Table of Contents
Scope and Themes
-
- What you need to know
- Definition
- Segment and data definitions
- Segment 1—Mexican/Hispanic foods:
- Segment 2—Asian foods
- Segment 3—Indian foods
- Segment 4—Other ethnic foods
- Sales data
- Consumer survey data
- Advertising clips
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
-
- Ethnic foods market reaches $2.4 billion in 2010
- “Small bites” trend offers opportunity to introduce ethnic cuisine
- Tapping into health trends possible key to future success
- Asian food sales gain on the dominant Mexican/Hispanic segment
- Ethnic foods market is highly fragmented
- A focus on product versatility as a key to sales success
- Asian foods outpace other segments in new product releases
- Likelihood of having ethnic food products in the home down slightly
- Consumers are naturally adventurous at home cooks
- What drives consumers to try ethnic food
- Eating ethnic out, also down slightly
- Mexican dominates ethnic fast casual, but Korean is one to watch
Insights and Opportunities
-
- Small introductions
- Spice up your life, but not too much
-
- Figure 1: Condiment claims and attributes that matter to consumers, by gender, April 2010
- Father’s Day
- Specialty products for the highly engaged
-
- Figure 2: Presence of ethnic sauces, condiments, or seasonings in the home, by household income, December 2010
- Figure 3: Presence of ethnic sauces, condiments, or seasonings in the home, by type of ethnic cuisine, by household income, December 2010
Inspire Insights
-
- Inspire Trend—“Familiarity Through Food”
Market Size and Forecast
-
- Key points
- Sales and forecast of ethnic foods
-
- Figure 4: FDMx sales and forecast of ethnic foods at current prices, 2005-15
- Figure 5: FDMx sales and forecast of ethnic foods at constant prices, 2005-15
Segment Performance
-
- Key points
- Asian foods sales continue steady growth
- Sales of ethnic foods, by segment, 2007-10
-
- Figure 6: FDMx sales of ethnic foods, by type, 2007-09
- Figure 7: FDMx sales of ethnic foods, by type, 2009-10
Segment Performance—Mexican/Hispanic Foods
-
- Key points
- Sales and forecast of Mexican/Hispanic foods
-
- Figure 8: FDMx sales and forecast of Mexican/Hispanic foods at current prices, 2005-15
- Figure 9: FDMx sales and forecast of Mexican/Hispanic foods at constant prices, 2005-15
Segment Performance—Asian Foods
-
- Key points
- Sales and forecast of Asian foods
-
- Figure 10: FDMx sales of Asian foods at current prices, 2005-15
- Figure 11: FDMx sales of Asian foods at constant prices, 2005-15
Segment Performance—Indian Foods
-
- Key points
- Sales and forecast of Indian foods
-
- Figure 12: FDMx sales and forecast of Indian foods at current prices, 2005-15
- Figure 13: FDMx sales and forecast of Indian foods at constant prices, 2005-15
Segment Performance—Other Ethnic Foods
-
- Key points
- Sales and forecast of Other ethnic foods
-
- Figure 14: FDMx sales and forecast of Other ethnic foods, by current prices, 2005-15
- Figure 15: FDMx sales and forecast of other ethnic foods, by constant prices, 2005-15
Retail Channels
-
- Key points
- Retail outlets where ethnic foods are purchased
-
- Figure 16: Outlets where ethnic foods are purchased, July 2009 vs. December 2010
-
- Figure 17: Outlets where ethnic foods are purchased, by age, December 2010
- Supermarket alternatives hold their own, but are still eclipsed by big retailers
-
- Figure 18: FDMx retail sales of ethnic foods in the U.S., by channel, 2009-10
-
- Figure 19: Drug and other stores’ sales of ethnic foods in FDMx, at current prices, 2005-10
Retail Channels—Supermarkets
-
- Key points
- Change may be on the way for supermarket ethnic food offerings
-
