Table of Contents
Executive Summary
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- Impact of COVID-19 on world cuisines
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- Figure 1: Short, medium and long-term impact of COVID-19 on world cuisines, 14 May 2021
- The market
- COVID-19 provides significant boost to world cuisines market
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- Figure 2: Market size and forecast for world cuisine foods 2015-25
- Home cooking drives growth in sauces and ingredients with ready meals hit hard in 2020
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- Figure 3: UK retail value sales of world cuisines, by segment, 2018-20
- Pandemic spurs on new government obesity strategy
- Companies and brands
- Own-label remains dominant in world cuisine market
- Sharwood’s is big winner in 2020 in the Indian segment
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- Figure 4: UK retail sales of leading brands in the Indian ready meals, cooking sauces and accompaniments/ingredients market, by value, 2019 and 2020
- Blue Dragon makes healthy gains within the Chinese segment
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- Figure 5: UK retail sales of leading brands in the Chinese ready meals, cooking sauces and accompaniments/ingredients market, by value, 2019 and 2020
- Old El Paso leads strong growth within Mexican
- Nando’s expands foothold within retail, AB World Foods acquires Al’Fez
- New formats of familiar world cuisine products emerge
- Foodservice brands continue to expand in the retail space
- Health claims become even more relevant due to COVID-19
- Sharwood’s launches first TV campaign in more than five years; Old El Paso supports NPD
- The consumer
- 90% of people eat world cuisines at home
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- Figure 6: World cuisines eaten at home in the last three months and interest in eating world cuisines in future, by cuisine, March 2021
- 40% of adults eat at least five cuisines
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- Figure 7: Repertoire of types of world cuisines eaten, by age, March 2021
- 2021 sees small boost to most world cuisine products
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- Figure 8: Types of world cuisine products eaten or used in the last three months, November 2019 and March 2021
- Ease of preparation and healthier products well placed to encourage paying more
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- Figure 9: Factors that would encourage people to spend more on a world cuisine product, March 2021
- 62% would like to see meal kits that teach a skill
- 59% have tried to cook a meal they previously bought as a ready meal
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- Figure 10: Behaviours related to world cuisines, March 2021
- 44% have gained inspiration from recipe websites/apps/magazines
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- Figure 11: Sources of inspiration for trying a new world cuisine dish/product at home, March 2021
- World cuisine foods seen as a fun way to “travel through food” by two thirds
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- Figure 12: Attitudes towards world cuisines, March 2021
Issues and Insights
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- Openness to healthier NPD bodes well amidst increased focus on health brought about by the pandemic
- Ease of preparation would encourage over half to spend more
- Meal kits that teach a skill hold untapped potential
- World cuisine foods seen as a fun way to “travel through food” by two thirds
The Market – Key Takeaways
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- COVID-19 provides significant boost to world cuisines market
- Home cooking drives growth in sauces and ingredients with ready meals hit hard in 2020
- Pandemic spurs on new government obesity strategy
- Category needs to respond to needs of ageing population
Market Size and Forecast
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- Impact of COVID-19 on world cuisines
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- Figure 13: Short, medium and long-term impact of COVID-19 on world cuisines, 14 May 2021
- COVID-19 provides significant boost to world cuisines market
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- Figure 14: Total UK retail value sales of world cuisine food, 2015-25 (prepared on 11 May 2021)
- Reopening of society will see gains begin to fall back in 2021
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- Figure 15: UK retail value sales of world cuisine food, 2015-25
- Market drivers and assumptions
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- Figure 16: Key drivers affecting Mintel’s market forecast, 2015-25 (prepared on 5 March 2021)
- Learnings from the 2008/9 recession
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- Figure 17: Value retail sales of world cuisines, 2008-12
- Forecast methodology
Market Segmentation
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- Home cooking drives growth in sauces and ingredients with ready meals hit hard in 2020
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- Figure 18: UK retail value sales of world cuisine foods, by format, 2018-20
- 2020 sees both established and less established cuisines grow
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- Figure 19: UK retail value sales of world cuisine foods, by cuisine and format, 2018-20
Market Drivers
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- 2021 commences with new national lockdowns
- Health of nation placed in spotlight by COVID-19
- Pandemic spurs on new government obesity strategy…
- …with some proposals already confirmed
