America has always been a melting pot of cultures, but when viewed from the microcosm of food, there are more options available than ever before – from international and national to regional and local. These cultural food influences often originate on the U.S. coastlines before migrating into Middle America. As regions become more varied, food lovers are benefiting from new opportunities for global taste exploration.

The internet and social media bring these varied food cultures into our homes through globally inspired cooking competition shows, social media trends and viral eating challenges that stoke the interest of foodies and the culturally curious alike. Eating foods from different cultures also encourages the use of different foods, offering more variety in your diet, according to registered dietician Alexis Law of Top Nutrition Coaching.

Discovery through food

Interest in multicultural flavors spans across demographics, but it is pronounced among younger generations who have grown up embracing diverse cultures and traditions, including globally inspired baked goods. This is especially true among Gen Z and young Millennials who are more likely to identify as multicultural consumers and to seek out globally influenced foods. Gen Z in particular is known for its pursuit of authenticity, novelty and fun in their food purchases, according to Nielsen, Chicago.

The extensive reach of social media platforms such as Instagram and TikTok has opened the door to cultures across the world and plays a strong role in introducing and accelerating eating trends and influencing purchase decisions. Research from Jackson, Mich.-based Dawn Foods discovered that social media enhances customer experiences and generates word-of-mouth buzz. 55% of consumers report being more likely to purchase sweet baked goods they’ve seen on social media platforms, according to Datassential Global Baked Goods, 2023.

But unless you’re a culturally diverse baker, there often remains a barrier between seeing a product online and the ability to re-create it in person.

While some might relish the challenge of the hunt, many consumers lack time and resources, preferring instead to purchase the product. This is where the instore bakery has a chance to shine by looking beyond multicultural as a trend to become an aggregator of multiple taste experiences, said Jonna Parker, principal II, Fresh Foods Client Insight Group, Circana.

“There are so many culturally relevant touchpoints, and the purpose of infusing multicultural flavors is to signal that they are different flavors,” she continued. 

“We need to be able to give shoppers a reason to explore the bakery and instore communication is key. You have to sell with your eyes and provide sampling to drive trial through look and communication.”

Destination instore bakery

Because perimeter departments are already a destination for many shoppers, this becomes an opportunity for the bakery to use signage and digital media to further entice exploration of the multicultural offerings available. But this doesn’t mean trying to outdo regional bakers at their own specialties. Instead, offer an opportunity for exploration and education based on taste patterns within the bakery. This could be done in the format of a planned Mexican, Cuban, Filipino, British or French month that rotates through particular flavors or baked good offerings, Parker suggested.

Sometimes the easiest way to get started is by giving traditional baked goods a multicultural twist. In this area, La Brea Bakery, Los Angeles, could be considered decidedly ahead of the curve. It’s Mediterranean-influenced Olive loaf and Rosemary & Olive loaf were two of the bakery’s original breads from the founding of the bakery in 1989. Its Hispanic-influenced Jalapeño Cheddar loaf combines spicy jalapeños, roasted red bell peppers and cheddar cheese. In a nod to a traditional regional favorite, the company reformulated its New York Rye loaf to provide the authentic rye experience of traditional New York Jewish delis.

“The world continues to get smaller with the influence of social media that extends to multicultural foods,” said Brie Buenning, senior director of marketing for La Brea Bakery. “You can go online at any time and see what food experiences travelers are having in other countries, inspiring food trends in the marketplace and increased demand for multicultural offerings.”

Such influence could include pairing ever-popular bakery donuts with the flavors and texture of traditional churros. Or a croncha, a combination of a croissant and a concha. Similarly, Tres Leches cupcakes combine the nostalgic appeal of cupcakes with the iconic Tres Leches dessert. Nielsen found American instore bakeries generating more than $177 million annually in Hispanic bakery sales including popular favorites such as Tres Leches desserts, churros and bolillo and telera rolls. The Tres Leches deserts account for $153 million in sales, a 13% increase compared to the previous year.

