ethnic food development in europe

Ethnic Food Development in Europe

Country: Poland

Ethnic Food Development in Europe Focus on Poland

1

C O N T E N T S 1. Introduction….………………………………………………… 3

2. Polish Consumers: experience of ethnic food.……………. 6

3. Market structure and size - Retail and Horeca………....... 11

4. Distribution of ethnic food………………………..………… 14

5. Ethnic food brands in Polish retail stores……………….... 16

6. Development trends, opportunities for British Exporters... 37

Appendix: results of store checks………………………………….39


2

1. Introduction 1.1. Definition of ethnic foods used for the purposes of this report Due to the very early stage of development of the ethnic food sector in Poland, it is extremely difficult to define and measure the exact value or volume of this market. The fact that only small quantities of products are sold by retail chains, and that there is still a very limited assortment of ethnic or semi-ethnic products (local versions of original ethnic foods) offered by international producers operating in Poland are the main reasons why the performance of the ethnic food categories has not been measured by research agencies. This entire report and all figures quoted within the report are, therefore, based on expert interviews and estimations based on the data collected from all available secondary data sources. The definition of ethnic food, as agreed for the research purposes, is: Definition: Food products (including ingredients, seasonings and ready meals) originally coming from Italy, Asia and South America, Japan or other countries or produced locally by international or Polish producers based on authentic recipes and original ingredients. The objective of the research conducted and main focus of the report is to describe the current level of ethnic food market development in Poland and to identify the potential opportunities which may be used by foreign exporters of ethnic products. 1.2. Key market facts In many Western European countries ethnic food consumption has been growing significantly over the last decade. Only recently, Central and Eastern Europe and, thus, Poland have started to follow this trend. The ethnic food sector started to develop a few years ago, i.e. at the time of transformation which took place in mid- nineties, and is still at a low stage of development. The major reasons for this relatively low popularity of ethnic food in Poland are: Lack of colonial past

No ethnic population (homogenous population of Poles with a limited number of

refugees and foreign workers who came to Poland in the 1990s) Until the late 1980s there was a limited group of Poles travelling abroad


3

Traditional attitude towards nutrition and high acceptance of Polish cuisine which is liked for being tasty and healthy

1.3. Demographics and consumer spending patterns With a population of 38.6 million, Poland is the largest market in Central Europe. The transformation of Poland into a free market economy has not only influenced the rapid growth of economic indices, but also, and above all, changed the society which in 1990 was suddenly offered a choice of goods and possibilities. In the mid 1990s international retail chains opened their stores in the largest cities in Poland and offered a variety of new products for the “hungry” Polish consumers. Firstly international chains offered branded products (global brands were unknown in Poland before the political changes in the 1980s and 1990s), then they started launching some original ethnic foods. At the same time Poland’s borders opened allowing Poles to travel abroad. It was almost certain that this mix of new products and foreign cuisine experiences would result in explosion of new trends in eating habits.

Surprisingly, the popularity of ethnic cuisines remained relatively low, and although Poles travel a lot, trying to catch up for the years of being not allowed to do so, their eating preferences remained quite traditional. Still, it would be unfair to say that the changes had no influence at all on what Poles eat. They have definitely begun to care more for their diets and especially those who are young, educated, and living in larger cities often move away from traditional heavy meals and replace them with a lighter meals, quite often based on original recipes from oriental, or the Mediterranean cuisines. Being still relatively less affluent than Western societies, Poles spend a higher percent of their disposable income on food.

(iaEthnic Food Development in Europe

Focus on Poland 4

Consumer spending patterns % OF TOTAL HOUSEHOLD CONSUMPTION EXPENDITURE

17%

12%

16%

15%

18%

20%

19%

13%

5%

5%

6%

9%

4%

3%

4%

6%

22%

24%

14%

21%

19%

28%

25%

21%

5%

7%

6%

9%

7%

5%

5%

7%

2%

5%

4%

3%

4%

3%

5%

4%

12%

10%

10%

8%

9%

9%

9%

11%

14%

17%

15%

15%

20%

13%

14%

16%

23%

20%

29%

20%

19%

19%

19%

22%

0% 20% 40% 60% 80% 100%

Czech Rep.

Germany

Spain

Italy

Hungary

Slovakia

Poland

EU (25)

Food & drinks (non-alcoholic)

Clothing & footwear

Rent, electricity,heating

Furnishing,household equipmentand routinemaintenance of thehouseHealthcare

Education, recreationand culture

Transport &communication

Other

Out of the average ~20% of the budget which is spent on food, only a very small part is devoted to ethnic food products, which are still unknown to the average consumer and by many considered to be luxurious. According to specialists’ estimations only approximately 2% of Poles living in urban areas can afford regular purchases of premium and luxury food products (including original ethnic food products). The relatively low popularity of ethnic food is also caused by the fact that only ~35-40% of people regularly eat out and the offer of ethnic restaurants is limited. Thus, although the number of restaurants serving ethnic dishes is on the rise, these outlets operate in the lower segment of the HoReCa market and offer only basic foods from international cuisines. This, among others, is the reason for the highest popularity of Italian cuisine popularised by inexpensive pizzerias and chain restaurants (such as Pizza Hut or Dominos Pizza) and Asian foods, made known by small Chinese or Vietnamese booths selling take away foods.


