Understanding these emotions, in combination with local taste preferences, presents an opportunity for snack producers to innovate and meet growing consumer demand for new flavours and formats.

Kerry surveyed 8,790 consumers across 16 countries in Europe, Latin America, North America, Asia Pacific, the Middle East and Africa to learn more about their snacking behaviours as they relate to cheese flavoured savoury snacks, while also studying new product launch activity.

It was found that consumers have a deeply positive perception of cheese flavours in savoury snacks, with 62% stating that cheese flavours make savoury snacks more exciting – indicating potential for brands to connect with them emotionally. Cheese-flavoured snacks also outpaced the overall savoury snack category in new product launches, demonstrating further potential for innovation.

Consumer preferences vary globally

While 77% of consumers globally said taste is the number one reason they love cheese, preferences vary across different markets and geographies.

Indulgence is a big driver in Europe, while consumers in the UK, South Africa and the US turn to cheese for comfort. In Latin American countries such as Mexico, Guatemala, Colombia and Honduras, consumers associate cheese with freshness.

Cheddar, mozzarella and parmesan are popular among respondents in North America and Europe, while dairy flavours such as milk and cream play a central role in savoury snack flavours in Asian countries – particularly in China, Indonesia and Thailand.

Kerry’s proprietary sensory research also showcased how taste perceptions vary hugely around the world, with panellists in Indonesia describing cheese-flavoured snacks as buttery and mild compared to panellists in the UK finding them strong and salty.

The research also explored top flavours based on snack type, with cheddar reigning supreme around the world and cited as the most appealing cheese profile across potato chips, popcorn and cheese puffs.

Opportunity for innovation

Commenting on the research, Soumya Nair, Global Consumer Research and Insights Director, said: “Cheese is a truly cultural experience, shaped by different geographies, generations of rich culinary history, local ingredients and traditions. Our research indicates that there is an opportunity to innovate in this space and bring new flavours to life across a variety of savoury snacks.

“But cheese flavoured snacks also bring indulgence and a sense of adventures to consumers. Snack producers can be very creative in blending the traditional with the new.

“Although many consumers love classic, single-cheese flavours in savoury snacks, there is plenty of scope for mixing things up. A significant percentage – 50% – tell us that creative additions such as herbs, spices and chilli are variants they look for.

“We are the global leader in dairy taste and bring a 50 year dairy heritage in food production and science to create global, local and regional-specific cheese taste and dairy solutions. Our marketing, consumer, sensory and regulatory teams work alongside our flavourists and application experts to deliver our portfolio of market-leading dairy and dairy-free taste solutions,” Ms Nair added.

Full details of the research findings across 16 countries are contained in a new eBook, where food producers can learn how to leverage these insights to create and market new products. The eBook can be downloaded here.

In 2022, Kerry carried out research with more than 1,500 consumers across four countries – US, UK, Australia and Brazil – to uncover sensory expectations around plant-based burgers and cheese alternative slices.

The research found that flexitarians, the key consumer group driving the growth of plant-based, are more critical of products versus vegan and vegetarian consumers. While sustainability is a top driver, consumers are unwilling to compromise on taste and seek products that are as close to the taste experience of animal products as possible.

The research uncovered the main drivers across key markets, as well as the attributes that consumers seek when purchasing plant-based burgers. Kerry’s research uncovered the following:

• A total of 60% of UK consumers started eating plant-based products because they are considered ‘healthier’ and 76% will buy a plant-based burger described as ‘authentic chargrilled-tasting’.
• 63% of US consumers started eating plant-based products because they believe plant-based is ‘better for the planet’. A total of 80% of US consumers are likely to buy a plant-based burger that is ‘rich and savoury’.
• 51% of Australian consumers continue to buy plant-based due to a better environmental impact, with 78% expecting a burger that caramelises and browns during cooking to be delicious.
• In Brazil, the benchmark is making beef burgers from scratch and seasoning to their liking. A total of 67% of Brazilian consumers continue to buy plant-based because they are committed to improving their own (or their family’s) overall health.

Taste as a gateway

Although beef is the benchmark, consumer expectations for plant-based burgers go beyond just the taste experience and are in fact higher. Consumers desire products with improved succulence and a ‘bite’ that feels as close to meat as possible. They also seek cooking cues such as charring which signal that a burger is perfectly cooked and safe to eat and want meat alternatives with improved nutrition.

Commenting on the findings, Fiona Sweeney, Strategic Marketing Director at Kerry, said: “The need for a great taste experience is universal. For plant-based foods, which are often chosen by consumers as a more sustainable option, ensuring great taste can be a gateway to delivering innovative and sustainable nutrition solutions for consumers around the world.

“However, ensuring a great taste experience – involving a full sensorial experience of sight, sound and texture – is highly complex and in plant-based foods it is inherently more challenging because the bar is set high with meat and dairy as the benchmark,” she said.

“The flexitarian consumer, the key consumer group driving category growth in plant-based foods across the world, is actively trying to reduce their meat and dairy consumption. However, as they still eat meat and dairy products, their plant-based taste expectations are driven by these experiences.

“Overall, our research found that flexitarians are more critical of the plant-based products currently available on the market. Delivering great taste, along with improved nutrition and sustainability credentials, will be key to success in this category.

“We partner with our customers to create a world of sustainable nutrition, which is led by our expertise in taste. Our understanding and expertise in developing market leading, consumer appealing plant-based solutions combined with a deeper sensory understanding can help you fine-tune product development, unlock category growth, and create something truly satisfying, innovative and market-leading.”

The findings are contained in a series of eBook published by Kerry, which contains actionable opportunities for the industry to address consumers’ current expectations and future unmet needs. You can download the eBooks here.