With the joint reinforcement of smell, color, emotion and culture, pumpkin has become a representative ingredient to open the prelude of autumn in the overseas market. Can the diversity of this traditional ingredients be discovered in China, and can add a bright pumpkin color to the new autumn products?
article: Corin
Source: Foodaily Daily Food (ID: foodaily)
Autumn is coming one after another, and the weather is getting cooler, but the autumn new product war in the food industry is getting hotter.
Luckin , Starbucks , Lele Tea , CoCo, Little Dian and other new coffee tea brands are collectively launching new osmanthus series products, followed by new products with flavors such as hawthorn, pomegranate, taro paste , persimmons and other flavors. Surrounded by new autumn products, many people have already eaten the "first seasonal limited edition in autumn".
However, Foodaily Research Institute observed the global new products and paid attention to the fact that compared with the "golden osmanthus fragrance" of domestic autumn new products, in the United States and Japan other countries across the ocean, pumpkin-flavored autumn new products are coming overwhelmingly, unveiling the prelude to the new overseas autumn new products. Starbucks in the United States has arrived as scheduled, Starbucks in the United Kingdom has launched a pumpkin milk cover cold brew, Halloween pumpkin limited products have long been spread all over the shelves, and Oreo's seasonal limited pumpkin flavor has returned again after five years...
Picture source: Taste of Home
What magic does pumpkin have that can become a representative ingredient in overseas autumn? Why can the return of the Starbucks Pumpkin Latte become the prelude to autumn? Besides ordinary cooking, what kind of plastic space does pumpkin have? In China, which also has the habit of eating pumpkins, will pumpkin become the next autumn food like the "must-have pumpkin lipstick" popular in the makeup industry?
01
Why did pumpkin become the "top stream" in autumn overseas?
United States: The annual return gives pumpkin nostalgic emotional value
"First cup of pumpkin velvet latte in autumn" raises the North American 600 million pumpkin product market
If there is "Fall's first cup of milk tea", then the United States has "Fall's first cup of pumpkin velvet coffee". The reason why pumpkin has developed into the American autumn flavor representative is inseparable from Starbucks' pumpkin velvet latte.
In the fall of 2003, Starbucks launched the Pumpkin Spice Latte (PSL Pumpkin Velvet Latte), a limited product inspired by the classic dessert around Thanksgiving - Pumpkin Pie . In the first year, it was tested in hundreds of stores in Vancouver and Washington , and became a hot product in one week.
was officially launched nationwide in the United States in the second year, quickly occupying the top spot in seasonal beverage sales. Since then, the United States has started pumpkin fever for nearly 20 years. According to the official data announced by Starbucks China, PSL has sold more than 200 million cups since its launch (2003 to 2013).
Image source: Starbucks
Nowadays, the flavor of pumpkin + spice has not only become a must-have for coffee shops across the United States in autumn, but has also penetrated into various categories such as baking desserts, ice cream, dairy products, catering, and even dog food, with sales increasing year by year. Relevant data show that North America has become the largest market for pumpkin spice-flavored products, and the market size of pumpkin flavored products is increasing. According to data from Nelson and Forbes , the total sales of pumpkin products increased to more than US$600 million in 2018.
There is a saying in the United States that just like the Christmas season starts with Starbucks to a red paper cup, autumn usually kicks off with the return of the first pumpkin velvet latte. Even the PSL pumpkin latte has its own exclusive Twitter account.A survey of American consumers showed that 60% of consumers said their "fall flavor" was pumpkin flavor; among them, more than half of Gen Z respondents said they were obsessed with all products with pumpkin flavor; in addition, 10% said they hope that the southern flavor would exist throughout the year.
So, in addition to the influence of the Starbucks brand, why are Americans so enthusiastic about the pumpkin flavor in autumn?
