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World Cuisines - UK - March 2019

Covered in this report

This report examines the UK retail market for world cuisine foods. For the purpose of this report, world foods are defined as beyond European and North American foods. The market size covers the following types of cuisines:

  • Chinese food – includes Peking, Cantonese and other Chinese variations
  • Indian food
  • Mexican/Tex-Mex food
  • Other Oriental/international food

The following food categories are covered in the market size:

  • Ready meals – ambient, chilled and frozen ready meals. This also includes meal kits, chilled and ambient, which contain ingredients for specific ethnic dishes
  • Cooking sauces – wet sauces (including pour-over and stir-fry), cooking pastes and dry sauces that are added to vegetables, meat or fish, in jars, tins or sachets/pouches
  • Accompaniments/ingredients – Chinese crackers, chutneys and pickles, poppadoms, salsa, condiments/sauces, seasonings/spices, breads (including naan, chapattis, tortillas), Mexican chips/taco shells and other ethnic cooking ingredients (eg coconut milk/cream)

“Recipe promotions for world cuisine dishes with all the ingredients located together in-store are a highly attractive proposition for shoppers. These will encourage experimentation while tapping into consumers’ desire to become more knowledgeable about world cuisines. Inspiration for meals which are authentically healthy, good value for money and meat-free/vegan will appeal widely.”
– Emma Clifford, Associate Director – UK Food and Drink

This report looks at the following areas:

Companies should be more active in capitalising on the meat reduction trend
Feeding consumers’ hunger to become more knowledgeable will build engagement
Food pairing suggestions can span beyond the usual world cuisine accompaniments

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Table of contents

  1. Overview

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

          • The market
            • Robust growth in world cuisines continues into 2018
              • Figure 1: Best- and worst-case forecast of UK retail value sales of world cuisine foods, 2013-23
            • Mexican/Tex-Mex segment and meal accompaniments/ingredients are top performers
              • Stiff competition from foodservice
                • Foodservice and retail trends interlinked
                  • Spending power affects the balance between foodservice and retail
                    • Health remains high on the agenda
                      • Companies and brands
                        • Own-label takes the lion’s share of world cuisines sales
                          • Steady growth from Charlie Bigham’s and The Spice Tailor in Indian foods
                            • Kikkoman and Gressingham only brands to grow sales in Chinese cuisine
                              • Old El Paso and Santa Maria return to growth
                                • More foodservice brands enter into retail
                                  • Street food trend continues to gather momentum
                                    • Plant-based NPD and world cuisines go hand in hand
                                      • Ongoing slump in adspend from major brands
                                        • The consumer
                                          • World cuisines deeply embedded in UK food culture
                                            • Figure 2: World cuisines eaten at home in the last three months and interest in eating world cuisines in future, by type, November 2018
                                          • Two fifths of adults ate at least five different types of cuisines
                                            • Figure 3: Repertoire of types of world cuisines eaten at home in the last three months, November 2018
                                          • Meal accompaniments, cooking sauces, ready meals and seasonings/spices are the most popular products
                                            • Figure 4: Types of world cuisine products eaten or used in the last three months, November 2018
                                          • Easiness is the most important factor
                                            • Figure 5: Choice factors for world cuisine products, November 2018
                                          • A traditional recipe is the most compelling marker of authenticity
                                            • Figure 6: Factors denoting an authentic world cuisine product, November 2018
                                          • In-store initiatives can encourage experimentation
                                            • Figure 7: Behaviours relating to world cuisines, November 2018
                                          • Food pairing is a popular concept in world cuisines
                                            • Figure 8: Attitudes towards world cuisines, November 2018
                                          • What we think
                                          • Issues and Insights

                                            • Companies should be more active in capitalising on the meat reduction trend
                                              • The facts
                                                • The implications
                                                  • Feeding consumers’ hunger to become more knowledgeable will build engagement
                                                    • The facts
                                                      • The implications
                                                        • Food pairing suggestions can span beyond the usual world cuisine accompaniments
                                                          • The facts
                                                            • The implications
                                                            • The Market – What You Need to Know

                                                              • Robust growth in world cuisines continues into 2018
                                                                • Mexican/Tex-Mex cuisine was the star performer
                                                                  • Momentum in accompaniments/ingredients gains pace
                                                                    • Healthy value growth set to endure
                                                                      • Stiff competition from foodservice
                                                                        • Foodservice and retail trends interlinked
                                                                          • The popularity of home cooking is ingrained
                                                                            • Spending power affects the balance between foodservice and retail
                                                                              • Health remains high on the agenda
                                                                              • Market Size and Forecast

