Throughout the ages, the opening of trade routes and changing immigration patterns have affected the way the world eats. Today, we are facing a new revolution in eating patterns and the way we use spices. North American palates continue to become more daring and adventurous. They seek variety and something new. They want foods with more intense flavors and hotter and spicier profiles. North Americans also want foods that are fresh, light, and healthy, and that have a perception of “natural,” and that are convenient to prepare. At the same time, they want to indulge. As in the age of colonial adventure, we are seeking new routes to find foods that provide the tastes we demand. As a result, our interest in tastes and flavors from faraway places is increasing. Cuisines once considered unusual from other countries are becoming commonplace. The foods and ingredients of the world—Southeast Asia, India, Latin America, and the Mediterranean—are more available than ever. Ingredients once considered “exotic” are infiltrating traditional North American foods through cross-cultural cooking and regional American fare, such as French- Thai, Indian-Mexican, Pan-Pacific, New Californian, or Floribbean. New and diverse cooking styles and ingredients are not simply part of a passing fad. To the contrary, basic changes in who North Americans are, and their lifestyles, are driving these trends (Figure 1).
The United States has become an increasingly diverse country. The U.S. Census Bureau reports that between 1990 and 2000 the Asian and Latino populations have grown substantially. They are the fastest growing ethnic groups and are becoming a greater part of our social fabric. Asian-Americans, increased by almost 55%, while Latino Americans increased by about 61%. Latinos are now the largest minority group in the United States, surpassing African Americans. In 2000, Latino Amer- icans, Asian Americans, and African Americans made up nearly 30% of the U.S. population (Figure 1(b)). By 2010, these three groups will comprise more than one- third of the U.S. population. By 2010, the Latino population in the United States is expected to grow 96%, while Asian-Americans will grow by 110% according to the Census Bureau. By the middle of the twenty-first century (Figure 1(d)), they will make up half of the U.S. population.
These statistics do not tell the whole story. Ethnic groups have become more diverse as well. There are not simply more Asian Americans, but more Americans of Indian, Korean, Thai, Chinese, Japanese, Filipino, or Vietnamese descent. Like- wise, the growing Latino population includes people of many different ancestries, including all of the regions in South America, Central America, Mexico, and the 2842_C002.fm Page 11 Tuesday, September 19, 2006 8:17 AM
12 Handbook of Spices, Seasonings, and Flavorings, Second Edition
Caribbean. The South American population has been growing in numbers, with Colombians, Ecuadoreans, Peruvians, and Argentinians constituting the majority of them.
The increased presence of ethnic groups in our communities is increasing our exposure to many different cultures, foods, and ingredients. Asian and Latino cui- sines, which have more diverse and spicier flavor profiles, have become a greater part of our social fabric. Ginger, cilantro, and cinnamon have become mainstream items while newcomers include lemongrass, chipotle, star anise, wasabi, epazote, and kari leaf. Consumers are sampling these cuisines and their exciting new ingre- dients in a variety of ways. They are discovering fish sauces, flower essences, wrappers, and fermented soybeans in restaurants that feature ethnic and fusion menus. Ethnic grocery stores and bodegas carry specialized items such as tamarind, kokum, banana leaf, pandan leaf, and galangal. Consumers can also find authentic ethnic ingredients, such as nigella, ajowan, rocotos, or black cumin, as well as
FIGURE 1 U.S. population (a) 1990, (b) 2000, (c) 2010, and (d) 2040. Source: U.S. Census Board.
U.S. Population – 1990 U.S. Population – 2000
U.S. Population – 2010 U.S. Population – 2040
Asian 2.9% Asian 3.6% Black 12.1% Black 12.1% Hispanic 9.1% Hispanic 12.5% White 75.9% Asian, 5.8% Black, 12.7% Hispanic 13.5% White, 68% White 69.1% Asian 9.8% Black 12.5% Hispanic 18.2% White 59.6% 2842_C002.fm Page 12 Tuesday, September 19, 2006 8:17 AM
Trends in the World of Spices Today 13
prepared ethnic foods in gourmet, health, and natural food stores, and even on the Internet.
Global travel is also driving the new ethnic cuisine revolution. Nearly 60 million Americans travel overseas each year. Most sample the cuisines of the countries they visit and when they return home, they crave for those flavors. Television media is introducing a whole range of ethnic cuisines, spices, and flavors to the public who want ‘real’ flavors or to add an interesting twist to everyday cooking. Media attention to ethnic cooking, growth of cookbooks, proliferation of restaurants, celebrity chefs, and ethnic convenience meals are all creating major changes in our eating habits.
Cooking schools in the United States, as well as overseas, are helping Americans to learn about authentic ethnic ingredients and cooking styles. The Internet is also making global commerce, communication, and the exchange of ideas an instanta- neous affair.
