TRENDS UPDATE NO. 106

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SPATE UPDATE:

FOOD DATA IS NOW AVAILABLE

Did you know that Spate now offers food data? From snacks to beverages to international cuisines, we're keeping a pulse on consumer culinary favorites to help guide your food-related strategies.

Whether you have food products in your portfolio, are planning a marketing event and want to have the trendiest snacks, or are trying to keep tabs on cultural phenomena like Ted Lasso Biscuits (+804.9% YOY), click here or submit your email below to learn more.

DOUGH FACED

The rise in searches for churro cookies in the US reveals the American consumer's interest in taking the churro taste beyond its original form.

The Spate Facts: Churro Cookies

There are 3.1K searches on average every month in the US for Churro Cookies, which is very low volume relative to other searches for cookie types. Search interest has grown +52.9% since last year with two market leaders: Crumbl and Thinsters.

The Spate POV

Churro Cookies take the cinammon-y sweet goodness of the churro and transform them into cookie form. The result is a perfectly chewy sugar cookie topped with a rich and creamy cinnamon buttercream. Consumers are seeking the churro cookie along with additional variations on the cookie including hazelnut and white chocolate chip.

In addition to the cookie, other churro desserts are also trending such as churro donuts, waffles, cupcakes, and chips. This indicates an opportunity to bring this flavor trend to other categories in food such as ice cream, cereal, and even beverages (ie, as shakes and sparkling sodas).

As this is a relatively new trend with few market leaders, there is still room for a brand to come in and own this trend. Brands should also consider creating unique, specialty churro desserts as part of their social media strategy and explore partnerships with authentic Latin and Spanish pastry chefs to create new recipes with a nod to the churro’s origins.

NOT SO COOKIE CUTTER

Searches for Korean Cookies indicate that consumers are looking for more than just the familiar when it comes to Korean cuisine.

The Spate Facts: Korean Cookies

On average, there are 2.1K searches every month in the US for Korean Cookies, which is very low volume relative to other searches for cookie types. Search interest has grown +50.0% since last year and there are no market leaders or brands being searched alongside this trend.

The Spate POV

There has been strong growth in interest for a variety of Korean Cookies, which may have been sparked by the popularity of the show Squid Game. The show led to a strong spike in searches for Dalgona cookies in October 2021. Similarly, Ted Lasso biscuits have also experienced growth, further illustrating the cultural influence of shows on culinary trends.

In terms of Korean cookies, consumers are seeking out different variations of the cookies such as: ginger Korean cookies, rice Korean cookies, honey Korean cookies, and Yakgwa Korean cookies.

The term “Korean” across the food category is growing by +27.2% since last year; trends like Korean cocktails and Korean cucumber kimchi are also experiencing strong growth. Although there are no brands owning this space yet, there may be room for brands to support Korean founders bringing these trends to the US, or for American brands to be inspired by Korean flavors. Similar to the churro trend, international foods are becoming more popular as Americans expand their palettes and demonstrate a bigger appetite for ethnic cuisine. How can brands learn from the different cultures and share the rich culinary heritage in an authentic way?

PROTEIN POWER

As searches for high protein increase, consumers are looking for a variety of ways to get their protein in. Protein cookies are the accessible treat that provide a boost.

The Spate Facts: Protein Cookies

There are 83.5K searches on average every month in the US for Protein Cookie, which has grown +13.3% in searches since last year. There are 3 market leaders: Quest, Lenny and Larry, and Premier Protein.

The Spate POV

Move over protein shakes and bars, consumers can now have their protein and satisfy their sweet tooth at the same time with Protein Cookies. High protein has been a growing term since last year (+11.9% YoY across food) as consumers look to add more protein in their diet. Protein cookies may be a guilt-free way for consumers to get the best of both worlds by increasing their protein intake while also indulging in a dessert. It certainly offers more convenience and portability than other protein products, such as shakes and powders.

How else can brands help consumers achieve their nutritional goals in a more tasty and desirable way? What other food formats can be leveraged to increase protein and other vital nutrients such as vitamins and minerals? Consumers are also seeking out recipes, indicating they want to make versions of this at home. Brands should consider creating fast and easy DIY recipes that consumers can make at home using their brand’s ingredients. Or perhaps offering pre-made mixes or partnering with meal delivery services to include their food options in the subscription.

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