Table of Contents
Executive Summary
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- The issues
- With international foods being mainstream for many, finding new opportunities can prove challenging
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- Figure 1: Agreement with “Internationally inspired foods are more mainstream now than they used to be”, July 2019
- South Asians in Canada appear less likely to eat foods that differ from what they are accustomed to
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- Figure 2: Internationally inspired foods eaten in the past six months, South Asians vs Canadians overall, July 2019
- Many view grocers that don’t offer international cuisines as outdated
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- Figure 3: Statements related to internationally inspired foods at retail (% any agree), 18-44s vs over-45s, July 2019
- The opportunities
- Canadians want internationally inspired foods in ‘easy to eat’ formats
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- Figure 4: International versions of food formats consumers would like to try, July 2019
- Less commonly eaten types of internationally inspired foods represent an interesting opportunity
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- Figure 5: Types of internationally inspired foods consumers would like to try, among those who have not tried each cuisine, July 2019
- Foodservice is a gateway to trying internationally inspired food for most Canadians
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- Figure 6: Statements related to internationally inspired foods at restaurants and retail, July 2019
- Canadians open to internationally inspired flavours being incorporated into ‘familiar’ foods
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- Figure 7: Statements related to internationally inspired foods in familiar foods and fusion entrées, July 2019
- What it means
The Market – What You Need to Know
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- Immigration is fuelling Canada’s population growth…
- …and Asia is the primary source
- Foodservice’s impact on how Canadians get their meals continues
Market Factors
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- Immigration is fuelling Canada’s population growth…
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- Figure 8: Percent of Canadians who are visible minorities or not visible minorities, by age, 2016
- …and Asia is the primary source
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- Figure 9: Distribution of immigrants living in Canada, by region of birth, 1996-2036
- Foodservice’s impact on how Canadians get their meals continues
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- Figure 10: Foodservice annual operating revenue in Canada, 2013-18
Key Players – What You Need to Know
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- Finding the next “what’s next” is increasingly difficult
- Casual international fare is an opportunity to promote trial
- International chains penetrate Canada’s foodservice landscape
Challenges
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- Finding the next “what’s next” is becoming increasingly difficult
What’s Next?
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- Taking it to the streets: casual international fare is an opportunity to promote trial
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- Figure 11: Old El Paso Street Market Soft Taco Habanero & Line Meal Kit (UK), September 2018
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- Figure 12: The Spice Tailor Classic Tandoori Indian Wrap Kit (Australia), November 2018
- Figure 13: Dosa by Dosa Bombay Potato Street Wrap (US), September 2018
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- Figure 14: Worldwide Food Associates Pad Thai Asian Noodle Kit (UK), October 2018
- Figure 15: Pot Noodle Asian Street Style Malaysian Japanese Miso Soup Pot (UK), July 2019
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- Figure 16: Walkers Sensations Street Mix Inspired by Mumbai (UK), July 2019
- Figure 17: Pringles Street Food Edition Thai Green Curry Flavour Savoury Snack (UK), July 2017
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- Figure 18: Pot Noodle Asian Street Style Malaysian Japanese Miso Soup Pot (UK), July 2019
- International cuisines can incentivize healthier diets with “new” formats and flavours
- International chains penetrate Canada’s foodservice landscape
The Consumer – What You Need to Know
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- Internationally inspired foods offer a sampling of other cultures
- Internationally inspired foods address Canadians’ desire to “try new foods”
- Taste is the main reason Canadians avoid internationally inspired foods
- Younger Canadians are more likely to eat less commonly eaten international foods
- Most Canadians eat three or more types of international cuisines
- South Asians are less likely to eat cuisines that are ‘international’ to them, but there is ample opportunity for development
Attitudes towards Internationally Inspired Foods
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- Many Canadians view internationally inspired foods as mainstream
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- Figure 19: “Internationally inspired foods are more mainstream now than they used to be” (% any agree), by age and gender, July 2019
- Internationally inspired foods offer a sampling of other cultures
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- Figure 20: Statements related to international foods, July 2019
- International foods important in supporting in-store traffic
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- Figure 21: Statements related to internationally inspired foods at retail (% any agree), 18-45s vs over-45s, July 2019
- Social media is critical in engaging younger consumers
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- Figure 22: “Social media posts motivate me to try internationally inspired foods” (% any agree), by select demographic breaks, July 2019
