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Ethnic Foods - US - January 2013

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
The market and forecast
Category shows strong growth during recession and beyond; trend to continue
Figure 1: Total U.S. sales and fan chart forecast of ethnic food, at current prices, 2007-17
Mexican/Hispanic dominates; smaller segments show stronger growth
Figure 2: Rate of change in current dollar sales, ethnic food, by segment, 2012-17
Market factors
Cooking at home more will influence the category
An increase in demographic variety to benefit ethnic food market
Companies, brands, and innovations
Very fragmented market where national brands show lukewarm performance
Figure 3: Selected manufacturer FDMx share of ethnic food, 2012*
New product introductions declining, except for Asian segment
Figure 4: Percentage change of top 10 claims on ethnic food product launches, 2008-12*
The consumer
Younger consumers and households with children remain key for the ethnic food market
Figure 5: Personal consumption of ethnic food at home by type of ethnic food, October 2012
Chinese, Mexican, Italian top three cuisines eaten at a restaurant
Figure 6: Personal consumption of ethnic food at restaurants, by type of ethnic food, October 2012
Category driven by price and deals, with relatively low brand loyalty; authenticity matters
Figure 7: Attitudes toward buying ethnic food, October 2012
Companies need to strike a balance between authenticity and familiarity
Figure 8: Attitudes toward ethnic food found at grocery stores, October 2012
Customization is important; ethnic breakfast foods an opportunity
Figure 9: Interest in new ethnic food products, October 2012
Young and old consider health attributes important; motivations differ
Figure 10: Important health-related attributes when selecting ethnic food, October 2012
What we think
ISSUES IN THE MARKET
How can ethnic food manufacturers better cater to households with kids?
How can manufacturers encourage greater consumption of ethnic food at home?
Figure 11: Personal consumption of ethnic food by type and location, October 2012
INSIGHTS AND OPPORTUNITIES
Offer more kid-friendly ethnic food options
Figure 12: Attitudes toward buying ethnic food, by presence of children,
Strike a balance between authenticity and familiarity
Figure 13: Attitudes toward ethnic food, by age, October 2012
Figure 14: Interest in new ethnic food products, by age, October 2012
Figure 15: Attitudes toward buying ethnic food, by age, October 2012
Leverage interest in ethnic food for breakfast
Figure 16: Interest in new ethnic food products, by age, October 2012
Figure 17: Attitudes toward buying ethnic food, by age, October 2012
Figure 18: Interest in new ethnic food products, by presence of children, October 2012
TREND APPLICATIONS
Trend: Boomerang Generation
Figure 19: Attitudes toward ethnic food, by generation, October 2012
Trend: Om Heads West
Figure 20: Attitudes toward ethnic food, by generation, October 2012
2015 Trend: Old Gold
MARKET SIZE AND FORECAST
Key points
Category shows strong growth during recession and beyond
Figure 21: Attitudes toward buying ethnic food, by household income, October 2012
Sales and forecast of market
Figure 22: Total U.S. retail sales and forecast of ethnic food, at current prices, 2007-17
Figure 23: Total U.S. retail sales and forecast of ethnic food, at inflation-adjusted prices, 2007-17
Fan chart forecast
Figure 24: Total U.S. sales and fan chart forecast of ethnic food, at current prices, 2007-17
MARKET DRIVERS
Cooking at home more will influence the category
An increase in demographic variety to benefit ethnic food market
An increased interest in healthy eating
COMPETITIVE CONTEXT
Ethnic food at restaurants continues to be an attractive proposition
Figure 25: Top 20 cuisine types on restaurant menus, by incidence, Q3 2009-Q3 2012
SEGMENT PERFORMANCE
Key points
Mexican/Hispanic dominates; smaller segments show stronger growth
U.S. sales of ethnic food, by segment
Figure 26: Total U.S. sales of ethnic food, segmented by type, 2010 and 2012
Figure 27: Attitudes toward buying ethnic food, October 2012
SEGMENT PERFORMANCE—MEXICAN/HISPANIC FOOD
Key points
Focusing on other Hispanic cuisines could be the key to success
Sales and forecast of Mexican/Hispanic food
Figure 28: Total U.S. sales and forecast of Mexican/Hispanic food, at current prices, 2007-17
SEGMENT PERFORMANCE—ASIAN FOOD
