Food and flavor from the islands of The Philippines are reaching the mainstream
Trend - As food from East Asian countries reaches mainstream popularity, early adopters look to the south of the continent for new inspiration. The Philippines is an archipelago in Southeast Asia. Its cuisine is influenced by Indigenous practices, Spanish colonization, American military relations, and more. This makes for flavors that are both adventurous and familiar to North American palates.
Insight - The act of embracing global flavors is a defining trait of the foodie world; however, as social media enables greater connectivity, this is less about North American consumers seeking new flavors as it is about the online foodie community expanding its reach. The Philippines is among the top 10 countries in the world with the most social media users; this correlates to the idea that new global flavor trends are no longer dictated by mainstream desire, but by their exposure to more global creators.
Insight - The act of embracing global flavors is a defining trait of the foodie world; however, as social media enables greater connectivity, this is less about North American consumers seeking new flavors as it is about the online foodie community expanding its reach. The Philippines is among the top 10 countries in the world with the most social media users; this correlates to the idea that new global flavor trends are no longer dictated by mainstream desire, but by their exposure to more global creators.
Workshop Question - Where else in the world is the online foodie community thriving?
Trend Themes
1. Global Flavor Exploration - Consumers are increasingly interested in exploring global flavors, driven by social media and the expanding reach of the online foodie community.
2. Plant-based Innovation - The trend towards plant-based eating is resulting in new and creative plant-based options across different food categories.
3. Streetwear X Food Brand Collaborations - The intersection of streetwear and food brands is becoming more popular, with collaborations between iconic streetwear labels and popular food chains.
Industry Implications
1. Food and Beverage - The food and beverage industry can capitalize on the growing interest in global flavors and plant-based innovation to create new and exciting products.
2. Fashion - The fashion industry can explore collaborations with food and beverage brands, leveraging the trend towards streetwear x food brand collaborations to create new and innovative products.
3. Social Media and Influencer Marketing - The popularity of Filipino flavors reaching the mainstream can be attributed to the growing influence of social media and the power of influencer marketing.
4 Featured, 36 Examples:
41,746 Total Clicks
Date Range:
Jun 22 — Jan 23
Trending:
Warm
Consumer Insight Topics:
