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World Cuisines - UK - February 2018

“Improved ranges, particularly in own-label and in emerging cuisines, are providing a boost to sales. With interest in emerging world cuisines still significantly higher than current at-home eating though, a big opportunity exists for further sales growth through building familiarity with less widely eaten dishes. This includes using promotions and sampling to encourage trial, and giving consumers the confidence to try different cuisines at home through more information about what dishes taste like and shortcuts to preparing them.”

– Richard Caines, Senior Food & Drink Analyst

This report examines the following issues:

  • Stronger communication and promotions needed to convert interest into trial for emerging cuisines
  • Authenticity and a greater focus on vegetables two angles for supporting growth in long-established cuisines
  • Shortcuts to preparing authentic world cuisine dishes at home need to be at the forefront of product development

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this report
      • Executive Summary

          • The market
            • Return to growth for world cuisines
              • Figure 1: Best- and worst-case forecast of UK retail value sales of world cuisine foods, 2012-22
            • Ready meals take lion’s share of sales
              • Indian the biggest segment of world cuisines
                • Tastes of Millennials will shape future market
                  • Inflation putting a squeeze on household budgets
                    • Companies and brands
                      • Patak’s is biggest brand in Indian
                        • Figure 2: Leading brands in the Indian ready meals, cooking sauces and accompaniments/ingredients market, share by value, 2016/17*
                      • Brands lose share in Chinese
                        • Figure 3: Leading brands in the Chinese ready meals, cooking sauces and accompaniments/ingredients market, share by value, 2016/17*
                      • Old El Paso has big lead in Mexican/Tex-Mex
                        • Figure 4: Leading brands in the Mexican/Tex-Mex ready meals, cooking sauces and accompaniments/ingredients market, share by value, 2016/17*
                      • The consumer
                        • World cuisines have wide appeal
                          • Chinese and Indian most popular
                            • Figure 5: Types of world cuisines eaten at home in the last 3 months and those not eaten that people would be interested in eating, November 2017
                          • Range of products used for serving up world cuisines
                            • Side dishes and accompaniments important
                              • Figure 6: Types of world cuisine products eaten or used in the last 3 months, November 2017
                            • Trying foods at restaurant/takeaway top prompt for trying them at home
                              • Figure 7: Reasons for eating world cuisines at home, November 2017
                            • Promotions and sampling important drivers of trial
                              • Information about new cuisines would help
                                • Figure 8: Triggers that would encourage people to try a new type of world cuisine, November 2017
                              • Strong interest in authenticity and trying something new
                                • Recipes with more vegetables appeal
                                  • Figure 9: Behaviours and preferences related to world cuisines, November 2017
                                • Meal kits seen as good way of learning world cuisines
                                  • Figure 10: Attitudes towards world cuisines, November 2017
                                • What we think
                                • Issues and Insights

                                  • Stronger communication and promotions needed to convert interest into trial for emerging cuisines
                                    • The facts
                                      • The implications
                                        • Authenticity and a greater focus on vegetables two angles for supporting growth in long-established cuisines
                                          • The facts
                                            • The implications
                                              • Shortcuts to preparing authentic world cuisine dishes at home need to be at the forefront of product development
                                                • The facts
                                                  • The implications
                                                  • The Market – What You Need to Know

                                                    • Return to growth for world cuisines
                                                      • Ready meals take lion’s share of sales
                                                        • Own-label provides a boost to cooking sauces
                                                          • Indian the biggest segment of world cuisines
                                                            • Emerging cuisines bring a boost to sales
                                                              • Foodservice the biggest influence on world cuisines
                                                                • Tastes of Millennials will shape future market
                                                                  • NPD must respond to healthy eating trends
                                                                    • Catering for different types of meal preparation
                                                                      • Inflation putting a squeeze on household budgets
                                                                      • Market Size and Forecast

                                                                        • Return to growth seen in world cuisines
                                                                          • Figure 11: Best- and worst-case forecast of UK retail value sales of world cuisine foods, 2012-22
                                                                          • Figure 12: Total UK retail value sales of world cuisine foods, 2012-22
                                                                        • Ready meals take lion’s share of sales
                                                                            • Figure 13: Total UK retail value sales of world cuisine foods, by format, 2010-17
                                                                          • Forecast methodology
                                                                          • Segment Performance

                                                                            • Emerging cuisines bring a significant boost to sales
                                                                              • Figure 14: UK retail value sales of world cuisine foods, by cuisine, 2012-17
                                                                            • Ready meals are biggest driver of 2017 growth
                                                                              • Figure 15: UK retail value sales of world cuisine foods, by cuisine type and format, 2015-17
                                                                          • Market Drivers

