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
- Return to growth for world cuisines
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- Figure 1: Best- and worst-case forecast of UK retail value sales of world cuisine foods, 2012-22
- Ready meals take lion’s share of sales
- Indian the biggest segment of world cuisines
- Tastes of Millennials will shape future market
- Inflation putting a squeeze on household budgets
- Companies and brands
- Patak’s is biggest brand in Indian
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- Figure 2: Leading brands in the Indian ready meals, cooking sauces and accompaniments/ingredients market, share by value, 2016/17*
- Brands lose share in Chinese
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- Figure 3: Leading brands in the Chinese ready meals, cooking sauces and accompaniments/ingredients market, share by value, 2016/17*
- Old El Paso has big lead in Mexican/Tex-Mex
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- Figure 4: Leading brands in the Mexican/Tex-Mex ready meals, cooking sauces and accompaniments/ingredients market, share by value, 2016/17*
- The consumer
- World cuisines have wide appeal
- Chinese and Indian most popular
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- Figure 5: Types of world cuisines eaten at home in the last 3 months and those not eaten that people would be interested in eating, November 2017
- Range of products used for serving up world cuisines
- Side dishes and accompaniments important
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- Figure 6: Types of world cuisine products eaten or used in the last 3 months, November 2017
- Trying foods at restaurant/takeaway top prompt for trying them at home
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- Figure 7: Reasons for eating world cuisines at home, November 2017
- Promotions and sampling important drivers of trial
- Information about new cuisines would help
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- Figure 8: Triggers that would encourage people to try a new type of world cuisine, November 2017
- Strong interest in authenticity and trying something new
- Recipes with more vegetables appeal
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- Figure 9: Behaviours and preferences related to world cuisines, November 2017
- Meal kits seen as good way of learning world cuisines
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- Figure 10: Attitudes towards world cuisines, November 2017
- What we think
Issues and Insights
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- Stronger communication and promotions needed to convert interest into trial for emerging cuisines
- The facts
- The implications
- Authenticity and a greater focus on vegetables two angles for supporting growth in long-established cuisines
- The facts
- The implications
- Shortcuts to preparing authentic world cuisine dishes at home need to be at the forefront of product development
- The facts
- The implications
The Market – What You Need to Know
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- Return to growth for world cuisines
- Ready meals take lion’s share of sales
- Own-label provides a boost to cooking sauces
- Indian the biggest segment of world cuisines
- Emerging cuisines bring a boost to sales
- Foodservice the biggest influence on world cuisines
- Tastes of Millennials will shape future market
- NPD must respond to healthy eating trends
- Catering for different types of meal preparation
- Inflation putting a squeeze on household budgets
Market Size and Forecast
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- Return to growth seen in world cuisines
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- Figure 11: Best- and worst-case forecast of UK retail value sales of world cuisine foods, 2012-22
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- Figure 12: Total UK retail value sales of world cuisine foods, 2012-22
- Ready meals take lion’s share of sales
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- Figure 13: Total UK retail value sales of world cuisine foods, by format, 2010-17
- Forecast methodology
Segment Performance
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- Emerging cuisines bring a significant boost to sales
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- Figure 14: UK retail value sales of world cuisine foods, by cuisine, 2012-17
- Ready meals are biggest driver of 2017 growth
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- Figure 15: UK retail value sales of world cuisine foods, by cuisine type and format, 2015-17
Market Drivers
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- Foodservice the biggest influence on world cuisines at home
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- Figure 16: Types of ethnic eateries used, by cuisine, October 2017
- Strong growth for ethnic restaurants and takeaways
- Street food trends feeding through
- Changing tastes will shape the future of world cuisines
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- Figure 17: Trends in age structure of the UK population, 2012-22
- NPD must respond to healthy eating trends
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- Figure 18: Factors most important when looking for healthy foods, April 2016, November 2016 and November 2017
- 5-a-day targets not being met
- Opportunities to also appeal to flexitarians
- New targets for salt reduction
- Naturalness and ‘clean eating’ trend
- Catering for different types of meal preparation
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- Figure 19: Frequency of cooking meals from scratch and choosing easy, quick to prepare food, April 2016, November 2016 and November 2017
- Inflation still putting squeeze on household budgets
Companies and Brands – What You Need to Know
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- Patak’s is leading brand in Indian
- Brands lose share in Chinese
- Old El Paso has big lead in Mexican/Tex-Mex
- Regional recipes look to add differentiation
- Wider range of Asian cuisines seeing NPD activity
- ‘Street food’ trend influencing new products
- Wider range of Latin American cuisines
- Focus on vegetables and plant-based products
- Meal kits making different cuisines more mainstream
- Dip in advertising spend by major brands
Market Share
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- Patak’s strengthens position as leading brand
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- Figure 20: Leading brands in the Indian ready meals, cooking sauces and accompaniments/ingredients market, by value, 2015/16 and 2016/17
- Brands lose share in Chinese
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- Figure 21: Leading brands in the Chinese ready meals, cooking sauces and accompaniments/ingredients market, by value, 2015/16 and 2016/17
- Old El Paso has big lead in Mexican/Tex-Mex
