TREND: While consumers generally embrace the innovation and change around them, it’s a lot to keep up with. About as many relate to something familiar and comfortable (51%) as something new and exciting (49%); those who said it’s extremely/very important to stretch to try new things is trending downwards, now only 36%.

OPPORTUNITY: To counteract constant change and adaptation, many consumers also seek familiarity and reassurance – often through foods, which can provide powerful comfort. It’s not just the affordability of items such as mac and cheese that makes them so appealing these days – few things have the potential to provide as much reassurance in a changing and unstable world as “comfort foods,” especially those considered classics and/or childhood favorites. Simple pleasures such as meatloaf, pizza, roast chicken, hamburgers, and hot dogs provide many consumers with a welcome counterbalance to the constant pressure to adapt. That said, consumers don’t necessarily want to see dishes from 50 years ago that come across as stale and old – fresh and modern twists on things associated with comfort and familiarity also have potential for success, provided what’s added isn’t novelty for its own sake. Predictability is powerful, so if tweaks to traditional preparations are in order, retain enough that is reminiscent of something consumers know. And remember that part of the appeal of these preparations is their simplicity; enhance, but don’t overcomplicate.

CAUTION: Not everyone grew up with mac and cheese – know your audience, and if their reference isn’t American comfort food per se, then just give them food that comforts. It might be tacos or Korean BBQ; the chef’s childhood memories or anything rooted in tradition could provide the foundation. If you are going to tap into the emotions of taste, do it well.

Data Source: The Futures Company