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Ethnic Foods - US - January 2013

“When it comes to ethnic food eaten and prepared at home, restaurants continue to pose a threat because of constant innovation that attracts consumers. In order to remain competitive, companies need to focus on product development that blends authenticity with familiarity, while offering unique flavor combinations. Additionally, providing consumers with the ability to customize their dish and emphasizing functional benefits also could prove to be lucrative strategies.”

– Carla Dobre-Chastain, Food Analyst

Some questions answered in this report include:

  • How can ethnic food manufacturers better cater to households with kids?
  • How can manufacturers encourage greater consumption of ethnic food at home?

 

The ethnic food category stands at an estimated $8.7 billion in 2012 after a strong performance seen during and after the U.S. recession. While the category showed a 12% increase in dollar sales from 2007-09, the trend softened a bit, with only 4.5% growth from 2010-12. While consumers were cooking at home more during the recession, a relatively more stable economic environment means many have returned to restaurant eating, when it comes to ethnic food.

However, expected food price increases for 2013 may influence more consumers to again cook at home more. Indeed, the ethnic food category is expected to grow by 20.3% from 2012-17; however, much is dependent on product innovation that meets consumers’ needs. Therefore, companies need to consider better leveraging the diverse U.S. demographic profile, where multicultural groups are growing at a faster rate than the total population; additionally, striking a balance between authenticity and familiarity by expanding offerings into less-known cuisines is a strategy likely to appeal to an increased consumer interest in unique and traditional flavors.

The very definition of the ethnic food market is a gray area in the food industry. While supermarkets traditionally merchandise ethnic food in “international” aisles, additional products throughout stores often have either ethnic/cultural origins outside of the U.S. (e.g., green tea, tortillas), or are based loosely on ethnic food products (e.g., wasabi, teriyaki-flavored salad dressing). These additional items may be considered ethnic by some in the food industry, but not by others.

 

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • The market and forecast
                          • Category shows strong growth during recession and beyond; trend to continue
                            • Figure 1: Total U.S. sales and fan chart forecast of ethnic food, at current prices, 2007-17
                          • Mexican/Hispanic dominates; smaller segments show stronger growth
                            • Figure 2: Rate of change in current dollar sales, ethnic food, by segment, 2012-17
                          • Market factors
                            • Cooking at home more will influence the category
                              • An increase in demographic variety to benefit ethnic food market
                                • Companies, brands, and innovations
                                  • Very fragmented market where national brands show lukewarm performance
                                    • Figure 3: Selected manufacturer FDMx share of ethnic food, 2012*
                                  • New product introductions declining, except for Asian segment
                                    • Figure 4: Percentage change of top 10 claims on ethnic food product launches, 2008-12*
                                  • The consumer
                                    • Younger consumers and households with children remain key for the ethnic food market
                                      • Figure 5: Personal consumption of ethnic food at home by type of ethnic food, October 2012
                                    • Chinese, Mexican, Italian top three cuisines eaten at a restaurant
                                      • Figure 6: Personal consumption of ethnic food at restaurants, by type of ethnic food, October 2012
                                    • Category driven by price and deals, with relatively low brand loyalty; authenticity matters
                                      • Figure 7: Attitudes toward buying ethnic food, October 2012
                                    • Companies need to strike a balance between authenticity and familiarity
                                      • Figure 8: Attitudes toward ethnic food found at grocery stores, October 2012
                                    • Customization is important; ethnic breakfast foods an opportunity
                                      • Figure 9: Interest in new ethnic food products, October 2012
                                    • Young and old consider health attributes important; motivations differ
                                      • Figure 10: Important health-related attributes when selecting ethnic food, October 2012
                                    • What we think
                                    • Issues in the Market

                                        • How can ethnic food manufacturers better cater to households with kids?
                                          • How can manufacturers encourage greater consumption of ethnic food at home?
                                            • Figure 11: Personal consumption of ethnic food by type and location, October 2012
                                        • Insights and Opportunities

                                          • Offer more kid-friendly ethnic food options
                                            • Figure 12: Attitudes toward buying ethnic food, by presence of children,
                                          • Strike a balance between authenticity and familiarity
                                              • Figure 13: Attitudes toward ethnic food, by age, October 2012
                                              • Figure 14: Interest in new ethnic food products, by age, October 2012
                                              • Figure 15: Attitudes toward buying ethnic food, by age, October 2012
                                            • Leverage interest in ethnic food for breakfast
                                              • Figure 16: Interest in new ethnic food products, by age, October 2012
                                              • Figure 17: Attitudes toward buying ethnic food, by age, October 2012
                                              • Figure 18: Interest in new ethnic food products, by presence of children, October 2012
                                          • Trend Applications

