Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Segment and data definitions
- Sales data
- Consumer survey data
- Advertising clips
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Ethnic foods market reaches $2.2 billion in 2009
- Mexican/Hispanic foods account for majority of sales, but Asian and Indian foods are driving growth
- Supermarkets are primary purchase location
- New products focused on health, convenience
- Young adults and affluent consumers are core users of ethnic foods
- Consumer motivations and behavior
Insights and Opportunities
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- Multicultural food isn’t just for “ethnic” shoppers anymore
- Young adults and high-income consumers are core targets
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- Figure 1: Cooking attitudes of 18-24s, January 2003-November 2007
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- Figure 2: Past month preparation of any ethnic foods, by key demographics, July 2009
- Hispanics are consumers of a variety of ethnic foods
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- Figure 3: Ethnic food consumption at restaurants in past month, by race/Hispanic origin, July 2009
- Indian segment ripe for growth
Inspire Insights
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- Ethnic Malls
- What’s it about?
- What we have seen
- Implications
- Eating from the World's Street Vendors
- What’s it about?
- What we have seen
- Implications
- Benihana Going Authentic
- What’s it about?
- What we have seen
- Implications
Market Size and Forecast
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- Key points
- Diverse population, resurgence in cooking, and product innovation driving sales
- Sales and forecast of ethnic foods
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- Figure 4: FDMx sales of ethnic foods, at current prices, 2004-14
- Figure 5: FDMx sales of ethnic foods, at inflation-adjusted prices, 2004-14
Segment Performance
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- Key points
- Asian and Indian foods are driving growth
- Sales of ethnic foods, by segment, 2006-08
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- Figure 6: FDMx sales of ethnic foods, by type, 2006-08
- Figure 7: FDMx sales of ethnic foods, by type, 2008-09*
Segment Performance—Mexican/Hispanic Foods
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- Key points
- Mature market with sluggish growth in recent years swells in 2008-09
- Sales and forecast of Mexican/Hispanic foods
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- Figure 8: FDMx sales and forecast of Mexican/Hispanic foods*, 2004-14
Segment Performance—Asian Foods
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- Key points
- Sales of Asian foods climb 37% from 2004-09
- Sales and forecast of Asian foods
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- Figure 9: FDMx sales of Asian foods*, 2004-14
Segment Performance—Indian Foods
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- Key points
- Indian food sales growth outpaces all other segments
- Sales and forecast of Indian foods
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- Figure 10: FDMx sales and forecast of indian foods*, 2004-14
Segment Performance—Other Ethnic Foods
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- Key points
- Cajun and Creole dominate the segment
- Sales and forecast of other ethnic foods
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- Figure 11: FDMx sales and forecast of other ethnic foods*, 2004-14
Retail Channels
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- Key points
- Retail outlets where ethnic foods are purchased
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- Figure 12: Outlets where ethnic foods are purchased, by age, July 2009
- Small ethnic food stores face an uphill battle against big retailers
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- Figure 13: FDMx retail sales of ethnic foods in the U.S., by channel, 2008-09
Retail Channels—Supermarkets
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- Key points
- Supermarkets are expanding ethnic food offerings
- Smart retailers are marketing ethnic foods throughout the store
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- Figure 14: Supermarket/food stores’ sales of ethnic foods in FDMx, at current prices, 2004-09
Market Drivers
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- Ethnic population in U.S. continues to expand
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- Figure 15: Persons obtaining legal permanent resident status by region and country of birth, 2005-08
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- Figure 16: Population, by race and Hispanic origin, 2004-14
- Ethnic foods becoming more prevalent on restaurant menus
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- Figure 17: Top 10 cuisine types, share of total food menu items at chain restaurants, Q1 2009
- Travel abroad, cooking shows also drive interest in new cuisines
Leading Companies
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- Key points
- Ethnic foods market is highly fragmented
- FDMx sales of ethnic foods by manufacturer
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- Figure 18: FDMx sales of ethnic foods by manufacturer, 2008-09
Brand Share—Mexican/Hispanic Foods
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- Key points
- Pace and Tostitos lead the market
- Manufacturer and brand sales of Mexican/Hispanic foods
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- Figure 19: Selected FDMx manufacturer and brand sales of Mexican/Hispanic foods, 2008-09
Brand Share—Asian Foods
