Scope and Methodology

• Scope of Report
• Report Methodology
• Note on Simmons Survey Data and Figures

The Market


• Market Definition
• Growth of the U.S. Asian Population
• Asian Immigration to the U.S.
• Ethnic Origins of the U.S. Asian Population
• Figure 1-1: Ethnic Origins of Asian Americans, 2002
• Regional Distribution of the U.S. Asian Population
• Mainstream Interest in Asian Foods
• Figure 1-2: Favorite Ethnic Cuisines of Adults Aged 55 and Older

Retail Sales of Asian Foods—Past, Present, and Future


• Total Retail Sales of Asian Foods, 1998-2002
• Retail Sales of Oriental Foods by Category, 1998-2002
• Table 1-1: U.S. Retail Sales of Oriental Foods, 1998-2002
• Projected Market Growth
• Projection of Total Retail Sales, 2003-2008
• A Conservative Estimate?
• Figure 1-3: Projected U.S. Retail Sales of Oriental Foods, 2003-2008

The Competitive Situation


• Overview of Competitive Landscape
• Major Mainstream Players
• Leading Specialists
• Frozen-Food Specialists
• Private-Label Power
• Up-and-Comers
• Marketer Shares
• Subcategory Sales Breakdown
• Figure 1-4: U.S. Market Share of Oriental Food Category by Subcategory, 2002
• Overall Category Shares by Brand/Subcategory
• Figure 1-5: Overall Market Share of Oriental Food Category by Brand/Subcategory 2002
• Subcategory Shares by Brand
  • Oriental Sauce/Marinade
  • Oriental Food Items
  • Bamboo Shoots/ Water Chestnuts
  • Chow Mein Noodles
  • Oriental Cooking Oils
  • Private-Label Shares by Subcategory

Retail Strategies


• Catering to Ethnic and Mainstream Consumers
• Educating the Mainstream: Show, Don’t Tell
• Best Practices for Courting Ethnic Consumers
• The Online Channel

The Foodservice Factor


• Chinese Food on the Mainstream Menu
• Southeast Asian Cuisines on the Rise
• The Pan-Asian Phenomenon
• The Roles of Chefs
• Fine Dining: Infused with Inspiration
• Midscale: Szechuan and the City
• Fast-Casual: Sizzling Like Oil in a Hot Wok
• QSR: Is Panda E. the Next Mickey D’s?
• Foodservice Beyond Restaurants: Strategic Acquisitions
• Sysco and Asian Foods
• ICV and Chung’s Foods

The Consumer


• Defining the Asian-Foods Consumer
• Ethnic Consumers: Changing Consumption Patterns
• Mainstream Consumers: Exploring New Territory
• Appeal Across All Ages
• Figure 1-6: Percentage of Consumers Choosing Soy Sauce As Most Often Used BBQ/Seasoning Sauce, by Age
• No Gender Gap
• Saying "Si" to Soy Sauce
• Leaning Westward
• Figure 1-7: Percentage of Consumers Choosing Asian Sauces as Most Often Used by Ethnic/Racial Origin
• Salaries and Sauces
• Well-Seasoned Bliss

New Products and Product Trends


• Defining Asian Foods
• What "Oriental Food" Means
• Sushi
• Soy Foods
• Chai
• Pho
• Flavoring as Points of Entry

Trends and Opportunities


• Flavor Trends
• Adventure and Intensity

Lifestyle Trends

• Portability
• Convenience
• Portability + Convenience = Bowls
• Meals for One

Chapter 2: The Market

• Market Definition
• The Ubiquity of Asian Foods
• A Note about IRI Data

The Asian Population: Who and Where

• Census 2000 Statistics for U.S. Asian Population
• Figure 2-1: Growth of U.S. Asian Population & Total U.S. Population 1990 & 2000
• Asian Immigration to the U.S.
• Table 2-1: Number of Immigrants to the U.S. in the 1980’s & 1990’s by Country
• Ethnic Origins of the U.S. Asian Population
• Figure 2-2: Ethnic Origins of Asian Americans 2002
• Regional Distribution of the U.S. Asian Population
• Figure 2-3: States with Highest Percentage of Asian Population 2002
• Asian Concentration in Metropolitian Areas

