News

Technomic report uncovers growing divide in flavour preferences

31 Oct 2017

A new study of 1,500 consumers conducted by Technomic reveals the latest trends and data that it says are needed to better understand consumers’ shifting flavour behaviours and attitudes.

A new study of 1,500 consumers conducted by Technomic reveals the latest trends and data that it says are needed to better understand consumers’ shifting flavour behaviours and attitudes.

Baby boomers are showing a growing tendency to forego new flavours, as millennials and Gen Xers continue to drive demand for unique flavours, according to Technomic’s recently released 2017 Flavor Consumer Trend Report. Differing attitudes ring particularly true for spicy, bold and ethnic flavors, it says, with millennials twice as likely as baby boomers to order ethnic foods at least once a week.

“The growing divide in flavour preferences between millennials and boomers heightens the need for a product mix that appropriately balances familiarity and innovation,” explains Kelly Weikel, director of consumer insights at Technomic. “Creating a small twist on classic recipes with flavors that particularly appeal to boomers, such as smoky flavors, can provide an element of uniqueness without going too far out of their comfort zone.”

Key takeaways from the report include:

+ 42% of consumers say they expect restaurants to offer signature flavours they can’t get elsewhere

+ More 18- to 34-year-olds now (47%) than in 2015 (39%) say their preferences change with the seasons

+ 45% of consumers say they crave bold flavours, up from 41% in 2015