What’s Trending in Europe?

Food trends from overseas continue to have an impact on the trends we’re seeing in North America. Consumers are growing increasingly interested in the foods and flavors that are popular around the world as they seek to expand their horizons. Thanks in part to social media, consumers in the United States are also having increased exposure to what’s trending in other parts of the world. Not only are they interested in classic dishes from international cuisines, but they’re also interested in what trends are emerging in other parts of the world too.

What does this mean for food brands? Paying close attention to trends from other regions can pay off. Food and beverage products inspired by trends abroad can generate a lot of buzz by giving consumers the chance to try something that they’d otherwise have to travel to experience. Europe continues to be a trendsetter when it comes to food and flavor, making it an ideal source of inspiration when it comes to innovation. Keep reading for our insights about what’s trending in Europe.

Complex Flavors & International Inspirations

The European market is incredibly diverse, with rich cultural backgrounds and a seemingly endless supply of flavor inspiration. According to our marketing and culinary experts at Fuchs Germany, these are among the most influential flavor trends in Europe right now:

Smoked & Smoky. Just like American consumers, European consumers are craving all things smoked and smoky. From proteins and sauces to snacks and dairy, smoky flavors are proving to be a hit with consumers across Europe.

Salted. Variations of salt and salted flavors are also on the rise in Europe – but not only in traditionally salty and savory categories. Sweet product categories, like baked goods and desserts, are also increasingly featuring salt.

Asian Cuisine. Consumers in Europe are just as obsessed with Asian cuisine as consumers elsewhere. Curry flavors, in particular, are popular with European consumers, as are flavors that feature sweet heat and soy sauce.

Plant-Based Possibilities. The plant-based food trend has also really taken hold in Europe. According to our experts in Germany, one way to appeal to European consumers is to innovate with dishes that can incorporate multiple flavor trends. Take Buddha Bowls, for example, which are growing in popularity in Europe. These bowls often feature plant-based ingredients and can include smoky, spicy, and Asian flavors.

Spotlight on Sustainability

When it comes to sustainability, Europe is light years ahead of North America. Food companies in Europe have made strides toward more sustainable manufacturing – something that consumers in the United States are becoming increasingly interested in. Products that address issues with food waste are particularly popular with European consumers. While some similar products, like those that feature ugly produce, have had a presence in North America, as consumers here become more environmentally conscious, they’ll be on the lookout for more. Brands should consider taking notes from European brands that have a more sustainable focus.

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