North America: Top contenders include flavours inspired by ingredients and preparations from Latin America (Brazilian barbecue, birria ), Korea (gochuchang, Korean barbecue), and Thailand (bird’s eye chili, Thai basil). Combining these globally inspired flavours with dark chicken meat can help consumers explore different ingredients and venture into different cuts of meat, such as chicken thighs instead of the American-preferred chicken breast.
APMEA: Social media has helped popular regional flavours spread throughout Asia (and beyond). Korean flavours such as gochujang and bulgogi are influencing trends in Southeast Asia and Australia, and Indian flavours like madras curry and mint chutney are trending across Asia.
LATAM: In countries across Latin America, North American influences are prominent in trending flavours, such as buffalo wing and bacon. Cheese flavours and ingredients from around the world are also prevalent in new chicken retail launches, including provolone, cheddar and mozzarella.
Brands looking to create regionally-inspired chicken products can utilise taste solutions such as fermentation to deliver on umami and kokumi notes or add herb and spice extracts for authentic, fresh taste.
2. Chicken flavours that harken nostalgic and comfort food classics
Consumers are returning to nostalgic flavours and comfort foods. However, they’re still looking for elevated flavour experiences, such as products that put a more premium spin on childhood favourites like chicken nuggets and chicken tenders with umami and kokumi notes.
Europe: Consumers want to recreate nostalgic foodservice experiences at home with favourite key and mainstream flavours such as peri-peri and curry. Fish and chip-inspired flavours also resonate with consumers that are looking for comfort from to-go foodservice orders, delivery or home cooking.
North America: Consumers have returned to dishes they love and know. Pairing simple formats like nuggets and tenders with an elevated dipping sauce is one way consumers can reminisce on simpler times—including childhood—and find comfort while still trying more adventurous flavours like Nashville hot and barbecue.
APMEA: Consumers here, too, are looking to recreate childhood memories such as eating their favourite Asian street food. Incorporating street food spices and flavours into a chicken dish can drum up an emotional connection for the consumer.
LATAM: According to Mintel, “comfort food,” doesn’t actually translate in Spanish or Portuguese, but the general idea still resonates with consumers in Latin America. The rich flavours of home-style meals bring back childhood memories. Prepared meals with chicken can often be enhanced with a chicken stock or broth; herbal and savoury flavours can create an authentic homemade eating experience.
Brands that want to create nostalgic and comfort food-inspired chicken concepts can utilise cooking method flavours and dairy flavours—which can add creamy, rich notes—as a way to bring consumers back to comfort food.
3. Chicken flavours that deliver authentic, home-cooked taste
Consumers want to recreate traditional cooking methods at home and have those same taste experiences when dining out. With busy schedules—and sometimes a lack of cooking skills or knowledge—consumers also want those authentic experiences without the hassle. Chicken products and menu items with callouts such as “smoked,” “roasted” and “grilled” resonate with consumers who desire authentically prepared chicken dishes.
Europe: Smoke is a popular flavour for savoury applications, with flavour attributes such as applewood, hickory and cherrywood up-and-coming. Adding smoky flavours to chicken creates the authentic, slow-cooked flavour that consumers desire.