                                              • Trend: Boomerang Generation
                                                  • Figure 19: Attitudes toward ethnic food, by generation, October 2012
                                                • Trend: Om Heads West
                                                  • Figure 20: Attitudes toward ethnic food, by generation, October 2012
                                                • 2015 Trend: Old Gold
                                                • Market Size and Forecast

                                                  • Key points
                                                    • Category shows strong growth during recession and beyond
                                                      • Figure 21: Attitudes toward buying ethnic food, by household income, October 2012
                                                    • Sales and forecast of market
                                                      • Figure 22: Total U.S. retail sales and forecast of ethnic food, at current prices, 2007-17
                                                      • Figure 23: Total U.S. retail sales and forecast of ethnic food, at inflation-adjusted prices, 2007-17
                                                    • Fan chart forecast
                                                        • Figure 24: Total U.S. sales and fan chart forecast of ethnic food, at current prices, 2007-17
                                                    • Market Drivers

                                                      • Cooking at home more will influence the category
                                                        • An increase in demographic variety to benefit ethnic food market
                                                          • An increased interest in healthy eating
                                                          • Competitive Context

                                                            • Ethnic food at restaurants continues to be an attractive proposition
                                                              • Figure 25: Top 20 cuisine types on restaurant menus, by incidence, Q3 2009-Q3 2012
                                                          • Segment Performance

                                                            • Key points
                                                              • Mexican/Hispanic dominates; smaller segments show stronger growth
                                                                • U.S. sales of ethnic food, by segment
                                                                  • Figure 26: Total U.S. sales of ethnic food, segmented by type, 2010 and 2012
                                                                  • Figure 27: Attitudes toward buying ethnic food, October 2012
                                                              • Segment Performance—Mexican/Hispanic Food

                                                                • Key points
                                                                  • Focusing on other Hispanic cuisines could be the key to success
                                                                    • Sales and forecast of Mexican/Hispanic food
                                                                      • Figure 28: Total U.S. sales and forecast of Mexican/Hispanic food, at current prices, 2007-17
                                                                  • Segment Performance—Asian Food

                                                                    • Key points
                                                                      • Less-known Asian regional cuisines to spark consumers’ interest
                                                                        • Sales and forecast of Asian food
                                                                          • Figure 29: Total U.S. sales and forecast of Asian food, at current prices, 2007-17
                                                                      • Segment Performance—Mediterranean/Middle Eastern Food

                                                                        • Key points
                                                                          • A perception of healthier and unique flavors likely drives success
                                                                            • Sales and forecast of Mediterranean/Middle Eastern food
                                                                              • Figure 30: Total U.S. sales and forecast of Mediterranean/Mediterranean/Middle Eastern food, at current prices, 2007-17
                                                                          • Segment Performance—Indian Food

                                                                            • Key points
                                                                              • Indian cuisine remains the smallest segment; growth is in the forecast
                                                                                • Sales and forecast of Indian food
                                                                                  • Figure 31: Sales and forecast of Indian food, at current prices, 2007-17
                                                                              • Segment Performance—Other Ethnic Food

                                                                                • Key points
                                                                                  • Sales and forecast of other ethnic food
                                                                                    • Figure 32: Total U.S. sales and forecast of other ethnic food, at current prices, 2007-17
                                                                                • Retail Channels

                                                                                  • Key points
                                                                                    • Retail channels continue to see increase in sales as growth slows
                                                                                        • Figure 33: Purchase locations by type of ethnic food, by age, October 2012
                                                                                        • Figure 34: Attitudes toward ethnic food, by age, October 2012
                                                                                      • Sales of ethnic food, by channel
                                                                                        • Figure 35: Total U.S. retail sales of ethnic food, by channel, at current prices, 2010-12
                                                                                      • Supermarkets lose market share; more innovation could reverse trend
                                                                                        • Supermarket sales of ethnic food
                                                                                          • Figure 36: U.S. supermarket sales of ethnic food, at current prices, 2007-12
                                                                                        • Other channels see share growth, cater to consumer experience
                                                                                          • Other retail channels sales of ethnic food
                                                                                            • Figure 37: U.S. sales of ethnic food, through other retail channels, at current prices, 2007-12
                                                                                        • Leading Companies

