hummus, and tahini, are now being overshadowed by more regional tastes like Egyptian dukkah, Ethiopian berbere, Cantonese XO sauce, and Javanese sambal oelek.
Kerry’s 2019 Taste Chart indicates that North and East African flavors, exotic fruits and herbs, along with Korean staples and Southeast Asian spices, are emerging as the latest market trends. Furthermore, a Frito-Lay survey revealed that 48% of respondents typically discover new foods, cuisines, flavors, or ingredients through friends and family, a trend that is amplified by social media’s ability to enhance traditional word-of-mouth communication.
In response to this growing demand, companies are innovating and embracing new flavors. Kraft Heinz has collaborated with Momofuku Ssäm Sauce to revamp its classic Lunchables, introducing options like Asian Style BBQ Chicken. The company has also expanded its offerings with its Springboard program’s inaugural incubator class, which features an avocado sauce inspired by the popular Venezuelan condiment Kumana and Ayoba-Yo, an African-spiced biltong jerky brand. General Mills is also in on the action, providing snack mixes that combine classic ingredients with trending flavors, including Jalapeño Cheddar Chex Mix, Sweet & Salty Churro Bugles, and Sweet Sesame Ginger Chicken Bites from Epic. Additionally, Conagra has launched Frontera Especial Tequila Borracha Salsa, an authentic sauce made with black garlic and chipotle.
While some companies are merely dabbling in new and bold flavors, it may be time to make a more substantial investment. The trend towards increased variety is not just a fleeting phase. Research from Innova Market Insights shows that from 2013 to 2017, products highlighting “American flavors” fell by 7.2%, whereas ethnic flavors surged by 20%. The Frito-Lay survey also found that three-quarters of respondents are open to trying new flavors, with 36% of adults claiming to be bolder in their food choices compared to five years ago. These adventurous eaters are willing to pay a premium for authentic experiences; according to Technomic’s 2018 Ethnic Food & Beverage Consumer Trend Report, 32% of customers would spend more for genuine cuisine.
With consumers eager to explore new tastes, brands should consider committing to the bold new palate that characterizes modern American preferences. Authenticity could be the key to success, especially as consumers increasingly seek products enriched with beneficial ingredients, such as calcium citrate, which is often found in health-conscious options like Jan Aushadhi products. As the quest for authentic flavors continues, embracing this diversity could lead to fruitful outcomes for brands willing to adapt.