The New American Menu

The plethora of cooking shows currently on television is a reflection of the change in the American palate. Increased worldwide travel and the influx of a broader spectrum of immigrants have exposed us to new cuisines, flavors, and ingredients. Across the country, Americans are experimenting with a wide range of ethnic foods, from Asian and Italian to Latin and Middle Eastern, as well as spicing up everyday fare with gourmet seasonings.

The increased popularity of cooking and entertaining family and friends at home is fueling the launch of products to complement these new food trends. Besides the effort and expense that goes into preparing a gourmet meal, hosts and hostesses know that presentation is almost as important to the dining experience as the final outcome of, say, grilled swordfish with wasabi marinade. Gift retailers can capitalize on these trends by offering a range of serveware and table settings, as well as coordinating gifts and accessories.

Although new Asian dishes regularly appear on the menus of the country's leading restaurants, Asian food was first introduced to the American palate in the 1800s. From sushi to egg rolls, stir fry, and pad thai, Far Eastern fare is more popular than ever, often serving as an alternative to fast food. In recent years, consumers have expressed interest in serving their Asian dishes on the "right" plates with the "right" utensils. And manufacturers have taken note, offering product with distinct Eastern features.

Rosenthal's Sushi for Two boxed gift set, for example, comes with plates, bowls, and chopsticks. Noodle and rice bowls with coordinating chopsticks or Tabeyo servers are perfect for Asian dishes. And in keeping with the Asian theme, Decor Craft Inc. introduced a sushi egg timer that is available in three styles — a fun item to include in your merchandise mix of gourmet goods.

With the explosion of Latin American immigrants coming to America, Latin foods — especially the Mexican/Tex-Mex variety — represent another growing food trend. As a result, manufacturers are marketing a wide range of Latin-specific accessories for the kitchen and dining room that are great for family-style entertaining.

Lenox recently introduced a Mexicali fajita server that includes a lidded fajita warmer on a wooden lazy susan — for easy access all around the table. Boston Warehouse offers a terra-cotta chili server that's a great piece for entertaining. Salsa With a Twist, a new collection by Ganz, features bright colors, and includes serving pieces, margarita glasses, trivets, napkins, and more. Also look for salsas, spices, and other flavorful Latin fare that makes entertaining hot, hot, hot!

Move over butter, olive oil is taking its place at the dinner table. With Americans looking to eat healthier, this southern European staple is gaining popularity on this side of the pond. Olive oil gift sets have been around for a while, but they're becoming more popular as consumers find dipping a welcome change from their regular spreads. Clay Co. offers a variety of gift sets that include olive oil, as well as dipping bowls, herbs, vinegar, and bread boards in a number of attractive combinations. And dipping bowls can be used to serve other comestibles, including tapenades, soy sauce, and wasabi.

Flavored olive oils, as well as healthful alternatives like grapeseed and nut oils, are being used more and more in everyday cooking. Wildly Delicious offers a variety of flavors including key lime, roasted garlic, and Moroccan rosemary.

To take full advantage of this growing market — which emphasizes the combination of ethnic food trends — don't limit your product to cruets and chopsticks. Take your merchandise mix to the next level, offering cookbooks, aprons, and other kitchen tools with versatile appeal to round out your gourmet goods section.

Also, offer food items as add-on sales. Flavored oils, mustards, tapenades, and salsa can complement your merchandise mix. Inspire customers to put together their own gift packages with a cruet and a bottle of olive oil or a chip and dip set with a jar of salsa. Some manufacturers offer gift sets that make it easy for the retailer, but you can help shoppers along by suggesting a package of cocktail napkins or an apron to go along with a gift set.

With all the varieties of cuisine available to Americans today, the possibilities are endless.

Buon apetito!