Executive Summary: Consumers increasingly seek familiar foods with elevated taste and premium touches. Griffith Foods’ insights highlight how small indulgences—from wagyu burgers to truffle-enhanced sides—combine sensory appeal with sustainability goals. Strategies brands can leverage these strategies to meet evolving North American consumer expectations. How Flavor is Elevating Everyday Eating
- Consumers want familiar foods with a premium twist.
- Small indulgences—like truffle sauces or slow-cooked proteins—boost satisfaction.
- Brands can combine taste innovation with sustainable sourcing to meet 2030 goals.
Flavor Meets Purpose: A New Era of Everyday Eating
Consumers in North America want food that feels both familiar and better.
Snacks, sandwiches and quick meals that include a premium touch are growing in demand—when that touch is well-executed, consumers treat routine moments as small, inexpensive rewards.
Premium touches like wagyu burgers, truffle sides, and single-serve crème brûlée kits enhance perceived value and drive trial in casual and QSR formats.
For Griffith Foods, those consumer preferences map directly to our 2030 goals: build sustainable supply networks, expand nutritious portfolios, and reach underserved markets. The FlavorIQ® Food & Flavor Outlook frames these opportunities under the theme Elevating the Everyday.
Why Elevating the Everyday Matters
Consumer Insights & Behaviors:
- 75% like bacon; 53% snack at home
- 37% indulge daily; 50% pay more for quality
- 36% of U.S. consumers seek unusual flavors
- Premium Touch Applications: Wagyu burgers, truffle sauces, slow-cooked proteins, restaurant-style desserts
Consumer decisions now combine taste with value, quality and convenience.
75% of North American consumers find bacon appealing, showing that familiar flavors remain central to everyday indulgence.
The Value Gap in North America: Why Taste Must Justify the Price
- 75% of North American consumers find bacon appealing¹
- 53% of North American consumers enjoy snacking on savory treats while relaxing at home²
- 45% of global consumers turn to products they know and trust for snacking and comfort³
- 39% of consumers say they choose to indulge when relaxing at home⁴
- 37% of consumers buy luxury or expensive prepared meals more often than before⁵
- 37% of American consumers indulge at least once a day⁶
Consumers want elevated experiences, but price and perceived value limit purchase in some categories.
Key data and implications:
- Value caution: 13% of consumers have cut back on confectionery and 13% on savory snacks because they no longer felt good value for money⁷
- Quality premium: 50% of consumers will pay more to protect baked-goods quality⁸
- Moderation behaviors: To balance indulgence, consumers choose smaller portions (31%), exercise to offset indulgence (28%), or limit treats to weekends (25%)⁶
Consumers balance indulgence with value: 31% choose smaller portions, 28% exercise, and 25% limit treats to weekends.
Willingness to try New or Unusual Flavors
- 36% of U.S. consumers look forward to trying new or unusual QSR flavors⁹
- 26% of Canadian consumers look forward to trying unusual QSR flavors⁹
- 43% of Mexican consumers look forward to trying new or unusual QSR flavors⁹
Premium Touches, Real-World Impact
Top Flavor Trends for Everyday Eating:
- Familiar flavors with a premium twist
- Elevated snacking and desserts
- Small indulgences that fit moderation behaviors
- Experimentation with new or unusual flavors
- Sustainable and traceable ingredient sourcing
Market examples show how premium touches work across formats and how Griffith Foods can enable those experiences:
Premium proteins made everyday:
- Wagyu burgers and Kobe-style hot dogs bring steakhouse appeal to casual meals; ready-to-heat barbacoa and slow-cooked shredded beef bring authentic flavors home without long cook times¹⁰
- Elevated snacking: Packaged desserts and snack formats that mimic restaurant textures and plating—single-serve crème brûlée kits, flip-top indulgent yogurts—drive perceived value¹⁰
- QSR and foodservice lifts: Limited-time premium offerings such as truffle or smoked-brisket promotions create excitement and trial at scale¹⁰
- Everyday upgrades: Small techniques—caramelized onions, truffle salsa, crispy smashed potato salads—add sensory depth to familiar plates¹⁰
Scaling with Purpose
Griffith Foods enables premium touches at scale through sauces, coatings, seasonings, and value-added proteins.
By linking these innovations to our 2030 targets—customers can deliver elevated experiences that also advance sustainability and affordability.
Small Indulgences, Big Opportunities
Elevating the everyday is more than a tactic—it’s a strategy. It connects quality, portioning, pricing, and responsible sourcing. The data shows strong demand for small, frequent indulgences—if those indulgences deliver clear sensory and value benefits.
Sensory Shifts: Key Facts
- 53% of North Americans enjoy savory snacks while relaxing.
- 50% will pay more for high-quality baked goods.
- 36% of U.S. consumers are eager to try unusual QSR flavors.
- Premium touches include Wagyu burgers, truffle salsa, and indulgent desserts.
- Aligns with Griffith Foods’ 2030 targets: 80% sustainable sourcing, 25% regenerative farming.
Learn more how these research insights guide actionable menu and product innovation.
With FlavorIQ® insights, Griffith Foods pairs flavor innovation with verified sustainability outcomes, helping customers reach new consumers while meeting their own goals. Explore how our FlavorIQ® insights and product solutions can lift your menu or retail lineup. Contact Griffith Foods to co-develop a pilot that demonstrates sensory impact, cost control, and traceable sourcing.
Let’s Create Better Together
We’re here to help inspire creations that keep your product portfolio on trend. Contact your Griffith Foods representative or reach out to our sales team to learn more about our ongoing research and innovative offerings.
References
- FlavorIQ® Food & Flavor Outlook Program, Flavor Dashboard (2025)
- Global Survey (2024)
- FMCG Gurus, Top Trends for 2025
- FMCG Gurus, Top Trend 4: Strive for Happiness (2024)
- GlobalData, Q1 2023 Global Consumer Survey
- Datassentials, Permissible Indulgences (2024)
- GlobalData, Q3 2024 Global Consumer Survey
- GlobalData, Q1 2023 Global Consumer Survey
- GlobalData, Q1 2024 Global Consumer Survey
- FlavorIQ® Food & Flavor Outlook Program, Market Section (2025)
