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The U.S. Asian Foods Market
Volume II in the series, The U.S. Market for Ethnic Foods

It’s not just chow mein anymore. A broad spectrum of food products from an increasingly wide range of Asian cuisines is fast finding a place on the mainstream American menu. The $400 million market for shelf-stable, refrigerated, and frozen Asian foods embraces not only the growing number of Asian-American consumers, but also Americans of diverse backgrounds who have come to crave the products of these diverse and flavorful cuisines. Chinese, Japanese, and Thai foods have gained wide acceptance; can Vietnamese, Malaysian, and fusion cuisines be far behind?

This report looks at every segment of this dynamic market, examining trends for growth and projecting sales through 2008. It analyzes consumer demographics and their current and projected impact on sales of Asian foods. It provides up-to-date competitive profiles of marketers of both mainstream and authentic Asian products - including a look at smaller, up-and-coming companies - and discusses the influence of the restaurant and foodservice business as a driver of retail trends. The report also spotlights new products and current advertising trends, and offers readers trends and marketing opportunities within this burgeoning industry.

Report Methodology
The information in The U.S. Market for Asian Foods is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the Asian food market and consultants to the industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. Packaged Facts has derived mass merchandiser sales figures from Information Resources, Inc. (IRI) InfoScan sales-tracking data. Figures provided on national consumer advertising expenditures are based primarily on data (copyright 2001) compiled by CMR/TNS Media Intelligence U.S., the leading provider of strategic advertising and marketing communications intelligence. The analysis of consumer demographics derives from Simmons Market Research Bureau survey data for fall 2002. New product information is gathered via literature research, personal interviews and data compiled by Productscan, a service of Marketing Intelligence Service Ltd.

Why We Published This Report
A quick tour around most supermarkets or a scan of menus at many "American" restaurants reveals the growing presence, and influence, of Asian cuisines on the American palate. Of course, Chinese cuisine still predominates, but even with that, the number of product options available to consumers is growing considerably. And, increasingly, shoppers can choose from a wider variety of Pan-Asian flavorings, ingredients and prepared foods (rice bowls, anyone?).

What’s behind these trends? Changing demographics, for one: a more diverse mix of Asian peoples are now living in the U.S., still concentrated in coastal and certain metropolitan areas, but starting to make their presence known in the marketplace. Another influence is the popularity of celebrity chefs and "Ameri-Asian" restaurants (Martin Chan, P.F. Chang’s) that are making Asian ingredients mainstream. Finally, you can’t ignore the convenience factor: Asian food products can be easily packaged and quickly prepared, playing right into the desire that more and more consumers have expressed for faster, more convenient meal preparations.

We’ve looked at the data, talked to the experts and analyzed the information, and concluded that the time was right for a new report on this growing industry.

What You’ll Get in this Report
Unlike other market research reports, the focus is solely on current and emerging Asian food trends. The report is arranged in the following segments:

• The Market (including market size and composition, and projected market growth)
• The Marketers (including discussions of specific marketer brand and market shares)
• Competitive Profiles (of the mainstream marketers, Asian-food specialists and up-and-coming niche players, and analyses of the products they market)
• Retail Strategies
• The Foodservice Factor (discussing food service as a culinary trend leader)
• The Consumer (who’s buying what, and where)
• The Products
• Trends and Opportunities
• Figures on Advertising and Promotion

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs

Scroll down to see a more detailed outline of the contents of this report.

How You Will Benefit from this Report
If your company is already competing in the Asian food market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for Asian foods, as well as projected sales and trends through 2008. Contributing to that understanding will be a complete analysis of sales data from Information Resources Inc. and other published and trade sources, a detailed discussion of the consumer for Asian foods based on Simmons data.

This report will help:

• Marketing Managers identify market opportunities and develop targeted promotion plans for Asian foods.
• Research and development professionals stay on top of competitor initiatives and explore demand for products in the Asian foods market.
• Advertising agencies working with clients in the food industry understand the Hispanic food buyer - be they of Asian origin or not - to develop messages and images that compel consumers to purchase Asian food products.
• Business development executives understand the dynamics of the market and identify possible partnerships.
• Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

Volumes in the series are as follows:

The U.S. Market for Hispanic Foods: Volume 1 in the series, The U.S. Market for Ethnic Foods
The U.S. Market for Asian Foods: Volume 2 in the series, The U.S. Market for Ethnic Foods
The U.S. Market for Emerging Ethnic Foods: Volume 3 in the series, The U.S. Market for Ethnic Foods
The U.S. Market for Ethnic Foods: Volumes 1-3

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