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Darren Seifer, executive director and industry analyst of food
consumption at the NPD Group, a Chicago-based market research
company, says this trend is being driven in large part by younger
consumers. "What we've seen with our younger, more ethnically
diverse generations is a stronger desire for an increased variety in
their food options," Seifer says. "With this trend we are seeing a rise in
demand for multicultural flavors that are spicier and bolder in taste,"
such as that found in Indian food.
NPD spokesperson Kim McLynn agrees. According to a recent article,
McLynn says, "the affinity United States consumers continue to show
for ethnic flavors and dishes is supported by the fact that 75 percent
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of United States adults, especially young adults, are open to trying
Stephanie Madoff of Café Spice, a family-owned company founded
on creating Indian food with the Western market in mind, says
"consumers' palates have definitely evolved and grown more adventurous in recent years." According to Madoff, when Café Spice began
in 1998, Indian food still faced many consumer misconceptions that
"American consumers have played
an important role in the growing
popularity of Indian food [worldwide]."
Chef Hari Nayak, Cafe Spice
©LALSSTOCK - STOCK.ADOBE.COM, DOROTHY LANE MARKET, CAFE SPICE
As the United States' population continues to grow and diversify,
palates that favor multicultural flavors are influencing consumers'
taste preferences, and grocery and convenience store prepared foods
sections have seen an upward trend in the introduction and sale of