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市場調查報告書

亞洲的麵條類:美國市場趨勢·機會

Asian Noodles: U.S. Market Trends and Opportunities

出版商 Packaged Facts 商品編碼 350720
出版日期 內容資訊 英文 109 Pages
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亞洲的麵條類:美國市場趨勢·機會 Asian Noodles: U.S. Market Trends and Opportunities
出版日期: 2015年12月23日 內容資訊: 英文 109 Pages
簡介

本報告提供美國的食品·餐飲服務業的亞洲麵條類趨勢·機會相關調查,彙整4個主題 (多樣性,健康性,可靠性,創新) 方面消費者的愛好·態度,食品服務的菜單趨勢·行銷策略的評估,及加工食品的影響等相關資料。

第1章 摘要整理

第2章 簡介

  • 亞洲麵條的利用
  • 亞洲麵條 vs. 義大利麵條:餐廳
  • 亞洲麵條 vs. 義大利麵條:家庭
  • 麵條的知識
  • 亞洲麵條上的重要特性
  • 在食品區購物時的影響因素

第3章 多樣性

  • 多樣性:影響選擇的特性
  • 成分的多樣性
  • 烹調法/風格的多樣性
  • 客制化的多樣性
  • 菜單上麵條的多樣性
  • 提高麵條多樣性的形式·口感
  • 菜單整體麵條的多樣性、其他

第4章 健康性

  • 健康性:食品與用餐的態度
  • 麵條相關健康性的特性
  • 跟麩質的關聯
  • 菜單上的健康性的麵食
  • 健康性的麵條的種類
  • 大部分亞洲麵食均有健康性的蛋白質
  • 健康性麵食的烹調法、其他

第5章 可靠性

  • 可靠性:對麵食的態度
  • 麵條相關可靠性的特性
  • 中華麵條和麵食
  • 日本麵條和麵食
  • 泰國麵條和麵食、其他

第6章 創新

  • 創新:對烹調經驗的態度
  • 亞洲麵條利用之間的關聯
  • 亞洲麵條知識之間的關聯
  • 麵條相關菜餚的特性
  • 創新:超越境界的麵條
  • 亞洲麵條成為主流
  • 義大利麵條亞洲料理
  • 創新:市場策略、其他

附錄

目錄
Product Code: LA5798745

While Italian noodles have broader at-home reach, Asian noodles are gaining ground across restaurant menus, and Packaged Facts believes they are poised for growth at foodservice and at retail. One of the challenges for the Asian noodle market, both packaged goods and restaurants, is that most Americans have very little knowledge or understanding about Asian noodles: nearly a third say they don't know anything about them and 55% indicate modest knowledge, at best. Packaged noodle marketers need to increase in-store marketing efforts to expand offerings in the ethnic aisle. They can also tie product development and marketing strategies strongly to variety, authenticity, and healthfulness-key themes that influence restaurant goers and packaged foods shoppers alike to eat noodle dishes. And while the trend has long been underway, significant cross-over potential remains on mainstream American and non-Asian ethnic menus, exposing more and more diners looking for a bit of the familiar as well as something different to Asian noodles.

Asian Noodles: Trends & Opportunities assesses how food and foodservice industry participants are adding-and can add-to product development and marketing strategies of Asian noodles. Four primary themes emerge: variety, healthfulness, authenticity, and innovation. With respect to each of these themes, this report trends related consumer preferences and attitudes over time; ties each theme to pertinent foodservice (restaurant and prepared foods) menu trends supported by a wealth of examples; assesses related foodservice marketing strategies; and identities implications and applications for the packaged groceries segment of the market.

