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International Food Trends - US - March 2016

"Sales of international foods in the US are projected to grow moderately between 2015 and 2020, from $12.2 billion to $13.9 billion. Immigration and the increasingly multicultural nature of American society are factors that are influencing growth."

- Julia Gallo-Torres, Senior Analyst - Food, Drink and Foodservice

This report looks at the following areas:

  • Moderate growth projected, lack of familiarity an obstacle to wider use
  • Restaurant sales represent a challenge for home preparation brands

Brands that provide authentic products and marketing are likely to best capture consumers, especially important user groups such as Millennials and Hispanics. Consumers are more likely to report eating international foods at restaurants rather than preparing them at home, presenting brands with a challenge to increase home preparation with better awareness of international cuisine and product preparation demonstrations.

The Report includes sales of the following IRI product categories:

Refrigerated: eggroll/wonton wrappers, tortillas, meat/seafood seasoning mixes, sauce/gravy/marinade mixes, flavored spreads, breakfast entrees, dinners/entrees, fresh soup, hand-held non-breakfast entrees, side dishes, appetizers/snack rolls, prepared salad/fruit/coleslaw, sauerkraut, dips, marinated vegetables/fruit.

Frozen: dips, meat/seafood seasoning sauces, sauce/gravy marinade, soup, tortilla/egg roll/wonton wrappers, tortillas, side dishes, prepared vegetables, appetizers/snack rolls, hand-held non-breakfast entrees, multi-serve dinners/entrees, single-serve dinners/entrees.

Dry/shelf-stable: chutney, marinated vegetable/fruit, dinner mixes, dinner mixes with meat, salad/side dish mixes, Mexican foods/sauces, cooking & salad oils, potato pancake/dumpling mixes, rice mixes, dips, dry seasoning mixes, meat/seafood seasoning mixes, sauce mixes, hot/Cajun sauces, meat sauce/marinade/glaze, microwaveable packaged dinners, prepared dinners/entrees, prepared pasta dishes, noodles, condensed wet soup, dry soup, ramen, ready-to-serve wet soup.

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Moderate growth projected, lack of familiarity an obstacle to wider use
            • Figure 1: MULO sales and fan chart forecast of international foods, at current prices, 2010-20
          • Restaurant sales represent a challenge for home preparation brands
            • Figure 2: International food consumption, November 2015
          • The opportunities
            • Focusing on Millennials
              • Figure 3: International food consumption, by Millennials vs. non-Millennials, November 2015
            • An opportunity to leverage authenticity
              • Figure 4: Changes in behavior regarding international foods- authenticity, November 2015
            • Anticipating demand for emerging ethnic cuisine
              • Figure 5: Interest in Emerging International cuisine, November 2015
            • What it means
            • The Market – What You Need to Know

              • Moderate growth projected as consumer palates expand
                • Mexican/Hispanic foods dominate among segments
                  • Restaurant sales and lack of awareness negatively impact the category
                  • Market Size and Forecast

                    • Moderate growth projected
                      • Figure 6: MULO sales and fan chart forecast of international foods, at current prices, 2010-20
                      • Figure 7: MULO sales and fan chart forecast of international foods, at current prices, 2010-20
                  • Market Breakdown

                    • Mexican/Hispanic foods comprise majority share
                      • Figure 8: Total US sales of international foods, by segment, 2015
                      • Figure 9: MULO sales of international foods, by segment, 2010-20
                  • Market Perspective

                    • Consumers more apt to eat many ethnic foods at restaurants
                      • Figure 10: International food consumption, November 2015
                      • Figure 11: Changes in behavior regarding international foods, November 2015
                    • A third of consumers are unfamiliar with international foods
                      • Figure 12: Reasons for not eating international foods – unfamiliarity, dislike taste, November 2015
                  • Market Factors

                    • Taste for international foods increases
                      • Figure 13: Changes in behavior regarding international foods – buying/spending and preparing, November 2015
                    • Millennials represent opportunity for brands
                      • Figure 14: International food consumption, by Millennials vs. non-Millennials, November 2015
                      • Figure 15: US population by generation, 2010-20
                    • Hispanics report more likelihood than non-Hispanics to eat ethnic foods
                      • Figure 16: International food consumption, by Hispanics vs. non-Hispanics, November 2015
                      • Figure 17: US population by race and Hispanic origin, 2010-20
                  • Key Players – What You Need to Know

                    • Multiple leading players
                      • Fresh, on-the-go foods, branded and authenticity drive gains
                        • Declining Mexican/Hispanic turn focus to authenticity
                          • Looking ahead: Bold flavors, authenticity
                          • Manufacturer Sales of International Foods

                            • Highly fragmented manufacturing landscape
                              • Manufacturer sales of international foods
                                • Figure 18: MULO sales of international foods, by leading companies, rolling 52 weeks 2014 and 2015
                            • What’s Working?

