Table of Contents
Executive Summary
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- Market factors
- Companies, brands and innovation
- Innovation
- The consumer
- Sushi drives the popularity of Japanese food
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- Figure 1: Emerging cuisines eaten at home and that consumers are interested in, by cuisine type, December 2014
- Experience is key driver: restaurant visits, tourism and in-store sampling are the most popular prompts for trying new cuisines
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- Figure 2: Reasons for trying emerging cuisines, December 2014
- Brands offer assurance in a market where consumers lack knowledge
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- Figure 3: Interest in types of emerging cuisine products, December 2014
- Highlighting familiar ingredients can help win over unsure consumers
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- Figure 4: Reasons for not eating emerging cuisines, December 2014
- What we think
Issues and Insights
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- High street foodservice cuisine trends continue to shape the retail landscape
- The facts
- The implications
- Operators need to educate consumers on preparation and use of ethnic food products
- The facts
- The implications
- The shift from emerging to ‘emerged’ cuisines – the role of millennials and retailers
- The facts
- The implications
Trend Application
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- Extend my Brand
- Guiding Choice
- Generation Next
Market Drivers
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- Well-travelled Brits look for new food experiences
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- Figure 5: Average annual growth/decline in number of visits by UK tourists to selected countries, 2009-13
- Figure 6: Top 10 countries of last residence of migrants who are not British citizens, 2013*
- Foodservice trends drive interest in new cuisines in retail
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- Figure 7: Use of and interest in ethnic restaurants/takeaways, by cuisine, December 2014
- New cuisines offer variety in a market dominated by Chinese and Indian
- Experimental 25-34-year-olds set to grow by 6% by 2019
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- Figure 8: Trends in the age structure of the UK population, 2009-19
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Coverage
- Emerging international cuisine launches in UK/Europe: Brands, big and small, latch on to Moroccan food’s popularity in 2014
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- Figure 9: New product launches in the UK food market that reference the term ‘Moroccan’, by category, 2010-14
- Japanese has more to offer than just sushi
- Japanese cuisine has potential to penetrate more categories
- M&S markets the authenticity of its Vietnamese and Japanese Taste ranges
- Amoy and Malay Taste target scratch cooks with Malaysian kits
- The Brazilian theme: overt and direct vs. subtle and sophisticated
- Overt and direct
- Subtle and sophisticated
- Other activity
- Selected companies and brands
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- Figure 10: Selected companies and their product offering in the emerging international cuisines market, March 2015
The Consumer – Emerging Cuisines Eaten at Home
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- Key points
- Sushi drives the popularity of Japanese food
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- Figure 11: Emerging cuisines eaten at home and that consumers are interested in, by cuisine type, December 2014
- Moroccan’s popularity driven by its cross-category penetration
- Polish food reaches a wide pool of users beyond immigrants
- Brazilian and South African food offer BBQ season potential
The Consumer – Reasons for Trying Emerging Cuisines
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- Key points
- Experience is key driver: restaurant visits, tourism and in-store sampling are the most popular prompts for trying new cuisines
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- Figure 12: Reasons for trying emerging cuisines, December 2014
- Foodservice trends remain ones to watch
- Brands in other markets look to pop-ups to drive word of mouth
- In-store samples would win over two in five
- Emerging cuisines hampered by lack of in-store presence
- Spice and gender – Men enticed by hot/spicy, while women favour mild
The Consumer – Interest in Types of Emerging Cuisine Products
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- Key points
- Brands offer assurance in a market where consumers lack knowledge
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- Figure 13: Interest in types of emerging cuisine products, December 2014
- ‘Ethnic-inspired’ products vs. authentic ethnic cuisine
- Products with an ethnic twist fail to chime with over-55s
- Parents and students lead demand for easy-to-prepare products
- Millennials’ low confidence in cooking drives interest in easy-to-prepare meals
- Parents’ interest in easy preparation fuelled by demand for convenience
The Consumer – Reasons for Not Eating Emerging Cuisines
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- Key points
- Highlighting familiar ingredients can help win over doubting consumers
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- Figure 14: Reasons for not eating emerging cuisines, December 2014
- References to familiar foods can help to help to calm concerns
- Lack of confidence in cooking is a key barrier
- Meal kits can attract scratch cooks and novice cooks alike
Appendix – Internal Market Environment
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- Figure 15: Average annual growth/decline in number of visits by UK tourists to selected countries, 2009-13
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