Right now, eating is all about escapism. Consumers are turning to global-inspired foods and beverages to get their adventure fix and get their minds off current events and stressors. Although more exotic international cuisines, like African and Middle Eastern cuisines, have generated a lot of buzz in recent years, consumers have become just as curious about less exotic cuisines, like those from popular tourist destinations in Europe.
Although a European vacation is out of the question for many consumers right now, exploring Europe through food and beverage products is not. Consumers have grown increasingly interested in experiencing classic dishes and popular food items from around Europe as they seek to expand their horizons and experience other cultures.
Eating like a local and discovering hidden gems from different cuisines is especially appealing to consumers who are relying on food to explore the world. This presents a huge opportunity for brands of all sizes and types to bring the flavors of faraway places to grocery store shelves and restaurant menus. Keep reading for our insights into which European cuisines brands can get inspired by to create products and menu items that will give consumers something to get excited about.
Focus on French Cuisine
Perhaps unsurprisingly, consumers have gotten caught up in the romanticism of French culture amidst their discontent and the stresses of daily life. This has resulted in renewed interest in classic French cooking. Popular dishes like coq au vin, ratatouille, cassoulet, and beef bourguignon have all seen a resurgence driven by social media shares.
All of the other foods and beverages that France is known for, including cheeses, pastries, breads, and wine, have also garnered interest from consumers. Colorful macarons, indulgent cream puffs, and fruit-forward galettes have also been grabbing consumers’ attention on social media. Brands should keep a close eye on the French dishes, food items, and beverages that have been trending on social media and consider bringing the flavors of these French classics to familiar food products.
It’s All About Oktoberfest
Perhaps more surprisingly, German cuisine has been trending in the past year or so. In fact, it grew 24% in menu item mentions in foodservice between Q4 2021 and Q4 2022, according to Mintel. Previously, consumers have not found German cuisine to be particularly exciting, but these days, comfort food is in – and much needed. German cuisine delivers on comfort, while also allowing consumers to experience something new and different from the American comfort foods they’re used to.
Traditions, holidays, and celebrations abroad have also been fueling consumers’ desires for experiencing other cultures. Oktoberfest, German’s famous fall beer festival, for example, presents a perfect opportunity for brands to innovate around German cuisine and introduce consumers 
to popular German dishes.
From more familiar options like schnitzel and bratwurst to lesser-known favorites like Baumkuchen, a type of cake, and currywurst, a sausage dish featuring curry ketchup, there’s no shortage of German foods to get inspired by.
Ready to bring the flavors of Europe to your products? Contact us today to see how Fuchs can help you make something special.
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