Ever wonder what those “savory” tastebuds in your mouth were called?
That sensation is umami, and it’s transforming the culinary landscape in every cuisine.
While sweet, salty, sour, and bitter have been hogging the flavor limelight for centuries, umami has been quietly working behind the scenes, adding depth and complexity to our favorite dishes.
Also known as the “fifth taste,” discovered in 1908 by Japanese chemist Kikunae Ikeda, it is now driving food innovation across the U.S., Canada, and Mexico.
This year’s FlavorIQ® Food & Flavor Outlook Program: The Perfect Bite explores the delight and emotion of culinary experiences that activate the senses through themes, culinary platforms, ideas, and themes, including Unstoppable Umami.
Unlocking the Power of Umami
Umami is the secret ingredient that leaves us craving more and can be found in everyday foods, delightful sauces, and condiments.
With the increasing trend of health-conscious living, many of the healthy ingredients we use daily contain umami, providing us with the benefits of savory flavors as well as contributing to our overall health.
From the earthy richness of mushrooms to the robust flavor of aged cheese, umami is all around us. Some umami-rich sauces and condiments that are used every day are tomato paste, soy sauce, miso, and balsamic vinegar.
Whether you’re simmering a soul-warming stew or crafting a zesty marinade, these flavor enhancers are your ticket to unlocking umami magic in every bite.
According to recent reports:
- 40% of US consumers have tried shiitake mushroom (an important umami flavor) and would like to try it again.1
- 77% of Canadian consumers typically use soy sauce at home, making soy sauce the 2nd most popular sauce after pasta sauce.2
- 61% of Mexican consumers think mushrooms (a food rich in umami) will have a positive effect on their health.3
The Science of Umami
Umami, the savory fifth taste, has some unique characteristics that set it apart from other flavors. Its taste lingers on the palate longer than other basic tastes, providing a prolonged sensory experience.
Unlike some tastes that are concentrated in specific areas, umami receptors are spread across the entire tongue, allowing for a full-mouth flavor sensation.
Umami is also known for its ability to stimulate salivation, quite literally making your mouth water. According to Mintel:
- 47% of U.S. consumers use flavorful sauces to make boring food taste good.4
- 41% of Canadian consumers seek savory and salty flavor combinations in snacks.5
- 51% of Mexican consumers regularly look for new foods and flavors to try.6
Clearly, umami is not just a taste; it’s a movement.
Unveiling the Umami Showdown
The Umami Showdown is a captivating culinary contest that showcases a rich tapestry of flavors across North America. 60% of Canadian consumers find the “garlicky” flavor in sauces and marinades appealing. This flavorful competition underscores the diverse and evolving tastes of North America.
The most appealing umami flavors are as follows:
In the United States:
- Aged cheese
(95% appeal).7 - Garlic
(93% appeal).7 - Bacon
(92% appeal).7
Canada introduces bold flavors such as:
- Parmesan truffle
(+10% consumer interest).2,7 - Black bean garlic
(+9% consumer interest).2,7 - Fish sauce
(+6% consumer interest).2,7
Mexico delves into Asian-inspired umami with:
- Soy sauce
(89% consumer liking/interest).7 - Teriyaki sauce
(90% consumer liking/interest).7 - Hoisin sauce
(82% consumer liking/interest).7
Umami’s Rise in Product Innovation
The food industry has embraced umami with open arms, as evidenced by the dramatic increase in product launches featuring this savory sensation.
Manufacturers are capitalizing on consumers’ growing appreciation for complex, satisfying flavors, leading to a surge in umami-centric offerings.
Food product launches mentioning “umami” have surged in the U.S. from 14 (2018) to 70 (2023).8
The Future of Umami
As we’ve explored the rich tapestry of umami across North America, it’s clear that this “fifth taste” is more than just a culinary trend—it’s a flavor revolution reshaping our palates and the food industry.
With nearly half of U.S. consumers enhancing their meals with umami-rich sauces and over half of Mexican consumers eagerly exploring new flavors, umami has firmly established itself as a driving force in culinary innovation.
The umami horizon is bright and full of possibilities.
As North American consumers seek bolder, more intense flavors, umami is poised to become an unstoppable force in food innovation across the continent.
FlavorIQ® Food & Flavor Outlook Program
At Griffith Foods, we turn insights and culinary creativity into new opportunities with our FlavorIQ® Food & Flavor Outlook Program. Through our annual culinary theme program, we curated a list of key culinary themes that reflect the food industry’s current state and our prediction for what’s next.
Learn more about our program and themes here.
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.
Resources:
- Mintel Regional & International Flavors 2023
- Mintel Cooking Sauces, Pasta Sauces, and Marinades – Canada 2023
- GlobalData 2023 Q1 consumer survey
- Mintel Trending Flavors & Ingredients in Sauces 2023
- Mintel Reports, Mintel Global Consumer Database
- Mintel, 2024 FlavorIQ® Food and Flavor Outlook Report, January 2024
- Griffith Foods NA Flavor Dashboard
- Mintel Global New Product Database
