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Tomorrow’s Seasonings
Dave Titman & Ian Craddock
McCormick Europe
Content:
- McCormick's Annual Flavour Forecast
- Forecast Drivers
- Flavours for 2011
How Important is Flavour To McCormick?
We’ve had 11 years of Flavour Forecasts…
• Culinary Drivers– Appetite for discovery and variety– Pull of memories & emotions– Need for indulgence– Need for “Safe Adventure”
• Sensory Drivers– Taste (5 Basic)– Flavour & aroma– Texture & mouthfeel– Visual – colour & texture
“Flavour Pairings” were introduced in 2007…
…and the concept’s continually evolving.
It flows from our passion for new and exciting flavours.
…but how do we know what will interest the general consumer?
Health Convenience
Pleasure
The Hypochondriac Factor•More information•More evidence for claims•‘Food plus’•‘Food minus’
The Sensory Experience•More fun & entertaining•More ethnic & exotic tastes•More premium & indulgent
Guilt-free Indulgence(low & light without compromising on
taste & texture
Convenience Plus(Convenience with restaurant quality and
entertainment value)
Efficient Nutrition(Fast but nutritious and healthy)
The Time Factor•More individual control•More control over time and quality of preparation
Source: Datamonitor
We Consider The Classic “Megatrends”…
…and a whole range of other factors that affect food choice…
But To What Extent Can We Predict “Liking”?
The challenge of cross cultural flavour forecasts…
To gain a wide acceptance, products must satisfy innate preferences and/ or become interwoven into a community or culture.
Most determinants of human food choice fall in the domain of psychology and either direct or indirect cultural influences
Genuine trends will span borders
15
Flavour Adoption Curve
Fennel & Coriander
Tomato & Turmeric
Coconut & Chive
Hazelnut & Cinnamon
Butter Beans & Oregano
Emerging
Salmon with FennelScandinavian Cuisine
Latin cuisine
Regional IndianMiddle Eastern Cuisine
LaksaTom Yam SoupMalay Curries
MoleRoasted Sweet Potato
Roasted Spices
Cumin & ChickpeasEdamame beans
Lime & CorianderSalsas
Indian CurryMoroccan Tagine
Korma CurrySweet ChilliNasi Goreng
Smoked PaprikaMoroccan cuisine
Pumpkin Soup
HummousDhal
Growing Mainstream
16
Butter Beans & OreganoTomato & Turmeric
Coconut & ChiveCoriander Leaf & Fennel
Cinnamon & Hazelnut
But have the simple salt & pepper pots had their day?!!
18
Thank you