Table of Contents
Executive Summary
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- The issues
- Interest in Americanized foods is fairly high
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- Figure 1: International food attitudes, by gender and age, October 2017
- Lack of skills/knowledge remain barriers to cooking international foods at home
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- Figure 2: Barriers to cooking international foods, October 2017
- International foods/flavors are not a silver bullet
- The opportunities
- Grocery-branded meal kits and authentic cooking techniques are opportunities in both retail and foodservice
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- Figure 3: Interest in international offerings in retail/restaurants, October 2017
- Highlight the cultural experience of international foods
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- Figure 4: International food attitudes, October 2017
- International baked goods may be a white space opportunity
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- Figure 5: Interest in international flavors by retail food, any cuisine type, by age, October 2017
- What it means
The Market – What You Need to Know
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- Demographic changes favor international cuisines
- Interest in home cooking grows
- Plant-based meals are trending
Market Factors
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- The US is becoming more diverse
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- Figure 6: Population by race, 2012-22
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- Figure 7: Population by Hispanic origin, 2012-22
- Consumers are increasingly interested in international food
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- Figure 8: Food attitudes, any agree, summer 2013-17
- Nearly 9% of consumers are vegetarian
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- Figure 9: Vegetarian self-identification, summer 2013-17
- The number of cooking enthusiasts continues to grow
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- Figure 10: Share and approximate number* of Cooking Enthusiasts, 2014-17
- Figure 11: Motivations for cooking at home, by all cooks and Cooking Enthusiasts, September 2017
- Small kitchen appliances see AH penetration growth
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- Figure 12: At home penetration of appliances
- Over half of parents are foodies
Key Players – What You Need to Know
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- International influences boost packaged yogurt and frozen meals
- International breakfast comes to restaurants
- International flavors alone can’t save a category/restaurant
- Bridge the gap between from scratch and fully prepared meals
- Private label is an opportunity for growth
What’s Working?
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- Feelin’ hot and the search for the next sriracha
- The contenders
- It’s not all Greek for yogurt
- International flavors bring excitement to frozen meals
- Breakfast/brunch goes international at restaurants
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- Figure 13: Internationally inspired breakfast/brunch meals
- Bowls are the go-to platform for international flavors in foodservice
What’s Struggling?
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- International flavors can’t save all categories
- Mainstream casual dining chains get back to the basics
What’s Next?
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- CPG brands offer convenient products to make any meal international
- Nice rice
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- Figure 14: Interest in flavored rice or grain mixes, January 2016
- Sensational sides
- Sauces and seasonings provide convenience/versatility
- Build butcher sales with value-added meats
- Restaurant concepts to watch
- Indian concepts
- Mediterranean concepts
- Chefs innovate vegetarian/vegan dishes
- International flavors make their way to private label
- Peppers proliferate
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- Figure 15: Growth of select peppers/chilies as an ingredient on menus, Q3 2015-Q3 2017
International Cuisine Trends
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- Korean
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- Figure 16: Food products launched with “Korea” or “Korean” in product name/description, 2013-17
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- Figure 17: Korean dishes on menus, Q3 2015-Q3 2017
- Figure 18: Korean-inspired restaurant dishes
- Korean cuisine Flavor Matrix
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- Figure 19: Menu flavor matrix, top 10 Korean ingredient flavors, Q3 2015-Q3 2017
- African
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- Figure 20: African-inspired restaurant dishes
- African cuisine Flavor Matrix
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- Figure 21: Menu flavor matrix, top 10 African ingredient flavors, Q3 2015-Q3 2017
- Filipino
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- Figure 22: Warm Belly Bakery Ube Cookie
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- Figure 23: Filipino-inspired restaurant dishes
- Filipino cuisine Flavor Matrix
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- Figure 24: Menu flavor matrix, top 10 Filipino ingredient flavors, Q3 2015-Q3 2017
The Consumer – What You Need to Know
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- Consumers find inspiration all around them
- Connect with young consumers
- Authenticity is important, but subjective
- Restaurants provide an entry point to new cuisines
International Cooking Inspiration
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- Inspiration comes from many sources
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- Figure 25: International cooking inspiration, October 2017
- Women often utilize websites and magazines
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- Figure 26: International cooking inspiration, by gender, October 2017
- Social media is the go-to source of inspiration among the youngest consumers
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- Figure 27: International cooking inspiration, social media, by age, October 2017
