World Cuisines - UK - January 2014:Industry Analysis Report

World Cuisines - UK - January 2014
Some ethnic food brands may benefit from positioning their products specifically as child- or family-friendly. Cooking pastes, for instance, could more actively
promote how they are a suitable option for the whole family, allowing for heat levels tailored to taste.
table Of Content

introduction

definition
abbreviations

executive Summary

the Market
figure 1: Value Share Of World Foods In The Uk Retail Market, By Type, 2011-13
forecast
figure 2: Total Uk Retail Value Sales Of World Foods, 2008-18
market Factors
the Uk’s Population Is Getting More Diverse
brits Demonstrate A More Adventurous Palate
growing Availability Of World Foods Should Drive Demand
companies, Brands And Innovation
own-label Plays Major Role In The World Foods Market
own-label Is Most Active In Terms Of Npd
advertising Support Continues To Tumble In 2012 And 2013
the Consumer
chinese And Indian Are By Far The Most Popular Cuisines
figure 3: Frequency Of Eating World Foods At Home In The Last Three Months, By Cuisine Type, October 2013
majority Of Brits Demonstrate Openness Towards New Cuisines
figure 4: Attitudes Towards World Foods, October 2013
concerns Over Spiciness Of Ethnic Dishes Are The Top Deterrent
figure 5: Lapsed And Non-users' Attitudes Towards World Foods, October 2013
the Foodservice Market Plays A Key Role In Encouraging Trial Of New Cuisines
figure 6: Motives For Trying New Cuisines, October 2013
what We Think

issues In The Market

is There Further Scope For Reduced-fat Options Of World Foods?
how Can Operators Harness The Strong Interest In Ethnic Desserts?
is There Greater Scope For A Family-friendly Positioning For World Food Brands?
how Can Ethnic Sauces Capitalise On Consumer Concerns About Food Waste?

trend Application

trend: Edutainment
trend: Minimize Me
mintel Futures: Generation Next

market Drivers

key Points
ethnic Diversity Grows In The Uk
figure 7: Uk Population, By Ethnicity, 2001 And 2011
brits Are Becoming More Enthusiastic About World Foods

growing Availability Of World Foods In Mainstream Channels Should Bolster Demand
ageing Population Poses A Threat To World Foods
figure 8: Projected Trends In The Age Structure Of The Uk Population, 2013-18

strengths And Weaknesses

strengths
weaknesses

who’s Innovating?

key Points
own-label Dominates Npd Activity
asda
tesco
meal Kits See High Levels Of Npd In 2012/13
brands Look Beyond Indian And Chinese
other Npd Trends
sushi Goes Veggie
variety Packs Are A Focus Within Ethnic Dips
ready Meals See Active Npd In The Pots Format
pouches Are Increasingly Used In Cooking Sauces

market Size And Forecast

key Points
growth Of World Foods Slows Down Considerably In 2013
figure 10: Uk Retail Value Sales Of World Foods, By Format, 2008-18
forecast
figure 12: Uk Retail Value Sales Of Ethnic Ready Meals, 2008-18
figure 13: Uk Retail Value Sales Of Ethnic Accompaniments, 2008-18
figure 14: Uk Retail Value Sales Of Ethnic Cooking Sauces, 2008-18
forecast Methodology

segment Performance By Cuisine

key Points
indian Cuisine Loses Share To Tex-mex
figure 15: Value Share Of World Foods In The Uk Retail Market, By Type, 2011-13
tex-mex Was The Strongest-performing Cuisine In 2013
figure 16: Uk Retail Value Sales Of World Foods, By Cuisine Type And Format, 2011-13
chinese Accompaniments Boost Overall Category
indian Feels The Impact Of People’s Interest In Trying Novel Cuisines
thai And Other Oriental Is The Biggest Loser In 2013

market Share

key Points
own-label Invests In Npd
patak’s And Sharwood’s Show A Strong Performance In The Declining Indian Segment
figure 17: Leading Brands In The Indian Ready Meals And Accompaniments Market, By Value, 2012 And 2013
blue Dragon Grows Sales And Share In The Chinese Category
figure 18: Leading Brands In The Chinese Foods Market, By Value, 2012 And 2013
old El Paso Leads The Tex-mex Market And Sees 15% Growth
figure 19: Leading Brands In The Tex-mex Foods Market, By Value, 2012 And 2013
own-label Sees Growth In Thai Segment, While Brands Falter

