CHICAGO – Consumers require more than just good taste and nutrition from food. They want discovery, enjoyment and excitement, according to Mindy Hermann, market analyst for Innova Market Insights, Food Business News reports.

Speaking at the recent Institute of Food Technologists' annual meeting and food exposition in Chicago, Hermann told attendees that “globalization has sparked the adventurous consumer’s curiosity. Consumers want to discover new experiences. They may not necessarily be able to hop on a plane and go to another country, but they can experience another country through food, through world flavors and through unique stories.”

To that end, global food and beverage launches that help meet consumers “discover” needs increased 52% from 2016 to 2017.

“Food trucks have done a tremendous amount to bring global cuisines to a local level and give people a sense of adventure without leaving their hometown,” she said, noting that street food flavors are becoming common in packaged snacks and ready meals.

For the past five years in the U.S., the popularity of foods with American flavors are down, and Mediterranean flavors are up. “But if you look at Latin America, Latin American flavors are down, and American flavors are up,” Hermann said. “There’s this blending of borders and more and more people incorporating into their cuisine foods from other cuisines.”

There are stories behind every product, and food manufacturers are sharing more of those stories with customers. Global food and beverage launches tracked with a “traditional” claim posted a 10% average annual growth rate from 2013 to 2017. Global food and beverage launches tracked with a “social ethical” claim grew 20% last year over 2016.

Also increasing are food products tracked with a “share” claim, up 50% from 2016 to 2017. “We’ve gone from family size to share size because the family is being redefined,” said Hermann.