# Filipino Flavoring Food and flavor from the islands of The Philippines are reaching the mainstream. By [Armida Ascano](https://www.trendhunter.com/Armida), Chief Insights Officer | Published Jan 31, 2023 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/filipino-flavoring ## Key Figures - Trend score: 4.8/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Jun 19 to Oct 25, 2022 - Published: Jan 31, 2023 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Prosumerism](https://www.trendhunter.com/megatrend/prosumerism), [Authenticity](https://www.trendhunter.com/megatrend/authenticity), [Many to Many](https://www.trendhunter.com/megatrend/many-to-many) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Filipino Flavoring trend ### Global Flavor Exploration Consumers are increasingly interested in exploring global flavors, driven by social media and the expanding reach of the online foodie community. ### Plant-Based Innovation The trend towards plant-based eating is resulting in new and creative plant-based options across different food categories. ### 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. ## What the Filipino Flavoring trend means for industry ### For 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 for Filipino Flavoring Trend score 4.8 out of 10, from popularity 74%, activity 56%, freshness 14%. - Popularity: 74% - Activity: 56% - Freshness: 14% ## Examples of the Filipino Flavoring trend 4 featured examples from Jun 19 to Oct 25, 2022. - [Puréed Purple Yam Spreads](https://www.trendhunter.com/trends/ube-spread): Trader Joe's Ube Spread Has a Buttery Texture and Sweet Flavor Profile (Category: Lifestyle) Implication: Manufacture and distribution of varied and innovative ube-based spreads and other Filipino cuisine will advance business in the food and beverage industry. - [Filipino Food Brand Collaborations](https://www.trendhunter.com/trends/teamed-up-with-jollibee): Anti Social Social Club Has Teamed Up with Jollibee (Category: Fashion) Implication: Fast food chains like Jollibee can leverage collaborations with fashion brands to create buzz and reach a younger, trendier demographic. - [Small Batch Filipino Rums](https://www.trendhunter.com/trends/small-batch-filipino-rum): Kasama's Rum is Described as "The Sunshine Spirit" (Category: Marketing) Implication: 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. - [Banana Ketchup Condiments](https://www.trendhunter.com/trends/tomato-free-ketchup): Fila Manila Filipino American Kitchen Created a Tomato-Free Ketchup (Category: Lifestyle) Implication: The food and beverage industry must adapt to the changing tastes of consumers and embrace the trend of plant-based and allergy-free condiments. ## Recent trend clusters - [Serial Snacking](https://www.trendhunter.com/protrends/serial-snacking) (Lifestyle) - [Calm Monitoring](https://www.trendhunter.com/protrends/calm-monitoring) (Lifestyle) - [Performance Powders](https://www.trendhunter.com/protrends/performance-powders) (Lifestyle) - [Task Beverages](https://www.trendhunter.com/protrends/task-beverages) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Rapid Concussion Screening Headsets](https://www.trendhunter.com/trends/infrared-eye-tracking) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)