5

2. Polish Consumers – experience of ethnic food 2.1 Ethnic food consumer profile and preferred cuisines There is a limited group of consumers who regularly eat ethnic foods. This is due to a lack of ethnic tradition, lack of experience eating original ethnic dishes and lack of knowledge concerning ways of preparation of ethnic dishes. Added to this are the relatively high prices of original products in the retail trade which do not allow the wider public to experience new foods. Thus, the awareness of ethnic cuisines and original ethnic products is still very low. Ethnic food consumers are young and middle aged (~up to 45 years old), and inhabitants of the biggest cities in Poland. In research conducted by the Instytut Badania Opinii RMF FM in April 2006 relating to the preferences of Poles regarding international cuisines, it turned out that 57% of Poles say that their favourite cuisine is Polish cuisine. The best liked international cuisine is Italian which was selected by 17% of Poles. Asian foods are preferred by 7% (the same % of answers for Chinese and Vietnamese cuisines). The fourth position in the ranking of the most liked cuisines was French cuisine (2%) and the fifth was Greek (1.6%). It is interesting to note that when asked about the best liked dishes Poles selected traditional Polish breaded pork cutlet with cabbage (26%), ravioli (6%) and bullion soup (3%). Among the popular drinks accompanying dinner, the highest place (31%) is occupied by compote (home made drink prepared based on water and fruit) while fruit juices and water were chosen by 25% and 19% respectively. 2.2 Consumer ethnic cuisine awareness Although the general awareness and consumption of ethnic food is low some cuisines are relatively more popular than others. Based on focus group interviews the best known ethnic cuisines are: • Italian • Chinese and Vietnamese (Asian) • Turkish • French • Indian • Mexican • Japanese • Thai


6

Below are the consumer opinions about particular ethnic cuisines. Italian cuisine Considered as very tasty, nutritious and widely available. Consumers know typical dishes and recipes for: lasagne with spinach or meat sauce pizza pasta and spaghetti risotto

Italian cuisine is appreciated because of its specific dishes, products and flavour of seasonings: hard cheese, pasta, tomato sauces, basil, oregano and garlic. It is very popular also because of the wide availability of products (often Polish equivalents of original Italian products) in Polish retail stores. Italian dishes have the advantage of being cheap and easy to prepare. Asian cuisines (Chinese and Vietnamese) Consumers do not distinguish between these two cuisines. Both Chinese and Vietnamese cuisines are associated with healthy, light and tasty foods due to the large amount of vegetables, rice and healthy ways of preparing dishes. Most popular are the dishes associated with the cuisines’ specific flavours i.e. sweet and sour, five spice etc. Turkish One of the hits of recent years, Turkish cuisine has been popularised by the huge number of kebab bars available in streets of big cities and small villages. Apart from kebabs not many other dishes are known to Polish consumers. Turkish food is appreciated for its oriental taste. Mexican cuisine Known as very tasty but rather heavy and spicy. Mexican food is famous for its specific dishes and ways of preparation: Taco, Tortilla, Buritto, Enchilada, Nachos, Salsa and spirits: Tequila, and drinks such as Margherita or Tequila Sunrise. Consumers admit that they know the Mexican dishes mainly from restaurants as the recipes for Mexican dishes are very rarely published in culinary magazines. Additionally, there is a very small amount of products available on the market which make it almost impossible to prepare dishes at home Indian cuisine This is not a very popular cuisine although it is available in a number of restaurants serving Indian food. It is appreciated for sophisticated seasonings (curry, garlic, ginger) giving the dishes their specific flavour. Consumers have conflicting opinions on this


7

cuisine, some regard it as healthy (opinion held by vegetarians), whereas some think it is fatty and contains too much meat. Japanese cuisine The novelty of the past two years, popularised by sushi bars opening in the largest cities in Poland. Regarded as very healthy (“low fat”) because of the use of fish and rice and the attractive way in which it is presented. Japanese cuisine is well known for a variety of seafood, soya spread, fish sauces, seaweed used in sushi, and sake. The best known dish from the Japanese cuisine is sushi. Japanese food is however considered to be expensive and rather snobbish. French Regarded as very tasty and sophisticated. Consumers are rarely able to name any concrete dishes or ingredients. Known for its wines, cheese, fois gras, and variety of patisserie. Considered to be very elegant (way of serving small portions of food on a nicely decorated plates) and also healthy. Thai cuisine One of the least known cuisines (popular mainly among those consumers who have spent holidays in Thailand), associated with spicy seasonings and “interesting” sauces. Famous for sea food and very original ingredients – lemon grass, bamboo, chilli pastes. 2.3 Ethnic food usage Cooking at home started to become trendy in Poland in 2000 and today, culinary programs are broadcasted by almost all TV stations. Culinary recipes for “modern”/trendy dishes are even published in magazines for teenage readers. Speciality magazines devoted to cooking are now publishing recipes for international dishes and they even recommend original ethnic products/ingredients, which did not happen a few years ago. It is expected, that the “educational campaign” in TV and press will result in the change or at least higher awareness of international cuisines. Also Polish food manufacturers have begun to notice the new trend in cooking and are launching products referring to international cuisines. The largest selection of semi-ethnic products may be found in frozen dishes, frozen vegetable mixes as well as in ready sauces and marinades. For Polish consumers the most frequent occasion for purchasing ethnic food is for “at home consumption”. The most often purchased types of ethnic food products are: Ready sauces and vegetable pickles (e.g. sweet and sour sauce, pesto, etc.)


