February 21, 2025 – Middle East traditional flavors captivate consumers across the globe by blending tradition and innovation, offering an exciting culinary experience. Here, we examine the consumers growing appeal towards Middle East cuisines, highlighting the broader flavor trends of seeking authentic and flavorful experiences. This includes consumer preferences and potential new product launches of Middle East flavors in global cuisines.
Global Influence of Traditional Flavors
Globally, 44% of consumers cite that traditional or nostalgic flavors influence their purchasing choices in food and beverages. This is reflected in the Middle East with traditional flavors launches displaying a 5% CAGR over the past five years. Social media and online platforms play a vital role in the rise of innovation over the past year. Online articles and social media posts make Middle East flavors and dishes reach millions of consumers, with 17% of consumers displaying positive engagement on these platforms.
Flavor trends show that Middle East delights such as shawarma and hummus are at the forefront, gaining global interest. Ingredients like zaatar and tahini are captivating global consumers. Consumers incorporate these ingredients into their familiar regional dishes, blending tradition with innovation. Young Millennials and Generation Z, aged between 18-34, lead the Middle East traditional flavors conversations. Males engage the most in culinary innovation conversation on platform X.
Product Launch Trends
Middle East traditional flavors are expanding into more categories. These include ready meals and side dishes, sauces and seasonings, snacks, meat, fish and eggs, bakery, confectionery, dairy, soup, spreads, and desserts and ice cream. Sauces and seasoning categories lead the traditional flavors product launches over the past five years. The use of traditional flavors in seasoning imparts tangy and savory notes.
Flavor trends reveal that consumers also prefer traditional Middle East dishes in vegan formats, preserving authentic flavors. Notable dishes include kibbeh, labneh, fatteh, baklava, mansaf, and dolma. Companies and brands are increasingly infusing Middle East traditional flavors/dishes in their launches with a modern touch. For instance, Nestle launches chocolate baklava, Puck launches its limited edition of zaatar-flavored cream cheese, and Gurumen Haydari launches its Turkish yogurt dip.
Regional Flavors Trends
Middle East cuisine relies on traditional spices and herbs to enhance the flavor of products. Sumac is one of top Middle East ethnic flavor known for its red color and tangy flavor. This flavor leads the products launches in Middle East with a 14% CAGR over the past year. Other notable flavors in product launches include Turkish, zaatar, shawarma, Baharat spice, and baklava. Sumac flavor commonly accompanies Zaatar flavor in product launches for seasonings. Ingredients with health benefits are increasingly appealing to consumers. Cardamom is leading in mentions, while turmeric and zaatar have a broad reach across online platforms, reflecting current flavor trends.
Innovation Trends
Consumers transform traditional dishes with innovative twists. Vegan shawarma, shakshuka pizza, and turmeric latte are some traditional flavors that meet modern dishes. These innovative twists get higher reach on social media. Hummus is another Middle East traditional dish in the spotlight. Flavor trends show that consumers try incorporating diverse ingredients like caramel, roasted red peppers, and others into hummus. The innovation of unique flavor profiles in hummus appeals to wider consumers. Additionally, food enthusiasts boost these unique hummus recipes through visually engaging content.
Consumers prefer these innovative fusion dishes, blending tradition with modern culinary trends. They actively look for innovative Middle East dishes for indulgent, healthy snacks, treats and meals.
What’s New in Traditional Flavors Trends?
Middle East traditional flavors align with consumer’s desire for both nostalgia and innovation in dishes/products. Traditional flavors like sumac, zaatar, and tahini commonly appear in various categories and culinary creations. Consumers increasingly seek flavor trends with tastier products that blend traditional flavors with modern formats. Brands can leverage this by launching products in bakery, dairy, spreads, and confectionery categories using traditional flavors.
Innovations based on pre-marinated meats infused with spice seasonings can provide consumers with quick yet authentic meal solutions. Growth opportunities exist in blending Middle East flavors with global cuisines like Asian or Mediterranean. This approach can lead brands to create innovative products that appeal to consumers seeking diverse and exciting flavors. Beverages options are underexplored, and companies/brands can focus on exploring Middle East flavors in beverage products, for innovative drinks, aligning with current flavor trends.
Middle East brands that leverage these opportunities are likely to expand their reach and appeal to broader consumers.
This article is based on Innova’s Trending in Traditional Flavors with Modern Twists in the Middle East report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
