Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market and forecast
- Category shows strong growth during recession and beyond; trend to continue
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- Figure 1: Total U.S. sales and fan chart forecast of ethnic food, at current prices, 2007-17
- Mexican/Hispanic dominates; smaller segments show stronger growth
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- Figure 2: Rate of change in current dollar sales, ethnic food, by segment, 2012-17
- Market factors
- Cooking at home more will influence the category
- An increase in demographic variety to benefit ethnic food market
- Companies, brands, and innovations
- Very fragmented market where national brands show lukewarm performance
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- Figure 3: Selected manufacturer FDMx share of ethnic food, 2012*
- New product introductions declining, except for Asian segment
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- Figure 4: Percentage change of top 10 claims on ethnic food product launches, 2008-12*
- The consumer
- Younger consumers and households with children remain key for the ethnic food market
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- Figure 5: Personal consumption of ethnic food at home by type of ethnic food, October 2012
- Chinese, Mexican, Italian top three cuisines eaten at a restaurant
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- Figure 6: Personal consumption of ethnic food at restaurants, by type of ethnic food, October 2012
- Category driven by price and deals, with relatively low brand loyalty; authenticity matters
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- Figure 7: Attitudes toward buying ethnic food, October 2012
- Companies need to strike a balance between authenticity and familiarity
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- Figure 8: Attitudes toward ethnic food found at grocery stores, October 2012
- Customization is important; ethnic breakfast foods an opportunity
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- Figure 9: Interest in new ethnic food products, October 2012
- Young and old consider health attributes important; motivations differ
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- Figure 10: Important health-related attributes when selecting ethnic food, October 2012
- What we think
Issues in the Market
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- How can ethnic food manufacturers better cater to households with kids?
- How can manufacturers encourage greater consumption of ethnic food at home?
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- Figure 11: Personal consumption of ethnic food by type and location, October 2012
Insights and Opportunities
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- Offer more kid-friendly ethnic food options
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- Figure 12: Attitudes toward buying ethnic food, by presence of children,
- Strike a balance between authenticity and familiarity
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- Figure 13: Attitudes toward ethnic food, by age, October 2012
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- Figure 14: Interest in new ethnic food products, by age, October 2012
- Figure 15: Attitudes toward buying ethnic food, by age, October 2012
- Leverage interest in ethnic food for breakfast
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- Figure 16: Interest in new ethnic food products, by age, October 2012
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- Figure 17: Attitudes toward buying ethnic food, by age, October 2012
- Figure 18: Interest in new ethnic food products, by presence of children, October 2012
Trend Applications
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- Trend: Boomerang Generation
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- Figure 19: Attitudes toward ethnic food, by generation, October 2012
- Trend: Om Heads West
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- Figure 20: Attitudes toward ethnic food, by generation, October 2012
- 2015 Trend: Old Gold
Market Size and Forecast
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- Key points
- Category shows strong growth during recession and beyond
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- Figure 21: Attitudes toward buying ethnic food, by household income, October 2012
- Sales and forecast of market
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- Figure 22: Total U.S. retail sales and forecast of ethnic food, at current prices, 2007-17
- Figure 23: Total U.S. retail sales and forecast of ethnic food, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 24: Total U.S. sales and fan chart forecast of ethnic food, at current prices, 2007-17
Market Drivers
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- Cooking at home more will influence the category
- An increase in demographic variety to benefit ethnic food market
- An increased interest in healthy eating
Competitive Context
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- Ethnic food at restaurants continues to be an attractive proposition
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- Figure 25: Top 20 cuisine types on restaurant menus, by incidence, Q3 2009-Q3 2012
Segment Performance
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- Key points
- Mexican/Hispanic dominates; smaller segments show stronger growth
- U.S. sales of ethnic food, by segment
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- Figure 26: Total U.S. sales of ethnic food, segmented by type, 2010 and 2012
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- Figure 27: Attitudes toward buying ethnic food, October 2012
Segment Performance—Mexican/Hispanic Food
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- Key points
- Focusing on other Hispanic cuisines could be the key to success
- Sales and forecast of Mexican/Hispanic food
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- Figure 28: Total U.S. sales and forecast of Mexican/Hispanic food, at current prices, 2007-17
Segment Performance—Asian Food
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- Key points
- Less-known Asian regional cuisines to spark consumers’ interest
- Sales and forecast of Asian food