- Figure 20: Supermarket/food stores’ sales of ethnic foods in FDMx, at current prices, 2005-10
Market Drivers
-
- Ethnic population in U.S. expands at steady pace
-
- Figure 21: Persons obtaining legal permanent resident status, by region and country of birth, 2005-09
-
- Figure 22: Population, by race and Hispanic origin, 2005-15
- International travel speeds the acceptance of what was once “foreign”
-
- Figure 23: Top 20 tourist-generating countries to the U.S., January-September 2010
- Figure 24: Visitation from the U.S. to Asian destinations, 2008-09
- Small bites, travel, and cooking shows continue to influence interest in new cuisines
-
- Figure 25: Drivers for ethnic food consumption, December 2010
- Focus on health
-
- Figure 26: Attributes diet watchers look for in food, 2006/07 and 2008/09
Leading Companies
-
- Key points
- Ethnic foods market is highly fragmented
- FDMx sales of ethnic foods by manufacturer
-
- Figure 27: FDMx sales of ethnic foods, by manufacturer, 2009-10
Brand Share—Mexican/Hispanic Foods
-
- Key points
- Market leaders Pace and Tostitos maintain top spots despite sales declines
- Manufacturer and brand sales of Mexican/Hispanic foods
-
- Figure 28: Selected FDMx manufacturer and brand sales of Mexican/Hispanic foods, 2009-10
- The role of private label
-
- Figure 29: Private label shopping behavior, by age, July 2010
Brand Share—Asian Foods
-
- Key points
- Kikkoman and La Choy continue to top sales
- Manufacturer and brand sales of Asian foods
-
- Figure 30: Selected FDMx manufacturer and brand sales of Asian foods, 2009-10
Brand Share—Indian Foods
-
- Key points
- Amy’s Kitchen increases lead
- Manufacturer and brand sales of Indian foods
-
- Figure 31: Selected FDMx manufacturer and brand sales of Indian foods, 2009-10
Brand Share—Other Ethnic Foods
-
- Key points
- Zatarain’s and Near East battle it out for market leadership
- Manufacturer and brand sales of other ethnic foods
-
- Figure 32: Selected FDMx manufacturer and brand sales of other ethnic foods, 2009-10
Brand Qualities
-
- Kikkoman benefits from its roots, but moves forward
- Near East goes far
Innovations and Innovators
-
- Key points
- Asian foods
-
- Figure 33: Number of new Asian product launches, by category, 2010*
- Figure 34: New Asian food products launches, by category, 2006-10*
-
- Figure 35: New Asian food products claims, 2006-10*
- Turning up the heat on flavor
-
- Figure 36: Top flavor blends in new product launches of Asian foods, 2010*
- Figure 37: Top flavor blends in new product launches of Asian foods, 2006-10*
- A taste for Thai
-
- Figure 38: New product introductions, 2006-10*
- Aldi leads the way with private label Asian offerings
- In some unexpected places
- Mexican/Hispanic foods
-
- Figure 39: Number of new Hispanic product launches, by category, 2010*
- Figure 40: Top flavor blends in new product launches of Mexican/Hispanic foods, 2006-10*
-
- Figure 41: New Mexican/Hispanic food products claims, 2006-10*
- Premium Mexican/Hispanic food on the rise
- Indian foods
-
- Figure 42: Number of new Indian product launches, by category, 2006-10*
-
- Figure 43: Top flavor blends in new product launches of Indian foods, 2006-10*
-
- Figure 44: New Indian food products claims, 2006-10*
- A focus on organic
- Other ethnic foods
-
- Figure 45: Number of new “Other” ethnic foods product launches, by category, 2006-10*
- Figure 46: Top flavor blends in new product launches of “Other” ethnic foods, 2006-10*
-
- Figure 47: New “Other” ethnic food products claims, 2006-10*
Marketing Strategies
-
- Overview
- Soy sauce is Kikkoman, but Kikkoman is not just soy sauce
-
- Figure 48: Kikkoman “Ponzu” television ad, 2010
- Figure 49: Kikkoman “Panko” television ad, 2010
- P.F. Chang’s offers warrior wisdom
-
