In our evolved psychology, we have two opposing strategies regarding novel foods. The so-called “omnivore’s dilemma” describes the potential risks and rewards of eating from a wide variety of possible foods. So-called “food neophobics” — those who feel disgust or fear when served an unfamiliar food — will avoid potential illnesses, allergic reactions or other adverse reactions by sticking to what they know. They are not just being fussy — neophobics have both a psychological and physiological response to an unfamiliar food — their pulse and breathing speed up, and they can begin to sweat.
On the other end of the spectrum are the “food neophiliacs,” who are always looking to explore a more varied diet. Such adventurous eaters were likely better at adapting to times of scarcity in human history by discovering new food sources. Because both eating strategies have evolutionary advantages, we can still find neophobes and neophiliacs in the human population.
The trend of younger generations seeking more novelty is clear. When surveyed, over half of millennials say they are more likely to visit a restaurant that offers unfamiliar dishes or flavors. Only one-third of consumers over 35 expressed a similar sentiment. Gen Z is even more interested in variety. Nearly half reported trying one new beverage and one new packaged food every month.
Sometimes, our rejection of a new food has little to do with the ingredients but with how we perceive the technology or process by which it is made. New methods, like 3D printing or meat produced from stem cells, can be perceived as unnatural and trigger neophobia. Many processes, such as milk pasteurization, faced skepticism when first introduced. To adopt a food created with a new technology, consumers must first learn the added value (safety, extra health benefits, sustainability) of a new technology.
What’s Next?
In general, the cultural movement toward food neophilia is a positive one. Not surprisingly, people who restrict their diets to only a few foods are often more prone to nutritional deficiencies. Several studies have suggested that the micro- and macronutrients we get from a varied diet are critical to our physical and mental health. Other studies indicate that adventurous eaters also tend to be lower on body mass indexes.
The trend toward adventurous eating has mirrored the diversification of the American population. Today in America, even small towns can support restaurants and grocery stores catering to different cultural tastes. In home kitchens, adventurous eaters report reviving and reimagining dishes from their family or cultural heritage.
As adventurous eating becomes the norm, culinary innovation increases. The enthusiastic neophiliacs of the world are forging new and growing markets for innovators experimenting with new combinations of ingredients and flavors. This provides exciting opportunities for food companies to try new approaches, to dream up new products or put creative spins on existing products. The market for innovation is growing and shows no sign of stopping. This journey into a new world of food options is a testament to our ever-changing relationship with food and the endless possibilities it holds for our palates and cultures alike.
Innovators at Hormel Foods are watching the increasing consumer interest in novelty and new combinations of flavors. “We are definitely staying conscious that tastes are changing and becoming more adventurous,” said Nick Miller, senior innovations manager at the Planters® brand. “To innovate new products, we are always tasting new flavor profiles at the bleeding edge of culture, looking to be a little ahead of the bell curve.”
