Consumers
today are shopping with both their taste buds and their values according to
Steven Johnson Grocerant
Guru® at Tacoma, WA based Foodservice Solutions®. The
convergence of two powerful forces—global flavor curiosity and rising demands
for authentic diversity, equity, and inclusion (DEI)—is redefining what drives
brand loyalty in the food industry. Younger generations, especially Gen Z and
millennials, want not just bold, international flavors but also bold, inclusive
business practices.
According
to recent Kantar
research, 62% of Gen Z and 57% of millennials say they won’t support a
company lacking a clear commitment to social and environmental causes. This
is not simply a “values” conversation; it is a sales conversation. For the food
industry, failure to meet expectations on both cultural flavor exploration and
DEI could mean being left off the plate entirely.
The
Grocerant Guru® puts it plainly: “Today’s consumer wants to be
included; tomorrow’s consumer will want more—not less—social equity served
alongside their meal.”
The Flavor–Inclusion Paradox: Two Different Drivers of
Choice
While
both flavor preference and social inclusion influence consumer purchase
decisions, they operate differently:
|
Dimension |
Flavor Preference |
Social Inclusion |
|
Primary Driver |
Sensory appeal—taste, aroma, texture, authenticity |
Emotional alignment—shared values, respect, representation |
|
Consumer Motivation |
Curiosity, novelty, personal enjoyment |
Fairness, trust, ethical alignment |
|
Risk of Ignoring |
Loss of engagement in trend-driven markets |
Loss of trust, loyalty, and long-term brand equity |
|
Measurement |
Sales lift on new products, repeat purchase rates |
Brand perception scores, advocacy, employee retention |
In
short: Flavor opens the door; inclusion keeps them at the table.
Global Palates Meet Global Principles
Over
the last decade, the American flavor profile has exploded beyond burgers and
fries. Korean gochujang, Nigerian jollof rice, Peruvian aji amarillo, and
Filipino ube have moved from specialty stores into mainstream menus. This shift
isn’t just about taste—it’s about connection.
When
a brand brings a global flavor to market with care, context, and authenticity,
it communicates respect for the culture it comes from. Conversely, cultural
appropriation—taking without credit or context—can alienate the very audience a
brand hopes to attract.
The
Grocerant Guru® notes:
“Food
has always been a passport, but now it’s also a mirror. The flavors you feature
show the world who you see and who you value.”
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The DEI Data That Food Marketers Can’t Ignore
Drawing
from Kantar’s “Consumer
Reality Check” and other industry studies:
·
66% of consumers implicitly support
DEI—even if they don’t always voice it.
·
Retention rises when DEI is strong:
Gen Z employees are 86% more likely to stay long-term at DEI-supportive
companies.
·
C-suite leaders agree:
DEI correlates with improved financial performance (77%) and stronger
customer loyalty (81%).
·
Pulling back on DEI initiatives
increases legal, financial, and reputational risk.
For
food companies, this translates into two imperatives:
1. Flavor
Inclusion — Ensure menu innovation reflects a
wide, authentic spectrum of global tastes.
2. Social
Inclusion — Ensure brand values and operations
actively reflect equity and diversity.
Consumer Choice in 2025: Appetite for More
The
food industry is uniquely positioned to merge cultural curiosity with cultural
respect. Global flavors, when introduced with authenticity, become an
expression of inclusion—an edible gesture that says, “Your culture belongs
here.”
However,
flavor alone won’t satisfy tomorrow’s consumer. As the Grocerant Guru®
predicts:
“If
you want them to eat with you, you have to stand with them.”
Strategic Recommendations for Food Brands
1. Audit
the Menu for Cultural Breadth and Accuracy
o Introduce
global flavors with storytelling that honors their origins.
o Partner
with chefs or cultural ambassadors from the regions you spotlight.
2. Integrate
DEI into Operations, Not Just Marketing
o Represent
diversity across suppliers, leadership, and workforce.
o Be
transparent with progress and impact, not just intentions.
3. Measure
Both Flavor Impact and Social Trust
o Track
new product adoption rates alongside DEI brand sentiment metrics.
4. Activate
Purpose in Every Channel
o Demonstrate
inclusion in product development, community outreach, and brand collaborations.
Think About This
The
path forward for food marketers isn’t either/or—it’s both. Winning the
future means serving dishes that excite the palate while running a business
that respects the plate’s cultural and social roots.
As
today’s consumers demand inclusion and tomorrow’s consumers expect even more
social equity, the most resilient brands will be those that realize:
A
great flavor gets you noticed. A great purpose makes you unforgettable.
Stay Ahead of the Competition with Fresh Ideas
Is
your food marketing keeping up with tomorrow’s trends—or stuck in yesterday’s
playbook? If you're ready for fresh ideations that set your brand apart, we’re
here to help.
At
Foodservice Solutions®, we specialize in consumer-driven retail food
strategies that enhance convenience, differentiation, and
individualization—key factors in driving growth.
👉
Email us at Steve@FoodserviceSolutions.us
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