Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Value share of world foods in the UK retail market, by type, 2011-13
- Forecast
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- Figure 2: Total UK retail value sales of world foods, 2008-18
- Market factors
- The UK’s population is getting more diverse
- Brits demonstrate a more adventurous palate
- Growing availability of world foods should drive demand
- Companies, brands and innovation
- Own-label plays major role in the world foods market
- Own-label is most active in terms of NPD
- Advertising support continues to tumble in 2012 and 2013
- The consumer
- Chinese and Indian are by far the most popular cuisines
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- Figure 3: Frequency of eating world foods at home in the last three months, by cuisine type, October 2013
- Majority of Brits demonstrate openness towards new cuisines
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- Figure 4: Attitudes towards world foods, October 2013
- Concerns over spiciness of ethnic dishes are the top deterrent
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- Figure 5: Lapsed and non-users' attitudes towards world foods, October 2013
- The foodservice market plays a key role in encouraging trial of new cuisines
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- Figure 6: Motives for trying new cuisines, October 2013
- What we think
Issues in the Market
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- Is there further scope for reduced-fat options of world foods?
- How can operators harness the strong interest in ethnic desserts?
- Is there greater scope for a family-friendly positioning for world food brands?
- How can ethnic sauces capitalise on consumer concerns about food waste?
Trend Application
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- Trend: Edutainment
- Trend: Minimize Me
- Mintel Futures: Generation Next
Market Drivers
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- Key points
- Ethnic diversity grows in the UK
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- Figure 7: UK population, by ethnicity, 2001 and 2011
- Brits are becoming more enthusiastic about world foods
- Growing availability of world foods in mainstream channels should bolster demand
- Ageing population poses a threat to world foods
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- Figure 8: Projected trends in the age structure of the UK population, 2013-18
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Own-label dominates NPD activity
- Asda
- Tesco
- Meal kits see high levels of NPD in 2012/13
- Brands look beyond Indian and Chinese
- Other NPD trends
- Sushi goes veggie
- Variety packs are a focus within ethnic dips
- Ready meals see active NPD in the pots format
- Pouches are increasingly used in cooking sauces
Market Size and Forecast
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- Key points
- Growth of world foods slows down considerably in 2013
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- Figure 9: Total UK retail value sales of world foods, 2008-18
- Figure 10: UK retail value sales of world foods, by format, 2008-18
- Forecast
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- Figure 11: Total UK retail value sales of world foods, 2008-18
- Figure 12: UK retail value sales of ethnic ready meals, 2008-18
- Figure 13: UK retail value sales of ethnic accompaniments, 2008-18
- Figure 14: UK retail value sales of ethnic cooking sauces, 2008-18
- Forecast methodology
Segment Performance by Cuisine
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- Key points
- Indian cuisine loses share to Tex-Mex
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- Figure 15: Value share of world foods in the UK retail market, by type, 2011-13
- Tex-Mex was the strongest-performing cuisine in 2013
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- Figure 16: UK retail value sales of world foods, by cuisine type and format, 2011-13
- Chinese accompaniments boost overall category
- Indian feels the impact of people’s interest in trying novel cuisines
- Thai and other Oriental is the biggest loser in 2013
Market Share
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- Key points
- Own-label invests in NPD
- Patak’s and Sharwood’s show a strong performance in the declining Indian segment
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- Figure 17: Leading brands in the Indian ready meals and accompaniments market, by value, 2012 and 2013
- Blue Dragon grows sales and share in the Chinese category
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- Figure 18: Leading brands in the Chinese foods market, by value, 2012 and 2013
- Old El Paso leads the Tex-Mex market and sees 15% growth
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- Figure 19: Leading brands in the Tex-Mex foods market, by value, 2012 and 2013
- Own-label sees growth in Thai segment, while brands falter
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- Figure 20: Leading brands in the Thai & other Oriental foods market, by value, 2012 and 2013
Companies and Products
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- AB World Foods
- Company background
- Product range and innovation
- Recent activity and promotion
- Premier Foods
- Company background
- Product range and innovation
- Recent activity and promotion
- General Mills
- Company background
- Product range and innovation
- Recent activity and promotion
- Grace Foods
- Company background
- Product range and innovation
- Recent activity and promotion
- Mars Foods
- Company background
- Product range and innovation
- Recent activity and promotion