Reasons for Eating Internationally Inspired Foods
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- Internationally inspired foods address Canadians’ desire to “try new foods”
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- Figure 23: Reasons for eating or showing interest in eating internationally inspired foods, July 2019
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- Figure 24: “To try new foods” as a reason for eating or showing interest in eating internationally inspired foods, by parental status, July 2019
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- Figure 25: Statements regarding internationally inspired flavours and dishes (% any agree), by parental status, July 2019
- International foods facilitate sharable experiences
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- Figure 26: “My friends/family like it” as a reason for eating or showing interest in internationally inspired foods, by age, July 2019
- Few Canadians eat international foods because it’s “part of their diet”
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- Figure 27: “From my original country/ancestry” as a reason for eating or showing interest in internationally inspired foods, overall population, South Asians and Chinese Canadians, July 2019
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- Figure 28: Availability at restaurants and grocery stores as reasons to eat internationally inspired foods, by parental status, July 2019
Reasons for Avoiding International Foods
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- Taste is the main reason Canadians avoid internationally inspired foods
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- Figure 29: Reasons for avoiding certain internationally inspired foods, July 2019
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- Figure 30: Taste and smell identified as reasons for avoiding certain internationally inspired foods, by various cuisines, July 2019
- Uncertainty around preparation a potential barrier
Internationally Inspired Foods by Format
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- Sandwiches are the king/queen of internationally inspired food formats
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- Figure 31: International versions of food formats consumers would like to try, July 2019
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- Figure 32: Banh Mi Boys Instagram Post (Canada), August 2019
- Emerging “bowls” category offers an opportunity to reposition traditional foods
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- Figure 33: Sea Delight Tuna Poke Cubes (Canada), March 2019
- Figure 34: Adonis Naoki Seafood Poke Bowl (Canada), July 2019
- Older and younger consumer show varying levels of interest in different food formats
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- Figure 35: Crave Chorizo Egg Scramble with Goat Cheese (Canada), May 2019
- Figure 36: International versions of food formats consumers would like to try, 18-44s vs over-45s, July 2019
Usage of and Interest in International Foods
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- Younger Canadians like the less common
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- Figure 37: Types of internationally inspired foods eaten in the past six months, July 2019
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- Figure 38: Types of internationally inspired foods eaten in the past six months, 18-45s vs over-45s, July 2019
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- Figure 39: Types of internationally inspired foods eaten in the past six months, by province/region in Canada, July 2019
- Caribbean foods represent an interesting opportunity
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- Figure 40: Types of internationally inspired foods consumers show interest in trying, among those who have not tried each cuisine, July 2019
- Some demographics to consider moving forward
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- Figure 41: Types of internationally inspired foods (select) consumers show interest in trying, 18-44s vs over-45s, July 2019
- Most Canadians eat three or more types of international cuisines
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- Figure 42: Number of types of internationally inspired foods eaten in the past six months, July 2019
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- Figure 43: Eaten five or more types of internationally inspired foods in the past six months, by household income, July 2019
Population Segments and Internationally Inspired Cuisines
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- South Asians are less likely to eat cuisines that are ‘international’ to them, but there is ample opportunity for development
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- Figure 44: Types of internationally inspired foods eaten in the past six months, South Asians vs overall population, July 2019
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- Figure 45: International versions of food formats consumers would like to try, South Asians vs overall population, July 2019
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- Figure 46: Statements related to international cuisine at grocery retail, South Asians* vs overall population, July 2019
- Chinese Canadians are more likely to eat internationally inspired foods from East Asia, though interest in exploration is apparent
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- Figure 47: Types of internationally inspired foods eaten in the past six months, Chinese Canadians vs overall population, July 2019
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- Figure 48: Statements related to international cuisine at grocery retail, Chinese Canadians vs overall population, July 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
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