International Food Trends - US - January 2018

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
The issues
Interest in Americanized foods is fairly high
Figure 1: International food attitudes, by gender and age, October 2017
Lack of skills/knowledge remain barriers to cooking international foods at home
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
Figure 3: Interest in international offerings in retail/restaurants, October 2017
Highlight the cultural experience of international foods
Figure 4: International food attitudes, October 2017
International baked goods may be a white space opportunity
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
Demographic changes favor international cuisines
Interest in home cooking grows
Plant-based meals are trending
MARKET FACTORS 
The US is becoming more diverse
Figure 6: Population by race, 2012-22
Figure 7: Population by Hispanic origin, 2012-22
Consumers are increasingly interested in international food
Figure 8: Food attitudes, any agree, summer 2013-17
Nearly 9% of consumers are vegetarian
Figure 9: Vegetarian self-identification, summer 2013-17
The number of cooking enthusiasts continues to grow
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
Figure 12: At home penetration of appliances
Over half of parents are foodies
KEY PLAYERS – WHAT YOU NEED TO KNOW 
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?
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
Figure 13: Internationally inspired breakfast/brunch meals
Bowls are the go-to platform for international flavors in foodservice
WHAT’S STRUGGLING?
International flavors can’t save all categories
Mainstream casual dining chains get back to the basics
WHAT’S NEXT?
CPG brands offer convenient products to make any meal international
Nice rice
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
Figure 15: Growth of select peppers/chilies as an ingredient on menus, Q3 2015-Q3 2017
INTERNATIONAL CUISINE TRENDS
Korean
Figure 16: Food products launched with “Korea” or “Korean” in product name/description, 2013-17
Figure 17: Korean dishes on menus, Q3 2015-Q3 2017
Figure 18: Korean-inspired restaurant dishes
Korean cuisine Flavor Matrix
Figure 19: Menu flavor matrix, top 10 Korean ingredient flavors, Q3 2015-Q3 2017
African
Figure 20: African-inspired restaurant dishes
African cuisine Flavor Matrix
Figure 21: Menu flavor matrix, top 10 African ingredient flavors, Q3 2015-Q3 2017
Filipino
Figure 22: Warm Belly Bakery Ube Cookie
Figure 23: Filipino-inspired restaurant dishes
Filipino cuisine Flavor Matrix
Figure 24: Menu flavor matrix, top 10 Filipino ingredient flavors, Q3 2015-Q3 2017
THE CONSUMER – WHAT YOU NEED TO KNOW 
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
Inspiration comes from many sources
Figure 25: International cooking inspiration, October 2017
Women often utilize websites and magazines
Figure 26: International cooking inspiration, by gender, October 2017
Social media is the go-to source of inspiration among the youngest consumers
Figure 27: International cooking inspiration, social media, by age, October 2017
Figure 28: Top five sources of inspiration (indexed against all consumers), by age, October 2017
Foodies are highly engaged with cooking
Figure 29: International cooking inspiration, by foodie status, October 2017
Parents are on the hunt for new recipes
Figure 30: International cooking inspiration, by parental status and age, October 2017
Figure 31: International cooking inspiration, by parental status (any age) and gender, October 2017
BARRIERS TO COOKING INTERNATIONAL FOODS
Lack of access and knowledge are major issues
Figure 32: Barriers to cooking international foods, October 2017
Opportunity to educate food fans
Figure 33: Barriers to cooking international foods, by foodie status, October 2017
Getting men in the kitchen
Figure 34: Barriers to cooking international foods, by gender, October 2017
Youngest consumers are interested in international foods but lack confidence
Figure 35: Barriers to cooking international foods, by age, October 2017
Foodservice options are ideal for those who prefer Americanized meals
Figure 36: Barriers to cooking international foods, by international food attitudes, October 2017
INTEREST IN INTERNATIONAL FLAVORS BY RETAIL FOOD
Consumers interested in spicing up everyday meals
Figure 37: Interest in international flavors by retail food, any interest, October 2017
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
Figure 40: Interest in international flavors by retail food, any cuisine type, by age, October 2017
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
Figure 42: Interest in international flavors by retail food, any cuisine type, by race/ethnicity, October 2017
INTEREST IN INTERNATIONAL FOOD RETAIL OFFERINGS
Prime opportunity for meal kits at grocers
Figure 43: Interest in international offerings in retail, October 2017
INTEREST IN INTERNATIONAL FLAVORS BY MENU ITEMS
International flavors are common in foodservice but be cautious with consumer favorites
Figure 44: Interest in international flavors by menu items, any cuisine, October 2017
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
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
Authenticity is key when serving international foods
Figure 48: Interest in international offerings in restaurants, October 2017
Authenticity is most important to moms
Figure 49: Interest in international offerings in restaurants, by parental status, age, and gender, October 2017
INTERNATIONAL CUISINE TRACKER
Most international cuisines are sourced from restaurants
Figure 50: Emerging international cuisine purchase, November 2017
International food consumption related to age/location
Figure 51: Emerging international cuisine purchase, any consumption, by generation, November 2017
Figure 52: Emerging international cuisine purchase, any consumption, by area, November 2017
INTERNATIONAL FOOD ATTITUDES
Highlight the exploratory nature of international foods
Figure 53: International food attitudes, October 2017
Americanized products appeal more to men
Figure 54: International food attitudes, by gender and age, October 2017
Simplicity is important to both foodies and food fans
Figure 55: International food attitudes, by foodie status, October 2017
Figure 56: CHAID analysis – International food attitudes, October 2017
Black and Hispanic consumers connect food with their heritage
Figure 57: Latin Food Feud ad, Coke, May 2017
Figure 58: International food attitudes, by race/ethnicity, October 2017
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Consumer qualitative research
Mintel Menu Insights
Mintel Purchase Intelligence
Abbreviations and terms
Abbreviations
Terms
APPENDIX – THE CONSUMER 
CHAID analysis methodology