- Paulig Group
- Company background
- Product range and innovation
- Recent activity and promotion
Brand Communication and Promotion
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- Key points
- Above-the-line adspend continues to tumble in 2012 and 2013
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- Figure 21: Total above-the-line advertising expenditure in the UK’s world foods market, 2009-13
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- Figure 22: Total above-the-line advertising expenditure in the UK’s world foods market, by category, 2009-13
- AB World Foods and Premier Foods account for more than half of adspend
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- Figure 23: Total above-the-line advertising expenditure in the UK’s world foods market, by top five advertisers, 2009-13
- AB World Foods
- Premier Foods
- Kikkoman
- Brands look to social media to drive consumer engagement
Channels to Market
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- Key points
- Multiple grocers dominate the world foods market
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- Figure 24: Retail distribution of world foods* in the UK, 2009-13
The Consumer – Usage and Purchase of World Foods
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- Key points
- Chinese and Indian are by far the most popular cuisines
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- Figure 25: Frequency of eating world foods at home in the last three months, by cuisine type, October 2013
- Cooking sauces and ready meals are most popular
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- Figure 26: Types of world foods bought in the last three months, October 2013
The Consumer – Attitudes Towards World Foods
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- Key points
- Majority are open to trying new types of ethnic dishes
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- Figure 27: Attitudes towards world foods, October 2013
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- Figure 28: Interest in selected ethnic cuisines, October 2013
- Increasing brand engagement by offering educational elements
- Customising the spiciness of ethnic dishes appeals to more than half
- Large minority of people prioritise health over authenticity
- Smaller pack sizes of sauces and spices could help to avoid waste
The Consumer – Non-Users’ and Lapsed Users’ Attitudes Towards World Foods
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- Key points
- Concerns about the spiciness of ethnic dishes are the most common deterrent
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- Figure 29: Lapsed and non-users' attitudes towards world foods, October 2013
- Unfamiliarity with dishes/ingredients is particularly off-putting for over-55s
- Ethnic cooking ingredients may appeal to those preferring to cook from scratch
- Absence of artificial preservatives/flavourings should be leveraged as a USP
The Consumer – Motives for Trying New Cuisines
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- Key points
- Restaurants play a key role in encouraging trial of new cuisines
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- Figure 30: Motives for trying new cuisines at home, October 2013
- Peer recommendations are of particular importance to under-35s
- Tie-ups between ethnic food brands and travel agencies to encourage trial of new cuisines
- TV cookery shows drive trial among three in 10
- Supermarkets act as gatekeepers
Appendix – Market Size and Forecast
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- Figure 31: Retail value sales of ethnic ready meals*, 2008-18
- Figure 32: Retail value sales of ethnic accompaniments**, 2008-18
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- Figure 33: Retail value sales of ethnic cooking sauces***, 2008-18
- Figure 34: Best- and worst-case forecast for the total UK world foods market, by value, 2013-18
- Figure 35: Best- and worst-case forecast for the ethnic ready meals market, by value, 2013-18
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- Figure 36: Best- and worst-case forecast for the ethnic accompaniments market, by value, 2013-18
- Figure 37: Best- and worst-case forecast for the ethnic cooking sauces market, by value, 2013-18
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Appendix – Brand Communication and Promotion
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- Figure 38: Above-the-line advertising expenditure in the UK’s world foods market, by top 10 advertisers, 2009-13
- Figure 39: Above-the-line advertising expenditure in the UK’s world foods market, by top 10 brands, 2009-13
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Appendix – The Consumer – Usage and Purchase of World Foods
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- Figure 40: Frequency of eating world foods in the last three months, October 2013
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- Figure 41: Types of world foods bought in the last three months, October 2013
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- Figure 42: Frequency of eating world foods in the last three months – Chinese, by demographics, October 2013
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- Figure 43: Frequency of eating world foods in the last three months – Indian, by demographics, October 2013
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- Figure 44: Frequency of eating world foods in the last three months – Thai, by demographics, October 2013
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- Figure 45: Frequency of eating world foods in the last three months – Vietnamese, by demographics, October 2013
