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The multi-billion market for shelf-stable, refrigerated, and frozen ethnic foods - Hispanic, Asian and emerging ethnic cuisines - represents one of the most dynamic and growing segments of the food and beverage industry, both retail and foodservice. This three-part series, The U.S Market for Ethnic Foods, analyzes the trends, data and products that are driving this exciting market, and offers expert insight and recommendations into areas of growth and future opportunities for food and beverage marketers, advertising agencies, foodservice entities and investment companies.

Volume 1 - Hispanic Foods (March 2003) The market for Hispanic foods includes consumers of Hispanic origin—but also extends far beyond them. The growing Hispanic population is exerting a profound cultural effect upon the U.S. as a whole, and consumers from many regions and ethnic backgrounds have developed a craving for "el sabor Latino." As their palates become fluent in Spanish, consumers are moving beyond Mexican to explore a host of Hispanic foods and flavors.

The growing numbers - and influence - of the Hispanic, Asian and other ethnic populations in the United States should be no secret to marketers of most any product; food products are certainly no exception. And it’s not as if Hispanic (read Mexican) food products are new to the American consumer: tacos, salsa, burritos and nachos are staples of American dining-out and, increasingly, in-home eating habits. But what’s changed is the trend "Latinization" of what traditional "American" foods - dulce de leche ice cream is the oft-cited example, and there are plenty others.

Clearly, the American consumer is "hot" for the cuisine of Latin America, Mexican of course but with an expanding eye on other Central American nations, as well as opening the palate to the foods of South America and the Caribbean. And the food industry is responding with gusto. Major mainstream marketers, such as Kraft and Nestle, have identified expansion in the Hispanic market as a significant component of their growth strategies. Investors are looking to smaller, niche Latino marketers as today’s growth alternative to dot.coms and telecom companies.

Volume 2 - Asian Food (May 2003) 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?

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.

Volume 3 - Emerging Ethnic Cuisines (June 2003)

And now that Mexican/Hispanic and Asian foods have made their way onto the mainstream U.S. menu, what ethnic foods will be next to win the hearts and palates of significant numbers of American consumers? The U.S. Market for Emerging Ethnic Foods looks at some contenders, including Caribbean and African cuisines, the cuisines of Mediterranean countries beyond Italy, and kosher and halal foods, which are attracting consumers beyond their core Jewish and Muslim markets.

This report examines trends for growth in each of these emerging segments and projects sales through 2007. It analyzes consumer demographics and their current and projected impact on sales of ethnic foods. It provides up-to-date competitive profiles of marketers of both ethnic food products, and discusses the influence of the restaurant and foodservice business as a driver of retail trends. The report, which is the third volume of the series, The U.S. Market for Ethnic Foods, also spotlights new products and current advertising trends, as well as future trends and opportunities for marketers of these products.

Executive Overview

Purchasers of the full, three-volume report will also receive an Executive Overview that draws together the trends, numbers and products covered in each of the volumes. The Overview offers commentary on the state of the ethnic foods market as a whole, and presents opportunities, strategies and trends forecasts for the overall state of the ethnic foods market.

Report Methodology

The information in The U.S. Market for Ethnic 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 ethnic 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 supermarket 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.

All three volumes of this report look at every segment of this dynamic market, examining trends for growth and projecting sales of Hispanic, Asian and emerging ethnic foods through 2008. They analyze consumer demographics and their current and projected impact on sales of Hispanic, Asian and emerging ethnic foods. They provide up-to-date competitive profiles of marketers of both mainstream and authentic ethnic products - including a look at smaller, up-and-coming companies - and discuss the influence of the restaurant and foodservice business as a driver of retail trends. The reports also spotlight new products and current advertising trends, and offer readers trends and marketing opportunities within these burgeoning industries.

What You’ll Get in this Report

Unlike other market research reports, the focus is solely on current and emerging ethnic 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, Hispanic-, Asian- and ethnic-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

How You Will Benefit from this Report

If your company is already competing in the Hispanic, Asian or an emerging 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 Hispanic, Asian and emerging ethnic 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 Hispanic, Asian and emerging foods based on Simmons data.

This report will help:

• Marketing Managers identify market opportunities and develop targeted promotion plans for Hispanic, Asian and ethnic foods.
• Research and development professionals stay on top of competitor initiatives and explore demand for products in the Hispanic, Asian and ethnic foods markets.
• Advertising agencies working with clients in the food industry understand the Hispanic, Asian and ethnic food buyer - be they of native origin or not - to develop messages and images that compel consumers to purchase these 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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