                                                                                • Robust growth in world cuisines continues into 2018
                                                                                  • Figure 9: Total UK retail value sales of world cuisine foods, 2013-23
                                                                                • Robust value growth set to endure
                                                                                  • Figure 10: Best- and worst-case forecast of UK retail value sales of world cuisine foods, 2013-23
                                                                                • Forecast methodology
                                                                                • Market Segmentation

                                                                                  • Ready meals dominate spend
                                                                                    • Momentum in accompaniments/ingredients gains pace
                                                                                      • Cooking sauces show slowing growth, driven by inflation
                                                                                        • Figure 11: UK retail value sales of world cuisine foods, by format, 2016-18
                                                                                      • Competition continues to mount for the leading Indian segment
                                                                                        • Figure 12: UK retail value sales of world cuisine foods, by cuisine, 2016-18
                                                                                      • Mexican/Tex-Mex the star performer of 2018
                                                                                        • Growth from other cuisines plateaus
                                                                                          • Figure 13: UK retail value sales of world cuisine foods, by cuisine type and format, 2016-18
                                                                                      • Market Drivers

                                                                                        • Stiff competition from foodservice
                                                                                          • Mounting pressure on retail, particularly from home takeaway/home delivery
                                                                                            • Foodservice and retail trends interlink
                                                                                              • Figure 14: Venues visited, November 2018
                                                                                            • The popularity of home cooking is ingrained
                                                                                              • Figure 15: Type of evening meal cooked/prepared most often in household, by age, April 2018
                                                                                            • Home cooks welcome convenient “hacks”
                                                                                              • Convenience products can prompt experimentation
                                                                                                • Spending power affects the balance between foodservice and retail
                                                                                                  • Health remains high on the agenda
                                                                                                    • Healthy world cuisine products are highly attractive
                                                                                                      • The healthy associations of spices are favourable for world cuisines
                                                                                                        • Strong interest in gut health boosts the profile of fermented foods
                                                                                                          • Figure 16: Examples of UK food launches featuring kimchi, 2018
                                                                                                        • The flexitarian and vegan trends gather more momentum
                                                                                                          • World cuisines playing an important part in this movement
                                                                                                          • Companies and Brands – What You Need to Know

                                                                                                            • Own-label takes the lion’s share of world cuisines sales
                                                                                                              • Steady growth from Charlie Bigham’s and The Spice Tailor
                                                                                                                • Kikkoman and Gressingham only brands to grow sales in Chinese cuisine
                                                                                                                  • Old El Paso and Santa Maria return to growth
                                                                                                                    • More foodservice brands enter into retail
                                                                                                                      • Street food trend continues to gather momentum
                                                                                                                        • Plant-based NPD and world cuisines go hand in hand
                                                                                                                          • Ongoing slump in adspend from major brands
                                                                                                                          • Market Share

                                                                                                                            • Own-label takes the lion’s share of world cuisines sales
                                                                                                                              • Steady growth from Charlie Bigham’s and The Spice Tailor in Indian segment
                                                                                                                                • Figure 17: Leading brands in the Indian ready meals, cooking sauces and accompaniments/ingredients market, by value, 2016-18
                                                                                                                                • Figure 18: Leading manufacturers in the Indian ready meals, cooking sauces and accompaniments/ingredients market, by value, 2016-18
                                                                                                                              • Kikkoman and Gressingham only brands to grow sales in Chinese food in 2018
                                                                                                                                • Figure 19: Leading brands in the Chinese ready meals, cooking sauces and accompaniments/ingredients market, by value, 2016-18
                                                                                                                                • Figure 20: Leading manufacturers in the Chinese ready meals, cooking sauces and accompaniments/ingredients market, by value, 2016-18
                                                                                                                              • Old El Paso and Santa Maria return to growth
                                                                                                                                • Figure 21: Leading brands in the Mexican/Tex-Mex ready meals, cooking sauces and accompaniments/ingredients market, by value, 2016-18
                                                                                                                                • Figure 22: Brands and own-label in the Thai ready meals market, by value, 2016-18
                                                                                                                            • Launch Activity and Innovation

