The U.S. Market for Asian Foods: Volume 2 in the series

Table of Contents

I. Executive Summary

II. The Market

Market Size And Composition
• The Broad Range of Asian Cuisines and Flavors
  • Chinese
  • Japanese
  • Vietnamese
  • Thai
  • Indian
  • Other: Malaysian, Indonesian, Tibetan, etc.
• Market Definition
• Figures: Census 2000 Statistics for U.S. Asian Population
• Table: Regional Distribution of Asian Population
  • Relative Concentration in California (40%) and Major Metropolitan Areas (New York, Chicago, Houston)
• Table: Asian Population by Country of Origin
• Asian Influence on Mainstream U.S. Consumers
• Table: U.S. Total Retail Sales of Asian Foods, 1997-2001
• Tables/Figures: U.S. Retail Sales of Asian Foods by Category, 1997-2001
• Table: Household Usage Rates for Asian Products

Projected Market Growth

• Consumption Trends
• Demographic Mix and Market Growth
• Role of Distribution Channels
• Role of Internet
• Table: Projected U.S. Retail Sales of Asian Foods, 2003-2007

Marketer and Brand Shares
• Tables/Figures: Mass-Market Shares
  • Simmons Data on Household Brand Usage/Preferences
• Prominence of Private-Label Products
• Table: Private-Label Shares

Retail Trends

• Tables/Figures: Mass-Market Shares and Growth by Retail Sector
• Focus on Mass Merchandisers
• Focus on Supermarkets
• Focus on Drugstores

Mainstream Marketers—Product Introductions and Trends
• ConAgra
• Schwan's (Pagoda)

Asian-Foods Specialists—Product Introductions and Trends

• Chun King
• Kikkoman
• Nozaki of America (Geisha)

V. The Food-Service Factor

Food Service as Culinary Trend Leader/Tastemaker

• Emergence of the "Pan-Asian" Concept
• Growing Chains/Franchises
  • Panda Express
  • P.F. Chang's
  • Leeann Chin's/Chin's Asia Fresh
• Rise of Celebrity Chefs
• Figures: Viewership of TVFN, Sales of Chef-Authored Cookbooks
• Celebrity Chefs Making Asian Ingredients Mainstream
  • Martin Yan
  • Ming Tsai

VI. The Consumer

• Demographics for Asian Foods Overall
• Consumption by Gender
• Consumption by Race/Ethnicity
  • Preferences of Ethnic Consumers vs. Mainstream Consumers
• Consumption by Age Bracket
• Demographic Trends Promising Continued Mainstream Growth
  • Figures: "Maturing Adults" Favor Asian Foods Among Ethnic Cuisines
• Consumption by Household Composition
• Consumption by Household Income & Individual Income
• Pleasing the Mainstream Palate: Authentic vs. Adapted

Product And Promotion Trends
• Breakout Crossover Foods: Pho, Chai, Etc.
• New Product Introductions
• Flavor Trends
• Packaging and Sizing Trends
• National Ad Expenditures

VIII. Advertising Figures

IX. Trends and Opportunities