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- Figure 29: Total U.S. sales and forecast of Asian food, at current prices, 2007-17
Segment Performance—Mediterranean/Middle Eastern Food
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- Key points
- A perception of healthier and unique flavors likely drives success
- Sales and forecast of Mediterranean/Middle Eastern food
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- Figure 30: Total U.S. sales and forecast of Mediterranean/Mediterranean/Middle Eastern food, at current prices, 2007-17
Segment Performance—Indian Food
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- Key points
- Indian cuisine remains the smallest segment; growth is in the forecast
- Sales and forecast of Indian food
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- Figure 31: Sales and forecast of Indian food, at current prices, 2007-17
Segment Performance—Other Ethnic Food
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- Key points
- Sales and forecast of other ethnic food
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- Figure 32: Total U.S. sales and forecast of other ethnic food, at current prices, 2007-17
Retail Channels
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- Key points
- Retail channels continue to see increase in sales as growth slows
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- Figure 33: Purchase locations by type of ethnic food, by age, October 2012
- Figure 34: Attitudes toward ethnic food, by age, October 2012
- Sales of ethnic food, by channel
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- Figure 35: Total U.S. retail sales of ethnic food, by channel, at current prices, 2010-12
- Supermarkets lose market share; more innovation could reverse trend
- Supermarket sales of ethnic food
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- Figure 36: U.S. supermarket sales of ethnic food, at current prices, 2007-12
- Other channels see share growth, cater to consumer experience
- Other retail channels sales of ethnic food
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- Figure 37: U.S. sales of ethnic food, through other retail channels, at current prices, 2007-12
Leading Companies
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- Key points
- National brands lead but show lukewarm performance
- Manufacturer sales of ethnic food
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- Figure 38: FDMx sales of ethnic food, by leading companies, 2011* and 2012*
Brand Share—Mexican/Hispanic Foods
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- Key points
- A focus on non-Mexican Hispanic food could improve performance
- Manufacturer and brand sales of Mexican/Hispanic food
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- Figure 39: FDMx sales of Mexican/Hispanic food, by leading companies, 2011* and 2012*
Brand Share—Asian Food
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- Key points
- Unique models and authentic traditional products succeed
- Manufacturer and brand sales of Asian food
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- Figure 40: FDMx sales of Asian food, by leading companies, 2011*and 2012*
Brand Share—Indian Food
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- Key points
- Indian food wins with an emphasis on convenience and flavors
- Manufacturer sales of Indian food
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- Figure 41: FDMx sales of Indian food, by leading companies, 2011* and 2012*
Brand Share—Mediterranean/Middle Eastern Food
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- Key points
- Sabra dominates and shapes segment’s dollar sales through FDMx
- Manufacturer sales of Mediterranean/Middle Eastern Food
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- Figure 42: FDMx sales of Mediterranean/Middle Eastern, by leading companies, 2011* and 2012*
Brand Share—Other Ethnic Food
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- Key points
- Zatarain’s shapes the segment’s performance
- Manufacturer sales of other ethnic food
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- Figure 43: FDMx sales of other ethnic food, by leading companies, 2011* and 2012*
Innovations and Innovators
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- New product introductions declining, except for Asian segment
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- Figure 44: Ethnic food product launches, by cuisine type, 2008-12*
- Convenience and healthier eating habits shaping product introductions
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- Figure 45: Top 10 ethnic food product launches, by share % and by category type, 2008-12*
- Most claims decline; manufacturers’ focus not completely aligned with consumers’
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- Figure 46: Ethnic food product launches, by top 10 claims, 2008-12*
- Mini, fast, and delicious
- Authentic, handmade, homestyle
- Convenient, easy to prepare, ready to go
- Ready-to-assemble kits
- Healthier, free from, low in, wholesome
- Premium, gourmet, restaurant inspired
Marketing Strategies
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- Overview of the brand landscape
- Kikkoman emphasises long-standing quality, easy recipes
- Kikkoman’s TV ads emphasize taste, convenience, and history
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- Figure 47: Kikkoman, “Eat Twice,” TV AD, 2012
- Figure 48: Brand Analysis for Kikkoman, 2012
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- Figure 49: Kikkoman, “Generation Principles,” TV AD, 2012
- Figure 50: Brand Analysis for Kikkoman, 2012
- Kikkoman emphasizes historic beginnings in online initiatives
- Patak’s Original targets Millennials by touting quality, convenience
- Patak’s Original emphasizes easy, high-quality meals
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- Figure 51: Patak’s Original, “Tofu Tikka Masala,” TV AD, 2012
- Figure 52: Brand Analysis for Patak’s Original, 2012
- Patak’s Original creates visually appealing online initiatives
- Zatarain’s features brand’s authenticity and regional devotion
- Zatarain’s brings Mardi Gras to TV ads
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- Figure 53: Zatarain’s, “Smoke Out,” TV AD, 2012
