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Mediterranean Diet and Cuisine (Discourse in Which All Above Mentioned Narratives Intertwine)

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Mediterranean Diet and Cuisine (Discourse in Which All Above Mentioned Narratives Intertwine) New Agriculture for a New Generation: Recharging Greek Youth to Revitalize the Agriculture and Food Sector of the Greek Economy Evaluation of the popularity of Mediterranean and Greek Diet/Cuisine in Europe and the USA Project Leader: Rodica Arpasanu Researcher(s): Philip Papadopoulos Kleovoulos Alexiadis Page 1 of 259 TABLE OF CONTENTS 1. EXECUTIVE SUMMARY………………………………………………………..5 EXECUTIVE SUMMARY GREEK……………………………………………...6 a. List of Abbreviations……………………………………………………..7 b. List of Figures……………………………………………………………..8 c. List of Tables……………………………………………………………..15 2. INTRODUCTION………………………………………………………………..16 3. RESEARCH METHODOLOGY………………………………………………...17 a. Desk Research……………………………………………………………17 b. Primary Research………………………………………………………...18 4. THEORETICAL BACKGROUD………………………………………………..20 a. Food a cultural expression of changing times………………………….20 b. The Mediterranean Diet………………………………………………….21 c. Mediterranean Cuisine…………………………………………………...25 d. MD/MC consumers………………………………………………………27 5. ANALISYS & DISCUSSION…………………………………………………...30 a. Google Trends analysis…………………………………………………30 b. Google Trends - Mediterranean Diet and Mediterranean cuisine…….32 c. Interim conclusion………………………………………………………38 6. POTENTIAL MARKETS REPORTS…………………………………………..39 a. European Food service Overview………………………………………44 b. GERMANY………………………………………………………………46 i. German foodservice overview……………………………………51 ii. MGR Market Overview………………………………………….52 iii. Google trends Germany………………………………………….54 iv. Primary research findings………………………………………...58 v. Market entry considerations……………………………………...63 vi. Distribution Channels…………………………………………….65 vii. Industry Risk/Reward Index…………………………………….66 viii. Germany SWOT………………………………………………….68 c. RUSSIA…………………………………………………………………..69 i. Russia foodservice overview…………………………………….80 Page 2 of 259 ii. MGR market overview…………………………………………...82 iii. Google Trends Russia……………………………………………86 iv. Market entry consideration………………………………………90 v. Distribution Channels…………………………………………….91 vi. Industry Risk/Reward Index……………………………………..92 vii. Russia SWOT…………………………………………………….93 d. FRANCE…………………………………………………………………95 i. France foodservice overview………………………………….101 ii. MGR Market Overview………………………………………...102 iii. Google Trends France…………………………………………..104 iv. Market entry considerations…………………………………….112 v. Distribution Channels…………………………………………..113 vi. Industry Risk/Reward Index……………………………………115 vii. France SWOT…………………………………………………...116 e. UNITED KINGDOM…………………………………………………116 i. UK foodservice overview………………………………………124 ii. MGR Market Overview………………………………………...129 iii. Google Trends United Kingdom…………………………….…131 iv. Market entry considerations……………………………….…..137 v. Distribution Channels………………………………………...…139 vi. Industry Risk/Reward Index……………………………………139 vii. United Kingdom SWOT………………………………………..140 f. UNITED STATES of AMERICA………………………………………141 i. USA foodservice overview…………………………………….152 ii. MGR Market Overview………………………………………...156 iii. Google trends USA……………………………………………..162 iv. Market Entry consideration………………………………….…163 v. Industry Risk/Reward Index……………………………………163 vi. Porter's 5 Forces - US Legacy Retailers……………………….164 vii. USA SWOT……………………………………………………..165 7. MC in the SPECIALITY SEGMENT in USA…………………………………166 a. Ethnic foods segment…………………………………………………..167 i. Popular ethnic cuisines…………………………………………168 b. Specialty food segment sales by channel………………………………169 Page 3 of 259 i. Retailers…………………………………………………………169 ii. Foodservice……………………………………………………..170 iii. Manufacturers……………………………….……………….….171 iv. Importers………………………………………………………..172 v. Distributors……………………………………………………...173 c. Popular Specialty Product Categories…………………………………..174 d. Best-selling Product Attributes…………………………………………176 8. SPECIALITY FOOD CONSUMER CHARACTERISTICS..…………………180 a. Specialty food purchase patterns by category and consumer segments………………………………………………………………...182 b. Purchase Motivators……………………………………………………186 c. Special-Interest Foods and the Specialty Food Consumer……………190 d. Relevant consumer practices: purchase and use………………………192 e. Ethnic Food Preference…………………………………………………193 f. Future considerations…………………………………………………...194 g. Proposal for action……………………………………………………...195 9. RESTAURANTS MENUS……………………………………………………..195 a. Comparison MC vs. ‘All cuisines’ restaurants in US: Top MC Menu items (dishes & ingredients)…………………………………………………..195 b. Ethnic cuisines in US food service…………………………………….200 c. Mediterranean cuisine in US restaurants………………………………202 d. Top Ingredients and menu items in MC……………………………….203 e. Niche & growing MD in all menus…………………………………….204 f. MC Ingredients: usage in menus by type of dish and restaurant…….205 g. MC dishes