Keep Calm and Eat Kimchi

Travel is more accessible than ever, and millennials are seeing the world, which is impacting their tastes in food. As consumers are exposed to new places, they learn to love different flavors. West coast cities have boasted Korean eateries and markets for some time, but the trend is now moving inland.

The New Chinese food

Chinese food got its start in the United States because of immigration. Now, Korean food is catching up. Korean BBQ is a food truck favorite, and saw a surge in interest in 2017, a trend we expect to see continue in 2018.

Hot Stuff

Gochujang, a sweet and savory fermented red chili paste, along with other Korean condiments, posts on Pinterest have a seen a 222% jump.

Next in Fermented Foods

Because of their health benefits, probiotics garnered a lot of attention in 2017, and we don’t expect this to end in 2018. As North American consumers learn to love fermented foods, we expect their taste buds to seek exotic versions, including Korean Kimchi, especially amongst DIYers and travel fanatics.

What This Means for Brands

Many brands are creating Korean-inspired products, such as Kimchi Chips. Expect consumers—especially Millennials—to seek out these new flavors. We expect the fermented vegetable industry to grow, becoming more crowded, as well as more diversified, as small companies push the trend forward.