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- Figure 46: Frequency of eating world foods in the last three months – Korean, by demographics, October 2013
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- Figure 47: Frequency of eating world foods in the last three months – Japanese, by demographics, October 2013
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- Figure 48: Frequency of eating world foods in the last three months – Middle Eastern (including Lebanese, Moroccan, Turkish)), by demographics, October 2013
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- Figure 49: Frequency of eating world foods in the last three months – African, by demographics, October 2013
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- Figure 50: Frequency of eating world foods in the last three months – Mexican/Tex-Mex, by demographics, October 2013
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- Figure 51: Frequency of eating world foods in the last three months – Caribbean, by demographics, October 2013
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- Figure 52: Frequency of eating world foods in the last three months – South American, by demographics, October 2013
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- Figure 53: Frequency of eating world foods in the last three months – Other world foods, by demographics, October 2013
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- Figure 54: Most popular types of world foods bought in the last three months, by demographics, October 2013
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- Figure 55: Next most popular types of world foods bought in the last three months, by demographics, October 2013
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- Figure 56: Other types of world foods bought in the last three months, by demographics, October 2013
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- Figure 57: Agreement with the statement ‘I enjoy spicy food’, by demographics, October 2013
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Appendix – The Consumer – Attitudes Towards World Foods
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- Figure 58: Attitudes towards world foods, October 2013
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- Figure 59: Agreement with the statement ’I am interested in trying new ethnic dishes that I haven’t tried before’, by demographics, October 2013
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- Figure 60: Agreement with the statement ’I would like to know more about the ingredients used in ethnic dishes’, by demographics, October 2013
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- Figure 61: Agreement with the statement ’More information on different ethnic dishes should be available’, by demographics, October 2013
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- Figure 62: Agreement with the statement ’I would like more advice on how to use ethnic ingredients when cooking from scratch’, by demographics, October 2013
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- Figure 63: Agreement with the statement ’I would like to control the level of spiciness in ethnic dishes’, by demographics, October 2013
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- Figure 64: Agreement with the statement ’I am concerned about the quality of meat/poultry used in ethnic dishes’, by demographics, October 2013
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- Figure 65: Agreement with the statement ’I am interested in trying more ethnic desserts’, by demographics, October 2013
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- Figure 66: Agreement with the statement ’I’m put off by how much oil some ethnic foods contain’, by demographics, October 2013
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- Figure 67: Agreement with the statement ’I would prefer to eat a healthier version of an ethnic dish even if it was less authentic’, by demographics, October 2013
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- Figure 68: Agreement with the statement ’It is hard to use up ethnic cooking ingredients before their expiry date’, by demographics, October 2013
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- Figure 69: Agreement with the statement ’I am interested in trying more ethnic foods for breakfast’, by demographics, October 2013
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Appendix – The Consumer – Non-Users’ and Lapsed Users’ Attitudes Towards World Foods
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- Figure 70: Lapsed and non-users' attitudes towards world foods, October 2013
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- Figure 71: Most popular lapsed and non-users' attitudes towards world foods, by demographics, October 2013
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- Figure 72: Next most popular lapsed and non-users' attitudes towards world foods, by demographics, October 2013
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- Figure 73: Selected attitudes towards health and healthy lifestyles, by demographics, October 2013
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Appendix – The Consumer – Motives for Trying New Cuisines
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- Figure 74: Motives to try new cuisines, October 2013
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- Figure 75: Most popular motives to try new cuisines, by demographics, October 2013
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- Figure 76: Next most popular motives to try new cuisines, by demographics, October 2013
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