Pumpkin, the romantic complex and warm memories of the United States bring a strong sense of familiarity
For the United States, the history of pumpkin cultivation can almost be traced back to between 7000 BC and 5500 BC. According to data from websites such as History.com, the United States produces more than 1.5 billion pounds of pumpkin every year. In the long coexistence with pumpkin, pumpkin has become one of the most familiar foods to the public.
In the birth story of Starbucks Pumpkin Velvet Latte, the product manager Dukes, who proposed this flavor at the time, also mentioned that in the United States, pumpkins can connect with people of almost all cultural backgrounds. Everyone carves pumpkin lanterns , buy pumpkin decorations, and put them at home for a month, leaving everyone with rich memories.
There is another saying that, as the "representative product" of pastoral farming life, flat pumpkins have been given many connotations such as harvest, joy, freedom and romance by poets. The pastoral -like farm life behind the pumpkin makes the people who are busy in the city feel relaxed and yearned. They are involuntarily attracted by such comfort and begin to miss the old-fashioned rural life in their memory. Although no one wants to really return to such an old way of life, this memory and nostalgia are quite romantic in people's opinion.
Image source: Foodbev
In addition to being familiar with the "cultural image" of pumpkin, the flavor of pumpkin products is also very familiar to Americans.
product manager Dukes also mentioned that the flavors of these mixed spices in pumpkin pie are almost everyone who has been familiar with since childhood, so it is very easy to evoke memories related to this taste. The flavor of this mixed spice often has a warm, comfortable, autumn family atmosphere, and the spices in PSL can also highlight the flavor of pumpkin and the flavor of espresso . Scientists have also conducted objective and rational scientific research on the emotional effects of
on the flavor of pumpkin. Dr. John McGann, a sensory neuroscientist in the Department of Psychology at Rutgers University, explained that the pumpkin flavor effect is closely related to our sense of smell, and the part of the brain that processes odor and memory information is very close to the part of the brain that processes memory information, so when people relive the smell and taste of pumpkin, they can indeed remind the brain of the memories stored in the last autumn, and are usually warm and pleasant memories that resonate with everyone. Therefore, the flow of time has made the return of pumpkin have unusual emotional significance.
Picture source: Pinteresttml5
Japan: Nutritional value, good wishes for traditional customs, variety improvement, foreign festival culture and product innovation make pumpkin evergreen
In the Warring States Period, pumpkin was brought to Kyushu, Japan through a merchant ship in Portugal. Due to the characteristics of easy cultivation and high nutritional value, pumpkins quickly took root in various parts of Japan.
Like the United States, although the Japanese also start harvesting and eating pumpkins in late summer, they really enjoy pumpkins on a large scale in autumn and winter. First, because the newly harvested pumpkin has too much water and insufficient sugar, it takes some time to become sweeter and more delicious. Furthermore, in an era when is sparse in vegetables and scarce food resources, pumpkin, which is relatively simple to grow, can be stored for a long time, can replace staple food, and is also quite nutritious, can help many people survive the difficult winter.
At the same time, since the public recognizes that pumpkin is rich in β carotene and vitamins, it can improve immunity and protect the mucosa and respiratory system after consumption. Therefore, in Japan, there is a custom of eating pumpkin in the winter solstice to prevent colds. This has also led to some homophone blessings similar to eating pumpkin in the winter solstice that will bring good luck. Pumpkin has become a must-eat "lucky vegetable" that can be eaten during the winter solstice. Data shows that until today, pumpkin sales around the winter solstice have also reached a peak, with pumpkin sales about four times the annual average.
Image source: PR TIMES
In addition to traditional customs, the introduction and localization of Halloween in modern Western countries has also further enhanced the autumn food mind of pumpkin.
keen on holiday marketing and seasonal marketing in Japan, which had been developing and promoting Halloween products as early as the 1970s, but the public awareness has increased sharply due to the Halloween event held by Tokyo Disney in 1997. Since then, has launched Halloween drag parades and other activities across Japan. It has developed to this day and has become a fixed carnival for the whole nation, and has also filled the gap in Japan's marketing nodes in October.
