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More than 60 million American traveled abroad in 2010, a 69% increase versus 2003, says Kim Holman, director of marketing at Wixon (St. Francis, Wisconsin). This travel has created new taste cravings among US consumers. At the same time, Holman says, America is becoming increasingly multicultural. Mariano Gascon, Wixon's vice president of R&D, cites statistics that nine million Americans identified themselves with more than one race in the 2010 census. Meanwhile, the overall population is becoming increasingly urban and exposed to ever diversifying ethnic cuisines, which have become ubiquitous on television. "Everyone wants to try new flavors," says Holman. "Your innovators are going to be on the West and East coasts. If it's a winning flavor concept you'll see it start to make its way to the Midwest."
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