According to the latest Ethnic Food & Beverage Trend Report, consumers are willing to pay an additional 32% for authentic ethnic cuisine. Grocers have already recognized this trend and have been trying to meet demand by increasing the number of ethnic options offered (Zarling, 2018). However, capitalizing on this trend isn’t as simple as putting two enchiladas, rice, and beans into a box in the frozen food section. Weikel, Director of Consumer Insights at Technomic, posited that the definition of “authentic” varies greatly among consumers and cautioned that “ethnic options must feel accessible rather than intimidating.”
What does that mean for food companies?
Defining “authentic” among your target market could help you capitalize on this trend. We already know that color choice in packaging can help shape the consumer buying experience, so what design is optimal? Thinking about your base: what foods are considered ethnic, what does ethnic cuisine even mean? What will you name the meals to convey that the dishes are authentic?
These are just some of the starting questions you should be asking when developing your own ethnic cuisine product line. If you need help with this process or connecting with your base, contact us today.
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