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- Figure 28: Top five sources of inspiration (indexed against all consumers), by age, October 2017
- Foodies are highly engaged with cooking
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- Figure 29: International cooking inspiration, by foodie status, October 2017
- Parents are on the hunt for new recipes
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- Figure 30: International cooking inspiration, by parental status and age, October 2017
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- Figure 31: International cooking inspiration, by parental status (any age) and gender, October 2017
Barriers to Cooking International Foods
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- Lack of access and knowledge are major issues
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- Figure 32: Barriers to cooking international foods, October 2017
- Opportunity to educate food fans
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- Figure 33: Barriers to cooking international foods, by foodie status, October 2017
- Getting men in the kitchen
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- Figure 34: Barriers to cooking international foods, by gender, October 2017
- Youngest consumers are interested in international foods but lack confidence
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- Figure 35: Barriers to cooking international foods, by age, October 2017
- Foodservice options are ideal for those who prefer Americanized meals
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- Figure 36: Barriers to cooking international foods, by international food attitudes, October 2017
Interest in International Flavors by Retail Food
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- Consumers interested in spicing up everyday meals
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- Figure 37: Interest in international flavors by retail food, any interest, October 2017
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- Figure 38: Interest in international flavors by retail food, by cuisine type, October 2017
- Figure 39: Interest in international flavors by retail food, by cuisine type, October 2017
- From conchas to baklava, strong opportunity for international baked goods
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- Figure 40: Interest in international flavors by retail food, any cuisine type, by age, October 2017
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- Figure 41: Interest in international flavors by retail food, baked goods by cuisine type, among 18-24-year-olds, October 2017
- Reaching Hispanic and Asian consumers with international foods
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- Figure 42: Interest in international flavors by retail food, any cuisine type, by race/ethnicity, October 2017
Interest in International Food Retail Offerings
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- Prime opportunity for meal kits at grocers
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- Figure 43: Interest in international offerings in retail, October 2017
Interest in International Flavors by Menu Items
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- International flavors are common in foodservice but be cautious with consumer favorites
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- Figure 44: Interest in international flavors by menu items, any cuisine, October 2017
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- Figure 45: Interest in international flavors by menu items, by cuisine type, October 2017
- Figure 46: Interest in international flavors by menu items, by cuisine type, October 2017
- Younger multicultural consumers drive international flavor interest
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- Figure 47: Interest in international flavors by menu items, any cuisine, by age and by race/ethnicity October 2017
Interest in International Offerings in Restaurants
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- Authenticity is key when serving international foods
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- Figure 48: Interest in international offerings in restaurants, October 2017
- Authenticity is most important to moms
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- Figure 49: Interest in international offerings in restaurants, by parental status, age, and gender, October 2017
International Cuisine Tracker
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- Most international cuisines are sourced from restaurants
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- Figure 50: Emerging international cuisine purchase, November 2017
- International food consumption related to age/location
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- Figure 51: Emerging international cuisine purchase, any consumption, by generation, November 2017
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- Figure 52: Emerging international cuisine purchase, any consumption, by area, November 2017
International Food Attitudes
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- Highlight the exploratory nature of international foods
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- Figure 53: International food attitudes, October 2017
- Americanized products appeal more to men
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- Figure 54: International food attitudes, by gender and age, October 2017
- Simplicity is important to both foodies and food fans
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- Figure 55: International food attitudes, by foodie status, October 2017
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- Figure 56: CHAID analysis – International food attitudes, October 2017
- Black and Hispanic consumers connect food with their heritage
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- Figure 57: Latin Food Feud ad, Coke, May 2017
- Figure 58: International food attitudes, by race/ethnicity, October 2017
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Mintel Menu Insights
- Mintel Purchase Intelligence
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Consumer
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- CHAID analysis methodology
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