Since the beginning of the pandemic, consumers have been craving comfort foods. The year 2020 has changed a lot, not only domestically but globally. As the world has been flipped upside down, many are looking for consistency and yearning for what their life used to be like. With COVID-19 dominating headlines and changing many facets of life, many consumers have turned to food to bring them comfort. More people are starting to cook at home, pulling out old recipes and trying to put their own twist on things.
Social media has been exploding with consumers’ comfort recipes, such as lasagna, congee, homemade bread and cinnamon buns, mac & cheese, and chickpea stew. They started to become familiar with ingredients and learned new techniques – creating savvier food consumers. Now, in 2021 eating habits have changed, as consumers have become nostalgic and are turning towards classic foods.
Consumers are eating more foods that remind them of their childhood. This trend is mainly driven by Gen Z and Millennials. These two generations have a great impact on the food industry, bringing in indulgent flavors like birthday cake, s’mores, and cotton candy. These flavors evoke positive emotions, which is what makes them so attractive in times of stress. Consumers want products that influence the way they feel; it could be an indulgent ice cream which boosts their mood or a relaxing drink to help them sleep. This is where there is a substantial impact on flavors – specifically when it comes to nostalgic and comfort food flavors. This comfort approach also invites regional flavors as past favorites are reexplored.
Consumers’ desire for nostalgia translates largely into regional comfort foods, as they explore comforting favorites from around the country. One of the most popular foods when it comes to regional cuisines is barbecue. Barbecue has tons of variation around the U.S.; therefore, consumers can travel the country without leaving their homes.
During time of anxiety with health and the economy, flavors of the past really pushes consumers to go back to the old “normal.” They are looking for those iconic tastes, smells, and sensory experiences that bring them back to a place or time they miss. Some of these foods that take consumers to meaningful moments are biscuits & gravy, mac n cheese, and even a peanut butter & jelly sandwiches.
As consumers continue to explore their cooking skills at home, they are trying new things too. They are utilizing nostalgia and comfort food and putting a twist on the classics. Due to restaurant dining and travel becoming limited, consumers crave global flavors, too. They have experimented with combining their need for nostalgia while incorporating other flavors. Some of these new meals include, ancho chile with rojo mole meatloaf, pad Thai stir-fry, and an Indian-inspired coconut curry simmer sauce. Not only does this twist on comfort food continue to gain popularity among consumers at home, but also in food service. Aged cheddar granola, everything bagel broccoli bites and mint-flavor pasta are only a few examples of these innovations.
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