Flavor and taste perceptions of Asian foods:

Asian food represents the broader diversity of cultures, religions and customs of the Asian continent. Bold and delicious flavors are being embraced, and slowly becoming an integral part of American food - ingredient challenges America's shift toward foods with global flavors is influenced, in part, by a diverse influx of cultures. Asian foods from different regions offer different taste perceptions--each has a distinctive cooking style. For instance, Thai foods, which rate very high in popularity, offer a variety of ingredients such as galangal, chili oil, peanuts, coconut paste, fish sauce, lemon grass, basil and tamarind. Spices, sauces and herbs are integral parts of Asian foods and ate added to enhance taste, texture, aroma and color. The exciting myriad of flavors helps to explain the cuisine's gradual but steady integration into mainstream U.S. foods. "Deep Foods Inc. (Union, N.J.) offers a wide variety of Indian and Thai cuisines, with a primary focus on the growing Indian population. [However,] the market has expanded and now these products are not limited to Asian stores but have expanded to aisles in local grocery shelves. Consumer responses are great, as people are evolving and getting to know new tastes," says Chet Trivedi, director of sales. The popularity of Asian foods is validated by significant growth in retail sales that is expected to reach $1 billion by the year 2008, according to information provided by Diversified Business Communications (Portland, Maine). Asians have $254 billion in spending power, but are only one third the size of the U.S. Hispanic population (Hispanics are responsible for about $452 billion). According to the U.S. Census, Asians numbered 11.3 million in 2000, and that population is expected to reach 19.6 million in 2020. Flavor's Effect on Sensory Perceptions Flavors from the East are unlocking the taste perceptions of millions of Americans who seek variety in their menu. Consumers are becoming more educated about international flavors and want their food to be colorful, tasty and diverse. They expect their food to be satiating and healthy, and they also want to experience the pleasing and wholesome aromas. Bold, strong and exotic flavors are the driving force behind the burgeoning popularity of Asian foods. Chinese foods enjoy a large following partly because the entrees serve two to three people, the food is highly portable and Chinese cuisine is "the ideal meal for a large group of people preferring to dine out," states Mintel International Group (Chicago) in its report, "Chinese Foods--U.S.--March 2002." by Andaleeb Ahmed --