Table of Contents
Executive Summary
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- The issues
- Moderate growth projected, lack of familiarity an obstacle to wider use
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- Figure 1: MULO sales and fan chart forecast of international foods, at current prices, 2010-20
- Restaurant sales represent a challenge for home preparation brands
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- Figure 2: International food consumption, November 2015
- The opportunities
- Focusing on Millennials
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- Figure 3: International food consumption, by Millennials vs. non-Millennials, November 2015
- An opportunity to leverage authenticity
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- Figure 4: Changes in behavior regarding international foods- authenticity, November 2015
- Anticipating demand for emerging ethnic cuisine
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- Figure 5: Interest in Emerging International cuisine, November 2015
- What it means
The Market – What You Need to Know
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- Moderate growth projected as consumer palates expand
- Mexican/Hispanic foods dominate among segments
- Restaurant sales and lack of awareness negatively impact the category
Market Size and Forecast
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- Moderate growth projected
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- Figure 6: MULO sales and fan chart forecast of international foods, at current prices, 2010-20
- Figure 7: MULO sales and fan chart forecast of international foods, at current prices, 2010-20
Market Breakdown
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- Mexican/Hispanic foods comprise majority share
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- Figure 8: Total US sales of international foods, by segment, 2015
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- Figure 9: MULO sales of international foods, by segment, 2010-20
Market Perspective
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- Consumers more apt to eat many ethnic foods at restaurants
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- Figure 10: International food consumption, November 2015
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- Figure 11: Changes in behavior regarding international foods, November 2015
- A third of consumers are unfamiliar with international foods
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- Figure 12: Reasons for not eating international foods – unfamiliarity, dislike taste, November 2015
Market Factors
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- Taste for international foods increases
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- Figure 13: Changes in behavior regarding international foods – buying/spending and preparing, November 2015
- Millennials represent opportunity for brands
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- Figure 14: International food consumption, by Millennials vs. non-Millennials, November 2015
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- Figure 15: US population by generation, 2010-20
- Hispanics report more likelihood than non-Hispanics to eat ethnic foods
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- Figure 16: International food consumption, by Hispanics vs. non-Hispanics, November 2015
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- Figure 17: US population by race and Hispanic origin, 2010-20
Key Players – What You Need to Know
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- Multiple leading players
- Fresh, on-the-go foods, branded and authenticity drive gains
- Declining Mexican/Hispanic turn focus to authenticity
- Looking ahead: Bold flavors, authenticity
Manufacturer Sales of International Foods
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- Highly fragmented manufacturing landscape
- Manufacturer sales of international foods
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- Figure 18: MULO sales of international foods, by leading companies, rolling 52 weeks 2014 and 2015
What’s Working?
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- Advanced Fresh Concepts Corp. leverages freshness, convenience
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- Figure 19: MULO sales of Advanced Fresh Concepts Corp. Asian/Indian foods, rolling 52 weeks 2014 and 2015
- P.F Chang positioned as authentic, from scratch
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- Figure 20: P.F. Chang’s ad, 2015
- Figure 21: MULO sales of Con Agra Foods Inc. Asian/Indian foods, rolling 52 weeks 2014 and 2015
- Mission and Guerrero drive growth for Gruma
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- Figure 22: MULO sales of Gruma SA Mexican/Hispanic foods, rolling 52 weeks 2014 and 2015
- Tribe innovates with Swirl Hummus
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- Figure 23: Tribe Hummus ad, 2015
- Figure 24: MULO sales of Tribe Mediterranean Foods Mediterranean/Middle Eastern foods, rolling 52 weeks 2014 and 2015
What’s Struggling?
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- Old El Paso looks to reverse sales decline with new products
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- Figure 25: Old El Paso Bold Taco Shells ad, 2015
- Figure 26: MULO sales of General Mills Mexican/Hispanic foods, rolling 52 weeks 2014 and 2015
- B&G’s Ortega declines; new street taco kits go for authenticity
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- Figure 27: MULO sales of B&G Foods Mexican/Hispanic foods, rolling 52 weeks 2014 and 2015
- Dropping sales, Nissin launches authentic, bold flavors
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- Figure 28: MULO sales of Nissin Foods Asian/Indian foods, rolling 52 weeks 2014 and 2015
- Kraft’s Athenos experiences steep declines
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- Figure 29: MULO sales of Athenos Mediterranean/Middle Eastern foods, rolling 52 weeks 2014 and 2015
What’s Next?
