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
- Robust growth in world cuisines continues into 2018
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- Figure 1: Best- and worst-case forecast of UK retail value sales of world cuisine foods, 2013-23
- Mexican/Tex-Mex segment and meal accompaniments/ingredients are top performers
- Stiff competition from foodservice
- Foodservice and retail trends interlinked
- Spending power affects the balance between foodservice and retail
- Health remains high on the agenda
- Companies and brands
- Own-label takes the lion’s share of world cuisines sales
- Steady growth from Charlie Bigham’s and The Spice Tailor in Indian foods
- Kikkoman and Gressingham only brands to grow sales in Chinese cuisine
- Old El Paso and Santa Maria return to growth
- More foodservice brands enter into retail
- Street food trend continues to gather momentum
- Plant-based NPD and world cuisines go hand in hand
- Ongoing slump in adspend from major brands
- The consumer
- World cuisines deeply embedded in UK food culture
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- Figure 2: World cuisines eaten at home in the last three months and interest in eating world cuisines in future, by type, November 2018
- Two fifths of adults ate at least five different types of cuisines
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- Figure 3: Repertoire of types of world cuisines eaten at home in the last three months, November 2018
- Meal accompaniments, cooking sauces, ready meals and seasonings/spices are the most popular products
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- Figure 4: Types of world cuisine products eaten or used in the last three months, November 2018
- Easiness is the most important factor
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- Figure 5: Choice factors for world cuisine products, November 2018
- A traditional recipe is the most compelling marker of authenticity
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- Figure 6: Factors denoting an authentic world cuisine product, November 2018
- In-store initiatives can encourage experimentation
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- Figure 7: Behaviours relating to world cuisines, November 2018
- Food pairing is a popular concept in world cuisines
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- Figure 8: Attitudes towards world cuisines, November 2018
- What we think
Issues and Insights
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- Companies should be more active in capitalising on the meat reduction trend
- The facts
- The implications
- Feeding consumers’ hunger to become more knowledgeable will build engagement
- The facts
- The implications
- Food pairing suggestions can span beyond the usual world cuisine accompaniments
- The facts
- The implications
The Market – What You Need to Know
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- Robust growth in world cuisines continues into 2018
- Mexican/Tex-Mex cuisine was the star performer
- Momentum in accompaniments/ingredients gains pace
- Healthy value growth set to endure
- Stiff competition from foodservice
- Foodservice and retail trends interlinked
- The popularity of home cooking is ingrained
- Spending power affects the balance between foodservice and retail
- Health remains high on the agenda
Market Size and Forecast
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- Robust growth in world cuisines continues into 2018
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- Figure 9: Total UK retail value sales of world cuisine foods, 2013-23
- Robust value growth set to endure
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- Figure 10: Best- and worst-case forecast of UK retail value sales of world cuisine foods, 2013-23
- Forecast methodology
Market Segmentation
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- Ready meals dominate spend
- Momentum in accompaniments/ingredients gains pace
- Cooking sauces show slowing growth, driven by inflation
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- Figure 11: UK retail value sales of world cuisine foods, by format, 2016-18
- Competition continues to mount for the leading Indian segment
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- Figure 12: UK retail value sales of world cuisine foods, by cuisine, 2016-18
- Mexican/Tex-Mex the star performer of 2018
- Growth from other cuisines plateaus
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- Figure 13: UK retail value sales of world cuisine foods, by cuisine type and format, 2016-18
Market Drivers
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- Stiff competition from foodservice
- Mounting pressure on retail, particularly from home takeaway/home delivery
- Foodservice and retail trends interlink
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- Figure 14: Venues visited, November 2018
- The popularity of home cooking is ingrained
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- Figure 15: Type of evening meal cooked/prepared most often in household, by age, April 2018
- Home cooks welcome convenient “hacks”
- Convenience products can prompt experimentation
- Spending power affects the balance between foodservice and retail
- Health remains high on the agenda
- Healthy world cuisine products are highly attractive
- The healthy associations of spices are favourable for world cuisines
- Strong interest in gut health boosts the profile of fermented foods
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- Figure 16: Examples of UK food launches featuring kimchi, 2018
- The flexitarian and vegan trends gather more momentum