Mainstream Interests in Asian Foods

• An $800+ Million Industry
• Table 2-2: U.S. Retail Sales of Oriental Foods 1998-2002
• Figure2-4: U.S. Retail Sales of Oriental Foods 1998-2002
• Sales Growth According to IRI Categories
• Figure 2-5: U.S. Retail Sales of Oriental Foods by Category 1998-2002
• The Ramen Noodle Factor
• Table 2-3: U.S. Retail Sales of Ramen Noodles, 1998-2002
• Figure 2-6: U.S. Retail Sales of Ramen Noodles, 1998-2002
• Frozen Entrées “Bowl Over” Consumers

Projected Market Growth

• Demopraphic Mix and Market Growth
• Hispanics are A Growth-Opportunity Population
• Figure 2-7: Favorite Ethnic Cuisines of Adults Aged 55 and Older
• Increase in Asian Supermakets Leads to More Choices, Exposure
• Quick Causal Restaurants, Higher-End Chains Will Spur Growth
• Sales To Reach $975 Million by 2008
• Figure 2-8: Projected U.S. Retail Sales of Oriental Foods, 2003-2008
• A Conservative Estimate?

Chapter 3: The Competitive Situation

• Overview of Competitive Landscape
• Major Mainstream Players
• Leading Specialists
• Frozen-Food Specialists
• Private-Label Power
• Up-and-Comers

Marketer Shares

• Figure 3-1: U.S. Market Share of Oriental Food Category by Subcategory 2002
• Overall Category Shares by Brand/Subcategory
• Figure 3-2: Overall Market Share of Oriental Food Category by Brand/Subcategory 2002
• Subcategory Shares by Brand
• Oriental Sauce/Marinade
• Table 3-1: U.S. Retail Sales and Market Share of Oriental Sauce/Marinade by Marinade 2002
• Oriental Food Items
• Table 3-2: U.S. Retail Sales and Market Share of Oriental Food Items by Brand 2002
• Bamboo Shoots/ Water Chestnuts
• Table 3-3: U.S. Retail Sales and Market Share of Bamboo Shoots/Water Chestnuts by Brand 2002
• Chow Mein Noodles
• Table 3-4: U.S. Retail Sales and Market Share of Chow Mein Noodles by Brand 2002
• Oriental Cooking Oils
• Table 3-5: U.S. Retail Sales and Market Share of Oriental Cooking Oils by Brand 2002
• Private-Label Shares by Subcategory
• Ramen Noodles Awaiting A Revival
• Figure 3-3: Market Share of Ramen Noodles by Brand/Subcategory 2002

Competitive Situation and Profiles

• Mainstream Marketers-—Product Introductions and Trends
  • ConAgra
  • Product Areas: La Choy and Chun King
  • Competitive Advantage
  
  
• Schwan Food Company
  • Product Area: Pagoda
  • Competitive Advantage
  
  
• Eden Foods
  • Products Areas
  • Competitive Advantage

  Asian-Food Specialists—Product Introduction and Trends
  

  • Kikkoman
    • Competitive Advantage
    
    
  • Ajinomoto
    • Product Area: Ajinomoto Frozen Foods USA
    • Competitive Advantage
    
    
  • Nissin Foods USA
  • Maruchan, Inc.

  Up-and-Comers
  

  • Kahiki Foods
    • Competitive Advantage
    
    
  • Sushi Redi
    • Competitive Advantage
    
    
  • NRE World Bento
    • Competitive Advantage

Chapter 4: New Products and Product Trends

• Defining Asian Food
• What “Oriental Food” Means
• Sales of Oriental Foods by Category
• Figure 4-1: U.S. Retail Sales of Oriental Foods, By Subcategory, 2002

Most Dynamic Product Category

• Growth in Terms of IRI Sales Figures
• Figure 4-2: U.S. Retail Sales of Oriental Foods by Category, 1998-2002 (in millions
• Table 4-1: U.S. Retail Sales of Oriental Foods by Category, 1998-2002
• Product Growth by Other Measures
• Sushi
• Soy Foods
• Chai
• Pho
• New-Product Introductions
• Flavorings as Points of Entry