                                                                            • Foodservice the biggest influence on world cuisines at home
                                                                              • Figure 16: Types of ethnic eateries used, by cuisine, October 2017
                                                                            • Strong growth for ethnic restaurants and takeaways
                                                                              • Street food trends feeding through
                                                                                • Changing tastes will shape the future of world cuisines
                                                                                  • Figure 17: Trends in age structure of the UK population, 2012-22
                                                                                • NPD must respond to healthy eating trends
                                                                                  • Figure 18: Factors most important when looking for healthy foods, April 2016, November 2016 and November 2017
                                                                                • 5-a-day targets not being met
                                                                                  • Opportunities to also appeal to flexitarians
                                                                                    • New targets for salt reduction
                                                                                      • Naturalness and ‘clean eating’ trend
                                                                                        • Catering for different types of meal preparation
                                                                                          • Figure 19: Frequency of cooking meals from scratch and choosing easy, quick to prepare food, April 2016, November 2016 and November 2017
                                                                                        • Inflation still putting squeeze on household budgets
                                                                                        • Companies and Brands – What You Need to Know

                                                                                          • Patak’s is leading brand in Indian
                                                                                            • Brands lose share in Chinese
                                                                                              • Old El Paso has big lead in Mexican/Tex-Mex
                                                                                                • Regional recipes look to add differentiation
                                                                                                  • Wider range of Asian cuisines seeing NPD activity
                                                                                                    • ‘Street food’ trend influencing new products
                                                                                                      • Wider range of Latin American cuisines
                                                                                                        • Focus on vegetables and plant-based products
                                                                                                          • Meal kits making different cuisines more mainstream
                                                                                                            • Dip in advertising spend by major brands
                                                                                                            • Market Share

                                                                                                              • Patak’s strengthens position as leading brand
                                                                                                                • Figure 20: Leading brands in the Indian ready meals, cooking sauces and accompaniments/ingredients market, by value, 2015/16 and 2016/17
                                                                                                              • Brands lose share in Chinese
                                                                                                                • Figure 21: Leading brands in the Chinese ready meals, cooking sauces and accompaniments/ingredients market, by value, 2015/16 and 2016/17
                                                                                                              • Old El Paso has big lead in Mexican/Tex-Mex
                                                                                                                • Figure 22: Leading brands in the Mexican/Tex-Mex ready meals, cooking sauces and accompaniments market, by value, 2015/16 and 2016/17
                                                                                                            • Launch Activity and Innovation

                                                                                                              • Regional recipes look to add differentiation
                                                                                                                • Sharwood’s goes regional for Indian and Chinese
                                                                                                                  • Own-label and smaller brands explore regional flavours
                                                                                                                    • A wider range of Asian cuisines is being explored
                                                                                                                      • ‘Street food’ trend influences NPD
                                                                                                                        • Old El Paso goes Street Market
                                                                                                                          • Iceland looks to Indian street food
                                                                                                                            • Gran Luchito looks to offer Mexican cooking beyond kits
                                                                                                                              • Wider range of Latin American cuisines from Santa Maria
                                                                                                                                • Flavour development
                                                                                                                                  • Homepride kids range offers milder flavours
                                                                                                                                    • Encona’s hottest ever sauce
                                                                                                                                      • New flavour combinations for chilli
                                                                                                                                        • More flavours and new grains in rice
                                                                                                                                          • Patak’s new paste pots target meals for two persons
                                                                                                                                            • Focus on vegetables and plant-based products
                                                                                                                                              • Meal kits making different cuisines more mainstream
                                                                                                                                                • Healthier prepared meals in world cuisines
                                                                                                                                                  • Slimming ranges garnered NPD in 2017
                                                                                                                                                    • Protein claims from NutriPak, Batchelors and Asda
                                                                                                                                                    • Advertising and Marketing Activity

                                                                                                                                                      • Dip in advertising by major brands
                                                                                                                                                        • Figure 23: Total above-the line, online display and direct mail advertising expenditure by selected world cuisine brands*, 2014-17
                                                                                                                                                      • M&S provides strong support for its ready meals
                                                                                                                                                        • Figure 24: Total above-the line, online display and direct mail advertising expenditure on world cuisine products* by selected retailers, 2014-17
                                                                                                                                                      • Sharwood’s and Blue Dragon focus on discovery of new flavours
                                                                                                                                                        • Brands showcase versatility
                                                                                                                                                          • Old El Paso focuses on social occasions
                                                                                                                                                            • Nielsen Ad Intel coverage
                                                                                                                                                            • The Consumer – What You Need to Know

                                                                                                                                                              • World cuisines have widespread appeal
                                                                                                                                                                • Chinese and Indian most popular
                                                                                                                                                                  • Range of products used for serving up world cuisines
                                                                                                                                                                    • Side dishes and accompaniments important
                                                                                                                                                                      • Trying at restaurant/takeaway top prompt for trying at home
                                                                                                                                                                        • Promotions and sampling important drivers of trial
                                                                                                                                                                          • Information about new world cuisines would help
                                                                                                                                                                            • Strong interest in authenticity and trying something new
                                                                                                                                                                              • Recipes with more vegetables appeal
                                                                                                                                                                                • Meal kits seen as good way of learning world cuisines
                                                                                                                                                                                • Types of World Cuisine Eaten at Home

