Each month, California-based flavor manufacturer T. Hasegawa USA publishes a report detailing emerging consumer trends in CPG food / beverage and foodservice menus.

For March 2024, T. Hasegawa’s latest “Flavor Flash” report showcases the latest trending flavors and ingredients in the meat protein category. Here’s a quick look at the experts’ key findings.

• Consumers are asking for global. Brands and retailers can connect the dots between their product portfolios and cuisine exploration to secure even more engagement. Exploring trending Korean, Japanese and Mediterranean flavors can help shoppers level-up their home cooking.
• Flavor is still king, but better-for-you options add value. Consumers still cite taste and experience highest among top reasons to purchase value-added proteins, but a better-for-you benefit would spur even more consideration. Thirty-six percent of people in a recent Mintel survey said they would buy more if the proteins were healthier. Often the BFY angle in proteins can be communicated through inherent assets like protein content, vitamins and minerals.
• Flavored meats are piquing consumer interest by adding value. A recent Mintel survey found that more than one-quarter of consumers are buying more value-added meats compared to last year and equate the taste experience of these flavored meats to dining out. Semi-prepared offerings or serving recommendations can elevate the value and make meal planning and prep more convenient and diverse.
• Educating consumers on ingredients and flavors is a market opportunity. Descriptive language on-pack, in-store trial and social content can help encourage consumers to incorporate new flavors into their routines. More than a quarter of consumers (27%) are more likely to try meat/meat alternatives that are flavored with unique, hard-to-find flavors.
• Restaurant-inspired “classic homestyle” flavors are leading consumer interest in the protein category. More than half of all consumers in a recent Mintel survey have tried and enjoyed flavors like “southern-style,” beer battered and buffalo-style.
• Internationally inspired protein flavors are getting deeper. Going beyond cuisines from specific countries or cultures, consumers have considerable experience and interest in a range of ingredients that are closely identified with global cuisines. More than half of all consumers in a recent Mintel survey cited interest and experience with flavors like balsamic, truffle, lemongrass and adobo – all of which feature prominently in global cuisines.
• Chimichurri is growing quickly as a novel protein flavor. Between 2020 and 2023, chimichurri increased 38% as a featured flavor on U.S. restaurant menus, indicating considerable momentum and high growth potential.

www.thasegawa.com/protein-2024