usage in menus by type of restaurant…………………….208 10. CONCLUSION and RECOMMANDATIONS………………………………...211 a. General Proposals………………………………………………………216 b. Specific Proposals………………………………………………………218 11. APPENDICES…………………………………………………………………..219 12. REFERENCES………………………………………………………………….228 Page 4 of 259 EXECUTIVE SUMMARY The study aims to assist the exporting efforts of Greek enterprises by means of a report offering evidence-based advice on the attractiveness of Mediterranean Diet and Mediterranean Cuisine concepts in five different markets (namely USA, UK, Germany, France and Russia) and market segments, giving also indication on possible product development and marketing strategies for Greek exporters. The review of an extensive body of literature reveals that the overarching Mediterranean Diet discourse inspired by nutritional studies by Keys in the early 50s (later codified as the Mediterranean Diet Pyramid), has since been developed and reinterpreted in parallel with societal developments. Some of these narratives have been to a large extend promoted by other public discourses on food and health (MD), multiculturalism and cosmopolitan lifestyles (MC & Greek Food), as well as by the hedonic and aesthetic sophistication of modern consumers, used as a device to grasp the much sought after authenticity and distinction. Google Trends analyses (an indication of interest to consume) present an increasing interest in MD and MC at global and regional levels (Germany, France, UK, USA and Russia). Overall, MC and MD are outperforming Ethnic Food and national cuisines in terms of research interest. Overall, MD and MC appear to be two parallel discourses; MD is related to nutrition and health, MC seems to be coupled in consumers’ minds with dining out and the specialty food segment, related to hedonism and neophilia, where variety, natural and local traditional foods are as important as taste. Moreover there are regional variations in interest of MD or MC even within a country, which means that Greek producers need to adapt their selling proposition (MD or MC or Combination) to local demands (including consumers and retailers, and used different marketing strategies when promoting ingredients or/and finished products). To enter in markets such as USA, UK, Germany, France & Russia, producer will encounter numerous challenges such as high market concentration and chargebacks imposed by distributors. Small specialty stores could be a prospect, but retailers require producers to support market demands and NPD. Moreover, distributors will not take on a product without sales already in place, and the foodservice sector will not consider a product without distributors in place. Page 5 of 259 EXECUTIVE SUMMARY Η έρευνα έχει ως σκοπό να υποστηρίξει τις εξαγωγικές προσπάθειες των Ελληνικών επιχειρήσεων μέσω μιας αναφοράς που προσφέρει τεκμηριωμένες προτάσεις αναφορικά με τη ελκυστικότητα των εννοιών της Μεσογειακής Διατροφής και της Μεσογειακής Κουζίνας σε πέντε διαφορετικές αγορές (ονομάζοντάς τες Ηνωμένες Πολιτείες Αμερικής, Ηνωμένο Βασίλειο, Γερμανία, Γαλλία και Ρωσία) και τα τμήματα των αγορών. Επιπλέον, η αναφορά αυτή παρουσιάζει ενδείξεις σχετικά με πιθανό σχεδιασμό/ανάπτυξη προϊόντων και στρατηγικές μάρκετινγκ για τους Έλληνες εξαγωγείς. Η αξιολόγηση της εκτενούς βιβλιογραφίας αποκαλύπτει ότι η πρωταρχική συζήτηση που ξεκίνησε εμπνεύστηκε από τις μελέτες σχετικά με τη διατροφή του Keys στις αρχές της δεκαετίας του 50 (αργότερα κωδικοποιημένη ως Πυραμίδα Μεσογειακής Διατροφής), και από τότε έχει εξελιχθεί και επανερμηνευτεί παράλληλα με τις κοινωνικές εξελίξεις. Κάποιες από αυτές τις διηγήσεις σε μεγάλο βαθμό έχουν προωθηθεί από άλλες συζητήσεις που αφορούν το φαγητό και την υγεία, την πολυπολιτισμικότητα και τον κοσμοπολίτικο τρόπο ζωής (Μεσογειακή Κουζίνα και Ελληνικό φαγητό), καθώς επίσης και την ηδονική και αισθητική επιτήδευση των μοντέρνων καταναλωτών που χρησιμοποιούνται ως μέσω για την επίτευξη αυθεντικότητας και διάκρισης. Η ανάλυση του Google Trends (μία ένδειξη ενδιαφέροντος προ κατανάλωση) παρουσιάζει ένα αυξανόμενο ενδιαφέρον για τη Μεσογειακή Διατροφή και Μεσογειακή Κουζίνα σε παγκόσμια και περιφερειακή κλίμακα (Γερμανία, Γαλλία, Ηνωμένο Βασίλειο, Ηνωμένες Πολιτείες Αμερικής και Ρωσία). Συνολικά οι αναζητήσεις για τη Μεσογειακή Διατροφή και τη Μεσογειακή Κουζίνα ξεπερνούν το ενδιαφέρον για το Ethnic Food και τις εθνικές κουζίνες. Επίσης οι συζητήσεις που αφορούν τη Μεσογειακή Κουζίνα και τη Μεσογειακή Διατροφή φαίνεται να είναι παράλληλες. Η Μεσογειακή διατροφή σχετίζεται με την θρεπτικότητα και την υγεία, η Μεσογειακή Κουζίνα στο μυαλό των καταναλωτών μεταφράζεται σαν έξοδος για φαγητό. Τέλος το τμήμα της αγοράς που αφορά τις σπεσιαλιτέ του κάθε τόπου σχετίζεται με τον ηδονισμό και τη νεοφιλία, όπου η ποικιλία, η φυσικότητα και τα παραδοσιακά προϊόντα είναι το ίδιο σημαντικά με τη γεύση. Επιπροσθέτως, υπάρχουν αποκλίσεις στις προτιμήσεις
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