- PHE launches more salt reduction targets for 2024
- Consumer spending expected to rebound in 2022
- Category needs to respond to needs of ageing population
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- Figure 20: Trends in UK population, by age, 2015-20 and 2020-25
Companies and Brands – Key Takeaways
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- Sharwood’s is big winner in 2020 in the Indian segment
- Blue Dragon makes healthy gains within the Chinese segment
- Old El Paso leads strong growth within Mexican
- Nando’s expands foothold within retail, AB World Foods acquires Al’Fez
- New formats of familiar world cuisine products attract NPD
- Foodservice brands continue to expand in the retail space
- Health claims become even more relevant due to COVID-19
- Sharwood’s launches first TV campaign in more than five years
- Old El Paso focuses on its new Tortilla Pockets
Market Share
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- Own-label remains dominant in world cuisine market
- Sharwood’s is big winner in 2020 in the Indian segment
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- Figure 21: Leading brands in the Indian ready meals, cooking sauces and accompaniments/ingredients market, by value, 2018-20
- Blue Dragon makes healthy gains in the Chinese segment
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- Figure 22: Leading brands in the Chinese ready meals, cooking sauces and accompaniments/ingredients market, by value, 2018-20
- Old El Paso leads strong growth within Mexican
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- Figure 23: Leading brands in the Mexican ready meals, cooking sauces and accompaniments/ingredients market, by value, 2018-20
- Nando’s expands foothold within retail, AB World Foods acquires Al’Fez
Launch Activity and Innovation
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- Sharwood’s and Patak’s emphasise ease of preparation
- Sharwood’s launches new Slow Cooker range…
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- Figure 24: Sharwood’s targets slow cooker users, 2021
- …while Patak’s emphasises speed in Oven Bake packaging revamp
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- Figure 25: Redesign of Patak’s Oven Bake Tandoori marinade, 2018 and 2020
- World cuisine flavours feature in supermarket plant-based ranges…
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- Figure 26: Recent examples of world cuisine flavours in plant-based ranges, 2020-21
- …and frozen options
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- Figure 27: Recent examples of world cuisine plant-based frozen products, 2020-21
- Whitworths enters plant-based ready meals market with world cuisine flavours
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- Figure 28: Recent examples of world cuisine flavours in ambient pouches, 2020-21
- New formats of familiar world cuisine products attract NPD
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- Figure 29: Recent examples of new formats of familiar world cuisine products, 2020-21
- Foodservice brands continue to expand in the retail space
- Nando’s launches meal kits and recipe boxes
- YO!, Itsu and Leon extend their retail ranges
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- Figure 30: Recent examples of the extension of foodservice brand variants in retail, 2020-21
- Health claims become even more relevant due to COVID-19
- Sharwood’s and Blue Dragon reduce sugar
- Supermarkets continue to explore world cuisine flavours within healthier ranges
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- Figure 31: Recent examples of world cuisine flavours in healthier supermarket ranges, 2021
- Asda looks to offer healthier ‘fakeaways’
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- Figure 32: Asda’s healthier versions of popular takeaway meals, 2020
- Asian flavours see particular health focus from both big and small brands
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- Figure 33: Recent examples of healthier world cuisine products with Asian flavours, 2020-1
Advertising and Marketing Activity
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- Sharwood’s launches first TV campaign in more than five years
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- Figure 34: Total above-the-line, online display and direct mail advertising expenditure for selected world cuisine brands, 2019 and 2020 (sorted by 2020)
- Blue Dragon continues ‘Keep Exploring’ theme with ‘Find Your Dragon’ adverts
- Patak’s maintains its ‘Start a New Family Tradition’ theme
- Old El Paso focuses on its new Tortilla Pockets
- Mess-free message reinforced on social media
- Belazu calls for people to ‘Add drama to every bite’ in first TV campaign
- Itsu partners with Gok Wan to support its retail range
- Nielsen Ad Intel coverage
The Consumer – Key Takeaways
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- Health becomes higher priority for a third
- COVID-19 leads to rise in home cooking
- 90% of people eat world cuisines at home
- 40% of adults eat at least five cuisines
- 2021 sees small boost to most world cuisine products
- Ease of preparation would encourage 53% of buyers to spend more
- 43% would pay more for healthier products
- 62% would like to see meal kits that teach a skill
- World cuisine foods seen as a fun way to “travel through food” by two thirds
Impact of COVID-19 on Consumer Behaviour
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- Health becomes higher priority for a third
- Lockdowns see closure of most foodservice establishments for dining in
- COVID-19 leads to rise in cooking from scratch
- International travel severely restricted during 2020 and into 2021