- Figure 54: Brand Analysis for Zatarain’s, 2012
- Zatarain’s beefs up social media involvement
- Old El Paso focuses on conviviality and quality
- Old El Paso tones down its bold flavors, caters to the family experience
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- Figure 55: Old El Paso, “She Saved the Day,” TV AD, 2012
- Figure 56: Brand analysis for Old El Paso, 2012
- Old El Paso online initiatives focus on product information
- Sabra touts authentic, healthy, fresh ingredients
- Sabra’s TV ad highlights quality ingredients, vast variety, popularity
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- Figure 57: Sabra, “The Rise of Hummus,” TV AD, 2012
- Figure 58: Brand analysis for Sabra, 2012
- Sabra highlights hummus offerings through online initiatives
Social Media
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- Key points
- Key social media metrics
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- Figure 59: Key social media metrics, December 2012
- Market overview
- Brand usage and awareness
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- Figure 60: Usage and awareness of selected ethnic food brands, October 2012
- Interaction with brands
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- Figure 61: Interaction with selected ethnic food brands, October 2012
- Motivations for interacting with brands
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- Figure 62: Why people interact with ethnic food brands, October 2012
- Online conversations
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- Figure 63: Percentage of consumer conversation by selected ethnic food brands, Sept. 30, 2012-Dec. 30, 2012
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- Figure 64: Online mentions, selected ethnic food brands, percentage of total daily mentions, by day, Sept. 30, 2012-Dec. 30, 2012
- Where are people talking about ethnic food brands?
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- Figure 65: Mentions by page type, selected ethnic food brands, Sept. 30, 2012-Dec. 30, 2012
- What are people talking about?
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- Figure 66: Mentions by type of conversation, selected ethnic food brands, Sept. 30, 2012-Dec. 30, 2012
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- Figure 67: Major areas of discussion surrounding ethnic food brands, percentage of total daily mentions, Sept. 30, 2012-Dec. 30, 2012
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- Figure 68: Major areas of discussion surrounding ethnic food brands, by page type, Sept. 30, 2012-Dec. 30, 2012
- Brand analysis
- Kikkoman
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- Figure 69: Kikkoman key social media metrics, December 2012
- Key online campaigns
- What we think
- Patak’s
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- Figure 70: Patak’s key social media metrics, December 2012
- Key online campaigns
- What we think
- Old El Paso
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- Figure 71: Old El Paso key social media metrics, December 2012
- What we think
- Tasty Bite
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- Figure 72: Tasty Bite key social media metrics, December 2012
- Key online campaigns
- What we think
- Tribe
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- Figure 73: Tribe key social media metrics, December 2012
- Key online campaigns
- What we think
- Near East
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- Figure 74: Near East key social media metrics, December 2012
- Key online campaigns
- What we think
- Simply Asia
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- Figure 75: Simply Asia key social media metrics, December 2012
- Key online campaigns
- What we think
Consumption of Ethnic Food Prepared at Home
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- Key points
- Ethnic food prepared at home consumption drops slightly in 2012
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- Figure 76: Personal consumption of ethnic food at home, December 2010, October 2011, December 2012
- Older respondents aged 65+ under index in consumption
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- Figure 77: Personal consumption of ethnic food at home by type of ethnic food, by age, October 2012
- Consumption of ethnic food prepared at home is correlated with income
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- Figure 78: Personal consumption of ethnic food at home by type of ethnic food, by household income, October 2012
- Households with children over index in consumption of ethnic food
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- Figure 79: Personal consumption of ethnic food at home by type of ethnic food, by presence of children in household, October 2012
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- Figure 80: Attitudes toward ethnic food, by presence of children, October 2012
Consumption of Ethnic Food Outside of Home
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- Key points
- Consumption of ethnic food at restaurants continues to rise
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- Figure 81: Personal consumption of ethnic food at restaurants, December 2010, October 2011, October 2012
- Millennials over index in usage of ethnic cuisines eaten outside the home
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- Figure 82: Personal consumption of ethnic food at restaurants, by type of ethnic food, by age, October 2012
- Sit-down restaurant chains most popular outlet for ethnic food
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- Figure 83: Personal consumption of ethnic food by restaurant type, by age, October 2012
Important Health-related Attributes
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- Key points
- Young and old consider health attributes important; motivations differ
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- Figure 84: Attitudes toward ethnic food, by age, October 2012
- Figure 85: Important health-related attributes, by age, October 2012
- Children could benefit from early introduction of ethnic food
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- Figure 86: Important health-related attributes, by presence of children, October 2012
Drivers for Ethnic Food Usage
