針對民族性食品／飲料所做之消費者觀察

Insights Into Tomorrow's Ethnic Food & Drink Consumers

出版商	Datamonitor
出版日期	2005年08月	商品編碼	32475
內容資訊	英文
價格	本報告書已不再販售

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本報告已在2011年07月19日停止出版。

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