1.
What Southern Revival Means to
U.S. Food & Beverage Consumers
What Southern Revival Means to
U.S. Food & Beverage Consumers
We surveyed +1,000 US consumers to identify their existing associations with Southern
food and the flavors and techniques that are revolutionizing the traditional cuisine as
we know it. As a component of our Southern Revival Initiative our goal was to reveal
consumers’ current exposure and appeal towards specific international flavors as well
as their standing on traditional Southern food and the appeal of international fusions.
Our survey recipients range in age, gender, ethnic backgrounds, state of residence and
other demographics making them a diverse representation of the average American
consumer.
When it comes to purchasing food and beverage
products, consumers are most influenced by:
When it comes to purchasing food and beverage
products, consumers are most influenced by:
35%
34%
23%
8%
6%
67% of respondents
were ages 13-17
45%
of Black/African
Americans
68%
ages 65+
selected this as
a top choice
Foreign
ingredients
and global
cuisine
other
New
and exciting
flavors and
ingredients
Traditional
ingredients with
a twist (e.g.
foreign flavors)
24% ages 18 to 24
23% ages 25-34
24% ages 35 to 49
20% ages 50-64
Classic flavors
and traditional
ingredients
Southern cuisine is the result of many
ethnic influences. Today we see chefs
& mixologists finding inspiration with
global flavors & ingredients.
Consumers ranked these global
cuisines in order of appeal—Mexican
having the strongest appeal.
Exposure has a strong influence on how flavor and cuisine can appeal to consumers;
these are the top categories for where consumers find the most exposure to global
ingredients and ethnic flavors in their lives.
Overall a majority of consumers are influenced by the restaurants, bars and bakeries
they go to while a strong majority of younger consumers turn to the internet:
Global cuisines ranked in order of appealGlobal cuisines ranked in order of appeal
26%
20%
7%
6%3%
European
(French/Italian/
Spanish)
Asian
(Japanese/
Korean)
Middle Eastern
(Greek/Israeli)
IndianAfrican
38%
Mexican
Top CategoriesTop Categories
The Most Beloved International Flavors Within the USThe Most Beloved International Flavors Within the US
Interesting Global FlavorsInteresting Global Flavors
22%Restaurants/bars/
bakery
16%Internet /
social media
14%Cooking shows /
recipe books
Respondents who
selected ‘My heritage /
family recipes’
segmented
by ethnicity
American In
dian/AlaskaNative
Asian
Black / African American
12%
11%
14%
Southern food is the result of many ethnic
influences. When it comes to modern
southern food, consumers have been exposed
to the following influences the most:
The cuisines with the least influence on
modern Southern food and beverage –
(room for innovation):
29%
27%
14%
2%
5%
6%
Mexican influence
European Influence (French/Italian/Spanish)
Asian Influence (Japanese/Korean)
Indian
African
Middle Eastern Influence (Greek/Israeli)
AGAVE MOLE
JASMINE MEZCAL
H
UITLACOCH
E
KIMCHI
CARDAMOM PEAR
URFABIBER
RA
SELHANO
UT
TOGARASHI
LAAB SUMAC KOGI
K
EWPIEMAY
O
YUZU
VINDALOO
24%
16% 16% 16% 14%
22% 22% 21%
1% 1% 2%
2% 3% 3%
4% 5% 5%
The Most and Least Influence on Southern CuisineThe Most and Least Influence on Southern Cuisine
To learn more please reach out
to a member of our team
sasha.bertran@symrise.com