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International Food Trends - US - January 2018

"International cuisines, flavors, and ingredients continue to be an area of opportunity in both foodservice and retail. Young consumers in particular represent a key opportunity as they show high interest in international foods but lack the skills required to actually cook international cuisine at home. While many consumers still prefer Americanized international foods, brands that highlight the authenticity and cultural history around international foods are poised to connect with many consumers."
- Caleb Bryant, Senior Foodservice Analyst

This Report looks at the following areas:

  • Interest in Americanized foods is fairly high 
  • Lack of skills/knowledge remain barriers to cooking international foods at home
  • International foods/flavors are not a silver bullet

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Interest in Americanized foods is fairly high
            • Figure 1: International food attitudes, by gender and age, October 2017
          • Lack of skills/knowledge remain barriers to cooking international foods at home
            • Figure 2: Barriers to cooking international foods, October 2017
          • International foods/flavors are not a silver bullet
            • The opportunities
              • Grocery-branded meal kits and authentic cooking techniques are opportunities in both retail and foodservice
                • Figure 3: Interest in international offerings in retail/restaurants, October 2017
              • Highlight the cultural experience of international foods
                • Figure 4: International food attitudes, October 2017
              • International baked goods may be a white space opportunity
                • Figure 5: Interest in international flavors by retail food, any cuisine type, by age, October 2017
              • What it means
              • The Market – What You Need to Know

                • Demographic changes favor international cuisines
                  • Interest in home cooking grows
                    • Plant-based meals are trending
                    • Market Factors

                      • The US is becoming more diverse
                        • Figure 6: Population by race, 2012-22
                        • Figure 7: Population by Hispanic origin, 2012-22
                      • Consumers are increasingly interested in international food
                        • Figure 8: Food attitudes, any agree, summer 2013-17
                      • Nearly 9% of consumers are vegetarian
                        • Figure 9: Vegetarian self-identification, summer 2013-17
                      • The number of cooking enthusiasts continues to grow
                        • Figure 10: Share and approximate number* of Cooking Enthusiasts, 2014-17
                        • Figure 11: Motivations for cooking at home, by all cooks and Cooking Enthusiasts, September 2017
                      • Small kitchen appliances see AH penetration growth
                        • Figure 12: At home penetration of appliances
                      • Over half of parents are foodies
                      • Key Players – What You Need to Know

                        • International influences boost packaged yogurt and frozen meals
                          • International breakfast comes to restaurants
                            • International flavors alone can’t save a category/restaurant
                              • Bridge the gap between from scratch and fully prepared meals
                                • Private label is an opportunity for growth
                                • What’s Working?

                                  • Feelin’ hot and the search for the next sriracha
                                    • The contenders
                                      • It’s not all Greek for yogurt
                                        • International flavors bring excitement to frozen meals
                                          • Breakfast/brunch goes international at restaurants
                                            • Figure 13: Internationally inspired breakfast/brunch meals
                                          • Bowls are the go-to platform for international flavors in foodservice
                                          • What’s Struggling?

                                            • International flavors can’t save all categories
                                              • Mainstream casual dining chains get back to the basics
                                              • What’s Next?

                                                • CPG brands offer convenient products to make any meal international
                                                  • Nice rice
                                                    • Figure 14: Interest in flavored rice or grain mixes, January 2016
                                                  • Sensational sides
                                                    • Sauces and seasonings provide convenience/versatility
                                                      • Build butcher sales with value-added meats
                                                        • Restaurant concepts to watch
                                                          • Indian concepts
                                                            • Mediterranean concepts
                                                              • Chefs innovate vegetarian/vegan dishes
                                                                • International flavors make their way to private label
                                                                  • Peppers proliferate
                                                                      • Figure 15: Growth of select peppers/chilies as an ingredient on menus, Q3 2015-Q3 2017
                                                                  • International Cuisine Trends

                                                                      • Korean
                                                                        • Figure 16: Food products launched with “Korea” or “Korean” in product name/description, 2013-17
                                                                        • Figure 17: Korean dishes on menus, Q3 2015-Q3 2017
                                                                        • Figure 18: Korean-inspired restaurant dishes
                                                                      • Korean cuisine Flavor Matrix
                                                                          • Figure 19: Menu flavor matrix, top 10 Korean ingredient flavors, Q3 2015-Q3 2017
                                                                        • African
                                                                            • Figure 20: African-inspired restaurant dishes
                                                                          • African cuisine Flavor Matrix
                                                                            • Figure 21: Menu flavor matrix, top 10 African ingredient flavors, Q3 2015-Q3 2017
                                                                          • Filipino
                                                                            • Figure 22: Warm Belly Bakery Ube Cookie
                                                                            • Figure 23: Filipino-inspired restaurant dishes
                                                                          • Filipino cuisine Flavor Matrix
                                                                            • Figure 24: Menu flavor matrix, top 10 Filipino ingredient flavors, Q3 2015-Q3 2017
                                                                        • The Consumer – What You Need to Know

                                                                          • Consumers find inspiration all around them
                                                                            • Connect with young consumers
                                                                              • Authenticity is important, but subjective
                                                                                • Restaurants provide an entry point to new cuisines
                                                                                • International Cooking Inspiration