                                                                                                                              • More foodservice brands enter into retail
                                                                                                                                • Las Iguanas and Wasabi make retail debut in Sainsbury’s
                                                                                                                                  • Giraffe enters the retail space at Tesco
                                                                                                                                    • Figure 23: Examples from the Wasabi and Giraffe range of ready meals, 2018-19
                                                                                                                                  • Wahaca retail offering given an overhaul
                                                                                                                                    • Figure 24: Examples from the Wahaca range of taco kits, August 2018
                                                                                                                                  • Street food trend continues to gather momentum
                                                                                                                                    • Schwartz launches street food seasoning mix
                                                                                                                                      • Figure 25: Examples from the Schwartz Street Food Seasoning range, June 2018
                                                                                                                                    • Iceland extends Street Co ready meals to Mexican cuisine
                                                                                                                                      • Walkers harnesses the buzz around street food in its snacking NPD
                                                                                                                                        • Speed and convenience continue to be a key NPD theme
                                                                                                                                          • Nando’s makes restaurant-inspired cooking easier with Bag & Bake range
                                                                                                                                            • Patak’s launches Oven Bakes for easy lighter meals
                                                                                                                                              • The Spice Tailor launches a speedy alternative to a marinade
                                                                                                                                                • Colman’s adds Seasoning Blends, tapping interest in healthier, more natural meals
                                                                                                                                                  • Figure 26: Examples of launches from Nando’s, The Spice Tailor and Colman’s, 2018
                                                                                                                                                • Maggi moves towards a cleaner label with relaunch
                                                                                                                                                  • Pot snacks get more authentic and premium
                                                                                                                                                    • Levi Roots makes debut in snack pots
                                                                                                                                                      • Snack pots attract more premium launches
                                                                                                                                                          • Figure 27: Examples of new launches of instant snack pots with a more premium positioning, 2018
                                                                                                                                                        • Ongoing innovation in meal kits
                                                                                                                                                          • School of Wok unveils bao buns kits in Tesco stores
                                                                                                                                                            • Figure 28: Example from the School of Wok Bao Bun Kit range, August 2018
                                                                                                                                                          • Aldi launches “copycat” rival to Old El Paso Mexican range
                                                                                                                                                            • Plant-based NPD and world cuisines go hand in hand
                                                                                                                                                              • Figure 29: Examples from the Birds Eye range of Veggie Bowls, September 2018
                                                                                                                                                              • Figure 30: Examples from the Bol range of ready meals, 2019
                                                                                                                                                          • Advertising and Marketing Activity

                                                                                                                                                            • Ongoing slump in adspend from major brands
                                                                                                                                                              • Figure 31: Total above-the-line, online display and direct mail advertising expenditure by selected world cuisine brands*, 2015-18
                                                                                                                                                            • Mars keeps spend steady for Uncle Ben’s
                                                                                                                                                              • Old El Paso gains position as second-highest spender
                                                                                                                                                                • Old El Paso supports Day of the Dead
                                                                                                                                                                  • Kikkoman makes TV comeback for Chinese New Year 2019
                                                                                                                                                                    • Tilda celebrates diversity of British food culture
                                                                                                                                                                      • Blue Dragon emphasises authenticity through a culinary journey
                                                                                                                                                                        • Schwartz supports launch of Street Food Seasonings
                                                                                                                                                                          • Patak’s partners with Jamie Oliver for social media campaign
                                                                                                                                                                            • Lee Kum Kee continues its ‘Awaken Your Soy Senses’ campaign
                                                                                                                                                                              • Nielsen Ad Intel coverage
                                                                                                                                                                              • Start-ups and Disruptors Case Study – World of Zing