8

Original ethnic ingredients – spices, additives, pasta, etc. Ready meals (Mexican vegetable mixes, lasagne, pizza, etc.)

Occasions and dishes Consumers cook ethnic dishes most often for special occasions when they want to prepare something special for their friends or relatives. When it comes to cooking at home, the most often prepared international dishes originate from Italian or more generally Mediterranean cuisines. The reason behind this may be that one does not have to buy too many expensive original ingredients, as they may be substituted by Polish versions of original products. Additionally, the dishes are not very complicated and almost anyone can prepare them without a major risk. The dishes which are most often prepared are Italian pastas. Some Poles, more advanced in cooking, prepare Chinese dishes using chicken, vegetables, ready sauces and spices which are cooked in a wok. Some consumers prepare Tex-Mex dishes and snacks, such as tortillas which have recently become available in many retail outlets. Purchasing ethnic products The most popular places where original ethnic food is purchased are hypermarkets where ethnic foods are merchandised together on special displays or sections (shelves) with international food products. Delicatessen or speciality stores are chosen less frequently, usually these outlets are treated in “emergency” situations when the product needed for a dish cannot be found in the local hypermarket. Consumers say that although the selection of original, ethnic foods in these stores is very wide, the prices of the products are very high. Product selection criteria In the process of choosing ethnic food products the most important selection criterion is trust of a product - consumers choose products which they know, which they have already tried for taste and quality or which is recommended in a recipe; ethnic food consumers are loyal to products they know and like. It is interesting that not only original ethnic products, but also Polish equivalents of ethnic products are appreciated by consumers. Some consumers admit that they would rather choose a Polish product because the taste and quality are better than these of the original one. Still, all consumers who use ethnic food products differentiate between: Original products, produced and packed by a foreign producer and then imported to

Poland


9

Polish products, which are produced locally and are only equivalents of original products; among the most frequently used products of this type are: pasta, spreads, sauces, Soya sauce, marinades (olives, vegetable mixes, etc.)

A characteristic feature of all Polish consumers using ethnic foods is that they do not remember brand names of ethnic products they use. They recognise them by packaging. PPrroodduuccttss nnoott aavvaaiillaabbllee oonn tthhee PPoolliisshh mmaarrkkeett:: According to consumers the assortment of ethnic food products is already quite wide, especially that cooking ethnic foods at home is still considered to be a challenge and risk which may be taken only by the most experienced cooks. Products whose assortment is limited are: Indian cuisine: ready meals, seasonings, ingredients (original spices and mixed

seasonings, sauces) Mexican cuisine ingredients Japanese products at the moment are available only in selected retail chains and

high end delicatessen stores According to many consumers willing to try original international cuisines, the area with the biggest potential is the ready meals category. A lot of current users of ethnic foods say that they would buy ethnic ready meals if they were available in stores.


10

3. Market structure and size – Retail and HoReCa The low popularity of original ethnic products is closely linked not only with the lack of ethnic foods tradition in Poland, but also with the limited availability of these foods in trade and HoReCa. 3.1. Retail Out of the total number of 118,000 food stores operating on the Polish market, only around 2500–3000 offer original ethnic food products. Among this number there are hypermarket and supermarket stores (1500 outlets) and delicatessen/specialist groceries. Most often they are situated in the largest cities. The total value of the food market is estimated at 20 bln Euro (1Eur – 4.03 PLN average exchange rate in 2005). Due to the lack of official data from market research agencies, the estimation of the retail market size has been prepared based on: in-depth interviews with major importers/distributors of ethnic food products information available regarding consumer preferences and habits

The share of ethnic foods within total retail food turnover does not exceed 1.5%- 2%. The estimated value of the ethnic retail market is 400 - 450 million Euro but the figure includes also Polish products associated by consumers, as well as Italian cuisine which is now part of the mainstream. The ethnic foods retail market (value) is dominated by two cuisines: Italian (excluding Polish versions of Italian products) - 40% share Asian – 30% share


11

The graph below presents the estimations concerning retail market shares (value) of all ethnic cuisines present in Polish stores.

International11%

Greek8%

Chinese28%

Italian39%

Indian1%

Mexican7%

French4%

Spanish1%

Turkish1%

3.2 HoReCa Ethnic restaurants and fast food outlets are an increasingly important distribution channel for ethnic food products. Out of the total 45,000 of HoReCa outlets in Poland ~15% sell ethnic food (the figure includes pizzerias and Polish restaurants with fusion, Italian or Tex-Mex menus). Apart from the outlets specialising in ethnic cuisines, ethnic dishes or Polish versions of ethnic foods are served by the international and Polish HoReCa chains such as: Sphinx, Pizza Hut, McDonald’s, Pizza Dominium, Pan American Pizza, Tele Pizza, Mr Hamburger, and KFC. The total number of these chain outlets is close to 600. The number of ethnic restaurants offering dishes from Mexican, Indian, Thai, Japanese, or even French cuisines are not widely found in Polish towns. In the Polish HoReCa market the majority of outlets offer dishes from the Polish or fusion cuisine. The total number of ethnic restaurants/fast foods reaches 5500 - 6000 outlets. The analysis of the 4 largest cities in Poland shows that over 30% of restaurants operating in these cities offer dishes from the traditional Polish cuisine. The second largest group is restaurants offering international/fusion dishes (over 33%). Mediterranean foods are offered by 13% of restaurants and purely Italian cuisine is offered by 12% of restaurants. Other cuisines are represented by relatively smaller number of outlets.