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- Expanding consumer palates result in bolder, more exotic flavors
- Bold flavors, sweet and spicy pairings
- Sauces and spices
- Leveraging authenticity
The Consumer – What You Need to Know
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- High consumption of international foods
- Unfamiliarity is an obstacle, especially among younger Millennials
- Nutrition, familiarity, freshness, authenticity cited as important attributes
- Increased use in the last year, specifically of authentic foods
- Significant interest in emerging ethnic foods
International Food Consumption
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- Household income factors significantly in consumption
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- Figure 30: International food consumption (any made at home), by household income, November 2015
- Households with kids much more apt to eat international foods
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- Figure 31: International food consumption (any made at home), by presence of children, November 2015
Reasons For Not Eating International Foods
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- Unfamiliarity dissuades four in 10 young Millennials
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- Figure 32: Reasons for not eating international foods – unfamiliarity, dislike taste, by Millennials vs. non-Millennials, November 2015
- Familiarity with international foods increases with education level
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- Figure 33: Reasons for not eating international foods – unfamiliarity, household doesn’t eat it, by education level, November 2015
Where Packaged International Foods Are Purchased
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- A majority buy at supermarkets
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- Figure 34: Where international foods are purchased, November 2015
- Millennials very likely to buy at mass, club, and less traditional channels
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- Figure 35: Where international foods are purchased, by Millennials vs. non-Millennials, November 2015
- Value and specialty channels appeal to Hispanics
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- Figure 36: Where international foods are purchased, by Hispanics vs. non-Hispanics, November 2015
Important International Food Characteristics
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- Nutrition, familiarity, freshness important for many users
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- Figure 37: Important international food characteristics – pre-packaged foods, November 2015
- Nutrition and freshness are important to Millennials
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- Figure 38: Important international food characteristics (pre-packaged foods) – nutrition and freshness, by Millennials vs. non-Millennials, November 2015
- Nutrition, familiarity, freshness important to many Hispanics
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- Figure 39: Important international food characteristics (pre-packaged foods) – nutrition, familiarity, freshness, by Hispanics vs. non-Hispanics, November 2015
- Authenticity is key for many food kit users
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- Figure 40: Important international food characteristics – kits for home preparation, November 2015
- Millennials willing to spend on the experience of ethnic foods
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- Figure 41: Important international food characteristics (kits for home preparation) – affordability, preparation demonstrations, by Millennials vs. non-Millennials, November 2015
Changes in Behavior Regarding International Foods
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- Increased home preparation, focus on authenticity
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- Figure 42: Changes in behavior regarding international foods- increased usage, use of authentic products, researching ethnic foods online, November 2015
- Millennial consumption increases compared to a year ago
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- Figure 43: Changes in behavior regarding international foods – home preparation, by Millennials vs. non-Millennials, November 2015
- Hispanic home preparation increases
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- Figure 44: Changes in behavior regarding international foods – pester power, home preparation, by Hispanics vs. non-Hispanics, November 2015
- Authenticity more important to Millennials than non-Millennials
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- Figure 45: Changes in behavior regarding international foods – authenticity, spiciness, by Millennials vs. non-Millennials, November 2015
- Millennials maintain/increase penetration
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- Figure 46: Changes in behavior regarding international foods – number of items bought, amount spent, variety, by Millennials vs. non-Millennials, November 2015
Interest in Emerging International Cuisines
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- Significant interest in less typical ethnic foods
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- Figure 47: Interest in Emerging International cuisine, November 2015
- Hispanics still more likely to be interested in Latin American foods
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- Figure 48: Interest in Emerging International cuisine, by Hispanics vs. non-Hispanics, November 2015
- Latin American foods appeal to Millennials specifically
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- Figure 49: Interest in Emerging International cuisine, by Millennials vs. non-Millennials, November 2015
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – Market
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- Figure 50: Total US retail sales and forecast of international foods, at inflation-adjusted prices, 2010-20
- Figure 51: Total US retail sales and forecast of Mexican/Hispanic foods, at current prices, 2010-20
- Figure 52: Total US retail sales and forecast of Mexican/Hispanic foods, at inflation-adjusted prices, 2010-20
- Figure 53: Total US retail sales and forecast of Asian/Indian foods, at current prices, 2010-20
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- Figure 54: Total US retail sales and forecast of Asian/Indian foods, at inflation-adjusted prices, 2010-20
- Figure 55: Total US retail sales and forecast of Mediterranean/Middle Eastern foods, at current prices, 2010-20
- Figure 56: Total US retail sales and forecast of Mediterranean/Middle Eastern foods, at inflation-adjusted prices, 2010-20
- Market breakdown
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- Figure 57: Total US retail sales of international foods by segment, at current prices, 2013 and 2015
- Retail channels
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- Figure 58: Total US retail sales of international foods, by channel, at current prices, 2010-15
- Figure 59: US supermarket sales of international foods, at current prices, 2010-15
- Figure 60: US sales of international foods through other retail channels, at current prices, 2010-15
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Appendix – Key Players
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- Figure 61: MULO sales of Mexican/Hispanic foods, by leading companies and brands, rolling 52 weeks 2014 and 2015
- Figure 62: MULO sales of Asian/Indian foods, by leading companies and brands, rolling 52 weeks 2014 and 2015
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- Figure 63: MULO sales of Mediterranean/Middle Eastern foods, by leading companies and brands, rolling 52 weeks 2014 and 2015
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