Key points
Less-known Asian regional cuisines to spark consumers’ interest
Sales and forecast of Asian food
Figure 29: Total U.S. sales and forecast of Asian food, at current prices, 2007-17
SEGMENT PERFORMANCE—MEDITERRANEAN/MIDDLE EASTERN FOOD
Key points
A perception of healthier and unique flavors likely drives success
Sales and forecast of Mediterranean/Middle Eastern food
Figure 30: Total U.S. sales and forecast of Mediterranean/Mediterranean/Middle Eastern food, at current prices, 2007-17
SEGMENT PERFORMANCE—INDIAN FOOD
Key points
Indian cuisine remains the smallest segment; growth is in the forecast
Sales and forecast of Indian food
Figure 31: Sales and forecast of Indian food, at current prices, 2007-17
SEGMENT PERFORMANCE—OTHER ETHNIC FOOD
Key points
Sales and forecast of other ethnic food
Figure 32: Total U.S. sales and forecast of other ethnic food, at current prices, 2007-17
RETAIL CHANNELS
Key points
Retail channels continue to see increase in sales as growth slows
Figure 33: Purchase locations by type of ethnic food, by age, October 2012
Figure 34: Attitudes toward ethnic food, by age, October 2012
Sales of ethnic food, by channel
Figure 35: Total U.S. retail sales of ethnic food, by channel, at current prices, 2010-12
Supermarkets lose market share; more innovation could reverse trend
Supermarket sales of ethnic food
Figure 36: U.S. supermarket sales of ethnic food, at current prices, 2007-12
Other channels see share growth, cater to consumer experience
Other retail channels sales of ethnic food
Figure 37: U.S. sales of ethnic food, through other retail channels, at current prices, 2007-12
LEADING COMPANIES
Key points
National brands lead but show lukewarm performance
Manufacturer sales of ethnic food
Figure 38: FDMx sales of ethnic food, by leading companies, 2011* and 2012*
BRAND SHARE—MEXICAN/HISPANIC FOODS
Key points
A focus on non-Mexican Hispanic food could improve performance
Manufacturer and brand sales of Mexican/Hispanic food
Figure 39: FDMx sales of Mexican/Hispanic food, by leading companies, 2011* and 2012*
BRAND SHARE—ASIAN FOOD
Key points
Unique models and authentic traditional products succeed
Manufacturer and brand sales of Asian food
Figure 40: FDMx sales of Asian food, by leading companies, 2011*and 2012*
BRAND SHARE—INDIAN FOOD
Key points
Indian food wins with an emphasis on convenience and flavors
Manufacturer sales of Indian food
Figure 41: FDMx sales of Indian food, by leading companies, 2011* and 2012*
BRAND SHARE—MEDITERRANEAN/MIDDLE EASTERN FOOD
Key points
Sabra dominates and shapes segment’s dollar sales through FDMx
Manufacturer sales of Mediterranean/Middle Eastern Food
Figure 42: FDMx sales of Mediterranean/Middle Eastern, by leading companies, 2011* and 2012*
BRAND SHARE—OTHER ETHNIC FOOD
Key points
Zatarain’s shapes the segment’s performance
Manufacturer sales of other ethnic food
Figure 43: FDMx sales of other ethnic food, by leading companies, 2011* and 2012*
INNOVATIONS AND INNOVATORS
New product introductions declining, except for Asian segment
Figure 44: Ethnic food product launches, by cuisine type, 2008-12*
Convenience and healthier eating habits shaping product introductions
Figure 45: Top 10 ethnic food product launches, by share % and by category type, 2008-12*
Most claims decline; manufacturers’ focus not completely aligned with consumers’
Figure 46: Ethnic food product launches, by top 10 claims, 2008-12*
Mini, fast, and delicious
Authentic, handmade, homestyle
Convenient, easy to prepare, ready to go
Ready-to-assemble kits
Healthier, free from, low in, wholesome
Premium, gourmet, restaurant inspired
MARKETING STRATEGIES
Overview of the brand landscape
Kikkoman emphasises long-standing quality, easy recipes
Kikkoman’s TV ads emphasize taste, convenience, and history
Figure 47: Kikkoman, “Eat Twice,” TV AD, 2012
Figure 48: Brand Analysis for Kikkoman, 2012
Figure 49: Kikkoman, “Generation Principles,” TV AD, 2012
Figure 50: Brand Analysis for Kikkoman, 2012
Kikkoman emphasizes historic beginnings in online initiatives
Patak’s Original targets Millennials by touting quality, convenience
Patak’s Original emphasizes easy, high-quality meals
Figure 51: Patak’s Original, “Tofu Tikka Masala,” TV AD, 2012
Figure 52: Brand Analysis for Patak’s Original, 2012
Patak’s Original creates visually appealing online initiatives
Zatarain’s features brand’s authenticity and regional devotion