12

Shares of particular ethnic cuisines in restaurants located in big cites:

Mediterranean; 13%

International; 22%

Polish; 33%

Oriental; 9%

Italian; 12%

European ; 11%

Indian; 3%American/

Mexican; 4% Based on the estimations, the total turnover generated by HoReCa outlets offering ethnic or semi-ethnic foods (independents restaurants, chains and fast foods) is approximately 250 – 300 million Euro. Ethnic food retail market share (value) excluding outlets specializing in Polish cuisine: International

24%

Spanish2%

Hungarian2%

Turkish4%Mexican

7%

French2%

Italian28%

Chinese22%

Greek9%


13

4. Distribution of ethnic foods 4.1 Ethnic foods sales channels

RETAIL OUTLETS

(2500- 3000)

HORECA OUTLETS (~5500 - 6000)

RETAIL AND HORECA OUTLETS SELLING

ETHNIC FOODS ( ~ 8000 - 9000)

HYPERMARKETS &

SUPERMARKETS (1500)

DELICATESSEN & SPECIALISTS (1000- 1500)

RESTAURANTS (~1500)

FAST FOOD BOOTHS

(~4000 - 4500) Distribution of original ethnic food products is concentrated in the hands of a few distributors who import products directly from Asia, Western Europe or America and distribute them in Poland through wholesalers to retail stores and HoReCa. The majority of large format retail outlets, especially those belonging to international and Polish retail chains, are supplied directly by importers/distributors rather than by wholesalers. Even the largest distributors of ethnic food products very rarely deliver products directly to HoReCa outlets. On average 90-95% of their sales go to retail and wholesale trade, while only 5-10% directly to key accounts in the HoReCa sector. The margins in retail outlets vary slightly depending on store format, but in all types of stores margins on ethnic foods products remain very high. In hypermarket and supermarket chains, retail margins on ethnic food products reach 40%. In independent stores (delicatessen or speciality stores) they might be slightly lower and range from 35 to 40%. The high level of retailers’ margins in the ethnic food categories results from the small rotation of products.


14

4.2. Ethnic foods product distribution

WHOLESALERS

INDEPENDENT RETAILERS

RESTAURANTS

RETAIL CHAINS

FAST FOOD BOOTHS

DISTRIBUTORS/

IMPORTERS

Although the retail market in Poland remains extremely fragmented (large number of small stores, and outlets located in rural areas) and thus, product distribution relatively difficult and expensive, launching new ethnic products is easier when compared to mainstream food products. Sales of ethnic foods, which are still considered as luxury products, are currently, and for the next 3-5 years will be focused on selected retail and catering channels located mainly in big cities. This fact allows distributors to focus on a limited number of outlets and the target consumers – i.e. young inhabitants of big cities. These are the main reasons why such selective distribution is considerably less costly than distribution of new mass products where attempts are made to gain countrywide coverage.


15

5. Ethnic food brands available in Polish retail stores It can be said that the Polish market offers a relatively wide assortment of basic ethnic products from the most popular cuisines such as Italian, Asian, Indian, and Tex-Mex. The individual ethnic cuisines are represented in Polish stores by the following brands: Oriental ethnic cuisines (Chinese, Vietnamese, Thai, Japanese) • Black Tiger • Changyu • Haday • Healthy Boy • Kim Lan • Lee Kum Kee • Oten

• TaoTao • Tokyoto • Tsingtao • Vifon • Vi Hough • WhoHup

Italian cuisine • AgnesiArisi • BelCanto • Basso • Cirio • Conte DeCesare • Dalla Costa • De Cecco • Dolmio • Federici • Galbani • Gallo • Genico • Grand Italia Misura • Monini • Melissa Primo Gusto • Padana • Panealba • Ponti • Rana • Rio Mare • Sacla italia • Salvadori • Surgital


16

Mexican cuisine • Casa Fiesta • Old del Paso • Laostena • Poco Loco Japanese • Blue Dragon • Kikkoman Indian cuisine • Rayah • Patak’s Range of ethnic or semi-ethnic food products available Ethnic or semi-ethnic food products are also produced by Polish and international manufacturers operating in the Polish market. They offer ready meals, sauces and dressings produced based on ethnic recipes adapted to the Polish tastes. The key players in this area are: Company Product category Nestle dressings, sauces Unilever ready meals and sauces Kotlin pizza, ready sauces Pudliszki ready sauces Hortex vegetable mixes, ready meals


17

NESTLE

ITALIAN DRESSING FRENCH DRESSING

SAUCES ITALIA - SICILIAN SAUCES ITALIA - BOLOGNESE

FRENCH SAUCE


18

UNILEVER

KNORR Cresti di gallo KNORR Lasagne

KNORR Fix for Chinese dishes KNORR Penne

KNORR Hungarian Sauce KNORR Cafe de Paris Sauce


19

KOTLIN

PIZZA PEPERONI PAN PIZZA MARGHERITA

SAUCES: MEXICAN, ITALIAN, GREEK, CHINESE (REGULAR AND HOT)


