A new report from market analysis
experts Datamonitor, Future Food Flavours, unravels the implications of health
food, new cuisine and changing consumer tastes on ingredients and flavours, identifying
the cuisine that will be popular in the future. While curry still dominates the
British tastebud, Middle Eastern, Fusion and Cajun cuisine are all set to increase
in popularity.

Polarisation of savoury
flavours: the exotic and the familiar
Conducting interviews with chefs and major players in the food industry across
Europe and the US, Datamonitor found that a polarisation of tastes is occurring
within savoury flavours as consumers are attracted to both exotic and traditional
tastes. The variety of ethnic ready meals and cooking sauces is expanding at
a rapid rate across Europe and the US as consumers become comfortable with diverse
flavours. Cajun and fusion food are increasing in popularity as consumers desire
foods that excite taste buds and offer a real flavours explosion. At the same
time as ethnic foods and ingredients capture a large share of the savoury foods
market, a trend towards a ‘back to basics’ approach to food is evident.
Described as ‘Cuisine Terroir’, the trend reflects the desire amongst
consumers to experience regional or national dishes using traditional cooking
techniques and ingredients. Restaurants in the UK have been quick to identify
this trend, with traditional English fare appearing on many restaurant menus.

Regional tastes to become
the next big flavours craze
The increased popularity of ethnic food is seeing consumers demand more as they
crave dishes that are truly authentic rather than meals with a ‘manufactured
spin’. Ready meals and cooking sauces are now emphasising perceived authenticity
in order to satisfy consumer demands. Cont…
Furthermore, regional dishes are becoming popular as consumers look for reinforced
authenticity of flavours. As consumers return from exotic holiday locations,
their desire to recreate specific flavours is satisfied by regional offerings.

Combination flavours
set to rock the sweet flavours world
The yoghurt, sweet confectionery and cakes and biscuits markets have all begun
to incorporate combination flavours into their offerings as manufacturers look
to increase product variety. Exotic flavours including mango, papaya and passion
fruit have proved particularly popular as consumers look for sweet flavours
that are less predictable and more innovative. The availability of exotic fruits
in leading supermarkets provides a good indication of the popularity of exotic
flavours.

Food is fashionable

As meal preparation becomes increasingly simple and individualised so consumers
have been less willing to experiment in the kitchen with new recipes and exotic
ingredients. The trend towards convenience cooking has resulted in a loss of
consumer culinary skills as ready meals serve as the dominant way of providing
a meal for many families. However, the media has had a profound impact on the
consumers’ taste buds over the past few years. TV Chefs, travel programmes,
cookery books and the Internet have all encouraged the consumer to take a more
adventurous approach to eating. However, the impact of the media on consumer
taste buds has not been universal. The USA and the UK have thus far been the
pioneers of the TV chef and subsequent development of a cult of personality,
with the effect of making cooking a fashionable pastime. Both these countries
have also been quick to capitalise on the cult of the TV chef and publish cookery
books on the wave of this increased popularity.

Delia Dominates
The Delia Smith phenomenon has taken the UK by storm. Her ‘Back to Basics’
approach to cooking, whilst antagonising more dynamic chefs, has struck a chord
with the British consumer desiring traditional foods and recognisable ingredients.
The nation appears to be split between those preferring traditional flavours
and recipes and those in search of new and exotic tastes and dining experiences.
What appears to unite these two factions however, is a growing desire to use
ingredients effectively with the minimum of fuss.

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Further-flung travel
is helping tastes develop
The globally exposed taste bud was enjoyed and known to few. Today however,
the proportion of the population that regularly travels overseas is increasing.
This has seen the evolution of a more cosmopolitan way of thinking as a greater
number of consumers gain first hand experience of foreign cultures and cuisine.
What is significant however, is the fact that not only are increased proportions
of the population travelling but a notable diversification in the location of
tourism destinations has taken place. Asia, North Africa, Latin America and
the Caribbean are the key emerging destinations.

UK outbound visits by
region, millions, 1990-1998

Source: International Passenger
Survey (CAGR= Compound Annual Growth Rate)

The travel statistics are
already being reflected in the type of food available in supermarkets, especially
within the ready meals sector. Food from Asia Pacific, in particular Thai, is
currently experiencing mass popularity due to the attractiveness of the region
among young backpackers. With this travel trend set to continue, consumers will
continue to indulge in these Asian flavours as they become increasingly familiar
with the cuisine.

Indian cuisine dominates
London foodservice
London is regarded as the capital of European ethnic food and the popularity
of Indian cuisine in the London foodservice sector is indicative of the great
strength of the cuisine in the UK. In all cases except London, Chinese is the
best established of the ethnic cuisine in the foodservice sector. This can be
attributed to the fact that Chinese food is the longest established ethnic cuisine
across the continent, therefore meeting with only limited distrust. That London
dominates the Indian foodservice sector to such an extent supports the theory
that a strong link exists between the size of the local ethnic population base
and the popularity of its associated cuisine. Approximately 12% of all restaurants
in London serve Indian food. This is perhaps most striking when viewed against
the fact that only 13% of restaurants in London are classified as serving traditional
English fare.

Cooking by components
proving popular
Sarah Nunny, Datamonitor food industry analyst and author of the report comments:
“The media attention given to food and cooking points to an obsession with
all things gastronomic. With restaurants and supermarkets offering the exotic
alongside the traditional, there is something for everyone. The media has played
a large part in making food fashionable, and many consumers are attempting to
learn culinary skills. Even for those consumers who don’t want to cook
from scratch, there is now a natural progression from trying cuisine in a restaurant,
to then having the same food at home in ready meal format to then re-creating
it by assembling it from ready-made components. A return to at-home cooking
is leading to something of a rekindling in dinner party culture, as consumers
want to entertain when experimenting with new recipes. While cooking has become
a major pastime, consumers are increasingly health conscious and many are attempting
to have a healthier diet. More consumers are incorporating vegetables into their
diets as supermarkets offer a wider variety of vegetarian dishes in their prepared
meal ranges. Although this does not imply that increasing numbers of people
are turning vegetarian, it does imply that a more health aware consumer is looking
for flavour without having to compromise on taste. Products and cuisines that
can satisfy consumer demands on health, flavour and convenience are ideally
positioned. Middle Eastern cuisine successfully spans all three of these demands
and is a potentially popular flavour for the future.”

*’Future Food Flavours
2000′, £2995. Datamonitor Sales 020 7675 7261.

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