                                                                                          • Key points
                                                                                            • National brands lead but show lukewarm performance
                                                                                              • Manufacturer sales of ethnic food
                                                                                                • Figure 38: FDMx sales of ethnic food, by leading companies, 2011* and 2012*
                                                                                            • Brand Share—Mexican/Hispanic Foods

                                                                                              • Key points
                                                                                                • A focus on non-Mexican Hispanic food could improve performance
                                                                                                  • Manufacturer and brand sales of Mexican/Hispanic food
                                                                                                    • Figure 39: FDMx sales of Mexican/Hispanic food, by leading companies, 2011* and 2012*
                                                                                                • Brand Share—Asian Food

                                                                                                  • Key points
                                                                                                    • Unique models and authentic traditional products succeed
                                                                                                      • Manufacturer and brand sales of Asian food
                                                                                                        • Figure 40: FDMx sales of Asian food, by leading companies, 2011*and 2012*
                                                                                                    • Brand Share—Indian Food

                                                                                                      • Key points
                                                                                                        • Indian food wins with an emphasis on convenience and flavors
                                                                                                          • Manufacturer sales of Indian food
                                                                                                            • Figure 41: FDMx sales of Indian food, by leading companies, 2011* and 2012*
                                                                                                        • Brand Share—Mediterranean/Middle Eastern Food

                                                                                                          • Key points
                                                                                                            • Sabra dominates and shapes segment’s dollar sales through FDMx
                                                                                                              • Manufacturer sales of Mediterranean/Middle Eastern Food
                                                                                                                • Figure 42: FDMx sales of Mediterranean/Middle Eastern, by leading companies, 2011* and 2012*
                                                                                                            • Brand Share—Other Ethnic Food

                                                                                                              • Key points
                                                                                                                • Zatarain’s shapes the segment’s performance
                                                                                                                  • Manufacturer sales of other ethnic food
                                                                                                                    • Figure 43: FDMx sales of other ethnic food, by leading companies, 2011* and 2012*
                                                                                                                • Innovations and Innovators

                                                                                                                  • New product introductions declining, except for Asian segment
                                                                                                                    • Figure 44: Ethnic food product launches, by cuisine type, 2008-12*
                                                                                                                  • Convenience and healthier eating habits shaping product introductions
                                                                                                                    • Figure 45: Top 10 ethnic food product launches, by share % and by category type, 2008-12*
                                                                                                                  • Most claims decline; manufacturers’ focus not completely aligned with consumers’
                                                                                                                    • Figure 46: Ethnic food product launches, by top 10 claims, 2008-12*
                                                                                                                  • Mini, fast, and delicious
                                                                                                                    • Authentic, handmade, homestyle
                                                                                                                      • Convenient, easy to prepare, ready to go
                                                                                                                        • Ready-to-assemble kits
                                                                                                                          • Healthier, free from, low in, wholesome
                                                                                                                            • Premium, gourmet, restaurant inspired
                                                                                                                            • Marketing Strategies

                                                                                                                              • Overview of the brand landscape
                                                                                                                                • Kikkoman emphasises long-standing quality, easy recipes
                                                                                                                                  • Kikkoman’s TV ads emphasize taste, convenience, and history
                                                                                                                                    • Figure 47: Kikkoman, “Eat Twice,” TV AD, 2012
                                                                                                                                    • Figure 48: Brand Analysis for Kikkoman, 2012
                                                                                                                                    • Figure 49: Kikkoman, “Generation Principles,” TV AD, 2012
                                                                                                                                    • Figure 50: Brand Analysis for Kikkoman, 2012
                                                                                                                                  • Kikkoman emphasizes historic beginnings in online initiatives
                                                                                                                                    • Patak’s Original targets Millennials by touting quality, convenience
                                                                                                                                      • Patak’s Original emphasizes easy, high-quality meals
                                                                                                                                        • Figure 51: Patak’s Original, “Tofu Tikka Masala,” TV AD, 2012
                                                                                                                                        • Figure 52: Brand Analysis for Patak’s Original, 2012
                                                                                                                                      • Patak’s Original creates visually appealing online initiatives
                                                                                                                                        • Zatarain’s features brand’s authenticity and regional devotion
                                                                                                                                          • Zatarain’s brings Mardi Gras to TV ads
                                                                                                                                            • Figure 53: Zatarain’s, “Smoke Out,” TV AD, 2012
                                                                                                                                            • Figure 54: Brand Analysis for Zatarain’s, 2012
                                                                                                                                          • Zatarain’s beefs up social media involvement
                                                                                                                                            • Old El Paso focuses on conviviality and quality
                                                                                                                                              • Old El Paso tones down its bold flavors, caters to the family experience
                                                                                                                                                • Figure 55: Old El Paso, “She Saved the Day,” TV AD, 2012
                                                                                                                                                • Figure 56: Brand analysis for Old El Paso, 2012
                                                                                                                                              • Old El Paso online initiatives focus on product information
                                                                                                                                                • Sabra touts authentic, healthy, fresh ingredients
                                                                                                                                                  • Sabra’s TV ad highlights quality ingredients, vast variety, popularity
                                                                                                                                                    • Figure 57: Sabra, “The Rise of Hummus,” TV AD, 2012
                                                                                                                                                    • Figure 58: Brand analysis for Sabra, 2012
                                                                                                                                                  • Sabra highlights hummus offerings through online initiatives
                                                                                                                                                  • Social Media

