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The U.S. Market for Asian Foods and Beverages

One of the fastest-growing and most diverse segments of the U.S. population, Asian-Americans are both driving the growth of Asian and Indian foods through their own spending power and, at the same time, changing the palates of their fellow Americans. A broad spectrum of food products from an increasingly wide range of Asian cuisines is fast finding a place in mainstream grocery channels and on mainstream American tables. Along with Chinese food, American consumers are embracing Japanese, Thai, Vietnamese, Indian, and other Asian cuisines, as well as Asian-inspired fusion dishes (Thai chicken pizza anyone?).

This new Packaged Facts report, The U.S. Market for Asian Foods, examines every segment of the Asian and Indian foods market, probing trends for growth and projecting sales of products through 2009. It analyzes consumer demographics and their current and projected impact on sales of Asian and Indian foods. It provides up-to-date profiles of marketers of Asian and Indian foods—including a look at smaller, up-and-coming companies—and discusses the influence of foodservice trends as a driver of retail trends. The report also spotlights new products, marketing, and advertising trends, and pinpoints trends and marketing opportunities within the food industry.

Report Methodology
The information in The U.S. Market for Asian Foods is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the food and beverage market and consultants to the industry. Market size data was derived from Information Resources, Inc. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Marketing Intelligence Service Ltd. Consumer information was derived from Simmons Market Research Bureau, fall 2004 National Consumer Survey.

What You’ll Get in this Report
The U.S. Market for Asian Foods makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that The U.S. Market for Asian Foods offers. The report addresses the following segments:

  • The Market (including market size and composition, and projected market growth)
  • The Marketers (including discussions of specific marketer brand and market shares)
  • Competitive Profiles (of the mainstream marketers, specialists and up-and-coming niche players, and analyses of the products they market)
  • Retail and Internet Strategies
  • The Consumer (who’s buying what, and where)
  • The Products
  • Trends and Opportunities

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

Scroll down to see a more detailed outline of the contents of this report.

How You Will Benefit from this Report
If your company is already competing in the Asian food industry, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for Asian and Indian foods, as well as projected sales and trends through 2009. Contributing to that understanding will be a complete analysis of sales data, and a detailed discussion of the consumer for Asian and Indian foods based on Simmons data.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for Asian and Indian foods.
  • Research and development professionals stay on top of competitor initiatives and explore demand for Asian and Indian foods.
  • Advertising agencies working with clients in the food industry understand the product buyer to develop messages and images that compel consumers to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.