20

PUDLISZKI

SAUCES: BOLOGNESE WITH MEAT, CHINESE FOR CHICKEN, MEXICAN

HORTEX FROZEN READY MEALS


21

ITALIAN CHINESE

SPANISH MEXICAN DUTCH


22

Distributors Distribution of original ethnic food products is handled by distributors/importers. Apart from a number of small companies having regional coverage there are 5-8 national players covering the entire territory of Poland and supplying the most important retail and HoReCa outlets. Below are details of the major ethnic food distributors operating on the Polish market. TAN-VIET • Distribution company operating on the market since 1990 • Specialization in Asian cuisines (Chinese and Vietnamese) • Is the owner or the exclusive distributor of brands::

- TAO TAO - Vifon - Mifusi

Tan-Viet is the largest importer and distributor of oriental food. The company co-operates directly with suppliers from the Far East. Company’s distribution covers all hypermarket and supermarket chains in Poland and major food, drink and alcohol wholesalers, cash&carry chains, and catering outlets. TAN-Viet has own network of sales representative in all major Polish cities and offers own transportation to retail key accounts and to wholesale partners Product portfolio: VIFON – exclusive distributor of soups and sauces

Thai shrimp soup Chicken Curry soup Golden Chicken soup TAO TAO – owner of the brand TAO TAO – sauces, pasta, mushrooms, fruit


23

MUN mushrooms Chinese pasta Pickles TOKYOTO – owner of the TOKYOTO brand – ingredients for Sushi and other products

Soy sauce for Sushi Sushi kit Soba Pasta OTEN – owner of the OTEN brand – instant soups, sauces, pasta

Crab soup Fish soup Chinese pasta TSINGTAO – exclusive distributor of the TSINGTAO beer CHANGYU – exclusive distributor of the CHANGYU wine


24

NORTH COAST North Coast has been operating on the Polish market as importer/distributor of Italian food products for home usage, to catering, ice cream bars, and hotels since 1992. In retail trade North Coast’s distribution covers all major retail chains and delicatessen stores. Products and brands portfolio: fresh pasta

pasta and rice

olives, sauces and spices


25

cheese and desserts

sauces and tomato specialties

sea foods

vegetables and olives

cold meats


26

INDEX FOOD DISTRIBUTION Distribution company operating on the market since 1989. Specialises in importing and distribution of premium foods characteristic for Mediterranean cuisines. Supplies retail and HoReCa outlets in the whole territory of Poland. INDEX FOODS distribution covers: Major hypermarket chains Cash and carry outlets Retail specialty and delicatessen stores Wholesalers

The company owns a network of field representatives and provides logistics to all clients. Product portfolio: pasta (brands: De Cecco, Federici, Arrighi, Padana) oil (brands: Monini, Rivano) sauces, ready meals, bullions, tomato specialties (brands: Grand Italia – STAR) balsamic vinegars (brands: Ponti) rice (brands: Bosto) olives (brands: El Serpis, Tramier


27

DORAPOL S.J. The company specializes in the Mediterranean food products import and distribution. Offers a wide selection of products from Greece and Spain. Product portfolio: olives and vegetable marinates (brands: Figaro) olive oil, grape seeds oil, sauces, fried tomatoes (brands: Ybarra) sardines in preserves (brands: Garavilla) sea food (brands: Pescamar) Greek vegetables (brands: Dyskobol, Kostopoulos)

Dionizos’ favourite (dried tomatoes, feta cheese, olives)


28

SANECHEM The company delivers products to major hotels, restaurants, and other catering outlets, as well as to companies offering catering service (organization of parties). In retail trade, the company focuses on major supermarket chains. Sanachem’s main focus is sea food, and ingredients to international cuisines. Product portfolio: Sea food – frozen and preserves Mediterranean cuisines Greek products: cakes, wine leaves, cheese, peppers, olives, olive oil, Greek soups

in cans Spanish products: olives and cheese, chestnuts Italian products: ingredients, spices and tomatoes specialties Lebanese products

Asian products - sauces: Lee Kum Kee - soy sauce - chili sauce - oyster sauce - mint sauce - oils and vinegars - cakes - pasta and flour - rice - vegetables and fruit - spices - mushrooms

Japanese products:

- rice - soy sauce - algs - frozen fish


29

- marinated ginger and other vegetables and spices - frozen caviar - frozen sea food - soy paste

- pasta - tofu - Dashi bullion - Miso soy paste - rice crackers

Mexican cuisine:

- frozen tortillas - dry tortillas - tortilla chips - cheese sauces - tomatillo - cactai Nopales - PocoLoco products - Guacamole - Tabasco


30

- Spices - Pogue beer

MARIMAX Polska Sp. z o.o. From 1997 the company has been distributing a wide range of different food products in cans and jars. Among the key categories there are fruit, vegetables, tuna fish, sea food, olives, and oil. The key brands of products distributed by Marimax are: KIER, Ballester, La Sevillana, and Vigilante. The company distributes products to all major Polish and international retail chains operating on the Polish market as well as to Horeca outlets.