In doing so, the report addresses a wide range of noodle trends and opportunities. Primary data sources include metrics from our consumer surveys and from menu item analysis, as well as hundreds of menu item examples and related visual images. By section:

  • The report begins with an overview of foodservice and food retail noodle usage in the past 30 days, including at-home usage and restaurant usage. We also analyze usage by demographic, provide comparisons between Asian noodle usage and Italian noodle usage to provide context as well as shedding light on noodle knowledge and attributes desired.
  • In the Variety section, we analyze consumer attitudes toward variety in Asian noodle dishes as reflected by the nuances of ingredients, shape, texture, preparation, and culinary application. We also assess variety on the menu with consideration of these same attributes, and highlight a restaurant operator that is leveraging variety via customization. Finally, we present implications and applications for the grocery aisle, focusing on how packaged goods marketers are increasing variety of Asian noodles for at-home consumption by leveraging convenience attributes (time/speed and package size) as well as flavor expansion. By doing so, these companies and brands are better positioned to compete against mainstream Asian takeout.
  • In the Healthfulness section, we trend and analyze consumer attitudes toward health and diet, and provide applications to the Asian noodle market with a focus on health attributes that prove to be a decision influencer. We also assess health on the menu with consideration of these same attributes with the understanding that Asian noodle dishes strike a strong alignment as being inherently healthy, and in most cases, positive health associations are simply a secondary benefit. In addition, we highlight a restaurant operator that is successfully applying health to its Asian-focused menu. Finally, we present implications and applications for the grocery aisle, focusing on how health and wellness trends are causing some consumers to eschew heavily processed foods, carbs and gluten-making the category vulnerable to stagnant sales.
  • In the Authenticity section, we trend and analyze consumer attitudes toward willingness to try new foods/recipes. Then, we provide applications to the Asian noodle market with a focus on the impact of authenticity, and more specifically heritage/culture of noodles, as a decision influencer-both at home and at restaurants. We also assess authenticity on the menu with consideration of these same attributes with the understanding that Asian noodle dishes at restaurants are often the first exposure many Americans have to this cuisine. In addition, we highlight a restaurant operator that has had success mainstreaming Asian cuisine from an authentic position. Finally, we present implications and applications for the grocery aisle, focusing on how authenticity becomes an important distinction for differentiation in the competitive package noodle category.

In the Innovation section, we trend and analyze consumer attitudes related to innovation-whether on the menu or in marketing. We begin by assessing overall attitudes relating to culinary experiences and food adventurousness. In addition, we explore culinary innovation with consideration to noodle crossing boundaries. We also consider innovation as it applies to marketing strategies and leveraging online and social media as applied by leading Asian-centric chains. Finally, we present implications and applications for the grocery aisle.

Table of Contents

Chapter 1: Executive Summary

  • Report Scope
  • Report Summary
  • Introduction
  • Asian noodle usage
  • Asian versus Italian noodles
  • Noodle knowledge
  • Implications for menu developers and packaged noodle marketers
  • Noodles on the menu
  • Important attributes in Asian noodles
  • Variety
  • Variety: attributes that influence choice
  • Noodle variety on the menu
  • Moving beyond the generic “noodle” term
  • Shape and texture increase noodle variety
  • Noodle variety across the menu
  • Applying variety to the menu: ShopHouse Kitchen
  • Implications and applications for packaged groceries
  • Healthfulness
  • Healthfulness: attitudes toward food and diet
  • Healthful attributes sought in noodles
  • Health by subtraction
  • Health by addition
  • Organic/natural claims
  • The gluten connection
  • Healthy noodle dishes on the menu
  • Healthy noodle types
  • Growth in more unique veggies
  • Healthy proteins are most often menued in Asian noodle dishes
  • Healthful noodle dish preparation methods
  • Applying health to the menu: Noodles & Company World Kitchen
  • Implications and applications for packaged groceries
  • Authenticity
  • Authenticity: Attitudes toward noodle dishes
  • Authentic attributes sought in noodles
  • Authenticity on the menu
  • Asian noodles have modest penetration on restaurant menus
  • Asian restaurants utilize noodles from several countries of origin
  • Midscale restaurants have highest penetration for Asian noodles
  • Chinese noodles and noodle dishes
  • Japanese noodles and noodle dishes
  • Thai noodles and noodle dishes
  • Applying authenticity to the menu: P.F. Chang's
  • Implications and applications for packaged groceries
  • Innovation
  • Innovation: Attitudes toward culinary experiences
  • Relationship to Asian noodle usage
  • Relationship to Asian noodle knowledge
  • Culinary attributes sought in noodles
  • Innovation: Noodles crossing boundaries
  • Innovation: Marketing strategies
  • Implications and applications for packaged groceries

