October 14, 2024 – Globally, consumers are embracing local flavors as they seek authenticity, cultural connection, and a deeper sense of place in their food and beverage experiences. Innova’s 360 research into global flavor trends highlights how local flavors are getting national appreciation for world flavors, consumer preferences, and what opportunities may develop in the future.
Consumer Flavor Preferences
Globally, around half of consumers prefer familiar flavors, while 1 in 4 are drawn to exotic tastes, highlighting Innova’s top flavor trend of 2024, ‘Local Delights.’ Consumers are increasingly interested in exploring the culinary treasures of their regions while also seeking unique local flavors from around the world.
Nearly 60% of global consumers value experience and adventure in their diets, with many also emphasizing tradition. Global flavor trends research reveals that 1 in 5 consumers want to see more plant-based versions of local specialties. The demand for more local specialties free of animal-derived ingredients is particularly strong in Asia, where 37% of Indonesian and 27% of Chinese consumers express this interest. However, in North America, only 13% of US and Canadian consumers seek more plant-based local dishes over the past year. As global tastes evolve, this highlights the growing desire for both tradition and innovation in flavor experiences.
Local Flavors Trends
Flavor trends shows that every country takes pride in regional foods that have gained national acclaim, and local flavors are now expanding beyond borders, conquering new markets. In Japan displays this trend with its deep-rooted culinary traditions and high consumption of fish, seafood and sea vegetables. This pride is reflected in Jr Hokkaido Fresh Kiosk’s Do 3 Table brand marketing, which highlights premium products sourced from Hokkaido, Japan’s northernmost island, known for its exquisite food products and ingredients.
Private labels are also embracing regional cuisine. South African retailer Shoprite’s ‘loudly local’ homegrown range. This range highlights the rich and diverse flavors of South Africa via authentic recipes using local ingredients to connect consumers with their culinary heritage. Flavor trends reveals that in Mexico, 1 in 2 consumers are influenced by traditional flavors when choosing food and beverages. Local brands are producing chocolate confectionery and hot drinks that capture the unique essence of the Mexican market.
In India, traditional foods, often described as ‘desi,’ hold deep significance. For instance, products like Rewynd’s Lemon Chili Khakhra and Blue Tribe’s Hariyali Soya Chaap highlight their desi appeal and emphasize authentic Indian flavors.
As local delicacies continue to gain recognition, there is a potential for more regional foods to reach global consumer trends, driven by a young consumer base eager to discover exciting new flavors.
Foreign Inspired Flavor Trends
Foreign cuisines, with their distinct local flavors, are not only popular for their taste but also for offering a gateway to aspirational lifestyles. These flavors take consumers beyond mere eating, connecting them to unique experiences like the sophistication of European living or the vibrant energy of Indonesian street life.
South Africa’s Checkers supermarkets display this trend with their Foodie! private label line, introducing cooking pastes and sauces claimed, ‘made locally.’ These products highlight global flavors from China, Mozambique, Thailand, France, Morocco and Greece all while being produced locally. Similarly, UK-based Mitsuba Street Food draws inspiration from Asia, bringing bold flavors like crispy rice crackers, wasabi nuts, and seaweed crisps. The products are also available in numerous European markets, including Germany. One-third of German consumers have shown a preference for street food-inspired snacks, both in supermarkets and online stores.
Chinese cuisine, with its diverse regional flavors, remains a global favorite, with Cantonese and Sichuan dishes standing out for their fragrant and spicy profiles. Across regions, local flavors from various cuisines continue to capture the globe’s attention, blending tradition with modern appeal.
Plant-Based Food Trends
Globally, consumers are increasingly seeking plant-based convenience products to lead more ethical and sustainable lives. Flavor trends display that 3 in 4 consumers in Indonesia are eager to try plant-based versions of familiar foods. Brands such as Green Rebel, a domestic startup whose ‘sole mission is to re-create your favorite meaty Asian comfort foods but 100% from plants,’ are harnessing consumers growing desire for plant-based products.
While US receptiveness to plant-based versions of their staple food is lower than the global average. Nearly half of US consumers are interested in trying plant-based versions. Mexican is the top American cuisine they would like to try in plant-based versions, followed by Tex-Mex. Just Eat has tapped into this demand with its plant-based breakfast burritos featuring Just Egg and spicy Southwest flavors.
In the UK, brands like Clive are among the pioneers of plant-based pies. Clive’s creamy mushroom pie with earthy porcini mushrooms in a rich tarragon sauce counts among its signature offerings. The brand has diversified beyond pies into quiches, roasts, tarts, and snacking rolls, frequently featuring world flavors. 1 in 3 UK consumers would like to give try to plant-based versions of pastries, such as pies, quiches, and sausage rolls.
Meanwhile, India’s vegetarian tradition fuels demand, with 88% of consumers keen to try plant-based versions of local cuisines and 1 in 3 relying on ready meals for convenient plant-based options. As the plant-based trend grows, brands are focused on delivering authentic flavors while adapting traditional and global favorites to meet consumer expectations.
What’s Next in Local Delights Flavor Trends?
Global flavor trends research shows that Brazilian cuisine is emerging globally, with 1 in 5 consumers having consumed it over the past year. Known for its diversity, Brazil offers everything from seasoned barbecued meats to fish stews like moqueca and sweet treats like chocolatey brigadeiros.
Brands can watch out for African cuisines, such as Egyptian, Ethiopian, Nigerian and South African. These cuisines are still underexplored, with fewer than 1 in 10 consumers having tried them over the past year. These cuisines have much to offer, and it is only a matter of time before they break through their local confines.
Japanese cuisine, known for its seafood, has growing interest in plant-based versions. Flavor trends shows that about 40% of consumers want more plant-based options. They are open to plant-based sushi and dumplings such as Japanese gyoza. Brands can capitalize on this by launching more plant-based versions of these popular items.
Chinese food is popular in every corner of the world. Cantonese (Guangdong) food is most widely known among China’s vast array of regional cuisines. The upcoming years are likely to witness the rise of more diverse regional Chinese flavors reaching international markets. As global palates evolve, the demand for plant-based and regional specialties is likely to continue expanding, shaping future food innovations.
This article is based on Innova’s Top Flavor Trends 2024: Now & Next in Local Delights report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
