Filipino flavors emerging in the U.S.
According to the flavor company Wixon, the interest in Filipino cuisine on the U.S. food scene is being driven by several factors: the ethnic diversity of younger generations and growing consumer demand for global flavors.
According to the flavor company Wixon, the interest in Filipino cuisine on the U.S. food scene is being driven by several factors: the ethnic diversity of younger generations and growing consumer demand for global flavors. U.S. Census data indicate America’s Pacific Island population is expected to increase 25% from 2013 to 2023. At the same time, the Asian American population is projected to grow by 28%. According to a 2018 Lightspeed/Mintel survey, American consumers prefer Southeast Asian cuisine more than Latin and African cuisines, and 75% of Southeast Asian consumers are seeking out food of their own ethnic heritage.
Looking specifically at the rising interest in Filipino foods, Google Trend data shows Americans are searching for Filipino food more today than in the past decade. “All of these indicators point to an unmet demand for Filipino flavors in the market,” said Becca Henrickson, marketing manager, Wixon. “Pacific Island cuisines are also primarily dairy- and gluten-free, which adds another layer of appeal among consumers following these dietary patterns. Our Innovation Team sees unlimited opportunities to incorporate Filipino flavors into products across the health and wellness spectrum, as well as into savory snacks and meal solutions.”
Key Filipino flavors include:
- Adobo
- Banana
- Calamansi Lime
- Coconut
- Mango
- Shrimp
- Tomato
- Ube
- Vinegar
“All of these factors come together to create an incredible fusion of flavors that while uniquely Filipino with its sour/sweet notes and indigenous ingredients, also incorporates flavors borrowed from other cuisines. This is what contributes to the appeal of Filipino flavors—they’re both novel and approachable,” said Ryan Kukuruzovic, Wixon corporate chef.