Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Dollar sales of market grow 19% from 2011-16
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- Figure 1: Total US retail sales and forecast of international foods, at current prices, 2011-21
- Most food types are more likely to be consumed away from home
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- Figure 2: International food consumption, by location – Any preparation, December 2016
- Composition of leading companies gives a look into segment performance
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- Figure 3: MULO sales of international foods, by leading companies, rolling 52 weeks 2015 and 2016
- The opportunities
- The majority of international food eaters look for savory flavors
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- Figure 4: Flavors sought, December 2016
- Meaty mains and appetizers lead international food trial interest
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- Figure 5: Types of food and drink for international trial, December 2016
- Familiar flavors have greatest appeal
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- Figure 6: Interest in international snacks, December 2016
- What it means
The Market – What You Need to Know
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- Dollar sales of market grow 19% from 2011-16
- Mexican/Hispanic maintains market dominance
- Supermarkets make up more than two thirds of retail sales
- Food sales away from home win out in most recent measure
- Traditional North American cuisine is on the decline on US menus
Market Size and Forecast
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- Dollar sales of market grow 19% from 2011-16
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- Figure 7: Total US retail sales and forecast of international foods, at current prices, 2011-21
- Figure 8: Total US retail sales and forecast of international foods, at current prices, 2011-21
- Figure 9: Total US retail sales and forecast of international foods, at inflation-adjusted prices, 2011-21
Market Breakdown
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- Mexican/Hispanic maintains market dominance
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- Figure 10: Total US retail sales and forecast of international foods, by segment, at current prices, 2011-21
- Supermarkets make up more than two thirds of retail sales
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- Figure 11: Total US retail sales of international food, by channel, at current prices, 2011-16
Market Perspective
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- A quarter of consumers intend to boost visits to restaurants with international cuisine in 2017
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- Figure 12: Dining out behavior, September 2016
- Meal kit delivery does all the legwork
- Food sales away from home win out in most recent measure
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- Figure 13: Food sales at home and away from home, January 2003-August 2016
- Traditional North American cuisine is on the decline on US menus
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- Figure 14: Menu Item Cuisine Type, 2012-16
Market Factors
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- Non-White and non-Hispanic populations grow
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- Figure 15: Population by race and Hispanic origin, 2012-22
Key Players – What You Need to Know
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- Composition of leading companies gives a look into segment performance
- Gruma leads with 12% market share in measured segments
- Fresh options help Asian food brands
- Hummus companies dominate Mediterranean/Middle Eastern sales
Manufacturer Sales of International Food
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- Gruma leads with 12% market share in measured segments
- Sabra claims the third spot, finding dominance in the small Mediterranean/Middle Eastern food segment
- Asian/Indian food leaders represent more meal focused options
- Other brands see growth
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- Figure 16: MULO sales of international foods, by leading companies, rolling 52 weeks 2015 and 2016
What’s Working?
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- Most Mexican/Hispanic food leaders grow
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- Figure 17: MULO sales of Mexican/Hispanic foods, by leading companies and brands, rolling 52 weeks 2015 and 2016
- Fresh options help Asian food brands
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- Figure 18: MULO sales of Asian/Indian foods, by leading companies, rolling 52 weeks 2015 and 2016
- Hummus companies dominate Mediterranean/Middle Eastern sales
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- Figure 19: MULO sales of Mediterranean/Middle Eastern foods, by leading companies and brands, rolling 52 weeks 2015 and 2016
What’s Struggling?
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- Most food types are more likely to be consumed away from home
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- Figure 20: International food consumption, by location – Any preparation, December 2016
What’s Next?