- Figure 50: P.F. Chang’s “rice express Asian feast” television ad, 2009
- If they can’t come to you…
Usage of Ethnic Food Ingredients
-
- Key points
- Presence of ethnic sauces, condiments, or seasonings in the home
-
- Figure 51: Presence of ethnic sauces, condiments, and seasonings in the home, by age, December 2010
-
- Figure 52: Presence of ethnic sauces, condiments, and seasonings in the home, by U.S. region, December 2010
- Household usage of seasoning sauces
-
- Figure 53: Seasoning sauce usage by type, by age, July 2009 to September 2010
- Ethnic foods brand preferences
-
- Figure 54: Favorite ethnic food brands, September 2009 versus December 2010
-
- Figure 55: Favorite ethnic food brands, by household income, December 2010
- Figure 56: Favorite ethnic food brands, by U.S. region, July 2009
- Household usage of Mexican/Hispanic foods and ingredients
-
- Figure 57: Mexican food usage, 2009 and 2010
-
- Figure 58: Mexican food usage, by age, July 2009 to September 2010
Cooking Ethnic Meals at Home
-
- Key points
- Ethnic foods meal preparation is not unfamiliar territory
-
- Figure 59: Past month preparation of any ethnic foods, by key demographics, July 2009 vs. December 2010
- Italian, Mexican, and Chinese remain most popular when cooking at home
-
- Figure 60: Types of ethnic foods prepared at home in past month, July 2009 vs. December 2010
- Frequency of ethnic food preparation—Italian, Mexican, and Chinese
-
- Figure 61: Frequency of ethnic food preparation at home, by Italian, Mexican and Chinese food; July 2009 vs. December 2010
-
- Figure 62: Frequency of other ethnic food preparation at home, July 2009 vs. 2010
- Figure 63: Demographics of cooking enthusiast and non-cooking segments, July 2010
Dining at Ethnic Restaurants
-
- Key points
- Popularity of ethnic food cuisines at restaurants
-
- Figure 64: Ethnic food consumption at restaurants in past month, type of food, July 2009 vs. December 2010
- Ethnic food consumption frequency at restaurants
-
- Figure 65: Frequency of ethnic food consumption at restaurants, type of food, July 2009 and December 2010
- Figure 66: Frequency of non-leading ethnic food consumption at restaurants, July 2009 vs. December 2010
- Mexican dominates ethnic fast casual
-
- Figure 67: Systemwide restaurant sales of leading ethnic menu fast casual chains, 2007 and 2009
- Chinese leads Asian-inspired ethnic menu items
-
- Figure 68: Number of menu items with each designation, 2009 and 2010
Attitudes, Behavior and Motivation
-
- Key points
- Preference for “from scratch” vs. “easy prep”
-
- Figure 69: Shopping behavior with ethnic foods ingredients in meal preparation, July 2009 vs. December 2010
-
- Figure 70: Shopping behavior with ethnic foods ingredients in meal preparation, by household income, December 2010
- What drives ethnic food consumption
-
- Figure 71: Drivers for ethnic food consumption, July 2009 vs. December 2010
- Casual vs. committed ethnic foods consumers
-
- Figure 72: Casual and committed ethnic foods consumers, July 2009 vs. December 2010
-
- Figure 73: Casual and committed ethnic foods consumers, by household income, December 2010
Respondents Who Have Cooked or Eaten Korean Food in the Past Month
-
- Key points
- Presence of ethnic sauces, condiments, or seasonings in the homes of Korean cooks/diners
-
- Figure 74: Presence of ethnic sauces, condiments, and seasonings in the home, by Korean cooks/diners, December 2010
- Ethnic foods brand preferences
-
- Figure 75: Favorite ethnic food brands, by Korean cooks/diners, December 2010
- Preference for “from scratch” vs. “easy prep”
-
- Figure 76: Shopping behavior with ethnic foods ingredients in meal preparation, by Korean cooks/diners, December 2010