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- Key points
- Family, friends, restaurants main outlets to find out about ethnic cuisines
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- Figure 87: Drivers for ethnic food usage, by age, October 2012
Impact of Race/Hispanic Origin
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- Key points
- Hispanics and Asians are important to category success
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- Figure 88: Personal consumption of ethnic food at home by type of ethnic food, by race/Hispanic origin, October 2012
- Multicultural groups likely seek convenience when eating out
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- Figure 89: Personal consumption of ethnic food by restaurant type, by race/Hispanic origin, October 2012
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- Figure 90: Important health-related attributes when selecting ethnic food, by race/Hispanic origin, October 2012
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- Figure 91: Attitudes toward ethnic food, by race/Hispanic origin, October 2012
Appendix: Other Useful Consumer Tables
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- Figure 92: Important Health-Related Attributes when selecting ethnic food, October 2012
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- Figure 93: Personal consumption of ethnic food at restaurants by type of ethnic food, by household income, October 2012
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- Figure 94: Personal consumption of ethnic food at restaurants by type of ethnic food, by race/Hispanic origin, October 2012
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- Figure 95: Purchase locations by type of ethnic food, by race/Hispanic origin, October 2012
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- Figure 96: Drivers for ethnic food usage, by race/Hispanic origin, October 2012
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- Figure 97: Drivers for ethnic food usage, by race/Hispanic origin, October 2012
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- Figure 98: Attitudes toward ethnic food, by age, October 2012
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- Figure 99: Attitudes toward ethnic food, by household income, October 2012
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- Figure 100: Important health-related attributes when selecting ethnic food, by household income, October 2012
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- Figure 101: Drivers for ethnic food usage, by household income, October 2012
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- Figure 102: Drivers for ethnic food usage, by region, October 2012
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- Figure 103: Personal consumption of ethnic food by restaurant type, by household income, October 2012
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- Figure 104: Population by race and Hispanic origin, 2008-18
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Appendix: Social Media
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- Usage and awareness
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- Figure 105: Usage and awareness of the Old El Paso brand, by demographics, October 2012
- Figure 106: Usage and awareness of the Kikkoman brand, by demographics, October 2012
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- Figure 107: Usage and awareness of the Simply Asia brand, by demographics, October 2012
- Figure 108: Usage and awareness of the Near East brand, by demographics, October 2012
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- Figure 109: Usage and awareness of the Tribe brand, by demographics, October 2012
- Figure 110: Usage and awareness of the Patak’s brand, by demographics, October 2012
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- Figure 111: Usage and awareness of the Tasty Bite brand, by demographics, October 2012
- Figure 112: Interaction with the Old El Paso brand, by demographics, October 2012
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- Figure 113: Interaction with the Kikkoman brand, by demographics, October 2012
- Figure 114: Interaction with the Simply Asia brand, by demographics, October 2012
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- Figure 115: Interaction with the Near East brand, by gender, October 2012
- Figure 116: Interaction with the Tribe brand, by gender, October 2012
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- Figure 117: Interaction with the Tasty Bite brand, by gender, October 2012
- Figure 118: Interaction with the Patak’s brand, by gender, October 2012
- Motivations for interacting with brands
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- Figure 119: Reason for interaction with the Kikkoman brand, by demographics, October 2012
- Figure 120: Reason for interaction with the Old El Paso brand, by demographics, October 2012
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- Figure 121: Reason for interaction with the Simply Asia brand, by demographics, October 2012
- Figure 122: Reason for interaction with the Near East brand, by gender, October 2012
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- Figure 123: Reason for interaction with the Tribe brand, by gender, October 2012
- Online conversations
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- Figure 124: Percentage of consumer conversation by selected ethnic food brands, September 30, 2012-December 30, 2012
- Figure 125: Online mentions, selected ethnic food brands, percent of total daily mentions, by day, September 30, 2012-December 30, 2012
- Figure 126: Mentions by page type, selected ethnic food brands, September 30, 2012-December 30, 2012
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- Figure 127: Mentions by type of conversation, selected ethnic food brands, September 30, 2012-December 30, 2012
- Figure 128: Major areas of discussion surrounding ethnic food brands, percent of total daily mentions, September 30, 2012-December 30, 2012
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- Figure 129: Major areas of discussion surrounding ethnic food brands, by page type, September 30, 2012-December 30, 2012
Appendix: Trade Associations
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