A World of Flavor

Today’s consumers have traveled (and eaten) far and wide. From steaming bowls of ramen in the heart of Japan to traditional Venezuelan arepas, these globetrotters are looking for ways to bring their experiences home—starting their journey in the aisles of the local grocery store. Worldly consumers who are in the know about regional international foods are searching for options that they can prepare in the comfort of their own homes; yet offer similar experiences to those tasted abroad. 

Keeping retail shelves stocked with a wide variety of international products, including exciting new dishes and flavors, can keep shoppers interested and engaged, industry observers say.

There has been an increase in demand for products authentic to the region they are inspired by as worldly consumers will not be easily fooled with Americanized versions of international dishes, observers say, adding that they will jump at the chance to bring home a product that promises genuine flavors from beyond the U.S. border. 

“We’ve ended up with a consumer that is young but more travelled and well-versed in the world than any other group of Americans except for wealthy retirees,” says Jack Acree, executive vice president of Stamford, Conn.-based Saffron Road Foods. “What they want more than anything else is authenticity. Maybe that costs you a few grams of fat and there’s a little bit more in the product, that’s not a downer for them if it delivers on the flavor and the authenticity that they’re looking for.”

Acree adds that while health is a hot topic on modern shoppers’ minds, the definition of “better for you” has changed. Consumers are more worried about the ingredients in a product and where they are sourced from than they are “low calorie” or “low fat.” Acree says, for example, many consumers will choose a product that has a higher fat content and uses antibiotic-free chicken over a product that is low-fat but uses chicken that has been pumped full of antibiotics. 

“They’re not looking at the nutrition panel nearly as much as they’re looking at the ingredient panel,” he says. “Speaking to authenticity and what kind of ingredients you’re using in there to get the end-product, that’s the hallmark.”

Joe Perez, senior vice president of Jersey City, N.J.-based Goya Foods, says the company can help assist retailers in creating better-for-you sections at store level that feature international flavors such as nutritious Spanish staples and specialty items. 

“Millennials take convenience, quality and health as a must, while still wanting indulgent items on occasion,” he says. 

According to Chicago-based Mintel, savory flavors are the stars of the international aisle, with 57 percent of consumers seeking out options that fall into this category. Hot and spicy items are the next most-craved international flavor. 

“Heat and spice is a current trend,” says Rachel P. Cullen, president and CEO of Dinuba, Calif.-based Ruiz Food Products, maker of the El Monterey Brand. “Years ago El Monterey introduced burritos with more spice and heat. The American palate was not ready to experiment. Today, consumers can’t seem to get enough.”

Cullen says flavors like the company’s El Monterey Jalapeno, Bean and Three Cheese Burrito, Cheesy Pepperjack Tornados, Egg, Cheese & Jalapeno Breakfast Burrito and Southwest Chipotle Chicken Signature Burrito help satisfy this craving. 

Consumers have been going crazy for Mexican flavors in general, say observers. Retail sales of the international food types outlined in Mintel’s International Food Trends: Spotlight on Flavor, U.S., March 2017 report reached $10 billion in 2016. This represents a 3.4 percent increase over 2015 totals. The bulk of these sales are made up by the Mexican/Hispanic segment, which represents 60 percent of the category. The report also shows that snacks drive sales in the Mexican/Hispanic and Mediterranean/ Middle Eastern food segments, while Asian/Indian food sees more activity from center-of-plate items.

“As it relates to frozen Mexican foods, the consumer’s desire for convenience, quality, great taste and value remain the most important trends,” Cullen says.  “Consumers enjoy Mexican food and want to be able to enjoy it at home. Their busy lifestyle, however, doesn’t lend itself to preparing meals or snacks from scratch. After work, afternoons and evenings are filled with soccer practice, dance lessons, piano lessons, and more for their kids.” 

El Monterey also rolled out two empanada flavors: Beef, Mozzarella and Monterey Jack Cheese with Mild Jalapeños and White Meat Chicken with Cheddar and Mozzarella Cheese.