Trends Influencing New-Product Creation

• Flavor Trends
  • Adventure and Intensity
  • Desire for Greater Authenticity
  
  
• Lifestyle Trends
  • Health Consciousness
  • Portability
  
  
• Convenience
  • Portability + Convenience = Bowls
  • Meals for One

  New Asian/Oriental Products
  

  • Table 4-2: Selected Asian Products Introduced 2002-2003

Chapter 5: Retail Strategies

• Retail Strategies
• Asian Aisles
• Catering to Ethnic and Mainstream Consumers
• The Chain Gang
• Educating the Mainstream: Show, Don’t Tell
• Best Practices for Courting Ethnic Consumers
• The Online Channel
  • EthnicGrocer.com
  • MingsPantry.com
  • Asianfoodgrocer.com
  • GotEthnicFoods.com

Chapter 6: The Consumer

• Note on Simmons Survey Data and Figures
• Defining the Asian-Foods Consumer
• Ethnic Consumer: Changing Consumption Patterns
• Mainstream Consumers: Exploring New Territory
• Appeal Across All Ages
• Figure 6-1: Percentage of Consumers Choosing Soy Sauce As Most Often Used BBQ/Seasoning Sauce, By Age
• Figure 6-2: Percentage of Consumers Choosing Light vs. Regular Soy Sauce As Most Often Used, By Age
• No Gender Gap
• Saying “Si” to Soy Sauce
• Figure 6-3: Percentage of Consumers Choosing Asian Sauces as Most Often Used By Ethnic/Racial Origin
• Leaning Westward
• Figure 6-4: Percentage of Consumers Choosing Asian Sauces As Most Often Used, by Census Region
• Salaries and Sauces
• Figure 6-5: Percentage of Consumers Choosing Asian Sauces as Most Often Used, By Household Income
• Well-Seasoned Bliss
• Figure 6-6: Percentage of Consumers Choosing Asian Sauces as Most Often Used, by Household Size

Chapter 7: The Food Service Factor

• Food Service Factor
• Chinese Food on the Mainstream Menu
• Southeast Asian Cuisines on the Rise
• The Pan-Asian Phenomenon
• Table 7-1: Number of Ethnic Menu Items on Menus of Non-Ethnic Chain Restaurants, by Cuisine, First Half 2002
• Multiple Types of Appeal
• Table 7-2: Types of Appeal Attributed to Asian Ethnic Cuisines
• The Role of Chefs
• Authentic vs. Adapted

Asian Restaurants Trends at All Levels

• Fine Dining: Infused with Inspiration
  • Roy’s
  • Blue Ginger
  • Karma and Tan Da
  
  
• Midscale: Szechuan and the City
  • P.F. Chang’s China Bistro
  • Big Bowl Asian Kitchen
  • Leeanne Chin’s
  • Thaifoon
  • Wolfgang Puck Cafés
  
  
• Fast-Casual: Sizzling Like Oil in a Hot Wok
  • Pei Wei Asian Diner
  • Chin’s Asia Fresh
  • Yan Can
  • SensAsian
  • Pick Up Stix

  QSR: Is Panda E. the Next Mickey D.'s?
  

  • Panda Express

  Foodservice Beyond Restaurants: Strategic Acquisitions
  

  • Sysco and Asian Foods
  • ICV and Chung’s Foods

Chapter 8: Trends and Opportunities

Trends

• Swimming Toward the Mainstream
• Craving Convenience
• Piquing Appetites of All Ages
• Packing Heat
• Pan-Asian Popularity
• Fast-Food Chains Gearing Up for Growth
• From Chai to Boba
• Soy-ing Into the Stratosphere

Opportunities


• Cater to the Asian/Hispanic Connection
• Turn Traditions Upside Down
• Give Tea a Promotion
• Break Down the Time Barriers to Indian Cuisine
• Scale the Handheld Hurdle
• Speak Your Customers’ Languages

Appendix: Addresses of Select Marketers