4 global menu megatrends

The consumer demands that are impacting menus in U.S. foodservice operations—ingredient transparency, customization, snacking and plant-forward plates—are also trending in other areas of the world, according to Technomic’s global polling results. The data reveals that the world is indeed becoming smaller in terms of consumers’ preferences—and how operators are responding. These four menu megatrends prove it.

“Fresh” is a compelling selling point, with 90% of consumers saying they would be more likely to purchase a menu item described as fresh. Clean labels and transparency are also worldwide desires, with around 75% of consumers strongly agreeing that restaurants should be more open about ingredient sourcing. The demand for transparency is highest in India and Mexico, while Latin Americans prioritize freshness and Europeans rate local a top purchase driver.

Almost 75% of consumers across the globe say that they snack at least once a day, with snacking most prevalent in Middle Eastern countries. Street foods, a strong tradition in that part of the world as well as Asia and Latin America, fit naturally into the snacking lifestyle. U.S. restaurants are jumping on this trend, adapting items such as satays, empanadas, falafel and bao buns for snack menus. Operators abroad also are taking the trend inside, adding street food-inspired snacks to the lineup, says Aaron Jourden, Technomic’s senior research manager, global.

Technomic’s poll reveals that 34% of consumers around the world purchase vegetarian items in restaurants and 28% seek out vegan fare. Asians have the largest demand, with 44% opting for vegetarian choices, but plant-based eating is also on the rise in meat-centric cultures such as Brazil and Great Britain.

The ability to customize a meal is a priority for about 33% of global consumers, but it is admittedly more important in some countries than others. The build-your-own model is most popular in India, Colombia, Mexico and Saudi Arabia. Technology is making it more convenient to customize meals, especially when ordering from kiosks and mobile apps. This trend, on an upward trajectory in the United States, is also impacting customers in global foodservice operations, says Jourden.