Tomorrow’s Seasonings

Dave Titman & Ian Craddock

McCormick Europe

Content:

- McCormick's Annual Flavour Forecast

- Forecast Drivers

- Flavours for 2011

How Important is Flavour To McCormick?

We’ve had 11 years of Flavour Forecasts…

• Culinary Drivers– Appetite for discovery and variety– Pull of memories & emotions– Need for indulgence– Need for “Safe Adventure”

• Sensory Drivers– Taste (5 Basic)– Flavour & aroma– Texture & mouthfeel– Visual – colour & texture

“Flavour Pairings” were introduced in 2007…

…and the concept’s continually evolving.

It flows from our passion for new and exciting flavours.

…but how do we know what will interest the general consumer?

Health Convenience

Pleasure

The Hypochondriac Factor•More information•More evidence for claims•‘Food plus’•‘Food minus’

The Sensory Experience•More fun & entertaining•More ethnic & exotic tastes•More premium & indulgent

Guilt-free Indulgence(low & light without compromising on

taste & texture

Convenience Plus(Convenience with restaurant quality and

entertainment value)

Efficient Nutrition(Fast but nutritious and healthy)

The Time Factor•More individual control•More control over time and quality of preparation

Source: Datamonitor

We Consider The Classic “Megatrends”…

…and a whole range of other factors that affect food choice…

But To What Extent Can We Predict “Liking”?

The challenge of cross cultural flavour forecasts…

To gain a wide acceptance, products must satisfy innate preferences and/ or become interwoven into a community or culture.

Most determinants of human food choice fall in the domain of psychology and either direct or indirect cultural influences

Genuine trends will span borders

15

Flavour Adoption Curve

Fennel & Coriander

Tomato & Turmeric

Coconut & Chive

Hazelnut & Cinnamon

Butter Beans & Oregano

Emerging

Salmon with FennelScandinavian Cuisine

Latin cuisine

Regional IndianMiddle Eastern Cuisine

LaksaTom Yam SoupMalay Curries

MoleRoasted Sweet Potato

Roasted Spices

Cumin & ChickpeasEdamame beans

Lime & CorianderSalsas

Indian CurryMoroccan Tagine

Korma CurrySweet ChilliNasi Goreng

Smoked PaprikaMoroccan cuisine

Pumpkin Soup

HummousDhal

Growing Mainstream

16

Butter Beans & OreganoTomato & Turmeric

Coconut & ChiveCoriander Leaf & Fennel

Cinnamon & Hazelnut

But have the simple salt & pepper pots had their day?!!

18

Thank you