- What drives Korean food consumption
-
- Figure 77: Drivers for ethnic food consumption, by Korean cooks/diners, December 2010
- Casual versus committed ethnic foods consumers
-
- Figure 78: Casual and committed ethnic foods consumers, by Korean cooks/diners, December 2010
- Retail outlets where ethnic foods are purchased
-
- Figure 79: Outlets where ethnic foods are purchased, by Korean cooks/diners, December 2010
Impact of Race and Hispanic Origin
-
- Key points
- Presence of ethnic food ingredients in the home
-
- Figure 80: Presence of ethnic sauces, condiments or seasonings in the home, by race/Hispanic origin, December 2010
- Usage of seasoning sauces
-
- Figure 81: Seasoning sauce usage, by race/Hispanic origin, July 2009 to September 2010
- Usage of Mexican food and ingredients
-
- Figure 82: Mexican food usage, by race/Hispanic origin, July 2009 to September 2010
- Brand preferences
-
- Figure 83: Favorite ethnic food brands, by race/Hispanic origin, December 2010
- Types of ethnic foods prepared at home
-
- Figure 84: Types of ethnic foods prepared at home in past month, by race/Hispanic origin, December 2010
- Popularity of ethnic food restaurants
-
- Figure 85: Ethnic food consumption at restaurants in past month, by race/Hispanic origin, December 2010
- Casual vs. committed ethnic foods consumers
-
- Figure 86: Casual and committed ethnic foods consumers, by race/Hispanic origin, December 2010
Cluster Analysis
-
- Frequent Chefs and Diners
- Opportunity
- Second-wave Adopters
- Opportunity
- Only the Familiar and Only Once in Awhile
- Opportunity
- Characteristic tables
-
- Figure 87: Ethnic food clusters, December 2010
- Figure 88: Types of ethnic foods prepared at home in past month, by ethnic food clusters, December 2010
-
- Figure 89: Outlets where ethnic foods are purchased, by ethnic food clusters, December 2010
- Figure 90: Presence of ethnic sauces, condiments or seasonings in the home, by ethnic food clusters, December 2010
-
- Figure 91: Frequency of ethnic food consumption at restaurants, by type of food by ethnic food clusters, December 2010
- Figure 92: Drivers for ethnic food consumption, by ethnic food clusters, December 2010
-
- Figure 93: Casual and committed ethnic foods consumers, by ethnic food clusters, December 2010
- Demographic tables
-
- Figure 94: Ethnic food clusters, by gender, December 2010
- Figure 95: Ethnic food clusters, by age, December 2010
- Figure 96: Ethnic food clusters, by household income, December 2010
-
- Figure 97: Ethnic food clusters, by race, December 2010
- Cluster methodology
Custom Consumer Groups
-
- Key points
- Presence of children in the household drives consumption
-
- Figure 98: Types of ethnic foods prepared at home in past month, by gender and presence of children under 18, December 2010
-
- Figure 99: Shopping behavior with ethnic foods ingredients in meal preparation, by gender and presence of children under 18 in the household, December 2010
- Where parents shop
-
- Figure 100: Outlets where ethnic foods are purchased, by gender and presence of children under 18 in the household, December 2010
SymphonyIRI/Builders—Key Household Purchase Measures
-
- Asian Foods
- Overview of Asian food
- Soy sauce
- Consumer insights on key purchase measures – soy sauce
- Brand map
-
- Figure 101: Brand map, selected brands of soy sauce buying rate, by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
-
- Figure 102: Key purchase measures for the top brands of soy sauce, by household penetration, 2010*
- Consumer insights on key purchase measures—SS Asian food items
- Brand map
-
- Figure 103: Brand map, selected brands of SS Asian food items buying rate, by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
-