- World cuisines playing an important part in this movement
Companies and Brands – What You Need to Know
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- Own-label takes the lion’s share of world cuisines sales
- Steady growth from Charlie Bigham’s and The Spice Tailor
- Kikkoman and Gressingham only brands to grow sales in Chinese cuisine
- Old El Paso and Santa Maria return to growth
- More foodservice brands enter into retail
- Street food trend continues to gather momentum
- Plant-based NPD and world cuisines go hand in hand
- Ongoing slump in adspend from major brands
Market Share
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- Own-label takes the lion’s share of world cuisines sales
- Steady growth from Charlie Bigham’s and The Spice Tailor in Indian segment
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- Figure 17: Leading brands in the Indian ready meals, cooking sauces and accompaniments/ingredients market, by value, 2016-18
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- Figure 18: Leading manufacturers in the Indian ready meals, cooking sauces and accompaniments/ingredients market, by value, 2016-18
- Kikkoman and Gressingham only brands to grow sales in Chinese food in 2018
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- Figure 19: Leading brands in the Chinese ready meals, cooking sauces and accompaniments/ingredients market, by value, 2016-18
- Figure 20: Leading manufacturers in the Chinese ready meals, cooking sauces and accompaniments/ingredients market, by value, 2016-18
- Old El Paso and Santa Maria return to growth
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- Figure 21: Leading brands in the Mexican/Tex-Mex ready meals, cooking sauces and accompaniments/ingredients market, by value, 2016-18
- Figure 22: Brands and own-label in the Thai ready meals market, by value, 2016-18
Launch Activity and Innovation
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- More foodservice brands enter into retail
- Las Iguanas and Wasabi make retail debut in Sainsbury’s
- Giraffe enters the retail space at Tesco
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- Figure 23: Examples from the Wasabi and Giraffe range of ready meals, 2018-19
- Wahaca retail offering given an overhaul
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- Figure 24: Examples from the Wahaca range of taco kits, August 2018
- Street food trend continues to gather momentum
- Schwartz launches street food seasoning mix
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- Figure 25: Examples from the Schwartz Street Food Seasoning range, June 2018
- Iceland extends Street Co ready meals to Mexican cuisine
- Walkers harnesses the buzz around street food in its snacking NPD
- Speed and convenience continue to be a key NPD theme
- Nando’s makes restaurant-inspired cooking easier with Bag & Bake range
- Patak’s launches Oven Bakes for easy lighter meals
- The Spice Tailor launches a speedy alternative to a marinade
- Colman’s adds Seasoning Blends, tapping interest in healthier, more natural meals
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- Figure 26: Examples of launches from Nando’s, The Spice Tailor and Colman’s, 2018
- Maggi moves towards a cleaner label with relaunch
- Pot snacks get more authentic and premium
- Levi Roots makes debut in snack pots
- Snack pots attract more premium launches
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- Figure 27: Examples of new launches of instant snack pots with a more premium positioning, 2018
- Ongoing innovation in meal kits
- School of Wok unveils bao buns kits in Tesco stores
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- Figure 28: Example from the School of Wok Bao Bun Kit range, August 2018
- Aldi launches “copycat” rival to Old El Paso Mexican range
- Plant-based NPD and world cuisines go hand in hand
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- Figure 29: Examples from the Birds Eye range of Veggie Bowls, September 2018
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- Figure 30: Examples from the Bol range of ready meals, 2019
Advertising and Marketing Activity
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- Ongoing slump in adspend from major brands
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- Figure 31: Total above-the-line, online display and direct mail advertising expenditure by selected world cuisine brands*, 2015-18
- Mars keeps spend steady for Uncle Ben’s
- Old El Paso gains position as second-highest spender
- Old El Paso supports Day of the Dead
- Kikkoman makes TV comeback for Chinese New Year 2019
- Tilda celebrates diversity of British food culture
- Blue Dragon emphasises authenticity through a culinary journey
- Schwartz supports launch of Street Food Seasonings
- Patak’s partners with Jamie Oliver for social media campaign
- Lee Kum Kee continues its ‘Awaken Your Soy Senses’ campaign
- Nielsen Ad Intel coverage
Start-ups and Disruptors Case Study – World of Zing
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- Company overview
- What is it?
- Founded
- Company mission statement
- Founder’s story
- Mintel analyst view
- Mintel Trends
- Why it could succeed
- Why it could fail
- The verdict
- Product information
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- Figure 32: World of Zing product range, February 2019
- Media profile
- Social media metrics
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- Figure 33: Social media metrics for World of Zing as of January 2019
- The brand’s view
- Revenue in the last year (as of 1 December 2018):
- Sources of funding and support
- Target audience
- What consumer needs does the range meet?
