California-based flavor manufacturer T. Hasegawa USA publishes a monthly report detailing emerging consumer trends in CPG food/beverage and foodservice menus.
T. Hasegawa’s latest Flavor Flash report for March 2024 showcases the latest trending flavors and ingredients in the meat protein category. Let’s take a quick look at the experts’ main findings.
• Consumers want global. Brands and retailers can connect the dots between their product portfolio and culinary exploration to ensure even more engagement. Exploring trending Korean, Japanese and Mediterranean flavors can help shoppers take their home cooking to the next level.
• Taste still matters, but better-for-you options increase value. Consumers still cite taste and experience as the top reasons for purchasing value-added protein, but more health benefits would encourage further consideration. In a recent Mintel survey, 36% of people said they would buy more protein if it was healthier. Often, a protein’s BFY angle can be communicated through its unique assets such as protein content, vitamins, and minerals.
• Seasoned meat is increasing consumer interest by adding value. A recent Mintel survey found that more than a quarter of consumers are buying more value-added meat compared to last year, and equate the taste experience of these seasoned meats to eating out. I found out that Semi-cooked offerings and serving recommendations can add value and make meal planning and preparation more convenient and varied.
• Educating consumers about ingredients and flavors is a market opportunity. Descriptive language on packaging, in-store trials, and social content can encourage consumers to incorporate new flavors into their daily lives. More than a quarter (27%) of consumers are more likely to try meats and meat substitutes flavored with unique, hard-to-find flavors.
• Restaurant-inspired “classic homestyle” flavors are leading consumer interest in the protein category. A recent Mintel survey found that more than half of all consumers have tried and enjoyed flavors such as “Southern,” beer-flavored, and buffalo-style.
• Internationally inspired protein flavors go even deeper. Beyond the cuisines of specific countries and cultures, consumers have extensive experience with and interest in a variety of ingredients that are closely associated with the world’s cuisines. In a recent Mintel survey, more than half of all consumers cited an interest in and experience with flavors such as balsamic, truffle, lemongrass and adobo, all of which feature prominently in global cuisine. .
• Chimichurri is rapidly growing as a new protein flavor. From 2020 to 2023, chimichurri increased by 38% as a featured flavor on U.S. restaurant menus, indicating considerable momentum and high growth potential.