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- Figure 22: Leading brands in the Mexican/Tex-Mex ready meals, cooking sauces and accompaniments market, by value, 2015/16 and 2016/17
Launch Activity and Innovation
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- Regional recipes look to add differentiation
- Sharwood’s goes regional for Indian and Chinese
- Own-label and smaller brands explore regional flavours
- A wider range of Asian cuisines is being explored
- ‘Street food’ trend influences NPD
- Old El Paso goes Street Market
- Iceland looks to Indian street food
- Gran Luchito looks to offer Mexican cooking beyond kits
- Wider range of Latin American cuisines from Santa Maria
- Flavour development
- Homepride kids range offers milder flavours
- Encona’s hottest ever sauce
- New flavour combinations for chilli
- More flavours and new grains in rice
- Patak’s new paste pots target meals for two persons
- Focus on vegetables and plant-based products
- Meal kits making different cuisines more mainstream
- Healthier prepared meals in world cuisines
- Slimming ranges garnered NPD in 2017
- Protein claims from NutriPak, Batchelors and Asda
Advertising and Marketing Activity
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- Dip in advertising by major brands
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- Figure 23: Total above-the line, online display and direct mail advertising expenditure by selected world cuisine brands*, 2014-17
- M&S provides strong support for its ready meals
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- Figure 24: Total above-the line, online display and direct mail advertising expenditure on world cuisine products* by selected retailers, 2014-17
- Sharwood’s and Blue Dragon focus on discovery of new flavours
- Brands showcase versatility
- Old El Paso focuses on social occasions
- Nielsen Ad Intel coverage
The Consumer – What You Need to Know
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- World cuisines have widespread appeal
- Chinese and Indian most popular
- Range of products used for serving up world cuisines
- Side dishes and accompaniments important
- Trying at restaurant/takeaway top prompt for trying at home
- Promotions and sampling important drivers of trial
- Information about new world cuisines would help
- Strong interest in authenticity and trying something new
- Recipes with more vegetables appeal
- Meal kits seen as good way of learning world cuisines
Types of World Cuisine Eaten at Home
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- Younger people eat widest variety of world cuisines
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- Figure 25: Number of different types of world cuisines eaten at home in the last 3 months, November 2017
- Chinese and Indian the most popular world cuisines
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- Figure 26: Types of world cuisines eaten at home in the last 3 months and those not eaten that people would be interested in eating, November 2017
- Mexican and Thai have become pretty mainstream
- Mexican propelled by restaurant visits and meal kits
- Other world cuisines lag noticeably behind
- Chinese and Indian also eaten the most frequently
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- Figure 27: Frequency of eating different world cuisines at home in the last 3 months, November 2017
World Cuisine Products Eaten or Used at Home
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- Range of products used for serving up world cuisines
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- Figure 28: Types of world cuisine products eaten or used in the last 3 months, November 2017
- Cooking pastes and meal kits offer different shortcuts
- 3-step kits blur the boundaries
- Side dishes are an important part of world cuisines
- Scope for bread to boost meal accompaniments
- Side dishes enjoy widespread usage
Reasons for Trying a World Cuisine at Home
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- Trying world cuisines at a restaurant/takeaway is top prompt for home usage
- Keen diners out are most likely to cite restaurant influence
- Link-ups with restaurants should chime
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- Figure 29: Reasons for eating world cuisines at home, November 2017
- Friends and family are also a big influence
- Pictures on social media prompt a quarter of 16-34s
- Recipes featured across a range of media are also important
Triggers for Encouraging Trying of World Cuisines
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- Promotions and sampling are important for driving trial of new cuisines
- In-store activity can drive a sense of theatre
- Recommendations play a powerful role
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- Figure 30: Triggers that would encourage people to try a new type of world cuisine, November 2017
- Wider range of products to make cooking easier would appeal
- Information about newer world cuisines would also help
- Keen interest in cooking instructions among meal kit and cooking paste users
Behaviours and Preferences for World Cuisines
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- Strong interest in authenticity and trying something new
- High demand for authenticity
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- Figure 31: Behaviours and preferences related to world cuisines, November 2017
- Recipes incorporating more vegetables appeal
- Vegetables appeal to parents and can help pitch world foods as healthier
- Lack of familiarity and too many ingredients a turn off
- Long ingredient lists are a put-off to cooking for many
Attitudes towards World Cuisines
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- Meal kits seen as good way of learning world cuisines
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- Figure 32: Attitudes towards world cuisines, November 2017
- Time saving offers another selling point for meal kits
- Half see supermarket takeaway meals as good value
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Forecast methodology
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- Figure 33: Best- and worst-case forecast of total UK retail value sales of world cuisine foods, 2017-22
Appendix – Market Share
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- Figure 34: Leading manufacturers in the Indian ready meals, cooking sauces and accompaniments/ingredients market, by value, 2015/16 and 2016/17
- Figure 35: Leading manufacturers in the Chinese ready meals, cooking sauces and accompaniments/ingredients market, by value, 2015/16 and 2016/17
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- Figure 36: Leading manufacturers in the Mexican/Tex-Mex ready meals, cooking sauces and accompaniments/ingredients market, by value, 2015/16 and 2016/17
- Figure 37: Brands and own-label in the Thai ready meals market, by value, 2015/16 and 2016/17
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