What do these trends portend for the consumption of spices and their use in prepared foods? The answer is already available. Americans are buying an increasing volume and variety of Asian, Latin American, Caribbean, and Mediterranean spices. The American Spice Trade Association’s (ASTA) 2000 Spice Statistics Report says that within the last twenty years there has been a significant increase in the consumption of spices, with overall spice consumption being doubled. It reports that the hottest trend is our taste for hot spices such as mustard seeds, black and white peppers, ginger, and red pepper that have shown a 72% increase in sales volume since the late 1980s. The major spice supplying nations, reported by ASTA, in the year 2000 (with major spices), are the United States (dehydrated garlic and onion, paprika, chilies, and mustard seed), Canada (mustard seed, coriander, and caraway), India (sesame seed, black pepper, red pepper, turmeric, celery seed, cumin, and fennel), Indonesia (black pepper, cinnamon, white pepper, nutmeg, and vanilla), Peoples’ Republic of China (garlic, red pepper, ginger, and sesame seed), Mexico (sesame seed, red pepper, and oregano), and Guatemala (sesame seed, cardamom, and allspice), which together provide 84% of the U.S. consumption of spices.
The demand for spices will increase, not only in total volume, but also in variety. Thus, we can expect increased sales volumes for familiar spices, such as garlic, onion, allspice, ginger, cumin seed, and mustard, while new demands for emerging spices, such as fennel seeds, star anise, Thai basil, guajillo, and cardamom, will grow as well.
There is also be an evolution in the nature of prepared foods. Prepared foods are already being presented with influences from Asian and Latino styles. Smaller portions of entrees, with thinner cuts of meat that are marinated, seasoned or “sauced up” rather than being dry are becoming popular. Entrees are being perked up with a variety of seasoned side dishes and condiments. Asian and Latino concepts of one- dish/bowl meals, using pasta or rice, with multidimensional flavors and textures, are becoming more popular because of their taste, convenience, and economics.
Authentic preparation techniques for spices and other ingredients are adding new flavor and texture dimensions to foods. These include dry roasting, “tarkaring” (frying in oil), and “tumising,” (slow stir frying) which make spices or spice pastes more fragrant, less bitter and with more flavor intensity.
14 Handbook of Spices, Seasonings, and Flavorings, Second Edition The demand for “healthy” ingredients and natural ways of preventing illnesses or diseases are also contributing to the increasing use of spices in the United States. For example, Indian vegetarian foods that use abundant spices are becoming more popular because they provide taste and nutrition. Chinese vegetarian cooking that showcases wonderful textures and flavors will emerge in mainstream cooking. Con- sumers’ growing interest in using spices for their therapeutic properties will continue to rise.
While many Americans enjoy traditional foods, at the same time they expect their foods to be seasoned and well balanced with variety and exciting tastes. Ethnic foods with their multidimensional flavor and texture profiles will provide this, especially cuisines that include a variety of spices, seasonings, and condiments. Latino bodegas and Asian supermarkets and restaurants continue to grow to meet the demands of the ethnic consumers.
Many young Americans who have grown up with ethnic foods will continue to demand these flavors. These acculturated Americans enjoy the fusion or cross cul- tural flavors. They are also environmentally conscious, so ethnic style vegetarian and natural and organic ingredients appeal to them. Aging Baby Boomers’ growing focus on a healthier lifestyle is also bringing meatless cuisine to nonvegetarians. Bland tasteless, texture-less, boiled vegetables are giving way to gourmet, ethnic style vegetarian meals. Interest in more seasoned and textured vegetables and an all- natural, environmentally conscious food trend is spearheading the ‘true’ and regional flavors of Asia and the Mediterranean.
Meals with fresh aromas and textures are becoming a significant point of pur- chase. Apart from leafy greens, grains, pickled vegetables or legumes to provide fresh appeal, fragrant whole spices add to their enhancement. Bowl meals, soups, and freshly made spring rolls with fragrant leafy spices and Thai, Vietnamese, Indian, and Japanese sauces and condiments are emerging favorites.
Mainstream cooking will evolve further with consumers’ better understanding of authentic cuisines, their spices and flavorings that provide the new tastes and texture sensations. Ginger was an exotic spice ten years ago, but today it is added to everything — from sodas, teas, beverages, and candies to sauces and soups.
Recognizing these fast moving trends, we, as product developers, need to join the bandwagon to create authentic products or add excitement to mainstream taste buds. But before we can do this, we must first understand spices — the basic building blocks of flavors in ethnic foods — and how they are prepared and blended.
Some consumers seek excitement and adventure with meals while others want something familiar but with new flavor twists and new ways of preparing or serving meals. How do we meet these consumers’ needs for familiarity, tradition, and novelty at meal tables? First, we need to have an in-depth understanding of spices and other flavorings to effectively utilize them to create new products. By effectively connect- ing spices and other flavorings, we can create authenticity or fusion products. Spices are great tools for “safely” providing authenticity or new flair to traditional foods. They can add a comforting new dimension to a traditional product or create a totally new and unique product. We can also satisfy niche markets by focusing on regional 2842_C002.fm Page 14 Tuesday, September 19, 2006 8:17 AM
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profiles within the United States and developing products that reflect the flavors of their ethnic mix.
UNDERSTANDING AND EFFECTIVELY MEETING THE