                                                                                                                                                                                • Company overview
                                                                                                                                                                                  • What is it?
                                                                                                                                                                                    • Founded
                                                                                                                                                                                      • Company mission statement
                                                                                                                                                                                        • Founder’s story
                                                                                                                                                                                          • Mintel analyst view
                                                                                                                                                                                            • Mintel Trends
                                                                                                                                                                                              • Why it could succeed
                                                                                                                                                                                                • Why it could fail
                                                                                                                                                                                                  • The verdict
                                                                                                                                                                                                    • Product information
                                                                                                                                                                                                      • Figure 32: World of Zing product range, February 2019
                                                                                                                                                                                                    • Media profile
                                                                                                                                                                                                      • Social media metrics
                                                                                                                                                                                                        • Figure 33: Social media metrics for World of Zing as of January 2019
                                                                                                                                                                                                      • The brand’s view
                                                                                                                                                                                                        • Revenue in the last year (as of 1 December 2018):
                                                                                                                                                                                                          • Sources of funding and support
                                                                                                                                                                                                            • Target audience
                                                                                                                                                                                                              • What consumer needs does the range meet?
                                                                                                                                                                                                                • Product stockists
                                                                                                                                                                                                                  • Looking to the future
                                                                                                                                                                                                                  • Start-ups and Disruptors Case Study – Mr. Lee’s Pure Foods Co.

                                                                                                                                                                                                                    • Company overview
                                                                                                                                                                                                                      • What is it?
                                                                                                                                                                                                                        • Founded
                                                                                                                                                                                                                          • Company mission statement
                                                                                                                                                                                                                            • Founder’s story
                                                                                                                                                                                                                              • Mintel analyst view
                                                                                                                                                                                                                                • Mintel Trends
                                                                                                                                                                                                                                  • Why it could succeed
                                                                                                                                                                                                                                    • Why it could fail
                                                                                                                                                                                                                                      • The verdict
                                                                                                                                                                                                                                        • Product information
                                                                                                                                                                                                                                          • Figure 34: Mr. Lee’s Pure Foods Co., February 2019
                                                                                                                                                                                                                                        • Media profile
                                                                                                                                                                                                                                          • Social media metrics
                                                                                                                                                                                                                                            • Figure 35: Social media metrics for Mr. Lee’s Pure Foods Co. as of February 2019
                                                                                                                                                                                                                                          • The brand’s view
                                                                                                                                                                                                                                            • Sources of funding and support
                                                                                                                                                                                                                                              • Target audience
                                                                                                                                                                                                                                                • What consumer needs does the range meet?
                                                                                                                                                                                                                                                  • Product stockists
                                                                                                                                                                                                                                                    • Looking to the future
                                                                                                                                                                                                                                                    • The Consumer – What You Need to Know

                                                                                                                                                                                                                                                      • World cuisines are deeply embedded in UK food culture
                                                                                                                                                                                                                                                        • Two fifths of adults ate at least five different types of cuisines
                                                                                                                                                                                                                                                          • Meal accompaniments, cooking sauces, ready meals and seasonings/spices are the most popular products
                                                                                                                                                                                                                                                            • Ease is the most important factor
                                                                                                                                                                                                                                                              • One in three seek out healthy options
                                                                                                                                                                                                                                                                • A traditional recipe is the most tangible marker of authenticity
                                                                                                                                                                                                                                                                  • In-store initiatives can encourage experimentation
                                                                                                                                                                                                                                                                    • Consumers hunger to become more knowledgeable
                                                                                                                                                                                                                                                                      • Scope for world cuisines to harness the meat reduction trend
                                                                                                                                                                                                                                                                        • Food pairing is a popular concept in world cuisines
                                                                                                                                                                                                                                                                        • Usage of World Cuisines at Home

                                                                                                                                                                                                                                                                          • World cuisines deeply embedded in UK food culture
                                                                                                                                                                                                                                                                            • Figure 36: World cuisines eaten at home in the last three months and interest in eating world cuisines in future, by type, November 2018
                                                                                                                                                                                                                                                                          • Widespread interest in branching out to new cuisines
                                                                                                                                                                                                                                                                            • Two fifths of adults ate at least five different types of cuisines…
                                                                                                                                                                                                                                                                              • …jumping to 60% of under-25s
                                                                                                                                                                                                                                                                                • Figure 37: Repertoire of types of world cuisines eaten at home in the last three months, November 2018
                                                                                                                                                                                                                                                                              • Usage frequency is fairly low for each individual cuisine
                                                                                                                                                                                                                                                                                • Figure 38: Frequency of eating world cuisines at home in the last three months, by type, November 2018
                                                                                                                                                                                                                                                                            • World Cuisine Products Eaten or Used at Home