                              • Advanced Fresh Concepts Corp. leverages freshness, convenience
                                • Figure 19: MULO sales of Advanced Fresh Concepts Corp. Asian/Indian foods, rolling 52 weeks 2014 and 2015
                              • P.F Chang positioned as authentic, from scratch
                                • Figure 20: P.F. Chang’s ad, 2015
                                • Figure 21: MULO sales of Con Agra Foods Inc. Asian/Indian foods, rolling 52 weeks 2014 and 2015
                              • Mission and Guerrero drive growth for Gruma
                                • Figure 22: MULO sales of Gruma SA Mexican/Hispanic foods, rolling 52 weeks 2014 and 2015
                              • Tribe innovates with Swirl Hummus
                                • Figure 23: Tribe Hummus ad, 2015
                                • Figure 24: MULO sales of Tribe Mediterranean Foods Mediterranean/Middle Eastern foods, rolling 52 weeks 2014 and 2015
                            • What’s Struggling?

                              • Old El Paso looks to reverse sales decline with new products
                                • Figure 25: Old El Paso Bold Taco Shells ad, 2015
                                • Figure 26: MULO sales of General Mills Mexican/Hispanic foods, rolling 52 weeks 2014 and 2015
                              • B&G’s Ortega declines; new street taco kits go for authenticity
                                • Figure 27: MULO sales of B&G Foods Mexican/Hispanic foods, rolling 52 weeks 2014 and 2015
                              • Dropping sales, Nissin launches authentic, bold flavors
                                • Figure 28: MULO sales of Nissin Foods Asian/Indian foods, rolling 52 weeks 2014 and 2015
                              • Kraft’s Athenos experiences steep declines
                                • Figure 29: MULO sales of Athenos Mediterranean/Middle Eastern foods, rolling 52 weeks 2014 and 2015
                            • What’s Next?

                              • Expanding consumer palates result in bolder, more exotic flavors
                                • Bold flavors, sweet and spicy pairings
                                  • Sauces and spices
                                    • Leveraging authenticity
                                    • The Consumer – What You Need to Know

                                      • High consumption of international foods
                                        • Unfamiliarity is an obstacle, especially among younger Millennials
                                          • Nutrition, familiarity, freshness, authenticity cited as important attributes
                                            • Increased use in the last year, specifically of authentic foods
                                              • Significant interest in emerging ethnic foods
                                              • International Food Consumption

                                                • Household income factors significantly in consumption
                                                  • Figure 30: International food consumption (any made at home), by household income, November 2015
                                                • Households with kids much more apt to eat international foods
                                                  • Figure 31: International food consumption (any made at home), by presence of children, November 2015
                                              • Reasons For Not Eating International Foods

                                                • Unfamiliarity dissuades four in 10 young Millennials
                                                  • Figure 32: Reasons for not eating international foods – unfamiliarity, dislike taste, by Millennials vs. non-Millennials, November 2015
                                                • Familiarity with international foods increases with education level
                                                  • Figure 33: Reasons for not eating international foods – unfamiliarity, household doesn’t eat it, by education level, November 2015
                                              • Where Packaged International Foods Are Purchased

                                                • A majority buy at supermarkets
                                                  • Figure 34: Where international foods are purchased, November 2015
                                                • Millennials very likely to buy at mass, club, and less traditional channels
                                                  • Figure 35: Where international foods are purchased, by Millennials vs. non-Millennials, November 2015
                                                • Value and specialty channels appeal to Hispanics
                                                  • Figure 36: Where international foods are purchased, by Hispanics vs. non-Hispanics, November 2015
                                              • Important International Food Characteristics