VIANDS Sp. z o.o. The company is the direct importer of grocery products belonging to the two categories: 1) imported fruit concentrates used in production of juices, drinks etc. as well as in the production of ice-cream and dairy products 2) delicatessen food products for very demanding consumers, e.g.:

- fruit juices imported from Israel] - olive oil from Tuscany


31

- ecological oil from Calabria - fish soups from Bretagne in France - Hot sauces from Republic of South Africa - Mexican sauces - Maple syrup from the Canadian Quebec - Balsamic vinegar from Modena in Italy - Meat preserves (e.g. pates from France)

Terrine (JEAN DE VEYRAC) 45,00 PLN Foie gras (JEAN DE VEYRAC) 139,00 PLN ITALMEX Warszawa Sp. z o.o. A Polish-Italian company specializing in importing food products from Spain and Italy. Currently Italmex distributes products of such brands as: - AGRUCAPERS – Spanish vegetable preserves - BASSO – Italian olive oil and oil from wine seeds - CORTICELLA – Italian pasta - FANDLER – virgin oils from Austria - JOLCA – Spanish olives - MONARI FEDERZONI – vinegars - PANCRAZIO – Italian vegetable preserves - PRECOMAR – Spanish vegetable preserves - ZA.BE – Italian vegetable preserves - ZUCCHI – Italian oils AGRONUOVO-


32

- RIZI – Thai rice oil

DE CARE Distribution company operating on the market since 1992. Specialises in ethnic cuisines and has a number of UK principals: - Chinese - Thai - Indonesian - Mexican - Indian - Japanese Offers a wide product range for retail trade and catering; Sales of products are done via: - All major hypermarket and supermarket chains - Specialty retail stores and delicatessen - HORECA - Wholesalers and cash and carry chains De CARE has a group of sales representatives and transportation system allowing direct distribution to retail and wholesale clients. Product brands portfolio: - Who Hup - Go Tan - Casa Fiesta - Patak’s - Rajah, Lotus, Amoy - Cajun King - Blue Dragon


33

- Chinese cuisine: sauces (brand: Woh Hup)

Hoisin Sauce 9,40 PLN - Greek cuisine: spices, olives, oils, wine leaves (brand: Gaea)

Eggplant spread 13,70 PLN - Indian cuisine: pastes and pickles (brand: Pataks)

Lime pickles 21,37 PLN - Japanese cuisine: sauces, algs, pastas, spices, rice, snacks, marinates, Miso soups (Blue Dragon, Kikkoman, Thai Nichi)


34

Miso soup 15,41 PLN - French cuisine: fruit preserves, marmalades, balsamic vinegar, apple vinegar, wine vinegar (brands: BONNE MAMAN, Maille)

Cream Dijonnaise 18,80 PLN - Mexican cuisine: vegetable preserves, sauces, Nachos Tortilla, Tortilla, Burrito, spices, salsa (brands: La Costena, Casa Fiesta)

Burrito kit 26,94 PLN - Thai cuisine: pastes, vegetable marinates, vinegars, rice, sauces (brands: THAI Heritage, Blue Dragon)

Spread 5,86 PLN


35

- Italian cuisine: crostini, cruncysticks, grilled vegetables, grissini, pasta, pesto, stiratini (brands: Panealba, Conte de Cesare)

Crostini 8,40 PLN KIM LAN Manufacturer and distributor of Asian foods operating on the market since 1992. Product brands portfolio: - Kim Lan - Vi Houg - Black Tiger One of the biggest importers and distributors of Asian products and sea foods. Producer of instant soups, Soya sauces and Soya sprouts. Owns a customer service centre, regional branches in the biggest Polish cities and wide sales network in all over Poland. Since 1999 it has owned a factory, producing pastas and spices for soups KIM LAN products are sold via major hypermarket and supermarket chains and independent groceries (via wholesalers)


36

6. Development trends and opportunities for British Exporters 6.1. Market growth expectations and conclusions All major importers/ distributors are continuing to develop their operations through broadening product assortment in most popular ethnic cuisines and supporting retailers via consumer educational campaigns in press, and PoS materials. All major distributors agree that the ethnic food market in Poland is still at the very beginning of its development. They claim that it is and will probably remain a niche sector which will be growing slowly mainly in the largest cities of Poland. An interesting opinion of distributors specialising in ethnic foods, is that it is not the price of ethnic products but rather lack of experience with ethnic foods that make this market so small and difficult to develop. The steady but not very rapid growth of the ethnic food sector in Poland will be influenced by the following factors: Further development of ethnic restaurants in largest cities of Poland Changing consumer life styles and eating habits (a lot of Poles travel aboard, also to

“exotic” destinations) Development of “ethnic shelves” in retail chains Steady increase of consumers’ disposable income and aspirations “Trendy life styles” which include also trendy foods

The fastest development of ethnic food market is expected through the catering sector and hypermarket stores located in the 20 biggest cities in Poland. The “highest growth” potential cuisines are: Chinese and Italian (already known, liked and trendy over the last few years) Japanese (currently known mainly from sushi-bars but increasingly trendy among

young and urban population) The most promising types of ethnic products (adding to the general popularity of a category) are all types of “low risk products” i.e. products which require minimum preparation: ready meals instant and ready sauces dinner kits


37

According to specialists (distributors and retailers) the best way to increase popularity of ethnic food products is by education of consumers and promotions of ethnic dishes. In order to become popular or/and trendy ethnic foods need to be known. The most effective types of promotions matching the above objectives are: advertising in media and press in-store tastings and demonstrations of ethnic products launching ethnic dishes to HoReCa chains (e.g. Sphinx chain) launching and promotions of ethnic dinner kits

