Is it the end for spaghetti and pizza in the USA?

Before, it was Italian food and restaurants that played an important role in the American eating habits, for example in films with iconic dishes such as spaghetti and meatballs, but now we could find tacos in their place. With the passage of time, the change in migratory flows and habits in the new generations, the pre-eminent role of Italian cuisine in the United States is now at risk. This comes as news according to a report by Datassential, a consultancy company that deals with intercepting trends in the food & beverage sector. The research highlighted the overtaking of Tex Mex cuisine over Italian cuisine in regards to consumption in the United States and the company is advising its customers, who turn to the company to structure menus of their restaurants, to replace typical Italian comfort foods such as pizza and pasta with Latin dishes, such as tacos.

The Dataessential research

Datassential, company founded in 2001, deals with trends in the world of food and wine. Through the use of research software and artificial intelligence, the company intercepts new market trends and guides small and large brands – such as Barilla, Pepsi, Burger King and Starbucks – as well as restaurants in planning their strategy or in creating their menus. To establish what the trends are, one of the company's methods is to have consumers evaluate new proposals based on a description, photo and price. The analysis of more than 4,500 new proposals on restaurant menus in 2022 highlighted a growing push towards more exotic and spicy dishes, with a particular focus on Latin American ingredients and preparations.

The growing Latin thrust

The large demographic growth of the Latin segment of the American population is having a significant impact on the food & beverage sector. Again according to the analysis by Dataessential, among the ten dishes on the rise on restaurant menus are birria (a typical Mexican stew), chicken taco salad and preparations containing Tajin, a condiment based on chilli powder, lime and sea salt. The trend also concerns drinks: in first place we find Ranch Water, a cocktail based on tequila, lime and Topo Chico, a particular Mexican sparkling water. And tequila is on its way to overtaking vodka as the best-selling spirit in the United States, while the Margarita is becoming the most popular cocktail.

The generational issue and new consumer habits

Mike Kostyo, a Dataessential analyst, spoke to Axios about the most interesting aspects that emerged in the research, such as the preferences of the various generations compared to the typical cuisines, which are accelerating changes in the American restaurant scene. The trend began with millennials, the first to prefer Mexican cuisine over Italian cuisine, and continues with Gen Z, who also put Chinese cuisine ahead of Italian. "Before you could find Italian dishes as comfort food on menus, now if you are a restaurateur you'd better put a taco in their place – Kostyo told Axios – college campus canteens are an example of this, where you can most likely find Asian bowls, tacos and burritos. The things kids grow up with now are different than they were twenty or thirty years ago."

The one by Dataessential is not the only report that in recent months has detected a change in eating habits in the new generations. For example, one study published in February by Hartman Group – another consultancy firm in the food & beverage sector – highlighted how, especially following the pandemic, the moments in which the American population consumes food during the day are increasing and moving away from classic meal times. More snacking, fewer gatherings around the table and a search for unexpected and surprising flavours, especially in Gen Zs who are starting to find even foods like Jalapeños boring, an aspect that is pushing restaurants to include new, even spicier peppers on their menus.

All is not lost

However, there is no need to despair over the fate of Italian cuisine and restaurants in the United States, a topic Kostyo himself spoke about on the ItalianFoodNet portal last year. At the time, another study by Dataessential had caused a stir according to which 47% of Baby Boomers had chosen Italian cuisine as their favourite, while only 22% chose Latin or Mexican cuisine, while Gen Z had indicated Tex Mex for 45% and only for 26% Italian food. "Consumers can appreciate different cuisines at the same time and eat different types in a week – Kostyo said on that occasion – despite the change in habits, 70% of Gen Z still claim to have a positive opinion in regards to Italian food."

by Maurizio Gaddi