Under the holiday stimulation, Japan will launch a one- or two-month limited-edition Halloween product sales from September to October 31st. pumpkin, as the most commonly used Halloween material, is further bound to autumn.
Whether it is the traditional autumn and winter eating habits or the modern Halloween festival marketing stimulation, it has promoted product innovation with pumpkin as the main character. From the selection and improvement of different pumpkin varieties to the research and development of various pumpkin flavor derivatives, pumpkin has many applications in the food field.
02
makes pumpkin a must-have in autumn and winter.
cannot be separated from the wonderful ideas of the food industry
When it comes to the way to make pumpkin, everyone may think of classic flavors such as pumpkin pie and pumpkin porridge at the first time, but from overseas products, the application range of pumpkin elements is far more than that. From new tea drinks to functional foods, there are already the shadow of pumpkin everywhere.
Pumpkin flavored drink: not only pumpkin latte
Pumpkin velvet latte is popular all over the United States, but in fact, there was no pumpkin added to the initial pumpkin latte. As mentioned earlier, the so-called pumpkin spice flavor is actually made of cinnamon, cardamom, and cloves, which are commonly used in pumpkin pie. However, in 2015, Starbucks also adjusted the pumpkin velvet latte recipe and added real pumpkin puree, pumpkin sauce and other ingredients to enhance the flavor of the pumpkin in the coffee.
In addition to coffee, pumpkin can of course be used in everyone's favorite milk tea. For example, Coco, which has been in Japan, will launch Halloween-specific pumpkin milk tea every October. Last year, it upgraded to launch three products: pumpkin milk tea, pumpkin latte and pumpkin roasted tea milk tea. A strong puree of pumpkin and milk is mixed with the rich aroma with the sweetness of pumpkin. The embellishment of salted milk cover and cinnamon powder further enhances the pumpkin flavor.
Image source: PR TIMES
In addition to freshly prepared drinks, you can still see the use of pumpkin in beverage categories. Ru Kekewan has launched a pumpkin soy milk drink with pumpkin powder added. Zhongnao Wine has sold non-alcoholic pumpkin sweet rice wine during Halloween. The sweet rice wine fermented with rice and miko combined with Hokkaido pumpkin brings a natural sweetness that children can also drink... The common point of these drinks with pumpkin added is that they emphasize the flavor and natural sweetness of the pumpkin itself.
Image source: PR TIMES
Milk-based desserts: The natural sweetness and delicate texture of pumpkin make the desserts refreshing and healthier
In addition to being fully utilized in drinks, pumpkin is also widely used in the milk-based dessert category. In these categories, the product is often colored by emphasizing the rich flavor, natural sweetness and the texture of the pumpkin puree.
As a well-known dairy brand in Japan, MEITO has launched a limited pumpkin flavor based on the milk pudding , which was nominated for the Japan Snack Awards, and used pumpkins from the Hokkaido region with a more intense sweetness. And retain the flavor of the pumpkin through exclusive pumpkin puree and powder processing processes. At the same time, on the basis of the smooth texture of the milk pudding, it retains the unique fiber feel of the pumpkin to increase the taste. The slightly bitter caramel sauce at the bottom of the pudding makes the pumpkin's natural sweetness more prominent.
Image source: MEITO
Haagen-Dazs also chose Hokkaido's Ebisu pumpkin and launched a season-specific pumpkin mini cup. Add the grilled pumpkin puree to the rich milky ice cream to add a gentle and rich flavor to the pumpkin. This has become the most eye-catching stroke of the pumpkin cup in the reviews of many consumers. It is the roasted pumpkin sauce that is not overly concealed by the rich milk flavor, but instead highlights the gentle sweetness of the pumpkin.
