Analyst Insight by Priyanka Bagde - Survey Analyst
Expanding Flavour Palates and the Rising ‘Foodie’ Culture
For many upper and middle class consumers, food is about much more than survival. It has become a source of pleasure, experimentation, cultural exchange, and, for many, a hobby. Across the globe, diners enjoy all sorts of flavours and cuisine, and their favourite foods need not come from their own culture. Today, Japanese diners savour spicy Indian cuisine, while Indians gather over a plate of Italian pasta, and so on. To better understand where certain flavours and cuisines are growing in popularity, Euromonitor turned to its global network of analysts and asked about food trends in their respective countries.
Spicy and Healthy Foods Gaining Popularity
The consensus among many analysts is that spicy food is becoming increasingly popular across the globe. While Thai, Indian, and Mexican cuisines have long been known for their fiery dishes, North American cuisine has typically tended toward the milder side (eg, meat and potatoes). The fact that analysts in the US and Canada were the most likely to report a rise in the popularity of spicy food is an indication of both immigration trends – the US, for example, has seen a huge influx of Latinos in the past decade – and increasing experimentation with foreign flavours. The interest in experimentation is also evident in the rising popularity of mixed flavours like “sweet and chili” and “sweet and sour”.