Chapter 2: Introduction

  • Asian noodle usage
  • Table 2-1: Asian Noodle Dish Eaten in Past 30 Days, by Demographic, 2015
  • Asian versus Italian noodles: at a restaurant
  • Table 2-2: Noodle Dish Eaten in Past 30 Days at a Restaurant: Asian vs. Italian, by Demographic, 2015
  • Asian versus Italian noodles: at home
  • Table 2-3: Noodle Dish Eaten in Past 30 Days at Home: Asian vs. Italian, by Demographic, 2015
  • Noodle knowledge
  • Graph 2-1: Asian Noodles and Noodle Dishes, Degree of Knowledge, 2015
  • Implications for menu developers
  • Implications for packaged noodles
  • Noodles on the menu
  • Introduction
  • Asian noodles versus Italian noodles
  • Table 2-4: Penetration of Asian and Italian Noodles on U.S. Menus, 2010 vs. 2014
  • Table 2-4: Incidence of Asian and Italian Noodles on U.S. Menus, 2010 vs. 2014
  • Important attributes in Asian noodles
  • Influencers when ordering at restaurants
  • Graph 2-2: Attributes Important to Choosing an Asian Noodle Dish on the Menu, 2015
  • Influencers when shopping the grocery aisle
  • Graph 2-3: Attributes Important to Choosing Asian Noodles at the Grocery Store, 2015

Chapter 3: Variety

  • Variety: attributes that influence choice
  • Variety via ingredients
  • Table 3-1: Attributes Important to Choosing an Asian Noodle Dish on the Menu: Ingredients,by Demographic, 2015
  • Variety via preparation method/style
  • Table 3-2: Attributes Important to Choosing an Asian Noodle Dish on the Menu: Preparation Method,Vegetarian and Vegan, by Demographic, 2015
  • Variety via customization
  • Table 3-3: Attributes Important to Choosing an Asian Noodle Dish on the Menu: Customization and Familiarity, by Demographic, 2015
  • Noodle variety on the menu
  • Moving beyond the generic “noodle” term
  • Table 3-4: Top Asian Noodle Dishes Served as Menu Entrées, 2014
  • Shape and texture increase noodle variety
  • Table 3-5: Asian Noodle Dishes: Shapes and Sizes, 2010-2014
  • Noodle variety across the menu
  • Table 3-6: Asian Noodles in Pasta/Noodle Entrées and Soup/Salads, 2014
  • Applying variety to the menu: ShopHouse Kitchen
  • Implications and applications for packaged groceries
  • Expansion in variety through convenience and flavor innovation
  • Quick prep and on-the-go convenience
  • Robust flavor offerings with development of spicy profiles

Chapter 4: Healthfulness

  • Healthfulness: attitudes toward food and diet
  • Table 4-1: Health, Food & Diet Attitudes, Any Agree & Strongly Agree, 2005-2015
  • Healthful attributes sought in noodles
  • Graph 4-1: Health Attributes Important in Asian Noodles, 2015
  • Health by subtraction
  • Table 4-2: Health Attributes Important in Asian Noodles, Low-/No- Claims, by Demographic, 2015
  • Health by addition
  • Table 4-3: Health Attributes Important in Asian Noodles, Added Protein, Fiber and Nutrients,by Demographic, 2015
  • Organic/natural claims
  • Table 4-4: Health Attributes Important in Asian Noodles, Organic and Natural, by Demographic, 2015
  • The gluten connection
  • Simmons: Presently watching diet?
  • Table 4-5: Percent of Adults Currently Watching Their Diets, 2015
  • Simmons: Reason for watching diet
  • Table 4-6: Reason for Watching Diet, 2015
  • Simmons: Types of foods bought when watching diet
  • Table 4-7: Types of Food Bought When Watching Diet, 2015
  • Implications
  • Healthy noodle dishes on the menu
  • Healthy noodle types
  • Table 4-8: Top Asian Noodle Dish Healthy Terms, 2010-2014
  • Growth in more unique veggies
  • Table 4-9: Top 25 Vegetables Served with Asian Noodle Dishes, 2010-2014
  • Healthy proteins are most often menued in Asian noodle dishes
  • Table 4-10: Top 15 Proteins Served with Asian Noodle Dishes, 2010-2014
  • Healthful noodle dish preparation methods
  • Table 4-11: Asian Noodle Dishes, Top Preparation Methods, 2010-2014
  • Applying health to the menu: Noodles & Company World Kitchen
  • Implications and applications for packaged groceries
  • Packaged noodles can capture healthy halo

