This report provides comprehensive and current information and analysis of the international flavor cuisine market including international flavor market size, anticipated market forecast, relevant market segmentation, and industry trends for the international flavor cuisines market in the US.

Current market landscape

Consumers are craving adventure after years of restriction, and international cuisine offers consumers an opportunity for affordable exploration and enjoyment.

Market share and key industry trends in international flavors cuisine

  • Regionalization cues authenticity and adventure
    The lingering impact of the pandemic has consumers even more hungry for flavor exploration that can work for both familiar and lesser-known cuisines. Peppering in regional ingredients can revitalize mainstreamed global cuisines while elevating authenticity and value. Blending regional US cuisines and flavors into new food or drink formats brings familiar yet intriguing novelty.
  • Younger consumers seek flavor trial across different food and beverage formats
    In exploration, older consumers seek small tastes: appetizers still top the list of preferred foods to try new cuisines. Younger consumers, on the other hand, show signs of being more exploratory with interest in flavor trial across multiple foods/ drinks. This suggests that diversified global offerings, in both packaged products and menus, will be met by welcoming, young audiences.
  • More education will lead to less intimidation
    Predictably, dissatisfaction is the leading barrier to international cuisine trial. This suggests that for some, with rising prices everywhere, cuisine exploration may take a temporary backseat. Yet with other avenues for trial, like travel and dining out, being even more out of reach, packaged products can deliver on new tastes. Brands can help ease intimidation with transparency and information.

Future market trends in international flavor cuisine

Over a third of consumers say they are using cuisine as a method to experience different cultures, and one in five consumers say they have been eating more international cuisine in the past year. Recent years’ events have disrupted the foodservice and tourism industry, two definite sources of culinary discovery. However, despite unprecedented disruptions, consumption of international cuisine remains relatively stable. Consumers are instead leaning on alternate methods of discovery, like friend/family recommendations and media influences, emphasizing how cuisine discovery and trial is oftentimes centered around community and influenced by cultural surroundings.

Read on to discover more about the international flavor cuisine consumer market, read our US Trending Flavors and Ingredients in Desserts and Confections Market Report 2022, or take a look at our other Ingredients and Produce Market research reports.

Quickly understand the international flavors cuisine market

  • Consumer interest and experience with regional and international cuisine.
  • Factors that encourage new cuisine trial.
  • Factors that deter new cuisine trial.
  • Motivations and attitudes toward new cuisine trial.

Covered in this international flavors cuisine market report

Brands include: Trader Joe’s, Talia di Napoli, Omsom, Uovo, Oyamel Cocina, Sugar Fish, Original Fish Company, Poke Bros, Encontro North Park, Haggen Classic, Blue Hill Bay, Dean’s Sports Bar, Diane’s Kitchen Daily, Member’s Mark, People’s Choice, Tattooed Chef, Great to Go, Jip Bap, Samyang, McDonald’s, Kong Dog, BTS Meal, Dalgona Candy, Howdy Kolache Wap-per, Mimi Chengs, Balkan Bites, Wild Fork, Chili Chews, Blue Diamond, Green Sahara, Moana Taro, Good & Gather, Simple Truth, Archer Farms, Aldi’s, Lay’s, Screamin’ Sicilian.

Expert analysis from a specialist in the field

This report, written by Anna Fabbri, a leading analyst in the Food and Drink sector, delivers in-depth commentary and analysis on international flavors cuisine market research to highlight current trends and add expert context to the numbers.

Global cuisines remain a conduit of both creativity and comfort despite the volatility of the past two years. Slight shifts are emerging pointing to signs that while mainstream cuisines remain popular consumers are exploring beyond the classics. While interest in exploration signifies innovation opportunities, brands will need to offer balanced introductions. Infusing regional flavors and ingredients can refresh well-established cuisines, and small, shareable portions and relatable descriptions can make trial approachable for emerging cuisines.
Anna Fabbri, Food and Drink Analyst
Anna Fabbri
Flavor and Ingredient Trends Analyst

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  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context

  2. Executive Summary

    • Top takeaways
    • Market overview
    • Small shifts in global cuisines consumed point to maturing mainstream
      • Figure 1: Emerging international cuisine purchase, May 2022
      • Figure 2: Category outlook, 2022-27
    • Challenges and opportunities
    • Weakened spending confidence can both stall and spur trial
      • Figure 3: Personal financial health assessment, 2021-22
    • Reach adults of all ages through authenticity
      • Figure 4: International and regional cuisine attitudes, 2022
    • Don’t forget about purchase channel marketing
      • Figure 5: International and regional cuisine discovery, by generation, 2022
    • Create craveable, signature tastes with small doses
      • Figure 6: Preferred foods for new flavor trial, by generation, 2022
    • US regionally rooted flavors still have room to grow
      • Figure 7: Interest and experience with regional American cuisines, 2022

  3. State of the Market

    • Mainstream cuisines remain strong, yet slip to next cuisine wave
      • Figure 8: Emerging international cuisine purchase, May 2022
    • Packaged brands are not playing it safe with cuisine innovation
      • Figure 9: Share of new product launches in meal and meal centers, by international cuisine, rolling years 2019-22
      • Figure 10: Meal centers marrying convenience and authentic international flavors and ingredients
    • Despite operational woes menus keep going global
      • Figure 11: Growth in cuisine type on menus, % change, Q4 2018-Q4 2021