figure 20: Leading Brands In The Thai & Other Oriental Foods Market, By Value, 2012 And 2013

companies And Products

ab World Foods
company Background
product Range And Innovation
recent Activity And Promotion
premier Foods
company Background
general Mills
company Background
grace Foods
company Background
mars Foods
company Background
paulig Group
company Background

brand Communication And Promotion

key Points
above-the-line Adspend Continues To Tumble In 2012 And 2013
figure 21: Total Above-the-line Advertising Expenditure In The Uk’s World Foods Market, 2009-13
figure 22: Total Above-the-line Advertising Expenditure In The Uk’s World Foods Market, By Category, 2009-13
ab World Foods And Premier Foods Account For More Than Half Of Adspend
figure 23: Total Above-the-line Advertising Expenditure In The Uk’s World Foods Market, By Top Five Advertisers, 2009-13
ab World Foods
premier Foods
kikkoman
brands Look To Social Media To Drive Consumer Engagement

channels To Market

key Points
multiple Grocers Dominate The World Foods Market
figure 24: Retail Distribution Of World Foods* In The Uk, 2009-13

the Consumer – Usage And Purchase Of World Foods

key Points
chinese And Indian Are By Far The Most Popular Cuisines
figure 25: Frequency Of Eating World Foods At Home In The Last Three Months, By Cuisine Type, October 2013
cooking Sauces And Ready Meals Are Most Popular
figure 26: Types Of World Foods Bought In The Last Three Months, October 2013

the Consumer – Attitudes Towards World Foods


key Points
majority Are Open To Trying New Types Of Ethnic Dishes
figure 28: Interest In Selected Ethnic Cuisines, October 2013
increasing Brand Engagement By Offering Educational Elements
customising The Spiciness Of Ethnic Dishes Appeals To More Than Half
large Minority Of People Prioritise Health Over Authenticity
smaller Pack Sizes Of Sauces And Spices Could Help To Avoid Waste

the Consumer – Non-users’ And Lapsed Users’ Attitudes Towards World Foods

key Points
concerns About The Spiciness Of Ethnic Dishes Are The Most Common Deterrent
unfamiliarity With Dishes/ingredients Is Particularly Off-putting For Over-55s
ethnic Cooking Ingredients May Appeal To Those Preferring To Cook From Scratch
absence Of Artificial Preservatives/flavourings Should Be Leveraged As A Usp

the Consumer – Motives For Trying New Cuisines

key Points
restaurants Play A Key Role In Encouraging Trial Of New Cuisines
figure 30: Motives For Trying New Cuisines At Home, October 2013
peer Recommendations Are Of Particular Importance To Under-35s
tie-ups Between Ethnic Food Brands And Travel Agencies To Encourage Trial Of New Cuisines
tv Cookery Shows Drive Trial Among Three In 10
supermarkets Act As Gatekeepers

appendix – Market Size And Forecast

figure 31: Retail Value Sales Of Ethnic Ready Meals*, 2008-18
figure 32: Retail Value Sales Of Ethnic Accompaniments**, 2008-18
figure 33: Retail Value Sales Of Ethnic Cooking Sauces***, 2008-18
figure 34: Best- And Worst-case Forecast For The Total Uk World Foods Market, By Value, 2013-18
figure 35: Best- And Worst-case Forecast For The Ethnic Ready Meals Market, By Value, 2013-18
figure 36: Best- And Worst-case Forecast For The Ethnic Accompaniments Market, By Value, 2013-18
figure 37: Best- And Worst-case Forecast For The Ethnic Cooking Sauces Market, By Value, 2013-18

appendix – Brand Communication And Promotion

figure 38: Above-the-line Advertising Expenditure In The Uk’s World Foods Market, By Top 10 Advertisers, 2009-13
figure 39: Above-the-line Advertising Expenditure In The Uk’s World Foods Market, By Top 10 Brands, 2009-13