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- Key points
- Kikkoman and La Choy top sales
- Manufacturer and brand sales of Asian foods
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- Figure 20: Selected FDMx manufacturer and brand sales of asian foods, 2008-09
Brand Share—Indian Foods
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- Key points
- Amy’s Kitchen and Ethnic Gourmet lead the market
- Manufacturer and brand sales of Indian foods
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- Figure 21: Selected FDMx manufacturer and brand sales of indian foods, 2008-09
Brand Share—Other Ethnic Foods
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- Key points
- Zatarain’s and Near East battle it out for market leadership
- Manufacturer and brand sales of other ethnic foods
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- Figure 22: Selected FDMx manufacturer and brand sales of other ethnic foods, 2008-09
Brand Qualities
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- Goya and Patak’s focus on tradition and home cooking…
- … while Annie Chun’s, Old El Paso, Simply Asia focus on convenience
Innovations and Innovators
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- Key points
- Asian foods
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- Figure 23: Number of new Asian product launches by category, January 2005-June 2009
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- Figure 24: Top flavor blends in new product launches of Asian foods, January 2005-June 2009
- Figure 25: Top product claims in new product launches of Asian foods, January 2005-June 2009
- Branded offerings emphasize convenience
- Trader Joe’ diversifies with an ample range of private label offerings
- Mexican/Hispanic foods
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- Figure 26: Number of new Hispanic product launches by category, January 2005-June 2009
- Figure 27: Top flavor blends in new product launches of Hispanic foods, January 2005-June 2009
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- Figure 28: Top product claims in new product launches of Hispanic foods, January 2005-June 2009
- Meals/meal centers and sauces lead Mexican/Hispanic food innovations
- Indian foods
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- Figure 29: Number of new Indian product launches by category, January 2005-June 2009
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- Figure 30: Top flavor blends in new product launches of Indian foods, January 2005-June 2009
- Figure 31: Top product claims in new product launches of Indian foods, January 2005-June 2009
- Traditional and often vegetarian meal solutions along with sauces distinguish Indian food offerings
- Other ethnic foods
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- Figure 32: Number of new “other” ethnic foods product launches by category, January 2005-June 2009
- Figure 33: Top flavor blends in new product launches of “other” ethnic foods, January 2005-June 2009
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- Figure 34: Top product claims in new product launches of “other” ethnic foods, January 2005-June 2009
- All-natural offerings lead the way in the “other” ethnic foods segment
Advertising and Promotion
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- Overview
- Goya is all about family
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- Figure 35: Goya “girl stands on stool to help mom” television ad, 2008
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- Figure 36: Goya “passing on family recipes” television ad, 2008
- Old El Paso offers easy, family-friendly meals
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- Figure 37: Old El Paso “which taco to have for dinner” television ad, 2009
- Kikkoman invites Americans to explore new tastes
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- Figure 38: Kikkoman “fifth taste: umami” television ad, 2008
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- Figure 39: Kikkoman “delicious umami” television ad, 2008
- Annie Chun’s is quick and gourmet
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- Figure 40: Annie Chun’s “rice express asian feast” television ad, 2009
Usage of Ethnic Food Ingredients
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- Key points
- Presence of ethnic sauces, condiments or seasonings in the home
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- Figure 41: Presence of ethnic sauces, condiments, and seasonings in the home, by age, July 2009
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- Figure 42: Presence of ethnic sauces, condiments, and seasonings in the home, by U.S. region, July 2009
- Household usage of seasoning sauces
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- Figure 43: Seasoning sauce usage by type, by age, February 2008 to March 2009
- Ethnic foods brand preferences
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- Figure 44: Favorite ethnic food brands, by household income, July 2009
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- Figure 45: Favorite ethnic food brands, by U.S. region, July 2009
- Household usage of Mexican/Hispanic foods and ingredients
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- Figure 46: Mexican food usage, by age, February 2008 to March 2009
Cooking Ethnic Meals at Home
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- Key points
- Ethnic foods meal preparation is popular among the affluent and young
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- Figure 47: Past month preparation of any ethnic foods, by key demographics, July 2009
- Italian and Mexican foods are most popular when cooking at home
