Keerthy Pathur, Marketing Head, stonefield flavours
In today’s interconnected world, the culinary landscape is becoming more adventurous, especially in the realm of packaged savoury products. From chips and crackers to noodles and soups, flavours inspired by exotic cuisines and global delicacies are captivating consumers. This surge in interest is driven by a growing desire to explore diverse tastes, authentic to their roots, bringing the best of world cuisine straight to the pantry shelves.
The Rise of Global Flavours in Snacks
Consumers, particularly younger generations, are now more inclined to experiment with unique and authentic flavours that transport them to different parts of the world. Snacks have evolved beyond the standard flavours of cheese or barbecue, embracing new and exciting options. Some flavours that could create the next big sensation would be Korean Toppokki, Thai Green Curry, Japanese White Curry, and African Jollof Rice and more. These flavours offer a passport to global culinary experiences without leaving home, making them an attractive choice for consumers seeking adventure through food.
The trend is not only about tasting the world’s flavours but also about experiencing them in their most authentic form. Products like Naga Ghost Pepper chips or Indonesian Sambal crackers could become popular as they deliver a punch of heat and flavour, resonating with those who enjoy intense, spicy profiles.
Why Consumers are Craving Authenticity
In a market where 85% of Indian adults reported snacking in the month leading up to January 2024, the demand for diverse and authentic flavours is evident. Consumers are increasingly seeking experiences that offer something beyond the mundane—an exciting journey of taste. This is backed by the data that shows 44% of Indians enjoy flavours inspired by international cuisines in their salty snacks, and 35% actively look for new foods and flavours to try most of the time. Limited-edition flavours also play a significant role, with 40% of Indians being inclined to try them.
Moreover, the propensity to explore extremely hot or spicy flavours is gaining traction. From Korean Fried Chilli to Gochujang Flavour and Thai Garlic Chilli, these bold, fiery profiles cater to the thrill-seekers of taste, adding an extra element of excitement to the snacking experience.
Top Trending Flavours Set to Dominate
Several global flavours are poised to become the next big sensations in the packaged savoury category:
- French Cream of Truffle: Luxurious and earthy, this flavour brings a gourmet twist to everyday snacks.
- Italian Cheese Pizza: Combining the classic appeal of pizza with the convenience of snacks, this flavour is comfort food in a chip.
- Chinese Wok and Stir Fry: These flavours pack in the umami-rich taste of stir-fried dishes, appealing to fans of Chinese cuisine.
- Thai Lime and Tom Yum Flavour: The tangy and spicy notes of Thai cuisine, including flavours like lime and Tom Yum, are increasingly popular among those who appreciate bold, vibrant tastes.
- Japanese White Curry: A milder, creamier take on the traditional curry, ideal for those who enjoy a unique yet balanced flavour profile.
- African Jollof Rice: This flavour captures the rich, tomato-based essence of one of West Africa’s most beloved dishes.
The Shift to Combinations and Innovative Categories
While chips and salty biscuits dominate the snacking scene in India, with categories like nuts and popcorn showing promise, there’s also a growing appetite for flavour combinations. About 29% of frequent snackers prefer a mix of their favourite flavours in their snacks. Emerging combinations such as cheese & herbs, onion & sour cream, and chilli & tomato are making waves, combining familiarity with a hint of novelty.
Moreover, the emergence of savoury bars is a trend to watch. These bars, infused with Indian masalas or a touch of sweetness, offer a familiar yet innovative snacking experience. As Indian consumers continue to experiment with flavours inspired by global cuisines, savoury bars could become a new favourite.
Drawing Inspiration from Other Categories
Other food categories like instant noodles, sauces, and foodservice have successfully tapped into the trend of global flavours. For instance, Korean-inspired flavours are making a noticeable impact among the Gen Z segment, who are known for their adventurous palates and curiosity for new experiences.
In the last two years, the trend of salted and roasted flavour combinations has dominated new launches in the salty snack space. The success of these combinations suggests that consumers are receptive to novel taste experiences that blend familiarity with innovation.
The Future of Flavour Exploration
As Indian consumers continue to embrace the world of global flavours in their savoury snacks, brands have a significant opportunity to capitalize on this trend. The future will see more exotic and authentic flavours entering the market, offering consumers not just a snack but a taste adventure. From the intense heat of Naga Ghost Pepper to the comforting richness of Italian Cheese Pizza, the snack aisle is becoming a global gastronomic playground.
By staying attuned to these evolving preferences and continuously innovating, brands can ensure they remain at the forefront of this flavour revolution, satisfying the adventurous spirit of today’s snackers.
