Flavor and taste are the most important considerations when choosing a snack for 85% of consumers, according to Technomic. For many, nothing tastes as good as home cooking, whether home is New York, Brazil or China.
This authentic, home-cooked-meal trend has been dubbed “kitchen symphony” by Innova Market Insights, Arnhem, Netherlands, and includes flavors such as sage, chili-lime, coffee and regional barbecue flavors—anything that represents authentic cuisine, the holy grail when marketing to millennial shoppers.
Traditional ingredients, flavors and recipes, regardless of ethnicity, are strong indicators of authenticity. The more authentic a food feels, the more likely a consumer will be to purchase it.
“The connected world has led consumers of all ages to become more knowledgeable of other cultures,” said Lu Ann Williams, Innova Market Insights’ director of innovation, during a webinar. “As a result, there is growing demand for greater choice and higher levels of authenticity in ethnic cuisines.”
Mainstream, core brands are already jumping on this bandwagon. Lay’s released two new flavors this year inspired by regional dishes. Brazilian Picanha features flavors from the Brazilian dish that consists of grilled meat, and Bacon Poutine is a potato-chip-based take on Canada’s national staple, a dish that consists of french fries and cheese curds coated in gravy.
Example: Lay’s Brazilian Picanha chips