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- Figure 48: Types of ethnic foods prepared at home in past month, July 2009
- Frequency of ethnic food preparation—Italian, Mexican and Chinese
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- Figure 49: Frequency of ethnic food preparation at home, by Italian, Mexican and Chinese food, July 2009
Dining at Ethnic Restaurants
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- Key points
- Popularity of ethnic food cuisines at restaurants
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- Figure 50: Ethnic food consumption at restaurants in past month, type of food, July 2009
- Ethnic food consumption frequency at restaurants
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- Figure 51: Frequency of ethnic food consumption at restaurants, type of food, July 2009
Attitudes, Behavior and Motivation
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- Key points
- Preference for “easy prep” vs. “from scratch”
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- Figure 52: Shopping behavior with ethnic foods ingredients in meal preparation, by gender, July 2009
- What drives ethnic food consumption
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- Figure 53: Drivers for ethnic food consumption, by gender, July 2009
- Casual vs. committed ethnic foods consumers
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- Figure 54: Casual and committed ethnic foods consumers, by gender, July 2009
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- Figure 55: Casual and committed ethnic foods consumers, by household income, July 2009
Impact of Race and Hispanic Origin
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- Key points
- Presence of ethnic foods ingredients in the home
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- Figure 56: Presence of ethnic sauces, condiments or seasonings in the home, by race/Hispanic origin, July 2009
- Usage of seasoning sauces
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- Figure 57: Seasoning sauce usage, by race/Hispanic origin, February 2008 to March 2009
- Usage of Mexican food and ingredients
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- Figure 58: Mexican food usage, by race/Hispanic origin, February 2008 to March 2009
- Brand preferences
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- Figure 59: Favorite ethnic food brands, by race/Hispanic origin, July 2009
- Types of ethnic foods prepared at home
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- Figure 60: Types of ethnic foods prepared at home in past month, by race/Hispanic origin, July 2009
- Popularity of ethnic food restaurants
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- Figure 61: Ethnic food consumption at restaurants in past month, by race/Hispanic origin, July 2009
- Casual vs. committed ethnic foods consumers
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- Figure 62: Casual and committed ethnic foods consumers, by race/Hispanic origin, July 2009
Cluster Analysis
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- International Explorers
- Who they are
- Opportunity
- Melters
- Who they are
- Opportunity
- Friendies
- Who they are
- Opportunity
- Cluster characteristics
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- Figure 63: Ethnic foods clusters, July 2009
- Figure 64: Drivers for ethnic food consumption, by ethnic foods clusters, July 2009
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- Figure 65: Casual and committed ethnic foods consumers, by ethnic foods clusters, July 2009
- Figure 66: Presence of ethnic sauces, condiments or seasonings in the home, by ethnic foods clusters, July 2009
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- Figure 67: Frequency of ethnic food preparation at home, by ethnic foods clusters, July 2009
- Figure 68: Frequency of ethnic food preparation at restaurants, by ethnic foods clusters, July 2009
- Cluster demographics
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- Figure 69: Ethnic foods clusters, by gender, July 2009
- Figure 70: Ethnic foods clusters, by age group, July 2009
- Figure 71: Ethnic foods clusters, by household income, July 2009
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- Figure 72: Ethnic foods clusters, by race/Hispanic origin, July 2009
- Cluster methodology
Custom Consumer Groups
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- Key points
- Presence of children in the household drives consumption
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- Figure 73: Types of ethnic foods prepared at home in past month, by gender and presence of children*, July 2009
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- Figure 74: Shopping behavior with ethnic foods ingredients in meal preparation, by gender and presence of children*, July 2009
- Young and affluent men are the target audience
- Affluent males the most likely to be influenced into trial of ethnic foods from a variety of sources
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- Figure 75: Drivers for ethnic food consumption, by gender and household income, July 2009
- Younger men and women respond well to television programs and the internet
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- Figure 76: Drivers for ethnic food consumption, by gender and age, July 2009
IRI/Builders—Key Household Purchase Measures
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- Asian foods
- Overview of Asian foods
- Soy sauce
- Consumer insights on key purchase measures—soy sauce
- Brand map
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- Figure 77: Brand map, selected brands of soy sauce, buying rate by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 78: Key purchase measures for the top brands of soy sauce, by household penetration, 2008*