The most encouraging facts which drive development of ethnic food sales and distribution are: Ethnic food distribution is concentrated in the hands of a group of companies

specialising in the sector and continuing to broaden their product portfolio Market competition is still very limited as only basic ethnic foods are available on the

market All international retail chains operating in Poland have built ethnic food shelves

offering a wide product assortment in each of the most popular ethnic cuisines Poles are already familiar with the idea of international cuisines and are becoming

more cosmopolitan in their tastes and eating habits Ethnic origins are becoming more important in the development of ready meals and

frozen convenience products (“ethnic based” product concepts developed by international and local producers)

Taking into account all facts as described in this report, the opportunities for British exporters operating in ethnic food product categories may be considered as encouraging. It has to be stressed however, that the ethnic food sector is still a niche market with mediocre potential for fast development. Due to the relatively low popularity of ethnic food products new product launches require some effort and promotional support which can assure building products/brands awareness among ethnic food users.


38

Appendix: Results of store checks Exchange rate: 1Eur – 3,89 PLN Chinese cuisine Noodles and rice

Soya noodles 100 g; 2.80 PLN

Rice noodles (Vermicelli) 220 g; 4.65 PLN

Rice Sticks 375 g, 4.70 PLN

Brown rice noodles (Vermicelli) 220 g, 5.50 PLN


39

Sauces:

Soy sauce 150ml, HADAY; 3.95 PLN

Soya – mushroom sauce, 150 ml, HADAY, 4.10 PLN

Soya sauce 180g, Woh Hup, 6.30 PLN

Chow Mein Sauce 120 g, Blue Dragon, 6.70 PLN

Soya- mushroom sauce 175 g, Woh Hup, 8.90 PLN


40

Oyster sauce 250ml, Healthy Boy, 9.00 PLN

Oyster sauce 180 g, Woh Hup, 9.40 PLN

Chili and garlic sauce 230 g, 9.90 PLN

Chinese prune sauce 260 g, 9.90 PLN

Hoi Sin sauce 280 g, HADAY, 10.20 PLN

Hoisin sauce 210 g, Woh Hup, 11.20 PLN


41

Sweet and sour sauce 215 g, Woh Hup, 11.20 PLN

Prune sauce 280g, Woh Hup, 11.20 PLN

Sauce for duck 200 g, Woh Hup, 13.90 PLN

Sichuan sauce 233g, Lee Kum Kee, 14.40 PLN Other

Mun mushrooms 80 g, 8.50 PLN


42

White Rice Vinegar 450 ml, 9.80 PLN

White Rice Vinegar 380 g, Woh Hup, 9.90 PLN

Black Rice Vinegar 450 ml, 10.90 PLN

Marinated ginger 310 g, Woh Hup, 13.30 PLN

Sezame oil 150 ml, Woh Hup, 13.40 PLN

Golden Chinese mushrooms 280g , 14.00 PLN


43

Greek cuisine

Olives 300 g, Gaea, 13.60 PLN

Kazamata oilves 300 g, Gaea, 13.60 PLN Indian cuisine Ready meals and pappadums

Pappadums 113 g, PATAK'S, 12.50 PLN

Pappadums (garlic) 113 g, PATAK'S, 12.50 PLN


44

Punjab Eggplant 285g, Tasty Bite, 13.90 PLN

Sprouts Curry & Basmati Rice 342g, Tasty Bite, 19.90 PLN Pastes

Tandoori mild 283g, PASCO, 21.10 PLN

Vindaloo – hot, PATAK'S, 25.50 PLN

Madras – hot 283 g, PATAK'S, 25.50 PLN


45

Bhuna – mild 283 g, PATAK'S, 25.50 PLN

Garam Masala – very hot 283 g, PATAK'S, 25.50 PLN

Rogan Josh – mild 283 g, PATAK'S, 25.50 PLN

Balti mild 283 g, PATAK'S, 25.50 PLN

Tandoori mild 300 g, PATAK'S, 25.50 PLN


46

Tikka mild 300 g, PATAK'S, 25.50 PLN Pickles

Lime pickles 283 g, PATAK'S, 25.50 PLN

Hot mango pickle 283 g, PATAK'S, 25.50 PLN

Garlic pickle 300 g, PATAK'S, 25.50 PLN

Eggplant pickle 312 g, PATAK'S, 25.50 PLN

Hot Mango Chutney 340 g, PATAK'S, 25.50 PLN


47

Sweet Mango Chutney 340 g, PATAK'S, 25.50 PLN

Chilli pickle 238 g, PATAK'S, 25.50 PLN Seasonings

Asafoetida, 50g, Mercado, 8.50 PLN

Meat Curry Masala 100 g, MDH, 10.99 PLN Chicken Curry Masala 100 g, MDH, 10.99 PLN Fish Curry Masala 100 g, MDH, 10.99 PLN Chunky Chat Masala 100 g, MDH, 10.99 PLN Tandoori Barbeque Masala 100 g,MDH, 10.99 PLN