Zatarain’s brings Mardi Gras to TV ads
Figure 53: Zatarain’s, “Smoke Out,” TV AD, 2012
Figure 54: Brand Analysis for Zatarain’s, 2012
Zatarain’s beefs up social media involvement
Old El Paso focuses on conviviality and quality
Old El Paso tones down its bold flavors, caters to the family experience
Figure 55: Old El Paso, “She Saved the Day,” TV AD, 2012
Figure 56: Brand analysis for Old El Paso, 2012
Old El Paso online initiatives focus on product information
Sabra touts authentic, healthy, fresh ingredients
Sabra’s TV ad highlights quality ingredients, vast variety, popularity
Figure 57: Sabra, “The Rise of Hummus,” TV AD, 2012
Figure 58: Brand analysis for Sabra, 2012
Sabra highlights hummus offerings through online initiatives
SOCIAL MEDIA
Key points
Key social media metrics
Figure 59: Key social media metrics, December 2012
Market overview
Brand usage and awareness
Figure 60: Usage and awareness of selected ethnic food brands, October 2012
Interaction with brands
Figure 61: Interaction with selected ethnic food brands, October 2012
Motivations for interacting with brands
Figure 62: Why people interact with ethnic food brands, October 2012
Online conversations
Figure 63: Percentage of consumer conversation by selected ethnic food brands, Sept. 30, 2012-Dec. 30, 2012
Figure 64: Online mentions, selected ethnic food brands, percentage of total daily mentions, by day, Sept. 30, 2012-Dec. 30, 2012
Where are people talking about ethnic food brands?
Figure 65: Mentions by page type, selected ethnic food brands, Sept. 30, 2012-Dec. 30, 2012
What are people talking about?
Figure 66: Mentions by type of conversation, selected ethnic food brands, Sept. 30, 2012-Dec. 30, 2012
Figure 67: Major areas of discussion surrounding ethnic food brands, percentage of total daily mentions, Sept. 30, 2012-Dec. 30, 2012
Figure 68: Major areas of discussion surrounding ethnic food brands, by page type, Sept. 30, 2012-Dec. 30, 2012
 BRAND ANALYSIS
Kikkoman
Figure 69: Kikkoman key social media metrics, December 2012
Key online campaigns
What we think
Patak’s
Figure 70: Patak’s key social media metrics, December 2012
Key online campaigns
What we think
Old El Paso
Figure 71: Old El Paso key social media metrics, December 2012
What we think
Tasty Bite
Figure 72: Tasty Bite key social media metrics, December 2012
Key online campaigns
What we think
Tribe
Figure 73: Tribe key social media metrics, December 2012
Key online campaigns
What we think
Near East
Figure 74: Near East key social media metrics, December 2012
Key online campaigns
What we think
Simply Asia
Figure 75: Simply Asia key social media metrics, December 2012
Key online campaigns
What we think
CONSUMPTION OF ETHNIC FOOD PREPARED AT HOME
Key points
Ethnic food prepared at home consumption drops slightly in 2012
Figure 76: Personal consumption of ethnic food at home, December 2010, October 2011, December 2012
Older respondents aged 65+ under index in consumption
Figure 77: Personal consumption of ethnic food at home by type of ethnic food, by age, October 2012
Consumption of ethnic food prepared at home is correlated with income
Figure 78: Personal consumption of ethnic food at home by type of ethnic food, by household income, October 2012
Households with children over index in consumption of ethnic food
Figure 79: Personal consumption of ethnic food at home by type of ethnic food, by presence of children in household, October 2012
Figure 80: Attitudes toward ethnic food, by presence of children, October 2012
CONSUMPTION OF ETHNIC FOOD OUTSIDE OF HOME
Key points
Consumption of ethnic food at restaurants continues to rise
Figure 81: Personal consumption of ethnic food at restaurants, December 2010, October 2011, October 2012
Millennials over index in usage of ethnic cuisines eaten outside the home
Figure 82: Personal consumption of ethnic food at restaurants, by type of ethnic food, by age, October 2012
Sit-down restaurant chains most popular outlet for ethnic food
Figure 83: Personal consumption of ethnic food by restaurant type, by age, October 2012
IMPORTANT HEALTH-RELATED ATTRIBUTES
Key points
Young and old consider health attributes important; motivations differ
Figure 84: Attitudes toward ethnic food, by age, October 2012
Figure 85: Important health-related attributes, by age, October 2012
Children could benefit from early introduction of ethnic food
Figure 86: Important health-related attributes, by presence of children, October 2012