- Shelf stable Asian food items
- Consumer insights on key purchase measures – Shelf Stable Asian food items
- Brand map
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- Figure 79: Brand map, selected brands of shelf stable Asian food items, buying rate by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 80: Key purchase measures for the top brands of Shelf stable Asian food items, by household penetration, 2008*
- Mexican foods
- Overview of Mexican foods
- Hard/soft tortilla/taco kits
- Consumer insights on key purchase measures—hard/soft tortilla/taco kits
- Brand map
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- Figure 81: Brand map, selected brands of hard/soft tortilla/taco kits, buying rate by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 82: Key purchase measures for the top brands of hard/soft tortilla/taco kits, by household penetration, 2008*
- Refried beans
- Consumer insights on key purchase measures—refried beans
- Brand map
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- Figure 83: Brand map, selected brands of refried beans, buying rate by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 84: Key purchase measures for the top brands of refried beans, by household penetration, 2008*
- Mexican sauce
- Overview of Mexican sauce
- Salsa
- Consumer insights on key purchase measures—salsa
- Brand map
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- Figure 85: Brand map, selected brands of salsa, buying rate by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 86: Key purchase measures for the top brands of salsa, by household penetration, 2008*
- Taco sauce
- Consumer insights on key purchase measures—taco sauce
- Brand map
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- Figure 87: Brand map, selected brands of taco sauce, buying rate by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 88: Key purchase measures for the top brands of taco sauce, by household penetration, 2008*
Appendix: IRI/Builders Panel Data Definitions
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- IRI Consumer Network Metrics
Appendix: Other Useful Tables
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- Drug and other stores’ sales of ethnic food/food away from home share of total
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- Figure 89: Drug and other stores’ sales of ethnic foods in FDMx, at current prices, 2004-08
- Figure 90: Food away from home as a share of total food expenditures, 1970-2008
- Consumer tables
- Presence of ethnic foods ingredients in the home
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- Figure 91: Presence of ethnic sauces, condiments or seasonings in the home, by household income, July 2009
- Figure 92: Presence of ethnic sauces, condiments or seasonings in the home, by presence of children, July 2009
- Mexican food usage by income
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- Figure 93: Mexican food usage, by household income, February 2008 to March 2009
- Brand preferences
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- Figure 94: Favorite ethnic food brands, by age, July 2009
- Preferred level of meal preparation
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- Figure 95: Shopping behavior with ethnic foods ingredients in meal preparation, by age, July 2009
- Figure 96: Shopping behavior with ethnic foods ingredients in meal preparation, by household income, July 2009
- Figure 97: Shopping behavior with ethnic foods ingredients in meal preparation, by presence/number of children, July 2009
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- Figure 98: Shopping behavior with ethnic foods ingredients in meal preparation, by U.S. region, July 2009
- Figure 99: Shopping behavior with ethnic foods ingredients in meal preparation, by race/Hispanic origin, July 2009
- Drivers for ethnic food consumption
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- Figure 100: Drivers for ethnic food consumption, by age, July 2009
- Figure 101: Drivers for ethnic food consumption, by household income, July 2009
- Figure 102: Drivers for ethnic food consumption, by educational level, July 2009
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- Figure 103: Drivers for ethnic food consumption, by U.S. region, July 2009
- Figure 104: Drivers for ethnic food consumption, by race/Hispanic origin, July 2009
- Casual and committed ethnic foods consumers
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- Figure 105: Casual and committed ethnic foods consumers, by age, July 2009
- Figure 106: Casual and committed ethnic foods consumers, by presence/number of children, July 2009
- Figure 107: Casual and committed ethnic foods consumers, by education level, July 2009
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- Figure 108: Casual and committed ethnic foods consumers, by U.S. region, July 2009
- Frequency of ethnic food preparation in the home
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- Figure 109: Frequency of ethnic food preparation at home, by age, July 2009
- Figure 110: Frequency of ethnic food preparation at home, by race/Hispanic origin, July 2009
- Frequency of ethnic food consumption at restaurants
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- Figure 111: Frequency of ethnic food consumption at restaurants, by age, July 2009
- Purchase locations, by race/Hispanic origin
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- Figure 112: Outlets where ethnic foods are purchased, by race/Hispanic origin, July 2009
Appendix: Trade Associations
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