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Japan devastation may shift flavor trends

March 14, 2011 by Suzy Badaracco — President, Culinary Tides Inc

For a movie to succeed in America it must either generate the feeling of sympathy or empathy for the characters. If the characters in the movie can't create an emotional alliance with movie goers, the characters and their circumstance (plot) are harder to care about and the movie will feel flat. Certain actors naturally have this X factor ability for drawing an audience into their plight and we find ourselves rooting for them even if other attributes of the character render them awkward or even undesirable. Think of Jason Schwartzman's portrayal of Jeremy in "Shopgirl," Steve Carrell's portrayal of Barry in "Dinner for Schmucks," and did anyone reallywanted Johnny Depp to be eaten by the Kraken in "Pirates of the Caribbean: Dead Mans Chest?"

OK, boys ... put your hands down.

In trends, too, there can be an emotional element which acts as part of the support system helping propel them into the spotlight. Sympathy/empathy typically creates stronger and more sustainable support attributes than say, fear or confusion. It is this emotional piece which often acts as the missing link to explain consumers' sometimes illogical behavior toward a trend. When survey responses do not match behavioral outcomes it is often the emotional response to the situation which is causing a disconnect, and can explain why consumers may say one thing but do another.

Obesity is the poster child for this disconnected behavioral response. Why do obese consumers choose silhouettes two sizes skinnier than themselves when asked which model best represents their body size? Why do some consumers tell researchers they will be looking for a salad on the menu and then walk into the restaurant and order a double cheeseburger? There is an emotional factor to their behavior that is simply not being captured or teased out in the research.

Food and flavors are not immune to this response. The hip terms of 2010, and trailing into 2011, including artisan, heirloom, vintage, and retro each carries with it a heavy emotional piece for consumers. Emotions also carried local, sustainable and regional forward.

Natural or manmade catastrophes can act as earthquakes, which then generate tsunamis of interest in the flavors of that region. Our war brought forth an interest in Middle Eastern foods, the tsunami in Indonesia broadened American interest in SE Asian cuisine, and the birth of Soul Food was aided by Hurricane Katrina hitting New Orleans. Most recently, Chowhound featured a commentary on where to find and celebrate Egyptian food following the stepping down by that president. These, of course, had many more doulas helping with their births; however sympathy and empathy were in their company.

And now the newest incident with the devastation in Japan turns the world's eye toward that island nation. Like its cousins, expect flavor interest in Japanese cuisine to spike. So while many crystal ballers are touting Korean cuisine in 2011, the disaster in Japan is a game changer as far as food and flavor trends go. Korean foods and flavors should be expected to still move forward, but will undoubtedly have to share the spotlight now with Japanese foods and flavors.

About Suzy Badaracco

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