The United States is home to the largest immigrant population in the world, providing its residents with ample opportunity to expand their culinary horizons. But what are the most influential factors leading to the acceptance of foreign foods consumed in this country? Sociodemographic backgrounds and culture are key indicators, according to a new UF/IFAS study.
Eastern Asian and Black consumers, for example, are 55% and 32% less likely, respectively, to consider new cuisines compared to white consumers, according to the study, published by researchers in the UF/IFAS food and resource economics department. Students are 187% more likely than non-students to try novel foods. And consumers with a bachelor’s degree are 38% more likely than those with high school degrees to sample unfamiliar fare.
The findings are based on responses to online survey questions posed to 1,052 individuals. In addition to collecting demographic information, the researchers queried respondents about their cultural identity, their sensitivity to cultural differences and their multicultural experiences.
Although the researchers hypothesized respondents with international travel experience would readily embrace new foods, they discovered the effect of sojourns abroad was negligible. Respondents who resided in multicultural environments or had multicultural experiences during their everyday life, however, were 95% more likely to try foreign food than those who did not.
“This suggests that short-term exposure to foreign cultures — whether through travel or brief stays in other countries — has a limited effect on consumer acceptance of new foods,” said study author Zhifeng Gao. “To enhance the acceptance of different culinary styles, a deeper cultural exchange, such as living in a more diverse cultural setting, is necessary.”
The study’s findings provide practical guidance for marketers, food industry practitioners and policymakers. Consumers raised in multicultural environments, for example, could serve as a target demographic for promotion of nutritious food plans.
The researchers also noted the benefits of adapting to the country’s shifting demographics; by 2060, the Hispanic, Asian and Black populations will all increase as the white population decreases, according to U.S. Census projections.
“These population changes are expected to alter the types of food consumed in the U.S. and their consumption patterns,” according to the study. “To align with these population trends, it’s important to explore which consumer groups are more receptive to new foods.”
Individual curiosity has advantages as well, Gao said.
“Exploring unfamiliar, ethnic foods can inspire consumers to deepen their understanding of different cultures,” he said. “Ultimately, this exchange may foster greater openness and acceptance among people from diverse backgrounds.”
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The mission of the University of Florida Institute of Food and Agricultural Sciences (UF/IFAS) is to develop knowledge relevant to agricultural, human and natural resources and to make that knowledge available to sustain and enhance the quality of human life. With more than a dozen research facilities, 67 county Extension offices, and award-winning students and faculty in the UF College of Agricultural and Life Sciences, UF/IFAS brings science-based solutions to the state’s agricultural and natural resources industries, and all Florida residents.