Ethnic Foods - Canada - September 2019

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
The issues
With international foods being mainstream for many, finding new opportunities can prove challenging
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
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Many view grocers that don’t offer international cuisines as outdated
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
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
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
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
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
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 
Immigration is fuelling Canada’s population growth…
Figure 8: Percent of Canadians who are visible minorities or not visible minorities, by age, 2016
…and Asia is the primary source
Figure 9: Distribution of immigrants living in Canada, by region of birth, 1996-2036
Foodservice’s impact on how Canadians get their meals continues
Figure 10: Foodservice annual operating revenue in Canada, 2013-18
KEY PLAYERS – WHAT YOU NEED TO KNOW 
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
Finding the next “what’s next” is becoming increasingly difficult
WHAT’S NEXT?
Taking it to the streets: casual international fare is an opportunity to promote trial
Figure 11: Old El Paso Street Market Soft Taco Habanero & Line Meal Kit (UK), September 2018
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
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
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
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 
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 
Many Canadians view internationally inspired foods as mainstream
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
Figure 20: Statements related to international foods, July 2019
International foods important in supporting in-store traffic
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
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
Internationally inspired foods address Canadians’ desire to “try new foods”
Figure 23: Reasons for eating or showing interest in eating internationally inspired foods, July 2019
Figure 24: “To try new foods” as a reason for eating or showing interest in eating internationally inspired foods, by parental status, July 2019
Figure 25: Statements regarding internationally inspired flavours and dishes (% any agree), by parental status, July 2019
International foods facilitate sharable experiences
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”
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
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
Taste is the main reason Canadians avoid internationally inspired foods
Figure 29: Reasons for avoiding certain internationally inspired foods, July 2019
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
Sandwiches are the king/queen of internationally inspired food formats
Figure 31: International versions of food formats consumers would like to try, July 2019
Figure 32: Banh Mi Boys Instagram Post (Canada), August 2019
Emerging “bowls” category offers an opportunity to reposition traditional foods
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
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
Younger Canadians like the less common
Figure 37: Types of internationally inspired foods eaten in the past six months, July 2019
Figure 38: Types of internationally inspired foods eaten in the past six months, 18-45s vs over-45s, July 2019
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
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
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
Figure 42: Number of types of internationally inspired foods eaten in the past six months, July 2019
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
South Asians are less likely to eat cuisines that are ‘international’ to them, but there is ample opportunity for development
Figure 44: Types of internationally inspired foods eaten in the past six months, South Asians vs overall population, July 2019
Figure 45: International versions of food formats consumers would like to try, South Asians vs overall population, July 2019
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
Figure 47: Types of internationally inspired foods eaten in the past six months, Chinese Canadians vs overall population, July 2019
Figure 48: Statements related to international cuisine at grocery retail, Chinese Canadians vs overall population, July 2019
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Consumer qualitative research
Abbreviations and terms