- Focus on sustainability predicted to be a long-term consequence of the pandemic
Usage of World Cuisines at Home
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- 90% of people eat world cuisines at home
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- Figure 35: World cuisines eaten at home in the last three months and interest in eating world cuisines in future, by cuisine, March 2021
- 40% of adults eat at least five cuisines
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- Figure 36: Repertoire of types of world cuisines eaten, by age, March 2021
World Cuisine Products Eaten or Used at Home
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- 2021 sees small boost to most world cuisine products
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- Figure 37: Types of world cuisine products eaten or used in the last three months, November 2019 and March 2021
- Boost for cooking paste, seasonings and meal kits is fuelled by increased cooking during lockdowns
Factors that would Encourage People to Spend More on a World Cuisine Product
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- Ease of preparation would encourage 53% of buyers to spend more
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- Figure 38: Factors that would encourage people to spend more on a world cuisine product, March 2021
- Emphasising how easy the cooking process continues to be relevant…
- …while traybake and pre-prepared stir fry products can also appeal
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- Figure 39: Recent examples of tray bake and pre-prepared stir fry products highlighting ease of preparation, 2020
- Meal kits are a convenient “halfway house”
- 43% would pay more for healthier products
- Grocers and ingredients brands can give ideas on healthy swaps for cooking from scratch
- Scope for healthier premium world cuisine ready meals
- Cook spotlights its health credentials
- Highlighting naturalness and spices stands to chime
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- Figure 40: Recent examples of premium world cuisine ready meals that could make health claims, 2020
Behaviours Related to World Cuisines
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- 62% would like to see meal kits that teach a skill
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- Figure 41: Behaviours related to world cuisines, March 2021
- Current meal kits tend to emphasise ease of preparation and versatility
- World cuisine brands can provide on-pack guidance…
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- Figure 42: Nem Viet Vietnamese Spring Rolls providing images of how to assemble the product, 2020
- …or online tutorials and masterclasses
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- Figure 43: School of Wok Gyoza Ginger & Garlic Kit with QR code to access online tutorial and social medial competition, 2020
- Online platforms also offer scope for brands to provide more general cooking tips and tricks
- Real-time cook-a-longs could give added value to cooking enthusiasts…
- …as well as those who are less confident
- 59% have tried to cook a meal they previously bought as a ready meal
- Ready meal makers could help users feel more involved in the cooking process
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- Figure 44: La Famiglia Rana Tagliatelle Bolognese Classic Italian Recipe Kit helping users feel more involved in the cooking process, 2020
Sources of Inspiration for Trying a New World Cuisine Dish/Product at Home
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- 44% have gained inspiration from recipe websites/apps/magazines
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- Figure 45: Sources of inspiration for trying a new world cuisine dish/product at home, March 2021
- Collaborations with famous chefs remain pertinent
- Recommendation from friends and family inspire 39%
Attitudes towards World Cuisines
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- World cuisine foods seen as a fun way to “travel through food” by two thirds
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- Figure 46: Attitudes towards world cuisines, March 2021
- Regional information and on-pack facts remain relevant…
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- Figure 47: Recent examples of world cuisine products providing on-pack facts and regional information, 2019
- …while world cuisine brands could look to making the eating experience more immersive
- Promotional activity can also help to transport people
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Figure 48: UK retail value sales of world cuisines, best-and worst-case forecast, 2020-25
- Forecast methodology
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Appendix – Market Segmentation
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- Figure 49: UK retail value sales of world cuisine foods, by cuisine, 2018-20
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Appendix – Market Share
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- Figure 50: Leading manufacturers in the Indian ready meals, cooking sauces and accompaniments/ingredients market, by value, 2018-20
- Figure 51: Leading manufacturers in the Chinese ready meals, cooking sauces and accompaniments/ingredients market, by value, 2018-20
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- Figure 52: Leading manufacturers in the Mexican ready meals, cooking sauces and accompaniments/ingredients market, by value, 2018-20
- Figure 53: Leading brands in the Other International ready meals, cooking sauces and accompaniments/ingredients market, by value, 2018-20
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