Category
Lifestyle
Serial Snacking
Trend cluster
Category
Filipino
Flavoring
Food and flavor from the islands of The Philippines are reaching the mainstream.
4.8
Trend score
Trend
What is the Filipino Flavoring trend?
Filipino Flavoring: As food from East Asian countries reaches mainstream popularity, early adopters look to the south of the continent for new inspiration. The Philippines is an archipelago in Southeast Asia. Its cuisine is influenced by Indigenous practices, Spanish colonization, American military relations, and more. This makes for flavors that are both adventurous and familiar to North American palates.
Insight
The consumer insight behind the Filipino Flavoring trend
The act of embracing global flavors is a defining trait of the foodie world; however, as social media enables greater connectivity, this is less about North American consumers seeking new flavors as it is about the online foodie community expanding its reach. The Philippines is among the top 10 countries in the world with the most social media users; this correlates to the idea that new global flavor trends are no longer dictated by mainstream desire, but by their exposure to more global creators.
Trend themes
Themes within the Filipino Flavoring trend
Three behaviours holding the trend together01
Global Flavor Exploration
Consumers are increasingly interested in exploring global flavors, driven by social media and the expanding reach of the online foodie community.
02
Plant-Based Innovation
The trend towards plant-based eating is resulting in new and creative plant-based options across different food categories.
03
Streetwear x Food Brand Collaborations
The intersection of streetwear and food brands is becoming more popular, with collaborations between iconic streetwear labels and popular food chains.
Industry implications
What the Filipino Flavoring trend means for industry
Where the trend changes the playbookFor
Food and Beverage
The food and beverage industry can capitalize on the growing interest in global flavors and plant-based innovation to create new and exciting products.
For
Fashion
The fashion industry can explore collaborations with food and beverage brands, leveraging the trend towards streetwear x food brand collaborations to create new and innovative products.
For
Social Media and Influencer Marketing
The popularity of Filipino flavors reaching the mainstream can be attributed to the growing influence of social media and the power of influencer marketing.
Workshop question
Where else in the world is the online foodie community thriving?
Trend signals
Trend signals for Filipino Flavoring
Trend score 4.8 out of 10, from popularity 74%, activity 56%, freshness 14%.
Popularity74%
Activity56%
Freshness14%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Filipino Flavoring trend
4 featured examples from Jun 19 to Oct 25, 2022CategoryLifestyle
Puréed Purple Yam Spreads
Trader Joe's Ube Spread Has a Buttery Texture and Sweet Flavor Profile
Manufacture and distribution of varied and innovative ube-based spreads and other Filipino cuisine will advance business in the food and beverage industry.
CategoryFashion
Filipino Food Brand Collaborations
Anti Social Social Club Has Teamed Up with Jollibee
Fast food chains like Jollibee can leverage collaborations with fashion brands to create buzz and reach a younger, trendier demographic.
CategoryMarketing
Small Batch Filipino Rums
Kasama's Rum is Described as "The Sunshine Spirit"
Kasama's small batch production method is part of the growing trend of craft distilling that caters to consumers looking for unique and high-quality spirits.
CategoryLifestyle
Banana Ketchup Condiments
Fila Manila Filipino American Kitchen Created a Tomato-Free Ketchup
The food and beverage industry must adapt to the changing tastes of consumers and embrace the trend of plant-based and allergy-free condiments.
