McCormick Presents Research-Based Spicy Feelings, Helps Indonesian Food Producers Meet Dynamic Consumer Preferences

Photo: Doc. McCormick

JAKARTA - McCormick, the leading company in flavor innovation, will participate in the 2024 Asian Food Ingredients (FI) event on September 4-6. At this prestigious food show, McCormick will present a trending taste of food, one of which is the latest spicy flavor innovation that must have inspired the tastes of food producers and foodies in Indonesia.

In addition, McCormick will discuss its latest research results on the challenges of domestic food producers and how to turn them into opportunities in order to produce a unique food flavor and according to consumer tastes.

In today's globalization era, food trends can spread throughout the world quickly. Popular media and culture socials are also the main drivers who can influence the food we want to eat. Based on the latest data from Neurosensum, Indonesian consumers are currently increasingly enthusiastic about trying an unusual and diverse spicy food taste. Local flavors and dishes inspired by traditional recipes are also a special attraction for consumers. In addition, young caula from the intermediate and upper economic segments shows a high interest in international food.

This data finding is in line with the latest research results from McCormick. In this research, McCormick interviewed industry players from various food company partners. Respondents said that Indonesia's consumer preferences have now changed. Initially, Indonesian consumers preferred the salt taste, but now it has switched to spicy, savory, and garlic flavors.

To meet consumer demand, respondents also plan to encourage premium food production over the next five years and create a flavor inspired by dishes from Korea, Japan, or other countries that are currently popular on the platform 'TikTok.' In addition, respondents will focus on developing Hero Flavor,' or a distinctive taste of food that can be the identity of a brand, to be used as snacks, instant noodles, or other products.

However, this research shows that there are still many food companies that have difficulty creating new food flavors to meet market demand

Betty Juliana Tan, Vice President of Specialty Flavours & Ingredients, McCormick Asia, sees consumers are now increasingly interested in the trending taste of food. This can certainly be an opportunity.

"Unfortunately, many of our partners in Indonesia face various challenges in creating innovative spicy tastes. Some of these challenges are the difficulty of following market trends and consumer preferences that are rapidly changing, unable to realize new innovations quickly, and facing complex regulations. Partnering with McCormick will certainly benefit business actors because they will gain deep insight in creating food by combining the right and taste-inspiring flavors so that they can become superior in the industry," Betty explained, in his statement, Friday, August 31.

"McCormick is a leading company in the taste and owner of world-class consumer food brands. Of course, we understand the challenges faced by business actors in developing new products that are in accordance with consumer tastes and their desire to immediately launch their products to the market quickly without obstacles. We hope that Indonesian consumers can also feel our enthusiasm for always wanting to create a new taste in food," he added.

In addition to becoming a pioneer in spicy food in the world, McCormick has been doing various global research since 1984 through the McCormick Science Institute. The research conducted has helped industry players to better understand various aspects of the spicy food industry and its consumers.

The topics explored in the research are equally important, ranging from the cultural role in the consumption of spicy foods, the right way to find or create a suitable food to be given a spicy taste, to the global trend of raw materials, sauces, and spicy spices. In fact, McCormick has designed a 'hot wheel' that can help business actors create an attractive and complex spicy taste for snacks and dishes they will produce.

McCormick will be present at the FIA Jakarta event to introduce the latest concepts and trends related to spicy food at Hall A2 J08. Visitors can taste various flavor innovations, such as popcorn K-Pop spicy which is currently popular and potato chips with Thai Spa-Therapy flavors. There is also the Carolina potato chip totaling Tamarinnd that is taste-exciting and suitable for those who like local flavors. Not only that, McCormick also has Japanese Teppanyaki flavor cassava chips with a steady spicy taste.

Since 2000, McCormick has helped food producers and food service companies to be at the forefront of introducing flavors through innovation, supported by insight from McCormick Flavor ForecastTM.

"Starting from combining hot Carolina chilies with black pepper, or combining Javanese Ginger and Asam with popular Korean, Thai, and Japanese foods, it is clear that consumers today attach great importance to sensory experiences while enjoying spicy food. The spicy taste is now increasingly in demand around the world, not only to finalize, but also to provide experiences that trigger all senses. We want to help Indonesian food producers deliver local dishes with new flavors," concluded Betty.