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Attitudes towards World Cuisines - UK - March 2017

Published By :

Mintel

Published Date : Apr 2017

Category :

Food

No. of Pages : N/A

World cuisines are a near-universal part of British diets, with many people’s food adventures stretching well beyond the established Chinese and Indian cuisines. High levels of interest towards the less used cuisines highlight great potential for NPD. Tackling uncertainty in terms of preparation and taste will be key to unlocking this potential.

Table of Content

OVERVIEW
What you need to know
Products covered in this Report

EXECUTIVE SUMMARY
The market
Growth in travel should support uptake of new cuisines
Scratch cooking trend creates challenges and opportunities
Brexit spells end of deflation and growing real incomes
Companies and brands
Pan-Asian cuisines make their way to mainstream retail
Mexican street food enters retail
World flavours prominent in barbecue launches
Adspend slumps as Premier Foods cuts support for Sharwood’s
Kikkoman focuses TV campaigns on Chinese New Year
The consumer
World cuisines are ingrained in British diets
Figure 1: Frequency of eating world cuisines at home in the last three months, by cuisine type, November 2016
20-34-year-olds are key users of world foods
Lack of familiarity is a key challenge for new cuisines
Figure 2: Barriers to eating world cuisines, November 2016
A guiding hand needed to encourage hesitant home cooks
Savoury flavours are in demand, hot and spicy remain on trend
Figure 3: Preferences for flavour types in world cuisines, November 2016
Many are continually seeking new dishes
Frozen complete meal kits garner wide interest
Figure 4: Behaviours relating to world cuisines, November 2016
Table sauces seen to offer personalisation
Meal kits can further explore role as learning tools
Figure 5: Attitudes towards world cuisines, November 2016
What we think

ISSUES AND INSIGHTS
Tackling unfamiliarity key to unlocking high interest in emerging cuisines
The facts
The implications
Meal kits can further explore role as learning tool to help home cooks
The facts
The implications
Table sauces can forge role in helping customise spicy dishes for the household
The facts
The implications

THE MARKET – WHAT YOU NEED TO KNOW
Growth in travel should prompt uptake of new cuisines
Scratch cooking trend creates challenges and opportunities
Brexit spells end of deflation and growing real consumer incomes

MARKET DRIVERS
Growth in travel should prompt uptake of new cuisines
Figure 6: Trends in the number of visits abroad to countries outside of Europe and North America from the UK*, by top 10 countries, 2011-15
Scratch cooking trend creates challenges and opportunities
Surprising opportunities for sauces
Ready meals under pressure
Kits have a role as the middle ground
Brexit spells end of deflation and growing real consumer incomes
Foodservice provides competition…
and inspiration

COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Pan-Asian cuisines make their way to mainstream retail
Mexican street food enters retail
World flavours prominent in barbecue launches
Adspend slumps as Premier Foods cuts support for Sharwood’s
Kikkoman focuses TV campaigns for Chinese New Year

LAUNCH ACTIVITY AND INNOVATION
Sharwood’s goes Pan-Asian with World Inspired sauces
Loyd Grossman launches premium Indian sauces for two
Korean makes its way to mainstream retail
Patak’s unveil curry kits
and ready meals
Wahaca brings Mexican street food to retail
Street food can appeal in retail
Wahaca launches soft taco kits
Old El Paso brings out Mexicana Street Market sub-brand
M&S scours the Americas for ‘Spirit of Summer’
Other operators look to South America and the Caribbean
World flavours prominent in barbecue launches
Brazil inspires barbecue launches in 2016

ADVERTISING AND MARKETING ACTIVITY
Adspend slumps as Premier Foods cuts support for Sharwood’s
Figure 7: Total above-the-line, online display and direct mail advertising expenditure on selected world cuisines brands, 2013-16
Old El Paso has highest adspend in 2016
Kikkoman focuses TV campaigns for Chinese New Year
AB World Foods focuses spend on Patak’s
Hellmann’s ‘Grilltopia’ support world food-inspired sauces
M&S goes Americana with its ‘Spirit of Summer’ campaign
Nielsen Ad Intel coverage

THE CONSUMER – WHAT YOU NEED TO KNOW
World cuisines are ingrained in British diets
20-34-year-olds are key users of world foods
Lack of familiarity is a key challenge for new cuisines
A guiding hand needed to encourage hesitant home cooks
Savoury flavours are in demand, hot and spicy remain on trend
Many are continually seeking new dishes
Frozen complete meal kits garner wide interest
Table sauces seen to offer personalisation
Meal kits can further explore role as learning tools

TYPES OF WORLD CUISINES EATEN AT HOME
World cuisines are ingrained in British diets
Figure 8: Repertoire of types of world cuisines eaten at home, November 2016
Chinese and Indian remain the most popular types of world cuisine
Mexican and Thai have forged a mainstream role
Figure 9: Frequency of eating world cuisines at home, by cuisine type, November 2016
The young and urbanites are key user groups
20-34-year-olds are heavy users of world foods
Easy access fuels uptake among urban dwellers
Figure 10: Usage of and interest in trying world cuisines at home, by cuisine type, November 2016
Americana has gained a sizeable foothold
Figure 11: Frequency of eating Americana dishes at home and interest in trying them, November 2016

BARRIERS TO EATING WORLD CUISINES
Lack of familiarity is a key challenge for new cuisines
Figure 12: Barriers to eating world cuisines at home, November 2016
Calling out flavour profile and ingredients can build familiarity
Fusion dishes could offer safe experimentation
A guiding hand needed to encourage hesitant home cooks
Increasing availability should unlock potential

FLAVOUR TYPE PREFERENCES IN WORLD CUISINES
Calling out flavours could reduce barrier posed by unfamiliarity
Figure 13: Preferences for flavour types in world cuisines, November 2016
Savoury flavours are in demand, particularly among over-55s
Hot and spicy flavours remain on trend
Sweetness has strong appeal among 16-24s

BEHAVIOURS RELATING TO WORLD CUISINES
Over half are continually seeking new dishes
Good news for emerging cuisines, challenge for established ones
Figure 14: Behaviours relating to world cuisines, November 2016
Frozen complete meal kits garner wide interest
Rio Olympics lend little boost to uptake

ATTITUDES TOWARDS WORLD CUISINES
Table sauces seen to offer personalisation
Figure 15: Attitudes towards world cuisines, November 2016
Table sauce a perfect fit for customising levels of heat
Scope to mine additions for sense of newness
International twists are popular
Meal kits can further explore role as learning tools
Ready meals are a starting block for trying new cuisines
“Street food” label appeals to young urbanites

APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology

APPENDIX – MARKET DRIVERS
Figure 16: Trends in the number of visits abroad to countries outside of Europe and North America from the UK*, 2011-15

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