Picture source: Haagen-Dazs
Greego has launched a pumpkin-flavored vegetable ice hockey. The entire series is produced by Kyoto celebrity chef , focusing on the original flavor of domestic vegetables. Here the pumpkin appears in the taste of a brand new delicate smoothie. After biting it, you can taste the silky pumpkin ice cream. The rich pumpkin flavor will then spread in the mouth. This vegetable ice hockey series uses 100% Japanese vegetables, no other spices, pigments and artificial sweeteners are added, which will be more natural and healthy than traditional ice products.
Image source: FASHION PRESS
Baking products: The addition of pumpkin takes into account the flavor, taste and shape
When it comes to pumpkin, it is naturally inevitable to think of Halloween. In addition to artistic carving of pumpkins, there are also many Halloween-themed pumpkin surroundings in various countries such as North America and Japan.
In addition to the regular pumpkin lantern-shaped products, Canadian company Create A Treat has also launched a more playable Halloween DIY cookie set, which contains 8 pre-roasted pumpkin-shaped cookies, decorated with frosting and candy.
Add 2 candies to each cookie before serving, then put it in the oven and bake for 7-8 minutes. After the cookies are cooled, then use frosting to decorate the cookies and then serve. This cookie set is quite suitable for making unique pumpkin cookies with your children during Halloween. While enhancing the relationship between parents and children, it also allows everyone to fully feel the Halloween atmosphere.
Picture source: CANDY INDUSTRY
And the Japanese Carabi's "かぼちゃのほここ" double-layer pumpkin roasted cookies are based on the theme of "vegetable sweet snacks" and knead the pumpkin with other ingredients, and baked them with double-layer biscuit dough, forming a unique texture that is soft and powdery inside, crisp and light on the outer layer and retains a certain grainy texture. Take a bite and the sweetness of the pumpkin will spread throughout the taste buds.
Image source: Kalebi official website
In addition, pumpkin is also a common raw material in baked products such as bread and cakes. For example, the Halloween limited pumpkin-flavored egg bread launched by R Baker, the egg toast store, knead pumpkin paste into the dough, bringing the Halloween orange with an autumn atmosphere and the pumpkin flavor spreading in the mouth. A whole piece of pumpkin chunk was added, which enriched the pumpkin flavor while also adding layers of texture.
Picture source: PR TIMES
Functional food: The nutrition of pumpkin can support the health pursuit of special groups
Pumpkin is rich in carotene , vitamins and other nutrients and dietary fiber. In addition to providing the nutrition required for infants and young children to grow and develop and help defecate, it also has the advantages of convenience. Therefore, it is a complementary food that is loved by mothers at home and abroad. In addition to homemade, pumpkin is also common in packaged complementary foods. It can be consumed as a vegetable, and can also provide mild seasoning based on its natural sweetness and flavor.
For example, the cream pumpkin seasoning sauce of Japanese professional infant food brands and Guangdo , contains three kinds of vegetables, high-quality protein from chicken and rich iron elements. Just mix the sauce and other ingredients and heat it simply to make delicious and nutritious infant supplementary food . In addition, the independent small packaging is convenient for controlling the dosage, saving time and effort, greatly reducing the workload of mothers in making complementary foods.
Image source: Asahi Food
In addition to pumpkin itself, pumpkin seeds are rich in protein, antioxidant ingredients, magnesium, healthy fat and fiber. They are regarded as a superfood, and their nutritional value has attracted attention. Sprout Living, a company in the United States, has launched an organic pumpkin seed protein powder, which is cold-pressed with 100% pure pumpkin seeds. Each 30g protein powder can provide 20g plant protein , and is rich in essential fatty acids in the human body. It also has a nutty flavor and is convenient to mix with various foods. It is a delicious plant protein powder that is very friendly to people who are prone to allergies and fitness groups.