  • Executive Summary
    • Scope And Methodology
      • Market Scope
      • Report Methodology
    • Introduction
      • What Are Asian And Indian Foods?
      • Measured Product Categories
      • Unmeasured Product Categories
      • Americanized Vs. Authentic Products
      • Asian-American Population Rises 72% During Last Decade
      • Growing Competition From Restaurant Chains
    • The Market
      • Total Asian/Indian Food Retail Sales At $3.3 Billion
      • Iri-Tracked Sales Down 4%
      • Ramen Accounts For 30% Of Mass-Market Sales
      • Retail Distribution
    • The Marketers
      • Mainstream Vs. Specialist
      • Leading Players Include Both Mainstream Marketers And Specialists
      • Maruchan, Afc Sushi, And Nissin Control 40% Of $1.1 Billion Market
    • Marketing And New Product Trends
      • Asian And Indian Cuisines-Leading The Way In 2005
      • Two Main Directions: Regional And Pan-Asian/Fusion
      • Asian Products Targeting Hispanics
      • Advertising Trends
      • Umami: The Fifth Flavor Sensation
    • The Consumer
      • 47% Of Adults Use Asian Sauces Or Dressings
      • Tastes Straddle Authentic/American Divide
      • Hispanics At Index Of 140 For Authentic Products
    • Looking Ahead
      • Trends & Opportunities
  • Introduction
    • Product Types And Breakouts
      • Scope Of Report
      • What Are Asian And Indian Foods?
      • Measured Product Categories
      • Unmeasured Product Categories
      • Americanized Vs. Authentic Products
      • The Mainstreaming Of Asian And Indian Foods
      • Popular Asian Cuisines
      • Fusion And Pan-Asian Foods
      • A Note About Nomenclature
    • Asian-American Population Trends
      • Asian-Americans Nearing 5% Of U.S. Population
      • Asian-American Population Rises 72% During Last Decade
        • Table U.S. Population By Ethnic Segment, 2000-2020 (In Thousands, As Of July 1)
      • Asian Immigration To The United States
      • National Origins Very Diverse
        • Table Largest U.S. Asian-American Ethnic Groups, 2000 (Number)
      • Language Differences Pose Marketing Challenge
      • Regional Distribution Of Asian Americans
      • Asian-American Concentration In Metropolitan Areas
      • $363 Billion In Asian-American Purchasing Power
      • Are Asian Americans Undergoing The Melting Pot Experience?
      • Asian-American Shopping Preferences
    • Restaurant/Foodservice Trends
      • Growing Competition From Restaurant Chains
      • Sushi Crossing Over To Mainstream
      • Asia-Based Restaurant Chains Target American Market
    • Retail Trends
      • Trends In Mainstream Supermarkets
      • "Supermarket Sushi"
      • Natural Food Stores Have Long Association With Asian And Indian Food
      • Gourmet/Specialty Store Strategies Vary
      • Wal-Mart's Asian-American Initiatives
      • Convenience Stores Aim To Bring Japanese Fast Foods To The American Masses
      • Ethnic Grocery Stores Popular With Immigrants
      • Ethnic Supermarkets Booming
      • Online Retailers
      • Gotethnicfoods.Com
  • The Market
    • Market Size And Growth
      • Methodology For Sales Estimates
      • Total Asian/Indian Food Retail Sales At $3.3 Billion
      • Iri-Tracked Sales Down 4%
      • Ramen Noodles Category Declines To $324 Million
      • Good Growth In Refrigerated "Supermarket Sushi"
      • Oriental Sauces Edge Up To $194 Million
      • Shelf-Stable Oriental Foods Flat
      • Sales Of Asian And Indian Frozen Entrees Plunge
      • Asian And Indian Frozen Appetizers
      • Asian And Indian Rice And Rice Mixes
      • Refrigerated And Frozen Egg Roll/Wonton Wrappers Post Healthy Growth
      • Mainstream Asian And Indian Foods Also Include Unmeasured Items
      • Sales Of Authentic Asian And Indian Products Harder To Track
        • Table Total U.S. Retail Sales Of Asian And Indian Foods, 2000-2004 (In Millions Of Dollars)
        • Table Iri-Tracked Mass-Market Retail Sales Of Asian And Indian Foods, 2000-2004 (In Millions Of Dollars)
        • Table Iri-Tracked Mass-Market Retail Sales Of Ramen, 2000-2004 (In Millions Of Dollars)
        • Table Iri-Tracked Mass-Market Retail Sales Of Refrigerated "Supermarket Sushi," 2000-2004 (In Millions Of Dollars)
        • Table Iri-Tracked Mass-Market Retail Sales Of Oriental Sauces, 2000-2004 (In Millions Of Dollars)
        • Table Iri-Tracked Mass-Market Retail Sales Of Shelf-Stable Oriental Food, 2000-2004 (In Millions Of Dollars)
        • Table Iri-Tracked Mass-Market Retail Sales Of Asian And Indian Frozen Entrees, 2000-2004 (In Millions Of Dollars)
        • Table Iri-Tracked Mass-Market Retail Sales Of Asian And Indian Frozen Appetizers, 2000-2004 (In Millions Of Dollars)
        • Table Iri-Tracked Mass-Market Retail Sales Of Asian And Indian Rice And Rice Mixes, 2000-2004 (In Millions Of Dollars)
