Introduction
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
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