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- Freshen up
- International flavors can diversify vegetarian eating occasions
- Flavorful focus on health
- Take it to the street
- Fundamentally global
The Consumer – What You Need to Know
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- Italian, Mexican, and Chinese lead ethnic food consumption
- Supermarkets lead purchase location
- The majority of international food eaters look for savory flavors
- Indian and Mexican food are most likely to be seen as spicy
- Meaty mains and appetizers lead international food trial interest
- Familiar flavors have greatest appeal
Consumption of International Food
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- Italian, Mexican, and Chinese lead ethnic food consumption
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- Figure 21: International food consumption – Any source/preparation, December 2016
- Millennials are most likely to try all types of international food measured
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- Figure 22: International food consumption – Any source/preparation, by generation, December 2016
International Food Preparation
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- Italian and Mexican food are most likely to be prepared from scratch
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- Figure 23: International food consumption location, by cuisine type consumed, December 2016
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- Figure 24: International food consumption location – How prepared, by cuisine type consumed, December 2016
- Women are more likely than men to prepare international food from scratch
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- Figure 25: International food consumption at home – Preparation, by gender, December 2016
- Consumers are more likely than average to prepare the food from their region
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- Figure 26: Mexican/Hispanic food consumption at home – Preparation, by Hispanic origin, December 2016
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- Figure 27: Asian food consumption at home – Preparation, by race, December 2016
Purchase Location
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- Supermarkets lead purchase location
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- Figure 28: Purchase location, December 2016
- Consumers turn to alternative channels for less-popular cuisine types
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- Figure 29: Purchase location, by cuisine type, December 2016
- Asian shoppers more than twice as likely than average to purchase at international markets
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- Figure 30: Purchase location, by race, December 2016
Flavors Sought
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- The majority of international food eaters look for savory flavors
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- Figure 31: Flavors sought, December 2016
- Products with a savory, spicy, meaty mix will appeal to 83% of international food eaters
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- Figure 32: TURF Analysis – Flavors sought, December 2016
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- Figure 33: Table – TURF Analysis – Flavors sought, December 2016
- Mexican food eaters are only slightly more likely than average to seek out hot/spicy flavors
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- Figure 34: Flavors sought, by Mexican/Hispanic food buyers, December 2016
- Thai and Indian food eaters are particularly interested in hot/spicy flavors
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- Figure 35: Flavors sought, by Asian food buyers, December 2016
- Middle Eastern/Greek food consumers are particularly interested in herbal flavors
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- Figure 36: Flavors sought, by Middle Eastern/Greek food buyers, December 2016
- Spicy flavors and meat have greater appeal among men
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- Figure 37: Flavors sought, by gender, December 2016
- Millennials are open to the greatest range of flavors
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- Figure 38: Flavors sought, by generation, December 2016
International Food Flavor Profiles
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- Indian and Mexican food are most likely to be seen as spicy
- Chinese food pigeonholed as sweet/sour and sweet/spicy
- Consumers don’t know what to make of Middle Eastern food
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- Figure 39: Correspondence Analysis – Matching flavors to cuisine, December 2016
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- Figure 40: Matching flavors to cuisine, December 2016
Food/Drink Types for International Trial
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- Meaty mains and appetizers lead international food trial interest
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- Figure 41: Types of food and drink for international trial, December 2016
- Non-meat options find appeal among eaters of Asian and Mediterranean/Middle Eastern food
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- Figure 42: Types of food and drink for international trial, by Asian food buyers, December 2016
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- Figure 43: Types of food and drink for international trial, by Middle Eastern/Greek food buyers, December 2016
- Smaller dishes have a greater appeal among women
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- Figure 44: Types of food and drink for international trial, by gender, December 2016
- Snacks are a strong opportunity for younger consumers…
- …while meals appeal to Gen X and above
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- Figure 45: Types of food and drink for international trial, by generation, December 2016
- Asian consumers are most willing to dive into main course options, especially those that are veggie based
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- Figure 46: Types of food and drink for international trial, by race, December 2016
- Sweets appeal to lower-income earners
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- Figure 47: Types of food and drink for international trial, by HH income, December 2016
Interest in International Snacks
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- Familiar flavors have greatest appeal
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- Figure 48: Interest in international snacks, December 2016
- Men are more likely than women to be interested in trial of snacks
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- Figure 49: Interest in international snacks, by gender, December 2016
- Younger consumers are more open to a range of international snacks
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- Figure 50: Interest in international snacks, by gender, December 2016
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- TURF analysis methodology
- Correspondence analysis methodology
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
Appendix – Market
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- Figure 51: Total US retail sales and forecast of Mexican/Hispanic food, at current prices, 2011-21
- Figure 52: Total US retail sales and forecast of Mexican/Hispanic food, at inflation-adjusted prices, 2011-21
- Figure 53: Total US retail sales and forecast of Asian/Indian food, at current prices, 2011-21
- Figure 54: Total US retail sales and forecast of Asian/Indian food, at inflation-adjusted prices, 2011-21
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- Figure 55: Total US retail sales and forecast of Mediterranean/Middle Eastern food, at current prices, 2011-21
- Figure 56: Total US retail sales and forecast of Mediterranean/Middle Eastern food, at inflation-adjusted prices, 2011-21
- Figure 57: US supermarket sales of international foods, at current prices, 2011-16
- Figure 58: US sales of international foods through other retail channels, at current prices, 2011-16
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- Figure 59: Menu item cuisine type, 2012-16
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Appendix – Key Players
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- Figure 60: MULO sales of international foods, by leading companies, rolling 52 weeks 2015 and 2016
- Figure 61: MULO sales of Mexican/Hispanic foods, by leading companies and brands, rolling 52 weeks 2015 and 2016
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- Figure 62: MULO sales of Asian/Indian foods, by leading companies and brands, rolling 52 weeks 2015 and 2016
- Figure 63: MULO sales of Mediterranean/Middle Eastern foods, by leading companies and brands, rolling 52 weeks 2015 and 2016
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