Image source: Sprout Living official website
03
In the future, pumpkin may not be limited to dishes
At present, the earliest record of pumpkin in my country was found in Jia Ming's "Diet Instructions" at the end of the Yuan Dynasty: "Pumpkin has a sweet taste and warm nature. Eating more athlete's foot jaundice . Eating with mutton will cause congestion. Avoid eating pork liver, red bean , and buckwheat noodles ." It is also seen in Lanmao's " Southern Yunnan Materia Medica " in the early Ming Dynasty: "Pumpkin, a wheat melon, has a sweet and flat taste, and a slightly cold nature..." However, it is generally believed that pumpkin was introduced and promoted worldwide with the climax of European exploration, colonization and religious spread to the Americas. Therefore, the pumpkin content in these two ancient books written before the extensive promotion of pumpkin is likely to be added by later generations.
According to local chronicles and other historical records, the time and path for pumpkin to be introduced to China was in the southeastern coast and southwestern border areas in the early 16th century, almost the same period as Japan. After the introduction and promotion of pumpkins in China, it has become a "life-saving melon" for many people. Therefore, some areas also call pumpkins "rice melons". In the famine era, pumpkins fully played a role in saving wasteland and alleviated conflicts between people and land.
Highlights list of the earliest time and source of pumpkins recorded in each province, Image source: Intellectual
Pumpkins gave birth to the "pumpkin spirit" in the process of localization in our country, that is, "no argument", reflecting the firmness of confidence and belief, and also representing the spirit of hard work and simplicity and the spirit of not forgetting the fundamental .
is in line with the simple spirit of pumpkin, and we are currently quite simple in cooking and processing pumpkins. We are accustomed to stir-frying, steaming and boiling pumpkin seeds into dried melon seeds. Apart from this, we do not have much innovation in cooking and making them.
The main reason behind this may be related to the varieties of pumpkin grown in China. The ones we usually eat more watery and light are Chinese pumpkins that are widely grown in China, while most of the pumpkins that are used more in the United States and Japan are soft and glutinous and sweeter.
Image source: LINE TODAY
However, in recent years, with the introduction of more delicate and sweet varieties such as Beibei pumpkin, and people's demand for health and taste has surged, further processed pumpkin foods such as pumpkin mochi, pumpkin crisps, and pumpkin crisps are also gradually increasing. Perhaps in the future, pumpkin will not only be divided into dishes, but there are more broad possibilities for pumpkin itself and the processing of pumpkin seeds.
pumpkins have become a new phenomenon-level food culture in the United States due to the humanistic emotions contained behind it, driven by Starbucks, combined with its own seasonal characteristics, and have penetrated into the daily lives of the people in all aspects. In Japan, where the planting history is similar, pumpkin has also developed a lot of new tricks.
is a treasure ingredient with a considerable status overseas, and it also has a edible history in China for more than 400 years. How to improve the variety and improve the variety of pumpkins, how to develop more and more popular products among the people, how to expand the consumption scenarios of pumpkins, let them jump out of the dining table and go to more categories, this may be the challenges and opportunities behind pumpkins.
Reference:
[1] Pumpkin spice addiction: The science behind the obsession with autumn flavor
[2] Why Americans are crazy about pumpkin and pumpkin-flavored things
[3] How to distinguish the types and characteristics of pumpkin, delicious pumpkin
[4] Why enjoy pumpkin on the winter solstice?
[5]かぼちゃの文はいつ? Accidents and seasonal feelings がないかぼちゃの words and simple boiled food recipe
[6] Why eat pumpkin in the winter solstice? Can it really bring good luck? Explain the profound reasons!
[7] Pumpkin powder: protein content, benefits and usage methods
[8] Why do some pumpkins eat not even the skin left, and some can only be used to dig pumpkin lanterns? , ChestnutMates, 2021-10-29
[9] How did pumpkin "occupy" China? , Intellectuals, 2016-11-22
[10] Pumpkin, osmanthus, maple syrup...Who will become the "top stream" of autumn 2021? , Food and Industry FTA, 2021-09-07