- Figure 104: Key purchase measures for the top brands of SS Asian food items, by household penetration, 2010*
- Mexican Foods
- Overview of Mexican foods
- Hard/soft tortilla/taco kits
- Consumer insights on key purchase measures—hard/soft tortilla/taco kits
- Brand map
-
- Figure 105: Brand map, selected brands of hard/soft tortilla/taco kits buying rate by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
-
- Figure 106: Key purchase measures for the top brands of hard/soft tortilla/taco kits, by household penetration, 2010*
- Mexican Sauce
- Overview of Mexican sauce
- Salsa
- Consumer insights on key purchase measures—salsa
- Brand map
-
- Figure 107: Brand map, selected brands of salsa buying rate, by household penetration, 2010*
- Brand leader characteristics
- Key purchase measures
-
- Figure 108: Key purchase measures for the top brands of salsa, by household penetration, 2010*
Appendix—SymphonyIRI/Builders Panel Data Definitions
Appendix—Other Useful Tables
-
- Drug and other stores’ sales of ethnic food/food away from home share of total
-
- Figure 109: Drug and other stores’ sales of ethnic foods in FDMx, at current prices, 2004-08
- Figure 110: Food away from home as a share of total food expenditures, 1970-2008
- Consumer tables
- Presence of ethnic foods ingredients in the home
-
- Figure 111: Presence of ethnic sauces, condiments, or seasonings in the home, by household income, July 2009
- Figure 112: Presence of ethnic sauces, condiments, or seasonings in the home, by presence of children, July 2009
- Mexican food usage by income
-
- Figure 113: Mexican food usage, by household income, February 2008 to March 2009
- Brand preferences
-
- Figure 114: Favorite ethnic food brands, by age, July 2009
- Preferred level of meal preparation
-
- Figure 115: Shopping behavior with ethnic foods ingredients in meal preparation, by age, July 2009
- Figure 116: Shopping behavior with ethnic foods ingredients in meal preparation, by household income, July 2009
- Figure 117: Shopping behavior with ethnic foods ingredients in meal preparation, by presence/number of children, July 2009
-
- Figure 118: Shopping behavior with ethnic foods ingredients in meal preparation, by U.S. region, July 2009
- Figure 119: Shopping behavior with ethnic foods ingredients in meal preparation, by race/Hispanic origin, July 2009
- Drivers for ethnic food consumption
-
- Figure 120: Drivers for ethnic food consumption, by age, July 2009
- Figure 121: Drivers for ethnic food consumption, by household income, July 2009
- Figure 122: Drivers for ethnic food consumption, by educational level, July 2009
-
- Figure 123: Drivers for ethnic food consumption, by U.S. region, July 2009
- Figure 124: Drivers for ethnic food consumption, by race/Hispanic origin, July 2009
- Casual and committed ethnic foods consumers
-
- Figure 125: Casual and committed ethnic foods consumers, by age, July 2009
- Figure 126: Casual and committed ethnic foods consumers, by presence/number of children, July 2009
- Figure 127: Casual and committed ethnic foods consumers, by education level, July 2009
-
- Figure 128: Casual and committed ethnic foods consumers, by U.S. region, July 2009
- Frequency of ethnic food preparation in the home
-
- Figure 129: Frequency of ethnic food preparation at home, by age, July 2009
- Figure 130: Frequency of ethnic food preparation at home, by race/Hispanic origin, July 2009
- Frequency of ethnic food consumption at restaurants
-
- Figure 131: Frequency of ethnic food consumption at restaurants, by age, July 2009
- Purchase locations, by race/Hispanic origin
-
- Figure 132: Outlets where ethnic foods are purchased, by race/Hispanic origin, July 2009
Appendix—Trade Associations
Back to top