The report provides insight into what flavours make consumers tick, how that changes with age and its effect on the eating-out market.
The research, conducted on behalf of Santa Maria by Allegra Foodservice, explored the eating habits and flavour preferences of 2,000 consumers across four different generations: the Millennials, aged between 18-34; Generation X aged between 35-49; Baby Boomers aged between 50-64 and the War Babies aged 65+.
The report found that millenials eat out three time as much as war babies and they’re eating everywhere, at home, at work, out and about. 21% see eating out as the new going out, they like to try something new, especially food that’s sweet, salty or sour. They are the most conscious with 47% more millenials put off trying something new because of the cost.
Generation X has a relatively higher household income and like strong, savoury flavours. Over a quarter like to regularly try something new when the go out.
Baby boomers are a savoury stronghold. They love a medium/hot curry the most and are more adventurous with hot and spicy food than any other generation.
War babies are comparatively less well-off, with a third having an income of less than 20,000. Almost half prefer to eat British cuisine when eating out and top choices are familiar cafés, pubs and independent restaurants.
A consistent trend is that as age increases, respondents become more aware of what they like and are less likely to choose new dishes on the menu or try new foods at home. 60% of War Babies said the menu description was the most important factor to encourage them to try new dishes, while a third of Millennials said social media recommendations and foodie interests drive their choice.
Eimear Owens, country sales manager, UK & Ireland Santa Maria Foodservice, said: “Demographic changes will have a huge impact on the eating out market in the coming years. By 2025, 23% of the world’s population will be over 65. Our report shows that one size definitely doesn’t fit all when it comes to menu and concept development.
Operators will have to be more flexible, and depending on their brand profile, will need to understand how to exploit the growth in ‘seniors’ who prefer familiar foods they know and love and capitalise on younger diners who see eating out as the new going out.”
The report found that respondents across all age groups prefer bolder and spicier flavours more now than three years ago. Nearly half of all Millennials said they liked spicy food more now than three years ago and Baby Boomers led the field, with 80% saying they enjoy spicy foods, with Indian food in their top three cuisines when eating out. This mirrors the findings of our Street Food Report from 2014 which found that 80% of respondents liked the adventurous flavours and spices of street food.
Throughout the report Santa Maria Foodservice offers practical tips and advice on how operators can use spices to easily dial-up flavours, tailor dishes to suit the different age groups and introduce a unique point of difference to menus.
Eimear concludes: “We’re delighted to be able to share this insight with operators and help our customers create inspiring and great tasting menus for their customers. There’s never been a more important time for operators to spice up their menus.”