DRIVERS FOR ETHNIC FOOD USAGE
Key points
Family, friends, restaurants main outlets to find out about ethnic cuisines
Figure 87: Drivers for ethnic food usage, by age, October 2012
IMPACT OF RACE/HISPANIC ORIGIN
Key points
Hispanics and Asians are important to category success
Figure 88: Personal consumption of ethnic food at home by type of ethnic food, by race/Hispanic origin, October 2012
Multicultural groups likely seek convenience when eating out
Figure 89: Personal consumption of ethnic food by restaurant type, by race/Hispanic origin, October 2012
Figure 90: Important health-related attributes when selecting ethnic food, by race/Hispanic origin, October 2012
Figure 91: Attitudes toward ethnic food, by race/Hispanic origin, October 2012
APPENDIX: OTHER USEFUL CONSUMER TABLES
Figure 92: Important Health-Related Attributes when selecting ethnic food, October 2012
Figure 93: Personal consumption of ethnic food at restaurants by type of ethnic food, by household income, October 2012
Figure 94: Personal consumption of ethnic food at restaurants by type of ethnic food, by race/Hispanic origin, October 2012
Figure 95: Purchase locations by type of ethnic food, by race/Hispanic origin, October 2012
Figure 96: Drivers for ethnic food usage, by race/Hispanic origin, October 2012
Figure 97: Drivers for ethnic food usage, by race/Hispanic origin, October 2012
Figure 98: Attitudes toward ethnic food, by age, October 2012
Figure 99: Attitudes toward ethnic food, by household income, October 2012
Figure 100: Important health-related attributes when selecting ethnic food, by household income, October 2012
Figure 101: Drivers for ethnic food usage, by household income, October 2012
Figure 102: Drivers for ethnic food usage, by region, October 2012
Figure 103: Personal consumption of ethnic food by restaurant type, by household income, October 2012
Figure 104: Population by race and Hispanic origin, 2008-18
APPENDIX: SOCIAL MEDIA
Usage and awareness
Figure 105: Usage and awareness of the Old El Paso brand, by demographics, October 2012
Figure 106: Usage and awareness of the Kikkoman brand, by demographics, October 2012
Figure 107: Usage and awareness of the Simply Asia brand, by demographics, October 2012
Figure 108: Usage and awareness of the Near East brand, by demographics, October 2012
Figure 109: Usage and awareness of the Tribe brand, by demographics, October 2012
Figure 110: Usage and awareness of the Patak’s brand, by demographics, October 2012
Figure 111: Usage and awareness of the Tasty Bite brand, by demographics, October 2012
Figure 112: Interaction with the Old El Paso brand, by demographics, October 2012
Figure 113: Interaction with the Kikkoman brand, by demographics, October 2012
Figure 114: Interaction with the Simply Asia brand, by demographics, October 2012
Figure 115: Interaction with the Near East brand, by gender, October 2012
Figure 116: Interaction with the Tribe brand, by gender, October 2012
Figure 117: Interaction with the Tasty Bite brand, by gender, October 2012
Figure 118: Interaction with the Patak’s brand, by gender, October 2012
Motivations for interacting with brands
Figure 119: Reason for interaction with the Kikkoman brand, by demographics, October 2012
Figure 120: Reason for interaction with the Old El Paso brand, by demographics, October 2012
Figure 121: Reason for interaction with the Simply Asia brand, by demographics, October 2012
Figure 122: Reason for interaction with the Near East brand, by gender, October 2012
Figure 123: Reason for interaction with the Tribe brand, by gender, October 2012
Online conversations
Figure 124: Percentage of consumer conversation by selected ethnic food brands, September 30, 2012-December 30, 2012
Figure 125: Online mentions, selected ethnic food brands, percent of total daily mentions, by day, September 30, 2012-December 30, 2012
Figure 126: Mentions by page type, selected ethnic food brands, September 30, 2012-December 30, 2012
Figure 127: Mentions by type of conversation, selected ethnic food brands, September 30, 2012-December 30, 2012
Figure 128: Major areas of discussion surrounding ethnic food brands, percent of total daily mentions, September 30, 2012-December 30, 2012
Figure 129: Major areas of discussion surrounding ethnic food brands, by page type, September 30, 2012-December 30, 2012
APPENDIX: TRADE ASSOCIATIONS

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