Regional consumer trend updates: Africa & Middle East

Proportion of consumers who say that they like food and drink products with new and unusual flavours (2020)

88%

83% 81%

Nigeria

South Africa

Saudi Arabia

Source: Flavours, Textures & Colours survey, Q3 2020 (4,000 respondents)

Why do you like new and unusual flavours (2020) Consumers who like new and unusual flavours

Nigeria

South Africa

Saudi Arabia

I can often find traditional flavours bland and boring

19%

13%

19%

I deem myself adventurous and like to try new flavours

82%

84%

86%

I find experimental and exotic flavours make a product more exclusive

72%

62%

59%

I like products that stand out from others

69%

52%

67%

I like to be experimental when cooking

75%

81%

64%

I like to post about new and exotic flavours on social media

21%

20%

13%

I like to try new flavours from around the world

85%

83%

62%

I like to try new flavours from specific regions from countries around the world

75%

71%

65%

I like trying flavours that I haven't tried before

79%

72%

64%

Source: Flavours, Textures & Colours survey, Q3 2020 (4,000 respondents)

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