The McCormick Flavor Forecast Goes Global for First Time in Its 12-Year History

A global leader in flavor, McCormick & Company, Incorporated (NYSE:MKC) is taking its Flavor Forecast®, a catalyst for innovation among foodservice professionals, to the next level in 2012. For this milestone report, an international group of McCormick experts—including chefs, sensory scientists, trend trackers, marketing experts and food technologists—collaborated to identify global trends that will continue to shape the future of flavor.

After a year-long process of culinary exploration, data discovery and insight development, McCormick’s 2012 Flavor Forecast revealed a surprising finding: food lovers around the world have more in common than expected. The trends impacting our food choices are strikingly similar from region to region, even though the specific foods, flavors and ingredients we enjoy are uniquely rooted in our local cultures.

 The six globally relevant trends are brought to life through 12 regional flavor combinations:

“With a family of brands in more than 100 countries serving food manufacturers, foodservice channels and home cooks, McCormick has a unique vantage point on evolving tastes across borders,” said Alan Wilson, Chairman, President and CEO of McCormick. “As an extension of our leadership in the flavor market, we are uniquely poised not only to forecast emerging flavors and trends, but to really impact the future of flavor with this report.”

McCormick For Chefs® Executive Chef Kevan Vetter added, “By taking a global view with the 2012 Flavor Forecast, our goal was to support the innovative chefs and foodservice professionals who are helping drive the growing demand for internationally-influenced cuisines. With their passion for food and our insight on flavor, the opportunities for menu innovation are endless.”

The McCormick Flavor Forecast has proven to be successful in serving as a catalyst for flavor innovation, playing an important part in moving edgy ingredients into mainstream popularity. Examples include:

  • Chipotle – highlighted in the 2003 Flavor Forecast; at that time, most weren’t aware of this chile pepper or even how to pronounce it. Today, chipotle can be found on menus everywhere, from fast food outlets to upscale dining establishments. In fact, menu mentions of chipotle increased by 54% from 2004-2010.
  • Cocktail-Inspired Meals – first identified in the 2008 Flavor Forecast; today, alcohol-inspired dishes, and even entire themed menus centered around a particular alcohol flavor, have grown in popularity in restaurants everywhere, with a recent emphasis on craft brews and bourbon.

“Staying on top of trends is essential to the culinary industry as it gives us a clear pulse on how today’s culture is impacting food choices,” said American Culinary Federation President Michael Ty, CEC, AAC. “McCormick has proven time and again to be a leading trend information resource. We especially look forward to seeing their Flavor Forecast, which pushes the boundaries of what is possible with food and gives us a flavor roadmap for the future.”

Upon finalizing the Flavor Forecast, McCormick delivers custom presentations to more than 100 foodservice operators providing recommendations on how to best incorporate the flavors into their menu offerings.

To explore the future of flavor with inspired recipes, photos and video, visit

About McCormick & Company – The Flavor Expert:

Founded in 1889, McCormick & Company, Incorporated is a global leader in flavor with the manufacturing, marketing and distribution of spices, herbs, seasonings, specialty foods and flavors to the entire food industry—retail outlets, food manufacturers and foodservice businesses. McCormick For Chefs®—McCormick’s Food Away From Home division—provides unrivaled solutions to the distinct needs of professional foodservice with its McCormick Culinary™, Lawry’s®, OLD BAY®, Thai Kitchen® and Zatarain’s® products. Chefs and operators can be confident that McCormick brings more sensory science experience, product innovation and flavor expertise for quality taste experiences. For more information and recipe ideas, visit Follow-us on Facebook at or find us on Twitter at!/McCormick4Chefs.