Chapter 5: Authenticity

  • Authenticity: Attitudes toward noodle dishes
  • Graph 5-1: I Like Trying New Foods Products and New Recipes: Strongly Agree and Any Agree, 2006-2015
  • Authentic attributes sought in noodles
  • Table 5-1: Importance of Authenticity and Heritage when Eating Asian Noodles: At Restaurant vs. At Home, 2015
  • Authenticity on the menu
  • Asian noodles have modest penetration on restaurant menus
  • Table 5-2: Noodle Dish Menu Penetration, by Noodle Country of Origin, 2014
  • Asian restaurants utilize noodles from several countries of origin
  • Table 5-3: Noodle Dish Menu Penetration, by Noodle Country of Origin and Primary Menu Cuisine, 2014
  • Midscale restaurants have highest penetration for Asian noodles
  • Table 5-4: Noodle Dish Menu Penetration, by Noodle Country of Origin and Restaurant Segment, 2014
  • Chinese noodles and noodle dishes
  • Table 5-5: Top Chinese Noodle Dishes, 2010-2014
  • Japanese noodles and noodle dishes
  • Table 5-6: Top Japanese Noodle Dishes, 2010-2014
  • Thai noodles and noodle dishes
  • Table 5-7: Top Thai Noodle Dishes, 2010-2014
  • Applying authenticity to the menu: P.F. Chang's
  • Implications and applications for packaged groceries
  • Packaged noodles leverage authenticity

Chapter 6: Innovation

  • Innovation: Attitudes toward culinary experiences
  • Graph 6-1: Culinary Innovation Attitudes, Mean Responses, 2015
  • Relationship to Asian noodle usage
  • Table 6-1: Food Adventurousness, by Asian Noodle Usage at Home and at Restaurants, 2015
  • Relationship to Asian noodle knowledge
  • Table 6-2: Food Adventurousness, by Degree of Asian Noodle Knowledge, 2015
  • Culinary attributes sought in noodles
  • Table 6-3: Attributes Important to Choosing an Asian Noodle Dish on the Menu: Seasonal Ingredients,Flavor, Spices and Preparation Method, by Demographic, 2015
  • Innovation: Noodles crossing boundaries
  • Asian noodles crossing into the mainstream
  • Table 6-4: Restaurants Serving Asian Noodle Dishes, by Primary Restaurant Cuisine, 2014
  • Italian noodles crossing into Asian cuisine
  • Table 6-5: Restaurants Serving Italian Noodle Dishes, by Primary Restaurant Cuisine, 2014
  • Innovation: Marketing strategies
  • Limited service: Panda Express
  • Table 6-6: Panda Express vs. Any Fast Food Restaurant Usage, by Demographic, 2015
  • Full-service: P.F. Chang's China Bistro
  • Table 6-7: P.F. Chang's China Bistro vs. Any Full-Service Restaurant Usage, by Demographic, 2015
  • Implications and applications for packaged groceries
  • Setting the stage: Leading packaged brands struggle over time
  • Table 6-8: Maruchan Instant Lunch and Nissin Dry Soups: Household Usage in Past 7 Days, 2006- 2015
  • Table 6-9: Maruchan Instant Lunch and Nissin Dry Soups: Household Usage in Past 7 Days,by Demographic, 2015
  • The popularity of the bowl

Appendix

  • Methodology
  • Consumer survey methodology
  • Report table interpretation
  • Color coding
  • Indexing
  • Terms and definitions
  • Noodles
  • Appendix: Table 1: Asian and Italian Noodles, by Search Term, 2015
  • Supermarkets
  • Restaurant categories
  • Limited-service restaurant definitions
  • Full-service restaurant definitions
  • Other definitions
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