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US food preferences enter 'awkward adolescent' stage

The latest report on the foods U.S. diners want today shows consumers are feeling a little less than confident about the overall "state of things." As a result, culinary developers would do wise to stay a little closer to the "comforts of home" in their menu additions this year.

April 8, 2019 by S.A. Whitehead — Food Editor, Net World Media Group

If the nation's food mood took human form these days, it would be an awkward early adolescent: All fired up and ready for adventure, only not so sure it wants to stray too far from the comforts of home. 

That's the take of the nearly 200 food industry experts that weighed in to create the recently released annual trends report from food think tank, Culinary Tides. And after reviewing some of the findings about the nation's "food mood" with Culinary Tides President Suzy Badaracco, it became clear that QSR leaders would do well to think about LTOs that mix up dishes that include equal parts of global culinary adventure, healthful perks and comfort foods and the reassurance that comes with them, regardless of which culture they were born in. 

Center-of-the-plate: A 'grainy' picture

Grains in all their glorious variety remain solid choices for center-of-plate options, according to the report, while the choices for other plant-based proteins revolve around old reliables like beans and meat and seafood options tend to lean toward more traditional cuts from the animal.  

"Global comfort foods — exotic to us, but mainstream in their native country was the focus for all.  ... That the patterns are showing recent, recycled ideas is a sign of slipping away from confident behaviors."         -Suzy Badaracco

As far as the innovative edge? Badarraco said this year brands might do well to bring in this element through the way they prepare and package As an example, she pointed to the nation's love of jerky, opening the door for brands to offe jerky made out of just about "anything." Likewise, she said it's always a good idea for brands to also seek and promote any healthful perks pf any offering through its packaging.  

"Grain trends have ties to consumers' desire to explore regional and global cuisines," Badarraco said. With brand's inclusion of fruit and vegetable offerings, she added,  "There is no single poster child this year but there are a few show-offs, including celtuce (stem lettuce popular in China and Taiwan), mushrooms, roots such as parsnips and cassava, sea greens and tiger nuts (actually plants).  Overall, fruits and vegetables were less extreme but more approachable than in past years."

In the center of the plate — or often now sharing the plate in equal proportions with other food categories —  Badarraco said proteins that restaurant brands might want to consider are those that are "more approachable and less extreme," with no big superstar meat or fruit of the sea identified. 

When it comes to the way brands look at plant proteins, Badarraco said there is a dividing line between "Familiars," like chickpeas, black beans, lentils, chia and tofu and so-called "experimentals," which include items like water lentils, hemp, adzuki beans and seitan.  

"Nothing is off the table," she said. "Anything can be made into jerky, sausage, and broth. ... Since beans are a neutral palate they can move between global cuisines and compete with grains and proteins in dishes. Clinical research links beans to improved cognitive function, improved memory and focus, decreased risk for diabetes onset, heart disease, cancer, and obesity. " 

Global cuisines of choice: Travel the world but 'safely'

As far as top cuisines of choice globally for the rest of the year, the analysis found a range from Cuban, Israeli and Filipino to the flavors of France, Morocco and most U.S. regions, Badarraco said. The over-arching theme was that diners want to go global but still stay on the "safe streets" of worldwide cuisine.

"Global comfort foods — exotic to us but mainstream in their native country was the focus for all.  ... That the patterns are showing recent, recycled ideas is a sign of slipping away from confident behaviors."

'Sugar n' spice' — experimentation's new address

So then, in these somewhat trepidatious food times, is there an area of the restaurant food spectrum where brands are actually safe to go out on the edge a little? Well, Culinary Tides research indicated if there is, it's likely somewhere on the dessert tray or spice rack.

"Desserts were experimental compared to other categories," she said. "Comfort desserts return but are riding the line between historical/regional and global classics. French pastries return but are joined by Middle Eastern booza (elastic-textured Arabic ice cream) and Egyptian kanafeh (noodle-like pastry, soaked in sugared and layered with cheese, clotted cream or nuts). ...

"Ice cream is really taking center stage with extreme milkshakes, vegan ice cream, upscale soft-serve, and frozen bars. Naked cakes and regional pies are canvases for creativity while herbs, salt, vegetables, and alcohol act as their 'party dress.'"

For more savory food, the "dressing up" comes by way of cooking methods and seasonings used. For instance, she said consumers are less settled, even worried these days in the U.S.  As a result, there's a move away from cooking styles involving live fire and dry heat, but toward those more tried-and-true approaches, like pickling and sheet pan suppers, that are more "familiar on the palate." 

But if brands are looking for areas to "spice things up," Badaracco said the spice rack is actually a good place to look. This year, seasonings are coming even more into play than in years past.  

"Spicy, woody, earthy, and savory replaced extreme flavors from last year," she said. "The tones this year are more muted and rounder, not as extreme on the palate as demonstrated by tamarind, sumac, rosemary, pandan, and basil.  Alcohol, charcoal, house fermented hot sauces were among the more unusual entrants."

About S.A. Whitehead

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Pizza Marketplace and QSRweb editor Shelly Whitehead is a former newspaper and TV reporter with an affinity for telling stories about the people and innovative thinking behind great brands.