Given that 44 percent of international food eaters expressed interest in trying snacks from other countries, Mintel asked consumers to select from a range of snack items from other countries that they would be interested in trying. In the research, consumers showed a preference for flavors and formats that were familiar to them, such as chips. Thirty-five percent of the consumers reached for grilled chicken flavored chips from Romania and the second and third most-selected snacks were chipotle-lemon flavored chips from Mexico (32 percent) and grilled seaweed flavored chips from Indonesia (24 percent). The consumers tended to show a lower appeal for less familiar snacks, such as fish-based options and dried cactus.

The demand for convenience, and with the food truck movement spreading across the nation like wildfire, more and more manufacturers are finding success with food truck-inspired meals that can be made quickly and easily in consumers’ homes and offices, observers say. 

“Seeing what’s going on with food trucks inspired us to do something that was truly authentic so that we could give today’s Millennial consumer who desires these types of items true Mexican food in a really convenient format, but also with a little bit of a twist,” Acree says. 

Saffron Road Foods recently debuted four bowls that offer both the convenience of a frozen meal and authentic international flavors. The bowls include two tortilla bakes, which are inspired by Chef Gabbi Patrick, of the popular California restaurant Gabbi’s Mexican Kitchen. The new innovations also reach to the Far East with Korean Style Sweet Chili Chicken and Thai Mango Chicken. 

Sara Stromer, assistant brand manager with Manischewitz, a company that offers both traditional and innovative kosher foods, says that consumers are craving innovative items that put a new spin on old favorites. The Newark, N.J.-based company has jumped on the trend with a Matzo S’mores Kit, which comes with matzo, marshmallows and chocolate, as well as a Matzo Pizza Kit. The company’s macaroons have gone beyond traditional flavors like almond and coconut, with new offerings like Carrot Cake, Pistachio Orange and Red Velvet. Manischewitz is also catering to the health-conscious consumer with gluten-free, non-GMO and organic matzo products. 

“Consumers are more curious about international than ever before; the more authentic the better,” says Stromer. “Millennials are becoming very sophisticated consumers. They are looking for new flavors and new ways to make an old recipe or item more current.”

While consumers are looking for new and exciting international items on grocery shelves, retailers cannot forget about the old classics. Many items that were once considered international, like burritos and potstickers, are now American staples. 

“We’ve found that our bread and butter is in the cuisines of the East like chicken tikka masala and chicken pad Thai, which I call the ‘vanilla ice creams of the ethnic world,’” Acree says. 

Elaine Thai, vice president of marketing with City of Industry, Calif.-based Lee Kum Kee U.S.A, says that as the company continues to innovate with products that will appeal to consumers’ craving for new flavors, their pantry staples continue to thrive. 

“Our key signature products such as Lee Kum Kee Oyster Flavored Sauce, Pure Sesame Oil, Hoisin Sauce and Sriracha Mayo continue to grow and gain consumers’ liking every day,” she says. “But consumers continue to look for bold, authentic and unique flavors from all ethnic food cultures, among which, Chinese is still one of the most preferred flavors.” 

Lee Kum Kee introduced a variety of new offerings to meet these needs, including: the Ready Sauce series, which includes Sauce for Korean BBQ Stir Fry and Sauce for Honey Sesame Chicken; Soy Powder; Concentrated Chicken Bouillon; Sriracha BBQ Sauce and Sriracha Stir-Fry Sauce.

Global products have often been segregated in their own international aisles, but observers say certain categories can benefit from being placed right next to more familiar products with American flavors. Acree says this is especially true in the frozen aisles, where consumers who are shopping for their usual frozen meal might be inspired to pick up something a little bit more adventurous. 

“The best thing for retailers to do is make the products easy to find and the best way to do that is to put them where the most customers are, such as the center of the store and frozen aisle, instead of segmented off in an international section,” he says. “That way, a person who is shopping for their normal brand might say ‘oh look at all of these other options that are available.’”  

Acree suggests introducing new and exciting flavors by slyly placing them in these mainstream sections, for example, having a few doors of truly international items right next to conventional items and traditional favorites in the frozen aisle. 

“What one could call international has really become the new normal and the big players are already responding to what they see consumers buying,” he says.