T. Hasegawa Releases Flavor Trend Report on Foodservice Menu Innovation

The report cites that 46% of consumers are more likely to try new flavors when eating at a restaurant than when ordering takeout/delivery.
The report cites that 46% of consumers are more likely to try new flavors when eating at a restaurant than when ordering takeout/delivery.

T. Hasegawa has released a flavor trend report detailing recent innovations across menus. Despite still facing challenges, the foodservice industry continues to thrive due to strong market drivers and even social media.

Related: T. Hasegawa Report: Protein Flavor Trends

Here are some highlights of the report:

  • 30% of consumers are likely to be deterred by new flavors if they are not described on the menu.
  • Nearly half (46%) of consumers are more likely to try new flavors when eating at a restaurant than when ordering takeout/delivery.
  • 38% of Gen Z consumers are motivated to try a new flavor from a social media recommendation versus only 11% of Gen X and older consumers.
  • The majority of consumers typically order dishes that they can’t easily make at home and further opportunities exist to appeal to consumers looking to enhance their wellness.
  • 40% of consumers indicated that a unique sauce would motivate them to visit a restaurant.
  • Although still relatively niche overall, the increased availability of specialty diet products and menu items has led to a surge in the trial and adoption of these diets.
  • Fusion has managed to grow 39% on menus despite disruptions that the restaurant industry has faced in the past years.
  • 49% of consumers indicate taste/flavor concerns as a reason they don’t eat plant-based proteins.
  • Familiar, comforting flavors, like Mexican and Italian, thrived; however, many emerging Asian cuisines also saw notable away from home consumption growth.
  • Over six in 10 Gen X and younger consumers have either tried and liked or are interested in trying ingredients commonly used in Caribbean cuisine, such as plantain, jerk seasoning and epazote.
  • Nearly half (46%) of consumers are more likely to try new flavors when eating at a restaurant than when ordering takeout/delivery.
  • Familiar ingredients like sesame seeds entice over three-quarters (77%) of consumers and incorporating a tuxedo blend of black and white sesame seeds could differentiate a burger bun and offer a unique experience.
  • Roughly one-third (31%) of consumers agree that it is worth paying more for premium ingredients on the menu, signaling that diners are willing to treat themselves to quality experiences.
  • Nearly half of diners (47%) indicate that concern over disliking the item and wasting money deters them from trying new flavors.
  • 51% of consumers are motivated to try a new flavor if it is described on the menu, and 42% are motivated by vibrant appearances.
  • Appetizers and side dishes are the leading food types in which consumers are most likely to try unfamiliar flavors and ingredients, with 50% and 37% of consumers interested, respectively.

Want to know everything going on in flavor & fragrance? Sign up for P&F+'s newsletter. You can also follow along on Instagram and LinkedIn.

More in Trends