What the USA market
is saying about Ethnic
foods and Quinoa
2013
The International Year
of
Quinoa
• 2013 has been declared ‘The International Year of Quinoa’ by
the United Nations, and
• Export sales of quinoa has risen to an $87 million dollar
business in Peru and Bolivia.
• Quinoa is a superfood, the perfect
ingredient for many trends: bowls,
gluten-free, Meatless Monday and
healthy/lite menus.
• Quinoa is the perfect food for what Americans are looking for!
Quinoa
Almost every current trend
in the U.S. restaurant
industry has the same
underlying theme:
Specialty-Ethnic-Healthy
options.
Source: Technomic Consumer Food Trends Report 2013
Chef Trends for 2013
•
•
•
•
•
Healthy adult and kids’ meals
Gluten-free cuisine
Sustainable and Non-traditional
Whole grain items
Non-wheat noodles/pasta like Quinoa, rice and
buckwheat
• Ethnic-inspired Food items
Source: The National Restaurant Association’s (NRA) “What’s Hot in 2013” survey of more than
1,800 professional chefs – members of the American Culinary Federation (ACF)
Market Trends for 2013
1. Ethnic Small Plates Move Beyond Tapas
2. Specialty Grains – Quinoa, Couscous, Faro, Basmati Rice
3. Exploring Cuisines— Peruvian, Mediterranean, Asian and
Latin
4. Fresh Pressed Juices and Smoothies
5. Chicken, Seafood and Veggies
6. Ingredients Gone “Wild” – Natural Grown ingredients
7. Indulgent and Healthy Snacking
8. Redefining Healthy—Gluten Free
9. Social Responsibility – local Sourcing and Ethical Practices
Source: Technomic and Food and Consumer Products of Canada market research 2013
What makes Quinoa so popular?
• The nutritional value: Higher quantity and quality of protein ;
Comparatively higher overall mineral content –calcium,
magnesium, potassium, iron
• Television Cooking shows are promoting it everyday on the
there cooking shows as a healthy grain, protein supplement.
• These TV shows give consumers the desire to try new
products while dining out and they teach how to cook the
product at home (takes away the fear of not knowing how to
prepare new foods from International regions)
• Product is more accessible today and will continue to gain
more access in restaurants and Supermarkets
Applications for Quinoa in the USA
•
•
•
•
•
•
•
Side dishes to a meal
Burgers
Cereal
Salads
Deserts
Baby Food mixes
Soups
A Changing Market Means Changing Tastes
Why the USA is a great
option for Quinoa and
other ethic Foods
• More than one million foreigners have
become permanent legal U.S. residents
each year since 2005, giving steady
growth to the ethnic foods market since
2004.
• According to Mintel International, ethnic
food sales are on the rise and expected to
grow by another 20% through 2014.
• The market has also been boosted by
international travel and television food
shows, street food trucks, and Americans
are seeking to replicate these global
culinary experiences.
• More people are preparing ethnic meals at
home; 84% of those surveyed by Mintel
cooked at least one ethnic meal at home
in the last month.
“I am ordering more ethnic foods and flavors today than I was a
year ago.”
Source: Technomic Ethnic Food and Beverage Consumer Trend Report 2012
“How often do you order ethnic foods and flavors from a
restaurant?”
Source: Technomic Ethnic Food and Beverage Consumer Trend Report 2012
“Why do you eat ethnic foods and flavors instead of traditional
foods?”
Source: Technomic Ethnic Food and Beverage Consumer Trend Report 2012
“I am more likely to visit a restaurant that offers new and/or
innovative flavors.”
Source: Technomic Ethnic Food and Beverage Consumer Trend Report 2012
“Willing to spend more on meal featuring new/unique flavors”
Source: Technomic Flavor Study 2012
Customers want specialty menu items, and customer interest is
the primary menu development driver.
Source: Food and Consumer Products of Canada Operator Survey 2012
300000
275,000
250000
200000
year
150000
lbs
100000
90,000
50000
0
10,000
2011
2012
2013
2014
Dot Foods Quinoa sales is expected to
increase 300% in 2014 to 275,000 lbs /
124 MT
• Consumers want Restaurants and Supermarkets to offer
cuisine with specialty/ethnic ingredients and flavors.
• Consumers want health options
• Market trends in the USA continue to rise as
Globalization has given the opportunity for many
Americans to try new Ethnic foods
• Quinoa is the perfect food for what Americans are
looking for!
Summary