UNITY BRANDS GROUP - Multicultural Food Trends

The meanings of words “ethnic” and “mainstream” change over time. A century ago, the majority of people we refer to today when we use the term “mainstream” would have been considered “ethnic” Americans (Italians, Irish, Polish, German). Fifty years from now, it’s likely that the groups referred to as ethnic will be considered part of the new American “mainstream” as well.

We refrain from using the word “ethnic”; and refer the new group as "Multicultural"

Multicultural food is no longer specialty, it is regular food to a rapidly changing, diverse population.
Traditional supermarkets are not so diverse in Multi-Cultural product mix.

Hit and miss in-store promotions
No continuity of programs
Niche markets/stores eating into the available food dollars
Lack of knowledge of other cultures
Lack of staffing diversity, stores do not mirror the community
Limited commitment from head office.

Customers still shopping for the other half of the basket in Multicultural markets or boutiques.
Limited options for vegetarians and vegans.

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Multicultural Food Trends

Opportunities are abound in the market for multicultural foods, due to:

Changing consumer demographics
Evolving mainstream tastes
Broadening global experiences, and
Change in disposable income levels

All of these translate into greater consumer demand than ever before for authentic multicultural food products and flavors; The continued growth of multicultural and fusion cuisine is giving consumers new ingredients, fragrant spices and ever-expanding choices; Today’s consumers readily accept exotic foods and flavors.

Competitive Advantage will be driven by differentiation

Like most ethnic foods, Asian Foods is a growth category driven by increasing consumer acceptance and immigration.
Asian cuisine is multiethnic and most diverse to suit all needs and taste profiles.
Convenient ready meals remains a value-added segment with increased acceptance. This is a positive approach and will add value to the overall segment.
Asian Meal Solutions have become the growth vehicle for leading brands.

Changing Face of America

The Multicultural diverse population constituted 70% of the total US population growth from 1990 to 2000.
The diverse population will represent more than 80% of the country’s growth after 2010.

The diverse population as a whole is growing six (6) times faster than the general population.
According to University of Georgia's Selig Center for economic growth, the collective buying power of Asians, African Americans, Native Americans and Latinos will reach $2.5 trillion at the end of 2008, up from $647 billion in 1990.
Growth of Multicultural foods: 6-7% per year vs. overall food industry 2.4%
Multicultural foods are 7% of the entire US food industry, and projected to be 8.5% by 2008.
One in every $8.5 spent in food over next 10 years will come from Multicultural foods.

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