                                                                                                                                                    • Key points
                                                                                                                                                      • Key social media metrics
                                                                                                                                                        • Figure 59: Key social media metrics, December 2012
                                                                                                                                                      • Market overview
                                                                                                                                                        • Brand usage and awareness
                                                                                                                                                          • Figure 60: Usage and awareness of selected ethnic food brands, October 2012
                                                                                                                                                        • Interaction with brands
                                                                                                                                                            • Figure 61: Interaction with selected ethnic food brands, October 2012
                                                                                                                                                          • Motivations for interacting with brands
                                                                                                                                                            • Figure 62: Why people interact with ethnic food brands, October 2012
                                                                                                                                                          • Online conversations
                                                                                                                                                            • Figure 63: Percentage of consumer conversation by selected ethnic food brands, Sept. 30, 2012-Dec. 30, 2012
                                                                                                                                                            • Figure 64: Online mentions, selected ethnic food brands, percentage of total daily mentions, by day, Sept. 30, 2012-Dec. 30, 2012
                                                                                                                                                          • Where are people talking about ethnic food brands?
                                                                                                                                                            • Figure 65: Mentions by page type, selected ethnic food brands, Sept. 30, 2012-Dec. 30, 2012
                                                                                                                                                          • What are people talking about?
                                                                                                                                                            • Figure 66: Mentions by type of conversation, selected ethnic food brands, Sept. 30, 2012-Dec. 30, 2012
                                                                                                                                                            • Figure 67: Major areas of discussion surrounding ethnic food brands, percentage of total daily mentions, Sept. 30, 2012-Dec. 30, 2012
                                                                                                                                                            • Figure 68: Major areas of discussion surrounding ethnic food brands, by page type, Sept. 30, 2012-Dec. 30, 2012
                                                                                                                                                          • Brand analysis
                                                                                                                                                            • Kikkoman
                                                                                                                                                              • Figure 69: Kikkoman key social media metrics, December 2012
                                                                                                                                                            • Key online campaigns
                                                                                                                                                              • What we think
                                                                                                                                                                • Patak’s
                                                                                                                                                                  • Figure 70: Patak’s key social media metrics, December 2012
                                                                                                                                                                • Key online campaigns
                                                                                                                                                                  • What we think
                                                                                                                                                                    • Old El Paso
                                                                                                                                                                      • Figure 71: Old El Paso key social media metrics, December 2012
                                                                                                                                                                    • What we think
                                                                                                                                                                      • Tasty Bite
                                                                                                                                                                        • Figure 72: Tasty Bite key social media metrics, December 2012
                                                                                                                                                                      • Key online campaigns
                                                                                                                                                                        • What we think
                                                                                                                                                                          • Tribe
                                                                                                                                                                            • Figure 73: Tribe key social media metrics, December 2012
                                                                                                                                                                          • Key online campaigns
                                                                                                                                                                            • What we think
                                                                                                                                                                              • Near East
                                                                                                                                                                                • Figure 74: Near East key social media metrics, December 2012
                                                                                                                                                                              • Key online campaigns
                                                                                                                                                                                • What we think
                                                                                                                                                                                  • Simply Asia
                                                                                                                                                                                    • Figure 75: Simply Asia key social media metrics, December 2012
                                                                                                                                                                                  • Key online campaigns
                                                                                                                                                                                    • What we think
                                                                                                                                                                                    • Consumption of Ethnic Food Prepared at Home

