Table of Contents
Overview
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- What you need to know
- Products covered in this Report
Executive Summary
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- The market
- Growth in travel should support uptake of new cuisines
- Scratch cooking trend creates challenges and opportunities
- Brexit spells end of deflation and growing real incomes
- Companies and brands
- Pan-Asian cuisines make their way to mainstream retail
- Mexican street food enters retail
- World flavours prominent in barbecue launches
- Adspend slumps as Premier Foods cuts support for Sharwood’s
- Kikkoman focuses TV campaigns on Chinese New Year
- The consumer
- World cuisines are ingrained in British diets
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- Figure 1: Frequency of eating world cuisines at home in the last three months, by cuisine type, November 2016
- 20-34-year-olds are key users of world foods
- Lack of familiarity is a key challenge for new cuisines
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- Figure 2: Barriers to eating world cuisines, November 2016
- A guiding hand needed to encourage hesitant home cooks
- Savoury flavours are in demand, hot and spicy remain on trend
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- Figure 3: Preferences for flavour types in world cuisines, November 2016
- Many are continually seeking new dishes
- Frozen complete meal kits garner wide interest
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- Figure 4: Behaviours relating to world cuisines, November 2016
- Table sauces seen to offer personalisation
- Meal kits can further explore role as learning tools
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- Figure 5: Attitudes towards world cuisines, November 2016
- What we think
Issues and Insights
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- Tackling unfamiliarity key to unlocking high interest in emerging cuisines
- The facts
- The implications
- Meal kits can further explore role as learning tool to help home cooks
- The facts
- The implications
- Table sauces can forge role in helping customise spicy dishes for the household
- The facts
- The implications
The Market – What You Need to Know
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- Growth in travel should prompt uptake of new cuisines
- Scratch cooking trend creates challenges and opportunities
- Brexit spells end of deflation and growing real consumer incomes
Market Drivers
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- Growth in travel should prompt uptake of new cuisines
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- Figure 6: Trends in the number of visits abroad to countries outside of Europe and North America from the UK*, by top 10 countries, 2011-15
- Scratch cooking trend creates challenges and opportunities
- Surprising opportunities for sauces
- Ready meals under pressure
- Kits have a role as the middle ground
- Brexit spells end of deflation and growing real consumer incomes
- Foodservice provides competition…
- …and inspiration
Companies and Brands – What You Need to Know
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- Pan-Asian cuisines make their way to mainstream retail
- Mexican street food enters retail
- World flavours prominent in barbecue launches
- Adspend slumps as Premier Foods cuts support for Sharwood’s
- Kikkoman focuses TV campaigns for Chinese New Year
Launch Activity and Innovation
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- Sharwood’s goes Pan-Asian with World Inspired sauces
- Loyd Grossman launches premium Indian sauces for two
- Korean makes its way to mainstream retail
- Patak’s unveil curry kits
- …and ready meals
- Wahaca brings Mexican street food to retail
- Street food can appeal in retail
- Wahaca launches soft taco kits
- Old El Paso brings out Mexicana Street Market sub-brand
- M&S scours the Americas for ‘Spirit of Summer’
- Other operators look to South America and the Caribbean
- World flavours prominent in barbecue launches
- Brazil inspires barbecue launches in 2016
Advertising and Marketing Activity
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- Adspend slumps as Premier Foods cuts support for Sharwood’s
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- Figure 7: Total above-the-line, online display and direct mail advertising expenditure on selected world cuisines brands, 2013-16
- Old El Paso has highest adspend in 2016
- Kikkoman focuses TV campaigns for Chinese New Year
- AB World Foods focuses spend on Patak’s
- Hellmann’s ‘Grilltopia’ support world food-inspired sauces
- M&S goes Americana with its ‘Spirit of Summer’ campaign
- Nielsen Ad Intel coverage
The Consumer – What You Need to Know
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- World cuisines are ingrained in British diets
- 20-34-year-olds are key users of world foods
- Lack of familiarity is a key challenge for new cuisines
- A guiding hand needed to encourage hesitant home cooks
- Savoury flavours are in demand, hot and spicy remain on trend
- Many are continually seeking new dishes
- Frozen complete meal kits garner wide interest
- Table sauces seen to offer personalisation
- Meal kits can further explore role as learning tools
Types of World Cuisines Eaten at Home
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- World cuisines are ingrained in British diets
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- Figure 8: Repertoire of types of world cuisines eaten at home, November 2016
- Chinese and Indian remain the most popular types of world cuisine
- Mexican and Thai have forged a mainstream role
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- Figure 9: Frequency of eating world cuisines at home, by cuisine type, November 2016
- The young and urbanites are key user groups
- 20-34-year-olds are heavy users of world foods
- Easy access fuels uptake among urban dwellers
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- Figure 10: Usage of and interest in trying world cuisines at home, by cuisine type, November 2016
- Americana has gained a sizeable foothold
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- Figure 11: Frequency of eating Americana dishes at home and interest in trying them, November 2016
Barriers to Eating World Cuisines
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- Lack of familiarity is a key challenge for new cuisines
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- Figure 12: Barriers to eating world cuisines at home, November 2016
- Calling out flavour profile and ingredients can build familiarity
- Fusion dishes could offer safe experimentation
- A guiding hand needed to encourage hesitant home cooks
- Increasing availability should unlock potential
Flavour Type Preferences in World Cuisines
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- Calling out flavours could reduce barrier posed by unfamiliarity
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- Figure 13: Preferences for flavour types in world cuisines, November 2016
- Savoury flavours are in demand, particularly among over-55s
- Hot and spicy flavours remain on trend
- Sweetness has strong appeal among 16-24s
Behaviours Relating to World Cuisines
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- Over half are continually seeking new dishes
- Good news for emerging cuisines, challenge for established ones
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- Figure 14: Behaviours relating to world cuisines, November 2016
- Frozen complete meal kits garner wide interest
- Rio Olympics lend little boost to uptake
Attitudes towards World Cuisines
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- Table sauces seen to offer personalisation
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- Figure 15: Attitudes towards world cuisines, November 2016
- Table sauce a perfect fit for customising levels of heat
- Scope to mine additions for sense of newness
- International twists are popular
- Meal kits can further explore role as learning tools
- Ready meals are a starting block for trying new cuisines
- “Street food” label appeals to young urbanites
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Drivers
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- Figure 16: Trends in the number of visits abroad to countries outside of Europe and North America from the UK*, 2011-15
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