Supermarket Perimeter - September 2023 - 55

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Latin American Cuisine Has Risen to the Top
atin American cuisine's popularity has
become universally mainstream across
consumer demographics and geographies.
While multicultural consumers are projected
to drive America's population growth,
doubling over the next 40 years, regardless
of background, more consumers across the
U.S. are seeking ways to prepare authentic
Latin American cuisine at home.
Latin cuisine at home is also being driven
by Gen Z, the most ethnically diverse
generation, which tends to be more flavorforward
and has high influence over what
their households purchase at retail for inhome
meals.
This increase in global food and flavor
demand reinforces the need for retailers
to identify new ways to serve shoppers
looking to expand their culinary palettes
and to meet the demand for the flavorful
and enticing foods Latin American cuisine
offers. Cargill Protein North America
marketing and insights teams are helping
customers better understand the evolving
changes consumers are seeking.
" Consumers are continuing their culinary
tourism, looking to create globally inspired,
authentic meals at home, " said Tammy
Gonzales, marketing manager, Cargill.
" Latin inspired dishes are widely consumed
across shopper demographic segments and
are becoming the rising star in the comfort
food consumers are seeking. "
L
consumers are exploring, and regionalizing
product selection that aligns to the cultures
surrounding retail communities will help in
meeting the growing consumer demand.
" Retailers can meet consumer needs
by customizing the fresh meat case with
proteins popular in Latin American cuisine
including thin-sliced steak, cheek meat
and marinated beef, " Gonzales suggests.
" Additionally, accessibility is crucial for
enhancing shopper's experience and
purchasing behavior. QR codes on our
Rumba Meats products that feature howto
information and recipes have been a
great tool for helping make it easier for
consumers to complete their meals. "
FLAVOR INSPIRATION
DRIVES DEMAND
Latin American cuisine is rising in popularity.
Consumer adoption of the cuisine is
attributed to the excitement and benefits
the flavors provide.
The diversity of Latin American culture's
influence on recipes and menus can be
seen from countries including Cuba, Puerto
Rico, and the Dominican Republic, as well
as South American countries including
Argentina, Brazil and Peru.
CREATING CONNECTION AND
AUTHENTICITY AT HOME
While the interest and popularity of Latin
flavors are on the rise, less than half of
consumers are confident about cooking
the recipes at home, but they still seek
an authentic experience, providing an
opportunity for retailers to connect with
consumers in new ways.
Offering culturally authentic products
and proteins that align to the meals
RETAILER
OPPORTUNITIES
1
2
While some traditional favorites including
tacos and quesadillas rank among top
favorites with U.S. consumers, many are
seeking more elevated flavor experiences.
Trending flavors and recipes span across
beef, poultry and seafood dishes, including
Birria, which has seen significant growth
(+139 percent) on menus in U.S. restaurant
chains in particular.
Cargill's research identified that people
are increasingly including emerging flavors
into their recipes, whether it's dialing up
spice with the use of peppers like Morita or
Habanero, topping meals with sauces such
as Chimichurri, or finding ways to blend
cuisines like Korean-Mexican flavors.
Ensure protein offerings
reflect core assortment used
in Latin American cuisine
Increase Latin American flavor
private label offerings
3
4
MEXICAN
CUISINE
IS THE MOST
PROMINENT
OF LATIN
AMERICAN
FLAVORS
" We know a majority of consumers
are continuing to cook at home, with
convenience remaining a driving factor
in their shopping and meal preparation
decisions, which presents a great
opportunity for retailers in how they market
and display foods and products for their
customers, " said Jay Furnald, consumer
insights manager, Cargill.
LATIN AMERICAN FLAVORS
ON THE RISE
CAPTURING THE OPPORTUNITY
The influence of Latin American cuisine
provides the potential to drive new
growth revenue and capture long-term
loyalty for retailers. Cargill Protein North
America marketing and insights teams can
support retailers with the insights, tools,
resources and ingredients to help retailers
embrace this global flavor revolution.
Create displays with
ingredients to complete meals
Include recipes on digital
shopping apps to help shoppers
with meal prep
5
Partner with chefs and
influencers to share
authentic culinary dishes
Sources: Collage Group, U.S. Census Bureau, Historical Statistics of the United States (2019 American Community Survey, 2017 National Population Projection); Griffith Foods Latin Cuisine & Flavor Trends
(January 2023); Datassential Latin Cuisine Trends (January 2023); Datassential (August 2023); Givaudan Latin Cuisine & Flavor Trends (January 2023); Cargill Protein, Multicultural Latin Cuisine & Flavor Trends
Social Listening Report (January 2023).

Supermarket Perimeter - September 2023

Table of Contents for the Digital Edition of Supermarket Perimeter - September 2023