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Ethnic food prepared at home consumption drops slightly in 2012
                                                                                                                                                                                          • Figure 76: Personal consumption of ethnic food at home, December 2010, October 2011, December 2012
                                                                                                                                                                                        • Older respondents aged 65+ under index in consumption
                                                                                                                                                                                          • Figure 77: Personal consumption of ethnic food at home by type of ethnic food, by age, October 2012
                                                                                                                                                                                        • Consumption of ethnic food prepared at home is correlated with income
                                                                                                                                                                                          • Figure 78: Personal consumption of ethnic food at home by type of ethnic food, by household income, October 2012
                                                                                                                                                                                        • Households with children over index in consumption of ethnic food
                                                                                                                                                                                          • Figure 79: Personal consumption of ethnic food at home by type of ethnic food, by presence of children in household, October 2012
                                                                                                                                                                                          • Figure 80: Attitudes toward ethnic food, by presence of children, October 2012
                                                                                                                                                                                      • Consumption of Ethnic Food Outside of Home

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Consumption of ethnic food at restaurants continues to rise
                                                                                                                                                                                            • Figure 81: Personal consumption of ethnic food at restaurants, December 2010, October 2011, October 2012
                                                                                                                                                                                          • Millennials over index in usage of ethnic cuisines eaten outside the home
                                                                                                                                                                                            • Figure 82: Personal consumption of ethnic food at restaurants, by type of ethnic food, by age, October 2012
                                                                                                                                                                                          • Sit-down restaurant chains most popular outlet for ethnic food
                                                                                                                                                                                            • Figure 83: Personal consumption of ethnic food by restaurant type, by age, October 2012
                                                                                                                                                                                        • Important Health-related Attributes

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Young and old consider health attributes important; motivations differ
                                                                                                                                                                                              • Figure 84: Attitudes toward ethnic food, by age, October 2012
                                                                                                                                                                                              • Figure 85: Important health-related attributes, by age, October 2012
                                                                                                                                                                                            • Children could benefit from early introduction of ethnic food
                                                                                                                                                                                              • Figure 86: Important health-related attributes, by presence of children, October 2012
                                                                                                                                                                                          • Drivers for Ethnic Food Usage

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Family, friends, restaurants main outlets to find out about ethnic cuisines
                                                                                                                                                                                                • Figure 87: Drivers for ethnic food usage, by age, October 2012
                                                                                                                                                                                            • Impact of Race/Hispanic Origin

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Hispanics and Asians are important to category success
                                                                                                                                                                                                    • Figure 88: Personal consumption of ethnic food at home by type of ethnic food, by race/Hispanic origin, October 2012
                                                                                                                                                                                                  • Multicultural groups likely seek convenience when eating out
                                                                                                                                                                                                    • Figure 89: Personal consumption of ethnic food by restaurant type, by race/Hispanic origin, October 2012
                                                                                                                                                                                                    • Figure 90: Important health-related attributes when selecting ethnic food, by race/Hispanic origin, October 2012
                                                                                                                                                                                                    • Figure 91: Attitudes toward ethnic food, by race/Hispanic origin, October 2012
                                                                                                                                                                                                • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                    • Figure 92: Important Health-Related Attributes when selecting ethnic food, October 2012
                                                                                                                                                                                                    • Figure 93: Personal consumption of ethnic food at restaurants by type of ethnic food, by household income, October 2012
                                                                                                                                                                                                    • Figure 94: Personal consumption of ethnic food at restaurants by type of ethnic food, by race/Hispanic origin, October 2012
                                                                                                                                                                                                    • Figure 95: Purchase locations by type of ethnic food, by race/Hispanic origin, October 2012
                                                                                                                                                                                                    • Figure 96: Drivers for ethnic food usage, by race/Hispanic origin, October 2012
                                                                                                                                                                                                    • Figure 97: Drivers for ethnic food usage, by race/Hispanic origin, October 2012
                                                                                                                                                                                                    • Figure 98: Attitudes toward ethnic food, by age, October 2012
                                                                                                                                                                                                    • Figure 99: Attitudes toward ethnic food, by household income, October 2012
                                                                                                                                                                                                    • Figure 100: Important health-related attributes when selecting ethnic food, by household income, October 2012
                                                                                                                                                                                                    • Figure 101: Drivers for ethnic food usage, by household income, October 2012
                                                                                                                                                                                                    • Figure 102: Drivers for ethnic food usage, by region, October 2012
                                                                                                                                                                                                    • Figure 103: Personal consumption of ethnic food by restaurant type, by household income, October 2012
                                                                                                                                                                                                    • Figure 104: Population by race and Hispanic origin, 2008-18
                                                                                                                                                                                                • Appendix: Social Media

