Globetrotting taste buds: Unlocking the secrets of global palates
Uncover the recipe for success by tapping into regional "Demand Moments"
There's a certain poetry to the clatter of dishes, the mingling of aromas, and the symphony of flavours in the world's kitchens. It's in the steam rising from a plate of rice and beans in Brazil, the satisfying crunch of a toasted sandwich in the United Kingdom, and the golden embrace of an omelette in Spain.
These food choices reveal the tapestry of regional and country-level differences in food and drink consumption habits. But they’re also pointers to growth opportunities for brands in the global food and beverage sector.
The study explores the differences between Europe and Latin America, taking into account factors including population, age, household size, and cultural nuances. The findings establish clear opportunities for brands looking to fill rising demand by using some of the leading indicators identified in the research.
In Brazil and Mexico, “Filling Meals”, “Lighter Meals”, and “Family Favourites” were more popular, while “Balanced” and “Unwind” moments were more prevalent in Europe. The regional preferences provide growth opportunities for brands willing to adapt their offerings to these distinct market needs.
“Understanding the cultural nuances of eating habits is essential for brands looking to expand into new markets or increase their market share and penetration levels in existing ones”
Habits are converging into more global behaviors, always remembering that choices covering each demand are very different by region.
In Latin America, brands can capitalise on the large and growing demand for “Filling Meals” by offering larger portions, meal combos, or heavier ingredients.
Meanwhile, the preference for “Lighter Meals” in Latin America, creates an opportunity for European companies to introduce simpler meal options in the region.
Creating targeted promotional deals or dedicated breakfast sections in stores can help drive sales in the “Kick Start” category.
In Europe, shoppers crave “Complete & Balanced” meals, a chance for brands to deliver an encore performance with meal kits, pre-packaged salads, or healthy meal plans. In Latin America, this Demand Moment has grown by 21% in the last 2 years in the region.
The “Stop & Go” category, featuring convenient and portable beverage options, is more prevalent in Europe. But it is on the rise in Latin America. To satisfy that demand, brands should consider introducing convenient drink options that cater to busy consumers looking for quick solutions in Latin American markets. It is of note that this Demand Moment shows as a rising trend and has grown in both regions in the last two years.
In Europe, growth potential lies in the “Habitual No Hassle” occasion; an area that increased its share of occasions by 14% in the last couple of years. Brands can focus on developing easy-to-prepare meal options or creating meal subscription services that simplify meal planning and cooking for consumers. "Family Favourites" also present a growth opportunity in Latin America, where this occasion has shown an 8% increase compared to 2 years ago.
Given the popularity of this category in Latin America, brands and retailers can offer family-sized meal options, promote shared dining experiences, or develop products catering to a wide range of ages and tastes.
By decoding these contrasting consumption habits and leveraging the insights from our Demand Moments framework, brands can fine-tune their new product development, assortment, pricing and promotion strategies to deliver growth in food and drink categories.
Key opportunities for growth
