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Latin American (LATAM) and Hispanic consumers drive 16% of total CPG growth in the U.S. Younger generations, especially Gen Z and Gen Alpha, are leading this shift. Flavor is no longer just about taste. It is about identity and exploration.
Gen Z and Alpha has moved beyond basic sweet and spicy. They now crave "swangy" flavors. That means sweet, spicy, and tangy all at once. They want real, authentic tastes from around the world. A flavor like gochujang, which was almost unknown five years ago, now fills entire shelves at major grocery stores. Brands that use these flavors without real cultural stories get rejected. Consumers want to know the technique and the story behind the ingredient.
The numbers show this is a permanent change. Over half of US consumers are drawn to Latin American flavors. Sauces like chimichurri and mole poblano are leading the way into mainstream products. Japanese and Korean flavors are also booming. Gochujang is now the fourth fastest-growing flavor in the US meat and meals category.
Latino and Hispanic consumers drive 16% of total CPG growth in the US.
Over half (about 54%) of the general US population is drawn to Latin American flavors.
Gochujang is the fourth fastest-growing flavor in the US meat and meals category.
Asian flavors like Japanese sauces and Korean gochujang are booming across frozen meals, snacks, and condiments.
Gen Z is actively seeking bold, spicy, umami-rich flavors from Asian cuisines as a form of personal expression.
Every report is human‑checked and delivered in one business day. You get the latest numbers, not last quarter’s.
Want to read a sample report? Click here.
Current data sources include Circana, Givaudan, Braque, and Datassential from 2025-2026.
Latin American (LATAM) and Hispanic consumers drive 16% of total CPG growth in the U.S. Younger generations, especially Gen Z and Gen Alpha, are leading this shift. Flavor is no longer just about taste. It is about identity and exploration.
Gen Z and Alpha has moved beyond basic sweet and spicy. They now crave "swangy" flavors. That means sweet, spicy, and tangy all at once. They want real, authentic tastes from around the world. A flavor like gochujang, which was almost unknown five years ago, now fills entire shelves at major grocery stores. Brands that use these flavors without real cultural stories get rejected. Consumers want to know the technique and the story behind the ingredient.
The numbers show this is a permanent change. Over half of US consumers are drawn to Latin American flavors. Sauces like chimichurri and mole poblano are leading the way into mainstream products. Japanese and Korean flavors are also booming. Gochujang is now the fourth fastest-growing flavor in the US meat and meals category.
Latino and Hispanic consumers drive 16% of total CPG growth in the US.
Over half (about 54%) of the general US population is drawn to Latin American flavors.
Gochujang is the fourth fastest-growing flavor in the US meat and meals category.
Asian flavors like Japanese sauces and Korean gochujang are booming across frozen meals, snacks, and condiments.
Gen Z is actively seeking bold, spicy, umami-rich flavors from Asian cuisines as a form of personal expression.
Every report is human‑checked and delivered in one business day. You get the latest numbers, not last quarter’s.
Want to read a sample report? Click here.
Current data sources include Circana, Givaudan, Braque, and Datassential from 2025-2026.