Technomic Study Highlights Appeal of Flavour Innovation


CHICAGO — U.S. restaurant customers are more interested in experiencing new flavours when dining out, according to a new study by the Chicago-based research firm Technomic Inc.

The 2011 “Flavour Consumer Trends Report” found more than half of consumers said they would be more likely to visit a restaurant that offers new or innovative flavours, up from 42 per cent of those surveyed in a 2009 study.

“Incorporating unique flavours into existing menus can be a low-cost and easy way to grow sales and attract new customers. Keeping the focus on food taste and flavour is a powerful long-term strategy,” said Darren Tristano, Technomic EVP.  

Among the findings, while classic Italian flavours dominate the pizza sector, the menus of emerging limited- and full-service pizza chains differentiate signature offerings with sweet, hot, smoky, spicy and fruity flavour profiles for pizza. The data finds that flavours imparted by preparation style have increased in popularity with 81 per cent of consumers, while flavours imparted by spreads, sauces or condiments appeal to 61 per cent of consumers.

While the report examines flavour preferences, attitudes and purchasing behaviour of more than 1,500 consumers in the U.S., data from 1,000 Canadian consumers is also available. For more details, visit

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