Linking food preparation to flavour is key, finds diner survey

16-Dec-2010 - Last updated on 27-Apr-2021 at 12:58 GMT

Diners want new but authentic flavours

As we look to the dining trends that are likely to pick up in the new year, a recent survey of UK diners suggests that people are especially interested in discovering new flavours that are linked to the way food is prepared.

The US-based analysts Technomic surveyed 1,000 UK consumers to learn how people’s flavour preferences influence their choices when eating out.

Their answers revealed that most diners enjoy flavour that comes though specific preparation techniques, while nearly two-thirds of survey participants said they find flavour imparted through the combination of all the ingredients—including spices, seasonings and sauces—in a dish to be highly appealing.

Based on its consumer research as well as menu tracking and marketing trends, Technomic said that chefs wanting to stay ahead of the game should link preparation to flavour.

“Creative preparation techniques are integral to imparting depth of flavour to menu offerings, while underscoring uniqueness and an artisan skillset.”

Mix of old and new

Overall, the survey found a “substantially growing interest” among consumers in trying new and innovative flavours. More than a quarter of consumers say they are more interested in trying new flavours now than they were a year ago.

However, although two-thirds of diners said they enjoy trying new flavours, most are unlikely to actually seek them out. At the same time, many people indicated that they stick to familiar flavours.

“Operators may want to consider using traditional flavours and ingredients to build their customer base and then offer more unique options once credibility is established,” writes ‘The UK Flavour Consumer Trend Report’.

“New and exciting flavour profiles can have a significant effect on purchasing decisions. Trying and liking a new flavour at a restaurant would be likely to persuade more than half of consumers to return to the same restaurant to order the same dish. A majority also say it would make them more likely to try other unique flavours at the restaurant as well.”

Ethnic but authentic

Other insights from the survey results include the fact that authenticity of flavour is key to most consumers, particularly with globally-inspired food.

When it comes to foreign cuisines, top picks were Italian, Chinese and Mediterranean food, although most people said they’d also go for American, Spanish, Indian, Mexican, Thai and French menus.

“More than half of consumers strongly agree that ethnic foods ordered at restaurants should be authentic,” writes Technomic.