                                                                                                                                                                                  • Younger people eat widest variety of world cuisines
                                                                                                                                                                                    • Figure 25: Number of different types of world cuisines eaten at home in the last 3 months, November 2017
                                                                                                                                                                                  • Chinese and Indian the most popular world cuisines
                                                                                                                                                                                    • Figure 26: Types of world cuisines eaten at home in the last 3 months and those not eaten that people would be interested in eating, November 2017
                                                                                                                                                                                  • Mexican and Thai have become pretty mainstream
                                                                                                                                                                                    • Mexican propelled by restaurant visits and meal kits
                                                                                                                                                                                      • Other world cuisines lag noticeably behind
                                                                                                                                                                                        • Chinese and Indian also eaten the most frequently
                                                                                                                                                                                          • Figure 27: Frequency of eating different world cuisines at home in the last 3 months, November 2017
                                                                                                                                                                                      • World Cuisine Products Eaten or Used at Home

                                                                                                                                                                                        • Range of products used for serving up world cuisines
                                                                                                                                                                                          • Figure 28: Types of world cuisine products eaten or used in the last 3 months, November 2017
                                                                                                                                                                                        • Cooking pastes and meal kits offer different shortcuts
                                                                                                                                                                                          • 3-step kits blur the boundaries
                                                                                                                                                                                            • Side dishes are an important part of world cuisines
                                                                                                                                                                                              • Scope for bread to boost meal accompaniments
                                                                                                                                                                                                • Side dishes enjoy widespread usage
                                                                                                                                                                                                • Reasons for Trying a World Cuisine at Home

                                                                                                                                                                                                  • Trying world cuisines at a restaurant/takeaway is top prompt for home usage
                                                                                                                                                                                                    • Keen diners out are most likely to cite restaurant influence
                                                                                                                                                                                                      • Link-ups with restaurants should chime
                                                                                                                                                                                                        • Figure 29: Reasons for eating world cuisines at home, November 2017
                                                                                                                                                                                                      • Friends and family are also a big influence
                                                                                                                                                                                                        • Pictures on social media prompt a quarter of 16-34s
                                                                                                                                                                                                          • Recipes featured across a range of media are also important
                                                                                                                                                                                                          • Triggers for Encouraging Trying of World Cuisines

                                                                                                                                                                                                            • Promotions and sampling are important for driving trial of new cuisines
                                                                                                                                                                                                              • In-store activity can drive a sense of theatre
                                                                                                                                                                                                                • Recommendations play a powerful role
                                                                                                                                                                                                                  • Figure 30: Triggers that would encourage people to try a new type of world cuisine, November 2017
                                                                                                                                                                                                                • Wider range of products to make cooking easier would appeal
                                                                                                                                                                                                                  • Information about newer world cuisines would also help
                                                                                                                                                                                                                    • Keen interest in cooking instructions among meal kit and cooking paste users
                                                                                                                                                                                                                    • Behaviours and Preferences for World Cuisines

                                                                                                                                                                                                                      • Strong interest in authenticity and trying something new
                                                                                                                                                                                                                        • High demand for authenticity
                                                                                                                                                                                                                          • Figure 31: Behaviours and preferences related to world cuisines, November 2017
                                                                                                                                                                                                                        • Recipes incorporating more vegetables appeal
                                                                                                                                                                                                                          • Vegetables appeal to parents and can help pitch world foods as healthier
                                                                                                                                                                                                                            • Lack of familiarity and too many ingredients a turn off
                                                                                                                                                                                                                              • Long ingredient lists are a put-off to cooking for many
                                                                                                                                                                                                                              • Attitudes towards World Cuisines

                                                                                                                                                                                                                                • Meal kits seen as good way of learning world cuisines
                                                                                                                                                                                                                                  • Figure 32: Attitudes towards world cuisines, November 2017
                                                                                                                                                                                                                                • Time saving offers another selling point for meal kits
                                                                                                                                                                                                                                  • Half see supermarket takeaway meals as good value
                                                                                                                                                                                                                                  • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                                                                      • Abbreviations
                                                                                                                                                                                                                                        • Consumer research methodology
                                                                                                                                                                                                                                        • Appendix – Market Size and Forecast

                                                                                                                                                                                                                                          • Forecast methodology
                                                                                                                                                                                                                                              • Figure 33: Best- and worst-case forecast of total UK retail value sales of world cuisine foods, 2017-22
                                                                                                                                                                                                                                          • Appendix – Market Share

                                                                                                                                                                                                                                              • Figure 34: Leading manufacturers in the Indian ready meals, cooking sauces and accompaniments/ingredients market, by value, 2015/16 and 2016/17
                                                                                                                                                                                                                                              • Figure 35: Leading manufacturers in the Chinese ready meals, cooking sauces and accompaniments/ingredients market, by value, 2015/16 and 2016/17
                                                                                                                                                                                                                                              • Figure 36: Leading manufacturers in the Mexican/Tex-Mex ready meals, cooking sauces and accompaniments/ingredients market, by value, 2015/16 and 2016/17
                                                                                                                                                                                                                                              • Figure 37: Brands and own-label in the Thai ready meals market, by value, 2015/16 and 2016/17

                                                                                                                                                                                                                                          World Cuisines - UK - February 2018

                                                                                                                                                                                                                                          US $2,693.85 (Excl.Tax)