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Established World Cuisines - UK - February 2015

INTRODUCTION
Definition
Abbreviations
EXECUTIVE SUMMARY
The market
Forecast
Figure 1: Total UK retail value sales of Indian, Chinese and Mexican foods, 2009-19
Market factors
Companies, brands and innovation
Own-brand continues to dominate much of ethnic foods
Figure 2: Leading brands in the Indian ready meals, cooking sauces and accompaniments market, by value, 2013 and 2014
Innovation
Brand communication
The consumer
Chinese and Indian food are ingrained on Britons’ menus
Figure 3: Frequency of eating ethnic foods at home in the last three months, by cuisine type, November 2014
Cooking sauces, table sauces and ready meals lead among ethnic food types
Scratch cooking is gaining popularity
A focus on food waste and tuning dishes to taste should resonate
Figure 4: Attitudes towards ethnic food products, November 2014
Meal kits spark interest among ethnic food buyers
Figure 5: Interest in different types of ethnic food products, by cuisine type, November 2014
What we think
ISSUES AND INSIGHTS
Improving household finances drive the need for premiumisation
The facts
The implications
Meal kits and pastes can help Chinese cuisine combat scratch cooking
The facts
The implications
Emerging world cuisines pose a credible threat to established ones
The facts
The implications
TREND APPLICATION
Hungry Planet
Guiding Choice
Survival Skills
MARKET DRIVERS
Key points
Tourism is helping to generate interest in world cuisines
Figure 6: Average annual growth/decline in number of visits by UK tourists to selected countries, 2009-13
Scratch cooking is negatively impacting sales of cooking sauces
People’s openness to emerging cuisines brings opportunities and challenges
Figure 7: Current usage of and interest in world cuisines, by cuisine type, November 2014
Budgets remain squeezed but consumer spending is gathering momentum
STRENGTHS AND WEAKNESSES
Strengths
Weaknesses
WHO’S INNOVATING?
Key points
Specialist spices and seasonings become mainstream
Regional dishes and ingredients can help convey authenticity
Rising NPD in chilled sauces caters to demand for convenient, fresh solutions sees
Figure 8: New launches of cooking sauces, by storage type, UK, Q1 2011-Q4 2014
Ethnic-inspired products offer new twists on established favourites
Tracking emerging flavour trends: From specialist to mainstream
Figure 9: Tracking the emergence of a cuisine from niche to mainstream, Mexican
MARKET SIZE AND FORECAST
Key points
2014 saw value sales decline for the first time in six years
Figure 10: Total UK retail value sales of Indian, Chinese and Mexican foods, 2009-19
Figure 11: UK retail value sales of Indian, Chinese and Mexican foods, by format, 2009-19
Forecast
Figure 12: Total UK retail value sales of Indian, Chinese and Mexican foods, 2009-19
Figure 13: UK retail value sales of Indian, Chinese and Mexican ready meals, 2009-19
Figure 14: UK retail value sales of Indian, Chinese and Mexican cooking sauces, 2009-19
Figure 15: UK retail value sales of Indian, Chinese and Mexican accompaniments, 2009-19
Forecast methodology
SEGMENT PERFORMANCE
Key points
Indian and Chinese coming under pressure from emerging cuisines
Figure 16: UK retail value sales of Indian, Chinese and Mexican foods, by cuisine type and format, 2012-14
Ready meals are enduring a difficult period
Accompaniments go from strength to strength
MARKET SHARE
Key points
AB World Foods’ investment in advertising helps drive Patak’s forward
Figure 17: Leading brands in the Indian ready meals, cooking sauces and accompaniments market, by value, 2012/13 and 2013/14
Blue Dragon asserts its lead on the Chinese cuisine segment
Figure 18: Leading brands in the Chinese ready meals, cooking sauces and accompaniments market, by value, 2012/13 and 2013/14
Old El Paso retains its lead in Mexican
Figure 19: Leading brands in the Mexican ready meals, cooking sauces and accompaniments* market, by value, 2012/13 and 2013/14
Own-label accounts for more than £8 in every £10 spent on Thai ready meals
Figure 20: Leading brands in the Thai ready meals market, by value, 2012/13 and 2013/14
COMPANIES AND PRODUCTS
AB World Foods
Company background
Blue Dragon – Product range and innovation
Patak’s – Product range and innovation
Levi Roots – Product range and innovation
Meena’s – Product range and innovation
General Mills
Company background
Old El Paso – Product range and innovation
Brand communication and promotion
Premier Foods
Company background
Sharwood’s – Product range and innovation
Loyd Grossman – Product range and innovation
Homepride – Product range and innovation
Mars Foods
Company Background
Product range and innovation
Brand communication and promotion
BRAND COMMUNICATION AND PROMOTION
Key points
Above-the-line advertising falls for the fourth consecutive year
Figure 21: Total above-the-line advertising expenditure in the UK established world foods market, 2011-14
Kikkoman contributes to a spike in table sauce advertising
Figure 22: Share of above-the-line advertising expenditure in the UK established world foods market, by category, 2011-14
‘Adventures In’ campaign makes M&S the biggest spender in 2014
Figure 23: Above-the-line advertising expenditure in the UK established world foods market, by top 10 brands, 2011-14
THE CONSUMER – USAGE AND BUYING OF ETHNIC FOODS
Key points
Chinese and Indian remain Brits’ favourite types of world cuisine
Figure 24: Frequency of eating ethnic foods at home in the last three months, by cuisine type, November 2014
Mexican and Thai have forged a mainstream role
Emerging world cuisines continue to play a niche role
Ethnic cooking sauces are bought by over half of British consumers
Figure 25: Types of ethnic cuisine products bought in the last three months, November 2014
One in four buy cooking pastes, meal kits
Two in five people buy ethnic ready meals
Scratch cooking gains momentum
Figure 26: Change in purchasing of ethnic food products in the last three months, November 2014
THE CONSUMER – ATTITUDES TOWARDS ETHNIC FOOD PRODUCTS
Key points
Table sauces play a role in tailoring dishes to taste
Figure 27: Attitudes towards ethnic food products, November 2014
Tapping into the green consumer could offer brands a quick win
Alternative methods to communicate flavour should resonate
Brazilian World Cup had a limited impact on key demographic
THE CONSUMER – INTEREST IN NEW PRODUCTS
Key points
Meal kits hold most interest among shoppers
Figure 28: Interest in different types of ethnic food products, by cuisine type, November 2014
Many consumers want to see a wider array of Chinese cooking pastes/bases
Sweet goods and desserts hold niche appeal for ethnic food buyers
APPENDIX – MARKET DRIVERS
Figure 29: Number of visits abroad by UK tourists, by selected countries, 2009-13
APPENDIX – MARKET SIZE AND FORECAST
Figure 30: UK retail value sales of Indian, Chinese and Mexican foods, best- and worst-case forecast, 2014-19
Figure 31: UK retail value sales of Indian, Chinese and Mexican ready meals, best- and worst-case forecast, 2014-19
Figure 32: UK retail sales of Indian, Chinese and Mexican cooking sauces, best- and worst-case forecast, 2014-19
Figure 33: UK retail sales of Indian, Chinese and Mexican accompaniments, best- and worst-case forecast, 2014-19
APPENDIX – BRAND COMMUNICATION AND PROMOTION
Figure 34: Total above-the-line advertising expenditure in the UK established world foods market, 2011-14
Figure 35: Total above-the-line advertising expenditure in the UK established world foods market, by category, 2011-14

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