- Product stockists
- Looking to the future
Start-ups and Disruptors Case Study – Mr. Lee’s Pure Foods Co.
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- Company overview
- What is it?
- Founded
- Company mission statement
- Founder’s story
- Mintel analyst view
- Mintel Trends
- Why it could succeed
- Why it could fail
- The verdict
- Product information
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- Figure 34: Mr. Lee’s Pure Foods Co., February 2019
- Media profile
- Social media metrics
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- Figure 35: Social media metrics for Mr. Lee’s Pure Foods Co. as of February 2019
- The brand’s view
- Sources of funding and support
- Target audience
- What consumer needs does the range meet?
- Product stockists
- Looking to the future
The Consumer – What You Need to Know
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- World cuisines are deeply embedded in UK food culture
- Two fifths of adults ate at least five different types of cuisines
- Meal accompaniments, cooking sauces, ready meals and seasonings/spices are the most popular products
- Ease is the most important factor
- One in three seek out healthy options
- A traditional recipe is the most tangible marker of authenticity
- In-store initiatives can encourage experimentation
- Consumers hunger to become more knowledgeable
- Scope for world cuisines to harness the meat reduction trend
- Food pairing is a popular concept in world cuisines
Usage of World Cuisines at Home
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- World cuisines deeply embedded in UK food culture
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- Figure 36: World cuisines eaten at home in the last three months and interest in eating world cuisines in future, by type, November 2018
- Widespread interest in branching out to new cuisines
- Two fifths of adults ate at least five different types of cuisines…
- …jumping to 60% of under-25s
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- Figure 37: Repertoire of types of world cuisines eaten at home in the last three months, November 2018
- Usage frequency is fairly low for each individual cuisine
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- Figure 38: Frequency of eating world cuisines at home in the last three months, by type, November 2018
World Cuisine Products Eaten or Used at Home
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- Meal accompaniments are most popular product
- Authentic, premium products can enhance world cuisine meals
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- Figure 39: Types of world cuisine products eaten or used in the last three months, November 2018
- Strong appeal of cooking sauces endures
- Ready meals are a popular choice across all age groups
- Seasonings/spices tap popularity of scratch cooking
- Consumers tend to shop across world cuisine categories
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- Figure 40: Repertoire of types of world cuisine products eaten or used in the last three months, November 2018
Choice Factors for World Cuisine Products
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- Easiness is the most important factor…
- …for home cooking overall…
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- Figure 41: Choice factors for world cuisine products, November 2018
- …and for world cuisines meals
- Appealing to all of the family is key for mums
- Customisation can help to drive family appeal
- Ready meals are perfectly positioned to cater to different tastes
- One in three seek out healthy options
- Better-for-you NPD will be popular
- Shoppers can be steered to authentically healthier choices
- A need to deliver on taste and excitement alongside health
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- Figure 42: Examples of world cuisine ready meals launches scoring above average as healthy and have a high instant reaction, as well as being seen as tasty and exciting
Factors Denoting an Authentic World Cuisine Product
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- An authentic recipe only makes a top three choice factor for 24% of users…
- …although this belies the attractiveness of authentic products
- A traditional recipe is the most tangible marker of authenticity
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- Figure 43: Factors denoting an authentic world cuisine product, November 2018
- Naturalness is a key indication of authenticity
Behaviours Relating to World Cuisines
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- In-store initiatives can encourage experimentation
- The sheer amount of recipes available makes guidance important
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- Figure 44: Waitrose Beautifully Simple fridge showcasing a recipe and ingredients, October 2018
- Figure 45: Behaviours relating to world cuisines, November 2018
- A hunger to become more knowledgeable
- Information about the history and provenance of dishes should boost associations with authenticity
- Scope for companies to offer a multisensory experience
Attitudes towards World Cuisines
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- Scope for world cuisines to harness the meat reduction trend
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- Figure 46: Attitudes towards world cuisines, November 2018
- More recipe inspiration would be welcomed…
- …with scope to go beyond on-pack
- In-store positioning can remind shoppers of the importance of pairing world cuisines components for an elevated meal experience
- World cuisines can look to drinks pairings too
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 47: Best- and worst-case forecast of total UK retail value sales of world cuisine foods, 2018-23
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