針對民族性食品／飲料所做之消費者觀察

Introduction

Over 90% of industry experts believe ethnic minority consumers are a key group to target, while ethnic food sales are rising at 14% a year in Europe and 5% in the US. While minority consumers only form a small part of ethnic food spending, trends in the group drive mainstream ethnic food consumption. Marketers need to understand minority trends in order to grow sales of ethnic food products.

Scope of this report

• Data and analysis on ethnic minority and foreign-born populations, broken down by country and by age bands
• Quantitative data covering ethnic food sales by country, and ethnic food consumption segmented by age group and by gender
• Extensive primary research of consumers and industry experts to uncover the latest thinking and reveal emerging opportunities
• Detailed action points offering practical strategies based on the trends and insights analyzed in the report

Research and analysis highlights

Spending on ethnic food in the US has grown at an average annual rate of 4.9% over the last five years, and ethnic foods now account for 11.8% of all retail food sales in the US. In Europe, the market is growing almost three times as fast - but total sales still account for less than 1% of retail food spending.

There is a strong transmission mechanism between minority consumers and mainstream consumers in terms of driving tastes for ethnic food and drink, as can be seen by comparing ethnic food and drink consumption with demographic data. Developing an understanding of minority group trends is therefore vital in understanding ethnic food market trends.

For the mass market, the key determinant of which ethnic products and cuisines will be successful is their intersection with the general mega-trends that drive consumer behaviour: in particular, authenticity, premiumization and health.

Key reasons to read this report

• Obtain exclusive data concerning ethnic minority consumer populations, ethnic food sales, and ethnic food consumption segmented by consumer group
• Understand the attitudes driving the consumption of ethnic food and drinks
• Improve your marketing strategy by tailoring the ethnic food and drinks products to the most appropriate consumer groups