                                                • Nutrition, familiarity, freshness important for many users
                                                  • Figure 37: Important international food characteristics – pre-packaged foods, November 2015
                                                • Nutrition and freshness are important to Millennials
                                                  • Figure 38: Important international food characteristics (pre-packaged foods) – nutrition and freshness, by Millennials vs. non-Millennials, November 2015
                                                • Nutrition, familiarity, freshness important to many Hispanics
                                                  • Figure 39: Important international food characteristics (pre-packaged foods) – nutrition, familiarity, freshness, by Hispanics vs. non-Hispanics, November 2015
                                                • Authenticity is key for many food kit users
                                                  • Figure 40: Important international food characteristics – kits for home preparation, November 2015
                                                • Millennials willing to spend on the experience of ethnic foods
                                                  • Figure 41: Important international food characteristics (kits for home preparation) – affordability, preparation demonstrations, by Millennials vs. non-Millennials, November 2015
                                              • Changes in Behavior Regarding International Foods

                                                • Increased home preparation, focus on authenticity
                                                  • Figure 42: Changes in behavior regarding international foods- increased usage, use of authentic products, researching ethnic foods online, November 2015
                                                • Millennial consumption increases compared to a year ago
                                                  • Figure 43: Changes in behavior regarding international foods – home preparation, by Millennials vs. non-Millennials, November 2015
                                                • Hispanic home preparation increases
                                                  • Figure 44: Changes in behavior regarding international foods – pester power, home preparation, by Hispanics vs. non-Hispanics, November 2015
                                                • Authenticity more important to Millennials than non-Millennials
                                                  • Figure 45: Changes in behavior regarding international foods – authenticity, spiciness, by Millennials vs. non-Millennials, November 2015
                                                • Millennials maintain/increase penetration
                                                  • Figure 46: Changes in behavior regarding international foods – number of items bought, amount spent, variety, by Millennials vs. non-Millennials, November 2015
                                              • Interest in Emerging International Cuisines

                                                • Significant interest in less typical ethnic foods
                                                  • Figure 47: Interest in Emerging International cuisine, November 2015
                                                • Hispanics still more likely to be interested in Latin American foods
                                                  • Figure 48: Interest in Emerging International cuisine, by Hispanics vs. non-Hispanics, November 2015
                                                • Latin American foods appeal to Millennials specifically
                                                  • Figure 49: Interest in Emerging International cuisine, by Millennials vs. non-Millennials, November 2015
                                              • Appendix – Data Sources and Abbreviations

                                                • Data sources
                                                  • Sales data
                                                    • Fan chart forecast
                                                      • Consumer survey data
                                                        • Abbreviations and terms
                                                          • Abbreviations
                                                          • Appendix – Market

                                                              • Figure 50: Total US retail sales and forecast of international foods, at inflation-adjusted prices, 2010-20
                                                              • Figure 51: Total US retail sales and forecast of Mexican/Hispanic foods, at current prices, 2010-20
                                                              • Figure 52: Total US retail sales and forecast of Mexican/Hispanic foods, at inflation-adjusted prices, 2010-20
                                                              • Figure 53: Total US retail sales and forecast of Asian/Indian foods, at current prices, 2010-20
                                                              • Figure 54: Total US retail sales and forecast of Asian/Indian foods, at inflation-adjusted prices, 2010-20
                                                              • Figure 55: Total US retail sales and forecast of Mediterranean/Middle Eastern foods, at current prices, 2010-20
                                                              • Figure 56: Total US retail sales and forecast of Mediterranean/Middle Eastern foods, at inflation-adjusted prices, 2010-20
                                                            • Market breakdown
                                                              • Figure 57: Total US retail sales of international foods by segment, at current prices, 2013 and 2015
                                                            • Retail channels
                                                              • Figure 58: Total US retail sales of international foods, by channel, at current prices, 2010-15
                                                              • Figure 59: US supermarket sales of international foods, at current prices, 2010-15
                                                              • Figure 60: US sales of international foods through other retail channels, at current prices, 2010-15
                                                          • Appendix – Key Players

                                                              • Figure 61: MULO sales of Mexican/Hispanic foods, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                              • Figure 62: MULO sales of Asian/Indian foods, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                              • Figure 63: MULO sales of Mediterranean/Middle Eastern foods, by leading companies and brands, rolling 52 weeks 2014 and 2015

                                                          Companies Covered

                                                          To learn more about the companies covered in this report please contact us.

                                                          International Food Trends - US - March 2016

                                                          £3,174.67 (Excl.Tax)