International Food Trends - US - January 2019

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
The issues
Americans are slow to accept new international cuisines
Figure 1: Food attitudes, any agree, summer 2009-18
Younger consumers aren’t as smitten with Italian and Chinese cuisines as their older counterparts are
Figure 2: International food preferences – any type of purchase NET, by age, November 2018
Cultural appropriation is a growing concern
Figure 3: International food restaurant offerings, by race and Hispanic origin, November 2018
The opportunities
It’s the season for seasonings
Figure 4: Food attitudes, any agree, summer 2009-18
Younger consumers are more adventurous diners
Figure 5: International food consumption motivators, by age, November 2018
Asian and Hispanic consumers over index for international food consumption
Figure 6: International food consumption frequency, by race and Hispanic origin, November 2018
What it means
THE MARKET – WHAT YOU NEED TO KNOW
International cuisine adoption is slow
Consumers are embracing heavily spiced foods
Populations of frequent international food eaters are outpacing those of less-frequent eaters
MARKET FACTORS 
Consumers are increasingly diverse
Figure 7: Population by race and Hispanic origin, 2013-23
Employment is at all-time high among Hispanic populations
Figure 8: Hispanic and National Labor Force Unemployment Rates, January 2007-November 2018
Opportunity exists to convert unenthusiastic cooks with international products
Figure 9: Share of cooking segments, 2016-2018
Consumers increasingly prefer foods cooked with lots of spices
Figure 10: Food attitudes, any agree, summer 2009-18
KEY TRENDS – WHAT YOU NEED TO KNOW 
Ethnic fast-casuals proliferate
Popular international cuisines may go regional to appeal to youth
Restaurant-branded international CPG products gain traction
WHAT’S WORKING?
Fast casual works as an approachable format for international foods
Bowl Fusion
American Indian
Latin American
Asian
Food halls
Israeli cuisine proliferates
Figure 11: Trader Joe’s – Zhoug Sauce
Indian finally goes mainstream
CPG continues to innovate international offerings in several categories
Sauces
Condiments
Meals/entrees
Snacks
WHAT’S STRUGGLING?
Is the Mediterranean bubble about to burst?
Traditional international foods lose favor among young consumers
Cultural appropriation becomes a growing concern for some
WHAT’S NEXT?
Ayurveda
International kids  menus
Japanese Omakase and Izakaya
Omakase
Izakaya
African cuisines
Fast-Casual Fusion
Moroccan Crosses Categories
Figure 12: Hodo Moroccan Tofu Cubes
Ethiopian
Figure 13: Departure Snacks Ethiopian Berbere Dry-Roasted Almonds
South African
THE CONSUMER – WHAT YOU NEED TO KNOW 
Most consumers would rather eat international foods at a restaurant than cook them
Mexican is more popular than Italian cuisine
Latin and African are emerging cuisines to watch
INTERNATIONAL FOOD CONSUMPTION
Over a quarter of consumers eat international foods a few times a month
Figure 14: International food consumption frequency, November 2018
The frequent international food eater is a city-dwelling Millennial
Figure 15: International food consumption frequency, by generation, November 2018
Figure 16: International food consumption frequency, by location, November 2018
Asians and Hispanics are frequent international food eaters
Figure 17: International food consumption frequency, by race and Hispanic origin, November 2018
Alyssa is a frequent international food eater
Figure 18: International food consumption frequency, by consumer segmentation, November 2018
International cuisine consumption has declined slightly over last year
Figure 19: International food consumption – net any consumption, November 2017-November 2018
INTERNATIONAL FOOD CONSUMPTION MOTIVATORS AND BARRIERS 
Cravings drive most international food purchases
Figure 20: International food consumption motivators, November 2018
Younger consumers are most likely to eat international foods because they like trying new things
Figure 21: International food consumption motivators, by age, November 2018
Asians and Hispanics enjoy eating the foods of their ethnic heritages
Figure 22: International food consumption motivators, by race and Hispanic origin, November 2018
Lack of exposure is the top barrier to international cuisine consumption
Figure 23: barriers to International food consumption, November 2018
INTERNATIONAL FOOD PREFERENCES
Mexican, Italian, and Chinese are the top international cuisines
Figure 24: International food preferences – any type of purchase NET, November 2018
African cuisines remain unfamiliar to most consumers
Figure 25: International food preferences – any type of purchase NET, November 2018
Consumers are most likely to purchase international cuisines from a restaurant
Figure 26: International food preferences – any cuisine type NET, November 2018
Women especially prefer more traditional international cuisines
Figure 27: International food preferences – Any type of purchase NET, by gender, November 2018
Latin and African are emerging cuisines
Figure 28: International food preferences – Any type of purchase NET, by age, November 2018
Italian and Chinese food interest may eventually decline
Figure 29: International food preferences – Any type of purchase NET, by age, November 2018
Consumers show elevated interest in cuisines of their ethnic heritage
Figure 30: International food preferences – Any type of purchase NET, by race and Hispanic origin, November 2018
White and Hispanic consumers are equally interested in Mexican cuisine
Figure 31: International food preferences – any type of purchase NET, by race and Hispanic origin, November 2018
INTERNATIONAL FOOD RETAIL OFFERINGS
Meal kits are an appealing format for international flavors
Figure 32: International food retail offerings, November 2018
Restaurant-branded international foods could help drive purchases among the youngest consumers
Figure 33: International food retail offerings, by age, November 2018
INTERNATIONAL FOOD RESTAURANT OFFERINGS
Most consumers prioritize authenticity for international menu items
Figure 34: International food restaurant offerings, November 2018
Moms want to see more international kids menu items
Figure 35: International food restaurant offerings, by gender, November 2018
Younger consumers are most open to international fusion
Figure 36: International food restaurant offerings, by age, November 2018
Most Hispanic consumers want to see international kids menu items
Figure 37: International food restaurant offerings, by race and Hispanic origin, November 2018
Frequent international food eaters care the most about eating foods from chefs of the same ethnic heritage
Figure 38: International food restaurant offerings, by international eater groups, November 2018
INTERNATIONAL FOOD ATTITUDES
Street foods are an appealing way to introduce international flavors to consumers
Figure 39: International food attitudes, November 2018
Older consumers would much rather eat international foods at a restaurant than cook them
Figure 40: International food attitudes, by age, November 2018
Asian consumers are most interested in international street foods
Figure 41: International food attitudes, by race and Hispanic origin, November 2018
Roughly three fifths of moderate or occasional international food eaters would rather eat international foods at restaurants than at home
Figure 42: International food attitudes, by international eater groups, November 2018
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
Mintel Food and Drink Shopper Segmentation
Terms