Tamarind spread 185 g, Blue Dragon, 14.40 PLN


48

Snacks

Mixture 170 g, 8.50 PLN

Aloo Bhujia 170 g, 8.50 PLN

Cornflakes Mixture 170 g, 8.50 PLN

Navratan Mix 170 g, 8.50 PLN


49

Oriental cuisine Sauces

Sweet and sour sauce for stir-frying 120 g, Blue Dragon, 6.90 PLN

Hot sichuan sauce 120 g, Blue Dragon, 6.90 PLN Singapur curry sauce for stir fry, Blue Dragon, 120 g, 6.90 PLN

Oyster sauce 120 g, Blue Dragon, 6.90 PLN Teriyaki sauce 120 g, Blue Dragon, 6.90 PLN

Soya sauce 150ml, KIKKOMAN, 12.10 PLN


50

Products for sushi

Sushi rice 500 g, Blue Dragon, 15.50 PLN

Wasabi Paste 45 g, Blue Dragon, 18.50 PLN

Sushi nori 22 g, Blue Dragon, 21.50 PLN

Sushi ginger 145 g, Blue Dragon, 21.50 PLN

Japanese rice vinegar 150 ml, Blue Dragon, 22.00 PLN


51

Other

Miso soup 90 g, Blue Dragon, 18.50 PLN Snacks

Chilli Ball, 65g, Thai Nichi, 5.40 PLN

Kakinotane Wasabi, 65g, Thai Nichi, 5.40 PLN

Thai Orient Mix, 65g, Thai Nichi, 5.40 PLN

Norimaki Arare, 65g, Thai Nichi, 9.65 PLN


52

Mexican cuisine Spices

Burrito seasonings 40 g, Casa Fiesta, 6.90 PLN

Chilli 35 g, Casa Fiesta, 6.90 PLN

Fajta 25 g, Casa Fiesta, 6.90 PLN

Taco 35 g, Casa Fiesta, 6.90 PLN

Guacamole 25 g, Casa Fiesta, 7.80 PLN


53

Mexican rice seasonings 35 g, Casa Fiesta, 9.00 PLN Sauces

Tabasco hot 85 ml, Casa Fiesta, 7.50 PLN

Green chilli Louisiana 85 ml, Casa Fiesta, 7.80 PLN

Salsa Ranchera 250 g, La Costena, 8.99 PLN

Salsa Taquera, 250g, La Costena, 8.99 PLN


54

Salsa Casera, 250g,. La Costena, 9.15 PLN

Mexican sauce 315g, Poco Loco, 9.50 PLN

Fried tomatoes sauce, 350g, La Costena, 9.75 PLN

Guacamole 290g , Poco Loco, 10.50 PLN

Fajita sauce 420ml, Poco Loco, 10.90 PLN

Mole sauce, 235g, La Costena, 10.95 PLN


55

Taco sauce 225 g, Casa Fiesta, 13.50 PLN

Salsa 300 ml, Casa Fiesta, 16.90 PLN Snacks

Tortilla Nachos chips with chili 75g, Casa Fiesta, 4.50 PLN Nachos tortilla chips cheese 75g, Casa Fiesta, 4.50 PLN Tortilla Nachos chips with chili 200g, Casa Fiesta, 10.45 PLN Nachos tortilla chips 200g, Casa Fiesta, 10.45 PLN


56

Thai cuisine

Paste: Curry, Tomyum, 100ml, Thai Hertiage, 7.05 PLN

Thai salad, 170ml , Thai Hertiage, 7.05 PLN

Chilli Sweet Thai sauce, 200ml, Thai Hertiage, 7.05 PLN

Thai marinate for Grilled dishes, 100ml, Thai Hertiage, 7.05 PLN

Green Curry Paste, 100ml, Thai Hertiage, 7.05 PLN


57

Thai sauce (stir and fry), 200ml, Thai Hertiage, 7.35 PLN

Sukiyaki Sauce 250ml, Healthy Boy, 9.00 PLN

Chilli sauces 190 ml, Blue Dragon, 16.70 PLN

Pad Thai sauce 280 g, Blue Dragon, 20.50 PLN

Magic Thai paste 220 g, Blue Dragon, 25.30 PLN


58

Italian cuisine Sauces and pesto

Pesto alla Genovese 130g ARISI, 9.60 PLN

Pesto 130 g, Conte DeCesare, 18.50 PLN

Black olives paste 130 g, Conte DeCesare, 18.50 PLN

Tuna spread 130 g, Conte DeCesare, 18.50 PLN

Grilled zucchini 285 g, Conte DeCesare, 19.00 PLN


59

Grilled peppers 285 g, Conte DeCesare, 19.50 PLN

Dried tomatoes 285 g, Conte DeCesare, 20.50 PLN Snacks

Crostini 100 g, Panealba, 9.90 PLN

Crunchy sticks alla Calabrese 75 g, Panealba, 7.70 PLN


60

Stiratini 150 g, Panealba, 9.60 PLN

Grissini Spaccantini, 240g, Panealba, 15.60 PLN

Grissini 250 g, Panealba, 16.70 PLN PPaassttaa

Spaghetti 500g, AGNESI, 5.60 PLN

Penne Rigate, Farfalle, 500g, AGNESI, 5.60 PLN


61

Cannelloni 250g, AGNESI, 6.79 PLN

AGNESI Makaron Capellini 500g. 8.00 PLN

Tagliatelle Mezzane 500g, AGNESI, 8.20 PLN

Paccheri 500g, AGNESI, 9.40 PLN

Lasagne 500g, AGNESI, 11.50 PLN


62

ethnic food development in europe

Documents