“We are observing a growing trend, especially among younger consumers, who are reinterpreting traditional flavors and products with creative twists,” said Anne Marie Halfmann, director of commercial marketing, Dawn Foods. “In the bakery industry, this often involves blending classic American baked goods with Hispanic influences.”

Capturing the audience

Multigenerational and multicultural Hispanic shoppers are a prime audience for the instore bakery. Expected to account for 22% of the population by 2028, Hispanics are the fastest-growing ethnic group in the U.S., according to L.E.K. Consulting, Los Angeles. More than half of the Hispanics living in the U.S. report being influenced by their culture when making purchase decisions, according to Kantar Monitor Data 2023.

The Hispanic demographic also represents growing buying power and are known to shop a variety of stores. For example, Hispanic consumers shopping for a Quinceanera celebration might have a shopping basket filled with traditional Hispanic favorites along with U.S. center store and perimeter staples.

Rich Products, Buffalo, N.Y., offers a variety of Hispanic-inspired offerings. These include labor-saving Tres Leches-style soaks, presoaked cakes, sponge cakes and ready to serve full- and individual-size Tres Leche-style cakes and retail-ready dessert cups, including a Chocoflan cup. The company also offers everyday treats such as bolillo, telera rolls and churros.

Versatile Hispanic-inspired mixes from Dawn Foods help save time and labor in the bakery. The line includes Dawn Exceptional Bizcocho Sweetdough Base, Dawn Concha Sweetdough Mix, Dawn Classic Churro Mix, and DAWN Exceptional® Premium Vanilla Creme Cake Base. Its mixes, fillings, icings, glazes and frozen products can be used to make everyday favorites such as conchas, mantecadas, and pan dulce, as well as seasonal and holiday specialties like Tres Leches cake, Pan de Muerto, baked during the lead up to the Day of the Dead (El Dia de los Muertos) and Rosca de Reyes (Three Kings Bread).

Expanding global reach

The ongoing popularity of Hispanic-influenced baked goods is ushering in a curiosity for exploring other cultures, making global flavors more mainstream in the bakery category. Dawn Foods is seeing growing interest in sweet baked goods from Europe, Latin America, Asia and Africa with notable examples including chocolate torte, beignets, churros, mochi, Tres Leches cake and gulab jumun, a rose water berry dessert originating in the Indian subcontinent.

With a global presence in more than 100 countries, Rich Products remains alert to when a trend catches on in one region and looks to its other markets to determine where customers could benefit. It’s a unique perspective, one that recognizes that an appreciation for great food is universal, according to Bill Heiler, senior manager, customer marketing, Rich Products. The company predicts continuing interest from Gen Z, along with its increased spending power, will continue to empower the desire for diverse culinary experiences, including Asian-inspired desserts and other foods.

La Brea is seeing a rise in Asian and Middle Eastern flavor fusions including chili crisp, turmeric, cumin, Za’atar and Ssamjang spicy paste with applications in everything from breads to desserts. Buenning points out that not only are these unique ingredients that add great flavor, but they are also visually appealing, making them Instagram worthy.

“For several years, we’ve seen products such as cold milk buns going viral in Indonesia and giant croissants with ice cream in Korea,” Heiler said. “As these desserts are having more crossover with familiar western market sweets, we think there’s a bridge to expanding exploration of Asian desserts with flavors such as matcha, mango and pistachio having potential across categories in the U.S.”

Surprise and delight

With a proliferation of specialty bakeries popping up across the U.S., it will be important for instore bakeries to understand the demographics they currently serve and how to drive traffic using instore communication and digital media, Parker said. Trial of new product introductions will benefit from signage and communication throughout the store. With perimeter departments already being a destination, this leaves ample opportunity for instore to explore more multicultural flavors within the bakery.

“The American consumer has so many options and the instore bakery has an opportunity to become an aggregator of multiple taste experiences and to become a department that resonates with younger consumers, too,” Parker concluded. “Why not be known as somewhere to experience a wide range of cultures – a play on where you live and where you shop?”

This article is an excerpt from the January 2025 issue of Supermarket Perimeter. You can read the entire World Flavors feature and more in the digital edition here.