        • Table Iri-Tracked Mass-Market Retail Sales Of Refrigerated And Frozen Egg Roll/Wonton Wrappers, 2000-2004 (In Millions Of Dollars)
    • Market Composition
      • Ramen Accounts For 30% Of Mass-Market Sales
      • Retail Distribution
    • Factors To Market Growth
      • Asian-American Population Trends
      • Mainstream Consumers Seek New Tastes
        • Table Consumers' Most Ordered Ethnic Cuisines In Restaurants (Percent)
      • Broader Exposure Through Tv And Other Media
        • Table Ethnic Cuisines Highlighted By Consumer Media, December 2004 (Number)
      • Retail Distribution Expanding
      • Age Demographics Have a Positive Impact
      • Asian-American Restaurant Trends
      • Synergy With Natural Foods And Healthy Foods
      • Convenience At a Premium
    • Market Forecasts
      • Projected Market Growth
        • Table Projected U.S. Retail Sales Of Asian And Indian Foods, 2004-2009 (In Millions Of Dollars)
  • The Marketers
    • The Competitive Situation
      • Marketer Types: Mainstream Vs. Specialist
      • Leading Players Include Both Mainstream Marketers And Specialists
      • Smaller Mainstream Players
      • Asian And Indian Specialists
        • Table U.S. Asian And Indian Foods: Leading Marketers And Brands, 2005
    • Marketer Shares
      • Methodology
      • Maruchan, Afc Sushi, And Nissin Control 40% Of Iri-Tracked Sales Of Asian Foods
      • Advanced Fresh Concepts Dominates $233 Million Refrigerated "Supermarket Sushi" Market
      • Kikkoman Leads $194 Million "Oriental Sauce" Category
      • La Choy Leads $122 Million "Oriental Food" Category
      • Asian/Indian Food Impact On Frozen Dinners/Entrees Market
      • Schwan's Pagoda Brand Tops $63 Million Frozen Asian Appetizers Category
      • Lipton Leads $31 Million Asian/Indian Rice/Rice Mixes Category
      • Vitasoy Dominates $12 Million Refrigerated/Frozen Egg Roll/Wonton Wrappers Category
        • Table Top Marketers Of Asian And Indian Foods By Dollar Sales And Share Of Iri-Tracked Sales, 2004 (In Dollars)
        • Table U.S. Asian And Indian Foods Market: Iri-Tracked Sales And Share Of Ramen, 2003 Vs. 2004 (In Dollars)
        • Table U.S. Asian And Indian Foods Market: Iri-Tracked Sales And Share Of Refrigerated "Supermarket Sushi," 2003 Vs. 2004 (In Millions Of Dollars)
        • Table U.S. Asian And Indian Foods Market: Iri-Tracked Sales And Share Of Oriental Sauce Category, 2003 Vs. 2004 (In Dollars)
        • Table U.S. Asian And Indian Foods Market: Iri-Tracked Sales And Share Of Oriental Food Category, 2003 Vs. 2004 (In Dollars)
        • Table U.S. Asian And Indian Foods Market: Iri-Tracked Sales And Share Of Asian And Indian Frozen Entrees, 2003 Vs. 2004 (In Dollars)
        • Table U.S. Asian And Indian Foods Market: Iri-Tracked Sales And Share Of Asian And Indian Frozen Appetizers, 2003 Vs. 2004 (In Dollars)
        • Table U.S. Asian And Indian Foods Market: Iri-Tracked Sales And Share Of Asian And Indian Rice And Rice Mixes, 2003 Vs. 2004 (In Dollars)
        • Table U.S. Asian And Indian Foods Market: Iri-Tracked Sales And Share Of Refrigerated And Frozen Egg Roll/Wonton Wrappers, 2003 Vs. 2004 (In Dollars)
  • Competitor Profiles
    • Competitor Profile: Afc Corp.-Southern Tsunami Sushi
      • Company Overview
      • An Evolving Menu Of Sushi And More
      • Competitive Advantage: A Winning Formula
    • Competitor Profile: Ajinomoto Usa, Inc.
      • Company Overview
      • Products For Mainstream And Ethnic Markets
      • Competitive Advantage
    • Competitor Profile: Conagra Foods, Inc.
      • Company Overview
      • A Meek Marketer In Asian Foods
      • Competitive Advantage: Venerable Names
    • Competitor Profile: The Hain Celestial Group, Inc.
      • Company Overview
      • Celestial Seasonings
      • Ethnic Gourmet Foods
      • Competitive Advantages: Wide Distribution And Aggressive New Product Strategy
    • Competitor Profile: Jfc International, Inc.
      • Company Overview
      • Mainstream And Specialty Brands
      • Competitive Advantage: Broad Line And Wide Distribution
    • Competitor Profile: Kahiki Foods, Inc.
      • Company Overview
      • A Broad-Based Product Line
      • Competitive Advantage: Solid Marketing Strategy
    • Competitor Profile: Kikkoman Corp.
      • Company Overview
      • A Sophisticated Marketer
      • Expanding Beyond Soy Sauce
      • Competitive Advantages: Large Advertising Budget And Reputation For Quality
    • Competitor Profile: Maruchan, Inc.
      • Company Overview
      • New Product Introductions
      • Competitive Advantages: Low Prices And Hispanic Appeal
    • Competitor Profile: Nissin Foods (Usa) Co., Inc.
      • Company Overview
      • Top Ramen And Cup Noodles
      • New Product Introductions
      • Competitive Advantage: The Global Leader In Ramen, Aiming Up
    • Competitor Profile: Schwan Food Co.
      • Company Overview
      • Pagoda Pan-Asian Foods