CHAPTER 1 EXECUTIVE SUMMARY

Introduction

The future decoded

Minorities are becoming the mainstream

Mainstream consumers are consuming more and more ethnic food

Minority consumers drive ethnic food uptake among mainstream consumers

Action points

CHAPTER 2 THE FUTURE DECODED

Introduction

TREND: todays minorities are tomorrows mainstream

US population to be one-third minority consumers

Minority consumers are younger than the mainstream

Mixed-race births are on the rise

The foreign-born population is growing even faster

Immigrants are getting older

Young Adult immigration is driven by Students

Foreign-born and non-white population is rising in Europe

Different European countries show very different migration patterns

Foreign citizens outnumber ethnic minorities across Europe

South Asian and black consumers are the UKs leading minority groups

Minority groups are becoming progressively more integrated

Even long-established minority groups can have different needs

TREND: more ethnic food and drinks are being bought

Ethnic foods have become mainstream in the US

Ready meals and meal ingredients are the most popular categories

Mexican food is the leading cuisine

Europe lags behind, but the UK leads the way

Ethnic food makes up a tiny minority of total European food sales

Meal components are most popular, but bakery products are fastest-growing

Tastes vary on a national basis

The focus shifts from foodservice to home consumption

TREND: flavor preferences are increasingly complex

Western consumers are increasingly willing to spend on quality

The number of new flavors is ever-rising

Ethnic products tie in with consumer flavor trends

INSIGHT: minority consumers cannot be bracketed together

US minority groups vary in status and integration

Minorities cluster and then disperse

Long-lasting clusters can delay integration

European immigration differs hugely from country to country

INSIGHT: minority consumers can be split into four key types

Recent low-education migrants have limited integration

Recently-arrived, high-education consumers need help adjusting

Income is the key for long-established, low-education consumers

Assimilated, high-education consumers focus on cultural assertion

INSIGHT: mainstream consumers pick up minorities tastes

Demand from minorities improves product availability

Minority stores drive wider uptake

Major retailers cash in on minority trends

Cultural impact of ethnic minorities affects mainstream habits

INSIGHT: ethnic taste trends start at foodservice

Foodservice offers an easy way to try ethnic food

Foodservice drives demand for prepared meals and sauces

As familiarity rises, consumers seek to prepare their own ethnic food

INSIGHT: new ethnic food consumer groups are becoming important

Traditionally ethnic flavors are becoming part of mainstream culture

Novel cuisines spread from Opinion Formers to the mainstream

Opinion Formers define what is cool

Adopters shape mass-market opinions

Regulars opt for tried-and-tested products

Mid-lifers and males prefer ethnic food

Young Adults consume one-third less ethnic food than the average adult

Seniors prefer to stick to what they know

Men and women keep pace with each other

INSIGHT: ethnic drinking behavior is different from ethnic eating behavior

Trying ethnic meals prompts ethnic drinks choice

Mainstream crossover builds on home countrys reputation

CHAPTER 3 ACTION POINTS

Introduction

Target minority consumers with culturally specific messages

Focus on home country culture when targeting recent immigrants

Avoid assuming taste crossover between different ethnic groups

Do not confuse one ethnic group with another

Focus on common need states between different groups

Concentrate efforts on areas with high minority concentrations

Target regional campaigns towards specific groups

Tailor national marketing campaigns to focus on appropriate regions

Discover new cuisines among minority communities

Observe demographic changes to find new minority communities

Monitor minority stores for flavors with crossover potential

Base new packaged products on foodservice trends

Ethnic food types can take many years to reach the mass market

New cuisines take off in large cities and then spread to provincial areas

Create premium products based on foodservice trends

Mass-market foodservice success can damage a cuisines authenticity

Premium products should focus on cuisines that are emerging at foodservice

Target Regulars with established foodservice products

Market ethnic products based on their natural and healthy status

Promote ethnic products specific health benefits

Emphasize ethnic products natural qualities

Capitalize on peoples desire and ability to cook ethnic food

Create higher-end packaged ingredients and meal kits

Packaged sauces encourage consumers to try ethnic cooking

Meal kits are an under-exploited opportunity

Tie in products with foodservice trends and with celebrities

Follow foodservices lead in packaging as well as flavor

Famous ethnic minority chefs can promote their home cuisine

Other celebrities should be used only with caution

Create ethnic alcoholic drinks that fit the relevant culture

Produce drinks that complement ethnic food

Tie in beers with the cuisine of their home country

Market ethnic wines to go with ethnic meals

Aim drinks at the need states associated with the drinks country of origin

Associate Hispanic drinks with partying

Apply the principles learnt from Hispanic culture to other ethnic drinks

CHAPTER 4 APPENDIX

Supplementary data

Ethnic food sales in France

Ethnic food sales in Germany

Ethnic food sales in Italy

Ethnic food sales in the Netherlands

Ethnic food sales in Spain

Ethnic food sales in Sweden

Ethnic food sales in the UK

Ethnic food sales in the rest of Europe

Definitions

Research methodology

Future readings

Report writing team

How to contact experts in your industry

List of Tables

Table 1: Importance of targeting ethnic minority groups, according to industry experts, 2005

Table 2: Changes in importance of targeting ethnic minority groups, according to industry experts, 2000-2005

Table 3: US population by ethnic group (m), 1999-2009

Table 4: US population by age and ethnic group (m), 2004

Table 5: US foreign-born population by age (m), 1999-2009

Table 6: Europe population by ethnic group and country (m), 2004

Table 7: Europe foreign citizen population by country (%), 1999-2009

Table 8: UK population by ethnic group (m), 1999-2009

Table 9: Industry experts attitudes toward minority consumers, 2005

Table 10: US ethnic food retail market, by category (US$ m), 1999-2009

Table 11: US ethnic food retail market, by cuisine (US$ m), 1999-2009

Table 12: Europe & US ethnic food retail market, by country (US$ m), 1999-2009

Table 13: Europe & US ethnic food as a proportion of total packaged food market, 1999-2009 (%)

Table 14: Europe ethnic food retail market, by category (US$ m), 1999-2009

Table 15: Europe ethnic food retail market, by cuisine (US$ m), 1999-2009

Table 16: Europe ethnic food retail market, by cuisine and country (% value), 2004

Table 17: Consumer spending on premium food and drinks, Europe & US (US$ m), 2004-09

Table 18: Growth in prevalence of food flavor claims, 2003-04

Table 19: Flavor trends segmented by consumer "mega-trends"

Table 20: Consumers likelihood to consume ethnic meals on specific consumption occasions, 2005

Table 21: Consumers likelihood to consume ethnic meals prepared in specific ways, 2005

Table 22: Ethnic food over/under-consumption, by age group, Europe & US, 2004

Table 23: Ethnic food over/under-consumption, by gender, Europe & US, 2004

Table 24: Consumers likelihood to consume ethnic alcoholic drinks, by consumption occasion, 2005

Table 25: Importance of different communication channels in targeting minority consumers, 2005

Table 26: France ethnic food retail market, by category (€ m), 1999-2009

Table 27: France ethnic food retail market, by cuisine (€ m), 1999-2009

Table 28: Germany ethnic food retail market, by category (€ m), 1999-2009

Table 29: Germany ethnic food retail market, by cuisine (€ m), 1999-2009

Table 30: Italy ethnic food retail market, by category (€ m), 1999-2009

Table 31: Italy ethnic food retail market, by cuisine (€ m), 1999-2009

Table 32: Netherlands ethnic food retail market, by category (€ m), 1999-2009

Table 33: Netherlands ethnic food retail market, by cuisine (€ m), 1999-2009

Table 34: Spain ethnic food retail market, by category (€ m), 1999-2009

Table 35: Spain ethnic food retail market, by cuisine (€ m), 1999-2009

Table 36: Sweden ethnic food retail market, by category (€ m), 1999-2009

Table 37: Sweden ethnic food retail market, by cuisine (€ m), 1999-2009

Table 38: UK ethnic food retail market, by category (€ m), 1999-2009

Table 39: UK ethnic food retail market, by cuisine (€ m), 1999-2009

Table 40: Rest of Europe ethnic food retail market, by category (€ m), 1999-2009

Table 41: Rest of Europe ethnic food retail market, by cuisine (€ m), 1999-2009

List of Figures

Figure 1: There are nearly twice as many mixed-race babies in the US as there are mixed-race 17-year-olds

Figure 2: Not all foodservice products are suited to retail crossover in their traditional format

Figure 3: Ethnic minority consumers can be segmented on the basis of socio-economic characteristics

Figure 4: The proportion of ethnic minority consumers is correlated with the uptake of ethnic food

Figure 5: Ethnic restaurant menus are seen as the most important determinant of a new food flavors success

Figure 6: Many mainstream new product launches contain traditionally ethnic flavorings

Figure 7: New cuisines and ethnic food products diffuse from Opinion Formers through to Regulars

Figure 8: Labeling products with immigrants home country language helps reassure them of product quality

Figure 9: The USs Hispanic population is strongly concentrated in the South West and South East

Figure 10: Premium prepared foods should borrow from cuisines that are fast-growing at foodservice but not yet mass market

Figure 11: Low-end packaged snacks can benefit from associations with popular but less prestigious ethnic cuisines

Figure 12: Many ethnic foods and drinks products can be marketed on their health benefits

Figure 13: Big Bamboo and Vita Coco are ethnic drinks positioned as natural and healthy

Figure 14: Mexican meal kits are widely available from major CPG companies

Figure 15: Winemakers in countries such as India could export their products for consumption alongside ethnic food