A dish with multiple meanings and origins reaches global popularity in many forms
Trend - The term "curry" is an anglicized version of multiple Dravidian terms. It essentially refers to a sauce made of spice blends served over rice. Though in North America, the term is associated with specific dishes or countries, its global meaning remains as flexible as its origin. Curries from Japan, Hawaii, Jamaica, and beyond are rising in popularity.
Insight - As the foodie community increases in reach, consumers who identify as foodies themselves are no longer just seeking recipes, but education. This expands their point of reference beyond the well-known versions of specific dishes and familiar flavors. This also sparks a desire for new discoveries. New (to them) versions of already well-known flavors allow both exploration, and familiarity to converge.
Insight - As the foodie community increases in reach, consumers who identify as foodies themselves are no longer just seeking recipes, but education. This expands their point of reference beyond the well-known versions of specific dishes and familiar flavors. This also sparks a desire for new discoveries. New (to them) versions of already well-known flavors allow both exploration, and familiarity to converge.
Workshop Question - What is one familiar food item you can expand on for your customer?
Trend Themes
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Diversification of Curry Flavors — The rise of regional and global curries like Japanese, Hawaiian and Jamaican offers an opportunity for businesses to create new variations of the dish, sparking interest and exploration among foodies.
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Globally-inspired Canned Cooking Sauces — Packaging cooking sauces for single uses and in easily recyclable cans provides a new option for the growing foodie market, particularly appealing for consumers who want to reduce waste.
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Fusing Comfort Foods with Global Flavors — Brands have an opportunity to introduce global flavors to traditional comfort foods by creating fusion dishes like Melemele Curry Chicken and Chicken Tikka Masala Soup, satisfying consumers' desire for both familiarity and global exploration.
Industry Implications
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Food and Beverage — Businesses in the food and beverage industry can explore expanding the existing menu offerings to incorporate globally-inspired dishes and popular street food in the local market.
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Packaging — Packaging companies can leverage the growing need for environmentally-friendly packaging solutions and develop easily recyclable and resealable packaging options for ready-to-cook food on the go.
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Catering and Delivery — Catering and delivery services can experiment with fusion dishes that combine local and global flavors to offer a unique and exciting experience for customers that satisfies their need for both familiarity and adventure.