                                                                                                                                                                                                  • Usage and awareness
                                                                                                                                                                                                    • Figure 105: Usage and awareness of the Old El Paso brand, by demographics, October 2012
                                                                                                                                                                                                    • Figure 106: Usage and awareness of the Kikkoman brand, by demographics, October 2012
                                                                                                                                                                                                    • Figure 107: Usage and awareness of the Simply Asia brand, by demographics, October 2012
                                                                                                                                                                                                    • Figure 108: Usage and awareness of the Near East brand, by demographics, October 2012
                                                                                                                                                                                                    • Figure 109: Usage and awareness of the Tribe brand, by demographics, October 2012
                                                                                                                                                                                                    • Figure 110: Usage and awareness of the Patak’s brand, by demographics, October 2012
                                                                                                                                                                                                    • Figure 111: Usage and awareness of the Tasty Bite brand, by demographics, October 2012
                                                                                                                                                                                                    • Figure 112: Interaction with the Old El Paso brand, by demographics, October 2012
                                                                                                                                                                                                    • Figure 113: Interaction with the Kikkoman brand, by demographics, October 2012
                                                                                                                                                                                                    • Figure 114: Interaction with the Simply Asia brand, by demographics, October 2012
                                                                                                                                                                                                    • Figure 115: Interaction with the Near East brand, by gender, October 2012
                                                                                                                                                                                                    • Figure 116: Interaction with the Tribe brand, by gender, October 2012
                                                                                                                                                                                                    • Figure 117: Interaction with the Tasty Bite brand, by gender, October 2012
                                                                                                                                                                                                    • Figure 118: Interaction with the Patak’s brand, by gender, October 2012
                                                                                                                                                                                                  • Motivations for interacting with brands
                                                                                                                                                                                                    • Figure 119: Reason for interaction with the Kikkoman brand, by demographics, October 2012
                                                                                                                                                                                                    • Figure 120: Reason for interaction with the Old El Paso brand, by demographics, October 2012
                                                                                                                                                                                                    • Figure 121: Reason for interaction with the Simply Asia brand, by demographics, October 2012
                                                                                                                                                                                                    • Figure 122: Reason for interaction with the Near East brand, by gender, October 2012
                                                                                                                                                                                                    • Figure 123: Reason for interaction with the Tribe brand, by gender, October 2012
                                                                                                                                                                                                  • Online conversations
                                                                                                                                                                                                    • Figure 124: Percentage of consumer conversation by selected ethnic food brands, September 30, 2012-December 30, 2012
                                                                                                                                                                                                    • Figure 125: Online mentions, selected ethnic food brands, percent of total daily mentions, by day, September 30, 2012-December 30, 2012
                                                                                                                                                                                                    • Figure 126: Mentions by page type, selected ethnic food brands, September 30, 2012-December 30, 2012
                                                                                                                                                                                                    • Figure 127: Mentions by type of conversation, selected ethnic food brands, September 30, 2012-December 30, 2012
                                                                                                                                                                                                    • Figure 128: Major areas of discussion surrounding ethnic food brands, percent of total daily mentions, September 30, 2012-December 30, 2012
                                                                                                                                                                                                    • Figure 129: Major areas of discussion surrounding ethnic food brands, by page type, September 30, 2012-December 30, 2012
                                                                                                                                                                                                • Appendix: Trade Associations

                                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                                  • Amy's Kitchen Inc.
                                                                                                                                                                                                  • B&G Foods Inc.
                                                                                                                                                                                                  • Campbell Soup Company
                                                                                                                                                                                                  • ConAgra Foods, Inc
                                                                                                                                                                                                  • General Mills Inc
                                                                                                                                                                                                  • Gruma Corporation
                                                                                                                                                                                                  • Hormel
                                                                                                                                                                                                  • Kikkoman Corporation
                                                                                                                                                                                                  • McCormick & Company, Inc.
                                                                                                                                                                                                  • PepsiCo Inc

                                                                                                                                                                                                  Ethnic Foods - US - January 2013

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