  4. Market Factors

    • Supply chain disruptions stunt global ingredient transportation times
    • Philanthropic efforts raise both money and cuisine awareness
      • Figure 12: #CookForUkraine fundraiser, 2022
    • Lingering volatility erodes spending confidence
      • Figure 13: Personal financial health assessment, 2021-22
    • Sky high costs will trigger shifts in purchase behavior and profitability
      • Figure 14: 12 month percentage change, Consumer Price Index, selected categories, April 2021-22 (not seasonally adjusted)
      • Figure 15: Ways that US consumers save money on food and drink, Mintel’s Global Consumer, 2022
    • Outbound travel rebounds, but has not fully recovered from the pandemic
      • Figure 16: US citizen travel to international regions, January 2021-February 2022

  5. Product Development – Now – What’s Trending

    • Regional authenticity takes on even more importance
      • Figure 17: Brands targeting authentic, regional and international flavors
    • Poke makes the leap from foodservice to retail
      • Figure 18: Poke proliferation on menus
      • Figure 19: Poke proliferation in retail
    • Blurring categories for Nashville Hot
      • Figure 20: “Nashville Hot” in retail launches
    • Fast casual acts as a canvas for international flavor introduction
      • Figure 21: Growth of Middle Eastern ingredients and plate components, Q4 2018-Q4 2021
      • Figure 22: Shakshuka menu innovation, Tatte bakery and cafe
      • Figure 23: Middle Eastern flavors in retail launches
      • Figure 24: Emerging cuisine flavors in foodservice and retail
    • Brand connections with K-pop culture inspire cuisine growth
      • Figure 25: Korean influence on recent cuisine trends

  6. Product Development – Near – What to Watch For

    • Fusions blossom on menus, pointing to packaged opportunities
      • Figure 26: Well-established cuisine flavors within emerging cuisines formats

  7. Product Development – Next – What’s in the Pipeline

    • Are Blue-Zone-inspired diets poised to be the next specialized nutrition?
      • Figure 27: Blue Zones food guidelines

  8. The International and Regional Cuisine Consumer – Fast Facts

  9. International and Regional Cuisine Attitudes

    • Balance familiarity with authenticity
      • Figure 28: International and regional cuisine attitudes, 2022
      • Figure 29: Merging authentic and informative nomenclature, Trader Joe’s
      • Figure 30: Consumer preference toward international cuisine nomenclature
    • Deliver experience through details, education
      • Figure 31: International and regional cuisine attitudes, 2022
    • Affluence and authenticity are connected
      • Figure 32: International and regional cuisine attitudes, by household income, 2022
      • Figure 33: Consumer perceptions toward authentic international cuisines, 2022

  10. Preferred Foods for New Flavor Trial

    • Go small with new flavors
      • Figure 34: Preferred foods for new flavor trial, 2022
      • Figure 35: Bite-sized international cuisine innovation, Wild Fork
    • Millennials, Gen Zs open to blurred cuisine borders across food and drink
      • Figure 36: Preferred foods for new flavor trial, 2022
      • Figure 37: Internationally inspired flavors and ingredients

  11. Cuisine Discovery Methods

    • Close the loop between digital communications and purchase channels
      • Figure 38: International and regional cuisine discovery methods, 2022
    • Social networks continue to connect parents with cuisines
      • Figure 39: International and regional cuisine educators, by parental status, 2022
    • Diversified communications strategies will cast a wider net
      • Figure 40: International and regional cuisine discovery, by generation, 2022

  12. International and Regional Cuisine Trial Barriers

    • Fear of the unknown just needs a little taste
      • Figure 41: International and regional cuisine trial barriers, 2022
    • Purposeful sourcing and distribution models will be key to increased trial
      • Figure 42: International and regional cuisine trial barriers, by generation, 2022
      • Figure 43: Consumer perceptions toward cuisine education methods, 2022
      • Figure 44: Consumer perceptions toward authenticity, 2022

  13. Interest and Experience with Regional American Cuisines

    • Regional American cuisines are flavor extensions in reach
      • Figure 45: Interest and experience with regional American cuisines, 2022
      • Figure 46: Tex-Mex flavors in snack mix launches
      • Figure 47: Philly cheesesteak flavors in retail launches
    • Still room to expand generational experience
      • Figure 48: Interest and experience with regional American cuisines, by generation, 2022

  14. Interest and Experience with Emerging International Cuisines

    • Regional international cuisine could benefit from ties to its known “parent” cuisine
      • Figure 49: Interest and experience with emerging international cuisines, 2022
    • Pair specific international flavors with certain formats
      • Figure 50: Interest and experience with emerging international cuisines, by preferred foods for new flavor trial, 2021
    • Regional international flavors are poised to grow alongside the rising generation
      • Figure 51: Interest and experience with emerging international cuisines, by preferred foods for new flavor trial, 2021

  15. Appendix – Data Sources and Abbreviations

    • Data sources
    • Consumer survey data
    • Consumer qualitative research
    • Abbreviations and terms
    • Abbreviations
    • Terms

  16. Appendix – Market Factors

      • Figure 52: US citizen travel to international regions

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