Be it ginger, turmeric, saffron, or cumin, people are stocking up on spices to recreate their favorite restaurant foods. With 2020 putting a pause on vacation plans and keeping people at home, many are embarking on culinary adventures in the kitchen, resulting in a spike in sales of spices. We explore the insights behind this and why Americans are travelling through taste.
One outcome of social distancing is that people are getting creative in the kitchen and spicing up their dishes – literally. According to NPD Group, the national consumption of seasonings, marinades, spices, and rubs increased by over 50% in July 2020 in comparison to July 2019, as people started to have breakfast and lunch at home in the absence of the commute and workplace. McCormick & Co also reported the sales of spices and herbs to be up by 35% for the 13 weeks ending August 30th, 2020, compared to 2019. With international cuisines popular in the American restaurant scene, it's safe to say that people are missing the flavors they used to get out-of-home and are recreating dishes to curb their cravings.
With real-life trips still out of reach for much of the country, people are finding adventure through culinary experiences. Whether drinking jalapeño-infused wine or treating themselves to a fakeaway, novelty foods and drinks are helping people create a sense of adventure at mealtimes. A global survey shows that 60% of people learned new cooking skills during the lockdown, partly because they had to but also because it helped them connect with themselves and each other. Brands can lean into this shift by creating moments of excitement, such as through ‘destination dining’ or by providing heightened experiences with meal kits for those who want to cook recipes recommended by chefs.
Precious Osoba is a junior behavioural analyst at Canvas8. Fascinated by the how's and why's of people & culture, she has a background in social sciences having studied Anthropology, Sociology & Communication & Culture prior to her Marketing Degree.
