What the USA market is saying about Ethnic

foods and Quinoa

2013 The International Year

of Quinoa

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!

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

• 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)

Chef Trends for 2013

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

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?”

“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

Dot Foods Quinoa sales is expected to increase 300% in 2014 to 275,000 lbs / 124 MT

2011 2012 2013 20140

50000

100000

150000

200000

250000

300000

- 10,000

90,000

275,000

yearlbs

Summary

• 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!