      • Competitive Advantage: Spotting a Niche
    • Competitor Profile: Thai Kitchen And Simply Asia
      • Company Overview
      • Thai Kitchen Products
      • Epicurean International Introduces Simply Asia
      • Competitive Advantage: Accessible Exotic Food
  • Marketing And New Product Trends
    • Marketing Trends
      • Two Main Directions: Regional And Pan-Asian/Fusion
        • Table Asian Recipes On The Food Network, By Nationality (Number)
      • Asian Foods Migrate Onto Non-Asian Restaurant Menus
      • Asian Products Targeting Hispanics
      • Expansion Of Asian Flavors Into Other Cuisines
      • Mainstream Asian Foods Still Popular
      • The Convenience Trend
    • Advertising And Promotion
      • Advertising Trends
      • Advertising Positioning: Practical Or Exotic
      • Happy (Lunar) New Year!
      • Consumer Promotions
    • Flavor Trends
      • The Concept Of Umami: The Fifth Flavor Sensation
      • Flavor And Ingredient Trends From The Culinary Trend Mapping Report
      • Cutting-Edge Flavors And Ingredients
        • Table Exotic Fruits Highlighted By Consumer Media (Number)
    • New Product Trends
      • Introductions Have Been Plentiful
        • Table Number Of New Asian Or Indian Food Product Introductions By Description, July 2003-January 2005
      • Dynamic Growth Categories
        • Table New Tea Product Introductions, 2003 Vs. 2004 (Number)
      • Fresh Foods: Asian And Indian Trends In Perimeter Departments
      • Indian-An Emerging Flavor Profile For 2005
      • Indian Trends 2005: Flavorful Traditions, Breads, Spices/Sauces, And Snacks
        • Table The U.S. Market For Asian And Indian Foods: Selected New Product Introductions, 2003-2005
  • The Consumer
    • Consumer Overview
      • Note On Simmons Market Research Bureau Consumer Data
      • 47% Of Adults Use Asian Sauces Or Dressings
      • 19% Use Nissin Instant Soup
      • Tastes Straddle Authentic/American Divide
      • La Choy For Convenience
      • Age 35-54 Is Prime Bracket
      • Hispanics At Index Of 140 For Authentic Products
      • Upscale And Urban Skew For Kikkoman
      • Teriyaki And Teen Spirit
        • Table Usage Overview For Selected Asian/Oriental Product Types And Brand Lines, 2004 (Number And % Of U.S. Adults)
        • Table Usage Indices For Asian/Oriental Foods By Consumer Attitudes: Enjoy Foreign Foods Vs. Enjoy Spicy Foods, 2004 (U.S. Adults)
        • Table Usage Indices For Asian/Oriental Products By Consumer Attitudes: Seek Out Gourmet Foods Vs. Vegetarian Diet, 2004 (U.S. Adults)
        • Table Usage Indices For Asian/Oriental Products By Consumer Attitudes: Prefer Easy-To-Prepare Foods, Often Try New Food Products, And Often Eat Pre-Cooked Meals, 2004 (U.S. Adults)
        • Table Usage Indices For Asian/Oriental Products By Demographic Breakout: Authentic Vs. Americanized, 2004 (U.S. Adults)
        • Table Usage Indices By Demographic Breakout: Soy Sauce, Regular Soy Sauce, And Light Soy Sauce, 2004 (U.S. Adults)
        • Table Usage Indices By Demographic Breakout: Teriyaki Sauce, Regular Teriyaki Sauce, And Light Teriyaki Sauce, 2004 (U.S. Adults)
        • Table Usage Indices For Asian/Oriental Sauces By Demographic Breakout: Kikkoman, La Choy, Chun King, And Mr. Yoshida's, 2004 (U.S. Adults)
        • Table Usage Indices For Soy Or Teriyaki Sauce By Demographic Breakout: Number Of Bottles Used In Last 30 Days, 2004 (U.S. Adults)
        • Table Usage Indices By Demographic Breakout: Duck Sauce, 2004 (U.S. Adults)
        • Table Usage Indices By Demographic Breakout: Asian/Oriental Flavor Salad Dressing, 2004 (U.S. Adults)
        • Table Usage Indices By Demographic Breakout: Asian/Oriental Style Instant Dry Soup, 2004 (U.S. Adults)
        • Table Usage Indices By Demographic Breakout: Nissin Instant Dry Soup, 2004 (U.S. Adults)
        • Table Usage Indices By Demographic Breakout: Maruchan Instant Dry Soup, 2004 (U.S. Adults)
        • Table Usage Indices By Demographic Breakout: La Choy Complete Packaged Dinner, 2004 (U.S. Adults)
        • Table Usage Indices By Demographic Breakout: Nishiki Rice, 2004 (U.S. Adults)
        • Table Usage Indices By Demographic Breakout: Uncle Ben's Noodle Or Rice Bowls, 2004 (U.S. Adults)
        • Table Usage Indices For Asian/Oriental Style Frozen Hot Snacks By Demographic Breakout: La Choy Vs. Chun King, 2004 (U.S. Adults)
  • Looking Ahead
    • Trends And Opportunities
      • Cross-Over Appeal To Mainstream Consumers
      • Opportunities In Fusion Foods And Pan-Asian Menus
      • Opportunities In Authentic Regional Asian And Indian Cuisine
      • Opportunities In Healthy And Convenient Foods
      • Opportunities In Private Label
      • Will The Lunar New Year Be The Next Cinco De Mayo?
      • Looking To Japan For Functional Foods And Beverages
  • Addresses Of Selected Marketers

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