Canadian Consumers Crave Flavour Innovation, Finds Technomic

CHICAGO, Dec. 19, 2013 /CNW/ - While traditional flavour profiles stand out on the menu, recent Technomic research also shows that Canadian consumers are on the hunt for flavour innovation when dining out—and that new and unique flavours can drive repeat restaurant visits.

An overwhelming majority of consumers (73 percent) say that if they try and like a menu item with a new or innovative flavour, they're very likely to make a return visit to that restaurant for the same item. And 60 percent say that they'd be more likely to try other unique foods at that same restaurant.

[View larger INFOGRAPHIC: Spotlight on Canadian Flavour]

"Flavour innovation can help maximize repeat traffic," says Darren Tristano, Executive Vice President of Technomic, Inc. "Today's foodservice consumers expect uniqueness on the menu—they're gravitating toward bigger flavours and standout flavour combinations that show some creativity. Operators and suppliers that promote differentiated flavour profiles can spark interest with consumers by eliciting cravings—which could potentially increase customer loyalty."

To help foodservice executives understand the latest behaviours, preferences and attitudes of consumers regarding flavour, Technomic has published its Canadian Flavour Consumer Trend Report. Interesting findings include:

  • Eighty percent of consumers agreed that they would like restaurants to offer foods that feature a combination of flavours; 66 percent say they enjoy dishes that feature a fusion of flavours from more than one type of cuisine
  • The popularity of spicy flavours continues to rise: a majority of consumers (56 percent) say they enjoy very hot or spicy sauces, dips or condiments, compared to 50 percent of consumers who said the same in 2011
  • Customization is crucial for flavour: 64 percent of consumers place high importance on the ability to customize toppings at limited-service restaurants, and 68 percent say the same for full-service restaurants

Technomic's Canadian Flavour Consumer Trend Report provides comprehensive research on the latest menu and consumer trends related to flavour, organized into five major sections:

Menu Insights—uses Technomic's exclusive MenuMonitor data to track year-over-year development of flavour on the menu at Canada's Top 250 restaurant chains.

Consumer Insights—analyzes consumer preferences and attitudes toward flavour, based on responses from a nationally representative survey of 1,000 Canadian consumers.

Entrée Sauce Clusters—reveals Everyday, Opportunity and Ready-for-Trial sauce flavours for several types of entrées, based on consumer responses.

Outlook: Trends to Watch—explores emerging menu, concept and consumer trends that are poised to impact how Canadian restaurant operators promote flavour in the future.

Profiles—appendices feature concept and flavour-positioning profiles for 10 trend-setting restaurant brands featuring menus that are positioned around complex and innovative flavours.

Technomic publishes a complete library of consumer trend reports. To learn more, please visit or contact one of the individuals listed below. For Technomic updates, please follow us on Twitter, LinkedIn or our blog.


Press Inquiries: Darren Tristano, 312-506-3850, or

Purchasing Details: Jessica Cravero, 312-506-3849, or

Report Details: Kelly Weikel, 312-506-3830, or

About Technomic

Technomic provides clients with the facts, insights and consulting support they need to enhance their business strategies, decisions and results. Its services include numerous publications and digital products, as well as proprietary studies and ongoing research on all aspects of the food industry.


SOURCE: Technomic

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