Out of the Box: Noir, Noir, Noir, How Do You Like It?

Brandweek

Edited by Becky Ebenkamp

Published:  September 25, 2006

Robust and dark flavors are on the upswing, says trend researcher The Zandl Group's young adult panelists, who are increasingly viewing these flavors as "sophisticated" and "cool." According to the Young Adult Hot Sheet report, respondents' favorites in the dark/robust category are dark chocolate, dark roast coffees, brown spirits and dark beers like Guinness.

Here's why dark is so on the mark, according to Zandl (www.zandlgroup.com):

•Take a Hike, Bland!: People are developing a more full-bodied palate. "Robust flavors linger longer and put you in the moment of enjoying whatever it is you are consuming," said one panelist who prefers strong flavors. Another wrote: "They are stronger and therefore easy to appreciate. I like the depth."

•The Food-Net Worth: As consumers learn more about food, and develop an interest in its preparation, they seek more sophisticated flavors. Knowledge about foods allows them to be more adventurous in their food choices.

•Dark Foods, Health's Angels: The possible health benefit of dark, robust-flavored foods is another reason dark is becoming more dominant. Studies indicate that coffee may reduce the risk for type 2 diabetes, dark beer may counteract the risk of heart disease and dark chocolate may lower blood pressure.

Consumers also believe darker and richer foods are less processed and more natural. One panelist said she prefers dark chocolate because she can "get more of the chocolate flavor and less of the sugar or other additives." Others say stronger taste helps them feel more satisfied with their meal. When they eat robust items, they consume less, and therefore fewer calories.

•Dark Food = Dark Mood: Others who appreciate strong flavors do so purely for the experience. "They are dark and stormy and go with a general brooding attitude—good for contemplation," one respondent said.

•Dark, Sexy Back: The trend is particularly strong among young adults ages 25-29. "There's a seriousness/gravitas that I found lacking in the food of my youth, and this clearly has something to do with what I view as 'growing up,'" said one respondent, who apparently has issues with those Piggies-in-a-Blanket and Sloppy Joes served up in childhood.

Zandl says this tendency represents a longing for "grown & sexy" qualities in products and pursuits among those in this age group, who are cultivating an appreciation of things classically attributed to adults, such as jazz, ballroom dancing or drinking Scotch. (And to that, we would add, peppering one's phrases with words like "gravitas.")