appendix – The Consumer – Usage And Purchase Of World Foods

figure 40: Frequency Of Eating World Foods In The Last Three Months, October 2013
figure 41: Types Of World Foods Bought In The Last Three Months, October 2013
figure 42: Frequency Of Eating World Foods In The Last Three Months – Chinese, By Demographics, October 2013
figure 43: Frequency Of Eating World Foods In The Last Three Months – Indian, By Demographics, October 2013
figure 44: Frequency Of Eating World Foods In The Last Three Months – Thai, By Demographics, October 2013
figure 45: Frequency Of Eating World Foods In The Last Three Months – Vietnamese, By Demographics, October 2013
figure 46: Frequency Of Eating World Foods In The Last Three Months – Korean, By Demographics, October 2013
figure 47: Frequency Of Eating World Foods In The Last Three Months – Japanese, By Demographics, October 2013
figure 48: Frequency Of Eating World Foods In The Last Three Months – Middle Eastern (including Lebanese, Moroccan, Turkish)), By Demographics,
October 2013
figure 49: Frequency Of Eating World Foods In The Last Three Months – African, By Demographics, October 2013
figure 50: Frequency Of Eating World Foods In The Last Three Months – Mexican/tex-mex, By Demographics, October 2013
figure 51: Frequency Of Eating World Foods In The Last Three Months – Caribbean, By Demographics, October 2013

figure 52: Frequency Of Eating World Foods In The Last Three Months – South American, By Demographics, October 2013
figure 53: Frequency Of Eating World Foods In The Last Three Months – Other World Foods, By Demographics, October 2013
figure 54: Most Popular Types Of World Foods Bought In The Last Three Months, By Demographics, October 2013
figure 55: Next Most Popular Types Of World Foods Bought In The Last Three Months, By Demographics, October 2013
figure 56: Other Types Of World Foods Bought In The Last Three Months, By Demographics, October 2013
figure 57: Agreement With The Statement ‘i Enjoy Spicy Food’, By Demographics, October 2013

appendix – The Consumer – Attitudes Towards World Foods

figure 59: Agreement With The Statement ’i Am Interested In Trying New Ethnic Dishes That I Haven’t Tried Before’, By Demographics,
October 2013
figure 60: Agreement With The Statement ’i Would Like To Know More About The Ingredients Used In Ethnic Dishes’, By Demographics,
October 2013
figure 61: Agreement With The Statement ’more Information On Different Ethnic Dishes Should Be Available’, By Demographics, October 2013
figure 62: Agreement With The Statement ’i Would Like More Advice On How To Use Ethnic Ingredients When Cooking From Scratch’, By
Demographics, October 2013
figure 63: Agreement With The Statement ’i Would Like To Control The Level Of Spiciness In Ethnic Dishes’, By Demographics, October 2013
figure 64: Agreement With The Statement ’i Am Concerned About The Quality Of Meat/poultry Used In Ethnic Dishes’, By Demographics,
October 2013
figure 65: Agreement With The Statement ’i Am Interested In Trying More Ethnic Desserts’, By Demographics, October 2013
figure 66: Agreement With The Statement ’i’m Put Off By How Much Oil Some Ethnic Foods Contain’, By Demographics, October 2013
figure 67: Agreement With The Statement ’i Would Prefer To Eat A Healthier Version Of An Ethnic Dish Even If It Was Less Authentic’, By
Demographics, October 2013
figure 68: Agreement With The Statement ’it Is Hard To Use Up Ethnic Cooking Ingredients Before Their Expiry Date’, By Demographics,
October 2013
figure 69: Agreement With The Statement ’i Am Interested In Trying More Ethnic Foods For Breakfast’, By Demographics, October 2013

appendix – The Consumer – Non-users’ And Lapsed Users’ Attitudes Towards World Foods

figure 71: Most Popular Lapsed And Non-users' Attitudes Towards World Foods, By Demographics, October 2013
figure 72: Next Most Popular Lapsed And Non-users' Attitudes Towards World Foods, By Demographics, October 2013
figure 73: Selected Attitudes Towards Health And Healthy Lifestyles, By Demographics, October 2013

appendix – The Consumer – Motives For Trying New Cuisines

figure 74: Motives To Try New Cuisines, October 2013
figure 75: Most Popular Motives To Try New Cuisines, By Demographics, October 2013
figure 76: Next Most Popular Motives To Try New Cuisines, By Demographics, October 2013
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World Cuisines - UK - January 2014:Industry Analysis Report

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World Cuisines - UK - January 2014:Industry Analysis Report