Latino Foods: The Next Wave Culinary Trend Mapping Report

• Publication date: February 2009

Do you remember what you were doing when you first heard what is now a very famous factoid? Way back in 1992, Packaged Facts revealed a tantalizing bit of data: That year, American shoppers would spend more on salsa than on ketchup. That offered a vivid way of thinking about huge demographic shifts. For those of us in the business of tantalizing taste buds, it embodied the revolution we’d been tracking. The boom in the U.S. Latino population, c...

Do you remember what you were doing when you first heard what is now a very famous factoid? Way back in 1992, Packaged Facts revealed a tantalizing bit of data: That year, American shoppers would spend more on salsa than on ketchup. That offered a vivid way of thinking about huge demographic shifts. For those of us in the business of tantalizing taste buds, it embodied the revolution we’d been tracking. The boom in the U.S. Latino population, combined with general demand for vibrant new foods and flavors, was reaching the tipping point.

Those years of the early ‘90s saw the nation’s first mainstream wave of Latino foods: salsa, chipotles, blue cornmeal, black beans. Since then, CCD’s Culinary Trend Mapping Report has charted the movement of empanadas, ceviche, churrasco, chimichurri, agua fresca and plantains, to name a few. But a new wave of ingredients, flavors and cuisines from Latin America is surging through Miami and New York, LA and San Francisco, bringing us flavors and ingredients from Oaxaca, the Yucatán and Mexico City, from Peru and Brazil, and from Cuba and Puerto Rico.

With those drivers in mind, we found excitement at all five stages of the Trend Map®:

• Stage 1
  
  
• New Sources of Sabor: Meet three vivid new flavorings: the Mexican epazote, Caribbean Seville (sour) oranges and Peruvian aji amarillo chiles.
  
  
• Sofrito: The Caribbean’s favorite simmer sauce is proving a zippy flavor base with exciting regional variations.
  
  
• Stage 2
  
  
• Latin American Rotisserie Chicken: With authentic flavors and prime poultry and seasonings, it’s not just for quick-serve anymore.
  
  
• Where are they now: Pupusas
  
  
• Stage 3
  
  
• Mexican Cheeses: With U.S. production ramping up, say goodbye to jack and hello to Oaxaca.
  
  
• Tableside Guacamole: Like rotisserie chicken, guacamole has been reborn.
  
  
• Stage 4
  
  
• Soft Corn Tortilla Tacos: Street-style soft wraps are making us feel healthy and traditional.
  
  
• Stage 5
  
  
• Mojito Flavor: The classic Cuban cocktail has morphed into a flavor profile with broad applications.
  
  
• Where are they now? Aguas Frescas

In addition, we’ve coupled the Latin food stars profiled in this report with four compelling macro trends shaping today’s marketplace and make suggestions for various opportunities:

Executive Summary

Why Latino Foods: The Next Wave - Kimberly Egan

Executive Summary

Trend Summary

Stage 1 - New Sources of Sabor:

• Epazote
  
  
• Seville Oranges
  
  
• Aji Amarillo Chiles

- Sofrito

Stage 2 - Latin American Rotisserie Chicken

- Where Are They Now?: Pupusas

Stage 3 - Mexican Cheeses

- Tableside Guacamole

Stage 4 - Soft Corn Tortilla Tacos

Stage 5 - Mojito Flavor

Chef Speak: CCD Chefs’ Council® Voices

James Schenk: An edible revolution requires a strategy

Strategic Implications

Opportunities for next-wave Latino foods

Sources

Source List