Look For Ethnic Comestibles To Find Way Into American Hands

Americans may be the kings and queens of hand-held foods - burgers, sandwiches, pizza - but their tastes will be increasingly fed by more international cuisines, according to new research from the Center for Culinary Development (CCD).

According to the CCD's most-recent "Culinary Trend Mapping" report (published jointly with Packaged Facts), Americans are likely to move toward seeking out and eating hand-held foods that have more of an ethnic flair, in part as a reflection of a diversifying culture. The trends, which include fare such as Indian dosas, Chinese baos and Latin American empanadas, are starting to emerge in urban areas and university cafeterias, says CCD trendologist Kara Nielsen.

"[University] food service centers cater to ethnically diverse people who cross-pollinate," Nielsen tells Marketing Daily. "As these young people get out of college, they'll be looking for [these foods] in regular life."

The more ethnic foods, such as dosas and baos, are still considered an emerging trend that could take some time to develop, perhaps as long as five years, Nielsen says. But she notes that food trends are moving from the ethnic fringe to the mainstream at an ever-increasing pace. "The general American's knowledge of food has increased exponentially," she says. "Immigrants are landing everywhere. Things are moving faster than they were 10 or 15 years ago."

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One trend that's likely to catch on a little more quickly is smaller versions of more familiar fare such as mini-hamburgers or sandwiches. But a coming trend will pair those sandwiches with a more gourmet air, such as those featuring premium beef or lamb, Nielsen says. The smaller size also gives diners the option of having more to sample, share and snack on, as well as being kid-friendly. "It lends itself to conviviality. It works well with a growing small-plate trend, and it works great for kids," Nielsen says.

As a treat, the report predicts Mexican paletas, which are frozen pops made from fresh fruit or vegetables, mixed with spices, water or milk and maybe some sugar, to be a growing category. Early adopters, such as foodies, bloggers and reporters are keen on their freshness and unusual flavors, Nielsen says. While the trend is still considered very nascent, Nielsen notes that paleta chains and distributors are already branching out beyond their traditional Latin areas. "You're starting to get options in grocery stores," Nielsen says.

In the nearer term, Latin American-tinged empanadas can be found in mainstream magazines and grocery stores, though Nielsen says she's a bit surprised the filled pastries are not found more often in quick-service restaurants. (Taco Bell, she notes, has an empanada product, but it's more akin to a hot apple pie than a savory sandwich.)

"Empanadas have made it to the mainstream, but in a very narrow form," she says. "The [quick serve restaurant] world is very conservative because they're so huge; they're not going to change their menus until they're sure something's going to work."

But the area that going to see the most growth the quickest will be in the form of breakfast sandwiches. Though it seems the sandwiches have been around for a long time, the Egg McMuffin was introduced in 1975 and didn't have any competition for a decade until Burger King introduced the Croissan'wich in 1985.

The category was dormant for a long time after that, but a flurry of activity started in 2003, with Starbucks and Sonic Drive-Ins entering the day-part, and McDonald's introducing the McGriddle sandwich. Since then, other chains have introduced their own hand-held breakfast sandwiches, and McDonald's has introduced a premium breakfast burrito offering, Nielsen says.

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