                                                                                                                                                                                                                                                                              • Meal accompaniments are most popular product
                                                                                                                                                                                                                                                                                • Authentic, premium products can enhance world cuisine meals
                                                                                                                                                                                                                                                                                  • Figure 39: Types of world cuisine products eaten or used in the last three months, November 2018
                                                                                                                                                                                                                                                                                • Strong appeal of cooking sauces endures
                                                                                                                                                                                                                                                                                  • Ready meals are a popular choice across all age groups
                                                                                                                                                                                                                                                                                    • Seasonings/spices tap popularity of scratch cooking
                                                                                                                                                                                                                                                                                      • Consumers tend to shop across world cuisine categories
                                                                                                                                                                                                                                                                                        • Figure 40: Repertoire of types of world cuisine products eaten or used in the last three months, November 2018
                                                                                                                                                                                                                                                                                    • Choice Factors for World Cuisine Products

                                                                                                                                                                                                                                                                                      • Easiness is the most important factor…
                                                                                                                                                                                                                                                                                        • …for home cooking overall…
                                                                                                                                                                                                                                                                                          • Figure 41: Choice factors for world cuisine products, November 2018
                                                                                                                                                                                                                                                                                        • …and for world cuisines meals
                                                                                                                                                                                                                                                                                          • Appealing to all of the family is key for mums
                                                                                                                                                                                                                                                                                            • Customisation can help to drive family appeal
                                                                                                                                                                                                                                                                                              • Ready meals are perfectly positioned to cater to different tastes
                                                                                                                                                                                                                                                                                                • One in three seek out healthy options
                                                                                                                                                                                                                                                                                                  • Better-for-you NPD will be popular
                                                                                                                                                                                                                                                                                                    • Shoppers can be steered to authentically healthier choices
                                                                                                                                                                                                                                                                                                      • A need to deliver on taste and excitement alongside health
                                                                                                                                                                                                                                                                                                        • Figure 42: Examples of world cuisine ready meals launches scoring above average as healthy and have a high instant reaction, as well as being seen as tasty and exciting
                                                                                                                                                                                                                                                                                                    • Factors Denoting an Authentic World Cuisine Product

                                                                                                                                                                                                                                                                                                      • An authentic recipe only makes a top three choice factor for 24% of users…
                                                                                                                                                                                                                                                                                                        • …although this belies the attractiveness of authentic products
                                                                                                                                                                                                                                                                                                          • A traditional recipe is the most tangible marker of authenticity
                                                                                                                                                                                                                                                                                                            • Figure 43: Factors denoting an authentic world cuisine product, November 2018
                                                                                                                                                                                                                                                                                                          • Naturalness is a key indication of authenticity
                                                                                                                                                                                                                                                                                                          • Behaviours Relating to World Cuisines

                                                                                                                                                                                                                                                                                                            • In-store initiatives can encourage experimentation
                                                                                                                                                                                                                                                                                                              • The sheer amount of recipes available makes guidance important
                                                                                                                                                                                                                                                                                                                • Figure 44: Waitrose Beautifully Simple fridge showcasing a recipe and ingredients, October 2018
                                                                                                                                                                                                                                                                                                                • Figure 45: Behaviours relating to world cuisines, November 2018
                                                                                                                                                                                                                                                                                                              • A hunger to become more knowledgeable
                                                                                                                                                                                                                                                                                                                • Information about the history and provenance of dishes should boost associations with authenticity
                                                                                                                                                                                                                                                                                                                  • Scope for companies to offer a multisensory experience
                                                                                                                                                                                                                                                                                                                  • Attitudes towards World Cuisines

                                                                                                                                                                                                                                                                                                                    • Scope for world cuisines to harness the meat reduction trend
                                                                                                                                                                                                                                                                                                                      • Figure 46: Attitudes towards world cuisines, November 2018
                                                                                                                                                                                                                                                                                                                    • More recipe inspiration would be welcomed…
                                                                                                                                                                                                                                                                                                                      • …with scope to go beyond on-pack
                                                                                                                                                                                                                                                                                                                        • In-store positioning can remind shoppers of the importance of pairing world cuisines components for an elevated meal experience
                                                                                                                                                                                                                                                                                                                          • World cuisines can look to drinks pairings too
                                                                                                                                                                                                                                                                                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

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

                                                                                                                                                                                                                                                                                                                                  • Forecast methodology
                                                                                                                                                                                                                                                                                                                                      • Figure 47: Best- and worst-case forecast of total UK retail value sales of world cuisine foods, 2018-23

                                                                                                                                                                                                                                                                                                                                  World Cuisines - UK - March 2019

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