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Ethnic Foods - US - January 2011

An increasingly diverse population, a resurgence in cooking thanks to consumer cost-cutting measures, and a growing interest in international foods due to travel and cooking shows, as well as increases in ethnic menu items helped the ethnic foods market grow in 2010. This report focuses on Mexican/Hispanic, Asian, and Indian food in the sales data, and analyzes 16 ethnic food types in consumer data.

This report discusses the key trends driving the ethnic foods market. In addition to presenting sales data by segment, supplier, and brand, the report considers a range of topics, including:

  • The size of the ethnic foods market and growth forecast through 2015
  • Which up-and-coming segments offer the greatest growth opportunities
  • What retailers can do to bolster sales of ethnic foods
  • A spotlight on two brands—Kikkoman and Near East—and the different approaches they’re taking to build a strong brand identity
  • Leading characteristics of some of the newly released products on the market
  • Distinctions between consumer trends in ethnic food consumption at home and trends in restaurants
  • Which consumer groups offer the greatest potential for expanding consumption of ethnic food—not only with “from-scratch” ingredients, but also kits where consumers add their own meat, as well as fully prepared meals.

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Table of contents

  1. 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

                                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                                        • 7-Eleven (North America)
                                                                                                                                                                                                        • American Frozen Food Institute
                                                                                                                                                                                                        • Amy's Kitchen, Inc.
                                                                                                                                                                                                        • B&G Foods Inc.
                                                                                                                                                                                                        • Bravo! Foods International Corp.
                                                                                                                                                                                                        • Bruce Foods Corporation
                                                                                                                                                                                                        • Campbell Soup Company
                                                                                                                                                                                                        • Canned Food Alliance
                                                                                                                                                                                                        • Chipotle Mexican Grill Inc.
                                                                                                                                                                                                        • ConAgra Foods, Inc
                                                                                                                                                                                                        • Food Institute
                                                                                                                                                                                                        • Food Marketing Institute
                                                                                                                                                                                                        • Frito-Lay, Inc
                                                                                                                                                                                                        • General Mills Inc
                                                                                                                                                                                                        • Goya Foods, Inc.
                                                                                                                                                                                                        • Grocery Manufacturers Association (GMA)
                                                                                                                                                                                                        • Gruma Corporation
                                                                                                                                                                                                        • HJ Heinz Company
                                                                                                                                                                                                        • International Dairy·Deli·Bakery Association
                                                                                                                                                                                                        • International Food Information Council Foundation (IFIC)
                                                                                                                                                                                                        • International Trade Administration
                                                                                                                                                                                                        • Kahiki Foods Inc.
                                                                                                                                                                                                        • Kikkoman Corporation
                                                                                                                                                                                                        • McCormick & Company, Inc.
                                                                                                                                                                                                        • National Restaurant Association (NRA)
                                                                                                                                                                                                        • Nestlé USA
                                                                                                                                                                                                        • Newman's Own Inc.
                                                                                                                                                                                                        • Office of Travel and Tourism Industries
                                                                                                                                                                                                        • Patak's Foods Limited
                                                                                                                                                                                                        • Private Label Manufacturers Association (PLMA)
                                                                                                                                                                                                        • Ruiz Foods, Inc.
                                                                                                                                                                                                        • Snack Food Association (SFA)
                                                                                                                                                                                                        • Taco Bell Corp.
                                                                                                                                                                                                        • The Hain Celestial Group, Inc.
                                                                                                                                                                                                        • Trader Joe's Company Inc
                                                                                                                                                                                                        • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                        • U.S. Department of Agriculture
                                                                                                                                                                                                        • U.S. Department of Homeland Security
                                                                                                                                                                                                        • Unilever USA
                                                                                                                                                                                                        • US Department of Commerce
                                                                                                                                                                                                        • Walgreen Co
                                                                                                                                                                                                        • Weight Watchers International Inc.
                                                                                                                                                                                                        • Whole Foods Market Inc

                                                                                                                                                                                                        Ethnic Foods - US - January 2011

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