                                                                                  • Inspiration comes from many sources
                                                                                    • Figure 25: International cooking inspiration, October 2017
                                                                                  • Women often utilize websites and magazines
                                                                                    • Figure 26: International cooking inspiration, by gender, October 2017
                                                                                  • Social media is the go-to source of inspiration among the youngest consumers
                                                                                    • Figure 27: International cooking inspiration, social media, by age, October 2017
                                                                                    • Figure 28: Top five sources of inspiration (indexed against all consumers), by age, October 2017
                                                                                  • Foodies are highly engaged with cooking
                                                                                    • Figure 29: International cooking inspiration, by foodie status, October 2017
                                                                                  • Parents are on the hunt for new recipes
                                                                                    • Figure 30: International cooking inspiration, by parental status and age, October 2017
                                                                                    • Figure 31: International cooking inspiration, by parental status (any age) and gender, October 2017
                                                                                • Barriers to Cooking International Foods

                                                                                  • Lack of access and knowledge are major issues
                                                                                    • Figure 32: Barriers to cooking international foods, October 2017
                                                                                  • Opportunity to educate food fans
                                                                                    • Figure 33: Barriers to cooking international foods, by foodie status, October 2017
                                                                                  • Getting men in the kitchen
                                                                                    • Figure 34: Barriers to cooking international foods, by gender, October 2017
                                                                                  • Youngest consumers are interested in international foods but lack confidence
                                                                                    • Figure 35: Barriers to cooking international foods, by age, October 2017
                                                                                  • Foodservice options are ideal for those who prefer Americanized meals
                                                                                    • Figure 36: Barriers to cooking international foods, by international food attitudes, October 2017
                                                                                • Interest in International Flavors by Retail Food

                                                                                  • Consumers interested in spicing up everyday meals
                                                                                    • Figure 37: Interest in international flavors by retail food, any interest, October 2017
                                                                                    • Figure 38: Interest in international flavors by retail food, by cuisine type, October 2017
                                                                                    • Figure 39: Interest in international flavors by retail food, by cuisine type, October 2017
                                                                                  • From conchas to baklava, strong opportunity for international baked goods
                                                                                    • Figure 40: Interest in international flavors by retail food, any cuisine type, by age, October 2017
                                                                                    • Figure 41: Interest in international flavors by retail food, baked goods by cuisine type, among 18-24-year-olds, October 2017
                                                                                  • Reaching Hispanic and Asian consumers with international foods
                                                                                    • Figure 42: Interest in international flavors by retail food, any cuisine type, by race/ethnicity, October 2017
                                                                                • Interest in International Food Retail Offerings

                                                                                  • Prime opportunity for meal kits at grocers
                                                                                    • Figure 43: Interest in international offerings in retail, October 2017
                                                                                • Interest in International Flavors by Menu Items

                                                                                  • International flavors are common in foodservice but be cautious with consumer favorites
                                                                                    • Figure 44: Interest in international flavors by menu items, any cuisine, October 2017
                                                                                    • Figure 45: Interest in international flavors by menu items, by cuisine type, October 2017
                                                                                    • Figure 46: Interest in international flavors by menu items, by cuisine type, October 2017
                                                                                  • Younger multicultural consumers drive international flavor interest
                                                                                    • Figure 47: Interest in international flavors by menu items, any cuisine, by age and by race/ethnicity October 2017
                                                                                • Interest in International Offerings in Restaurants

                                                                                  • Authenticity is key when serving international foods
                                                                                      • Figure 48: Interest in international offerings in restaurants, October 2017
                                                                                    • Authenticity is most important to moms
                                                                                      • Figure 49: Interest in international offerings in restaurants, by parental status, age, and gender, October 2017
                                                                                  • International Cuisine Tracker

                                                                                    • Most international cuisines are sourced from restaurants
                                                                                      • Figure 50: Emerging international cuisine purchase, November 2017
                                                                                    • International food consumption related to age/location
                                                                                      • Figure 51: Emerging international cuisine purchase, any consumption, by generation, November 2017
                                                                                      • Figure 52: Emerging international cuisine purchase, any consumption, by area, November 2017
                                                                                  • International Food Attitudes

                                                                                    • Highlight the exploratory nature of international foods
                                                                                      • Figure 53: International food attitudes, October 2017
                                                                                    • Americanized products appeal more to men
                                                                                      • Figure 54: International food attitudes, by gender and age, October 2017
                                                                                    • Simplicity is important to both foodies and food fans
                                                                                      • Figure 55: International food attitudes, by foodie status, October 2017
                                                                                      • Figure 56: CHAID analysis – International food attitudes, October 2017
                                                                                    • Black and Hispanic consumers connect food with their heritage
                                                                                      • Figure 57: Latin Food Feud ad, Coke, May 2017
                                                                                      • Figure 58: International food attitudes, by race/ethnicity, October 2017
                                                                                  • Appendix – Data Sources and Abbreviations

                                                                                    • Data sources
                                                                                      • Consumer survey data
                                                                                        • Consumer qualitative research
                                                                                          • Mintel Menu Insights
                                                                                            • Mintel Purchase Intelligence
                                                                                              • Abbreviations and terms
                                                                                                • Abbreviations
                                                                                                  • Terms
                                                                                                  • Appendix – The Consumer

                                                                                                    • CHAID analysis methodology

                                                                                                    International Food Trends - US - January 2018

                                                                                                    US $4,395.00 (Excl.Tax)