|
|
|
|
|
Making a Supermarket Splash |
|
|
by
Kellye Hunter Caribbean
is in and getting hotter every day. In fact, many experts believe that it
will soon be the reigning fashion in the world of hot and spicy. Mainstream
companies are realizing the growing potential, particularly with jerk
products, jams and jellies, and hot sauces, as people in the restaurant
industry respond to increasing customer demands for more of this healthy,
flavorful cuisine. Consequently,
there has never been a better time for Caribbean manufacturers to venture
into the mainstream market. Many products that have been selling in low
volume to the niche market now have a chance to increase their audience and
profitability. But making this kind of transition takes a lot of
preparation, monetary investment, possibly some recipe and packaging
modifications, the ability to produce in large volumes, and most of all,
patience. This is not a step everyone should take, but right now the
direction is a little more clear for those who do. TRENDS
One
of the main reasons Caribbean cuisine is becoming so popular is that the
Caribbean itself is a favorite vacation destination. The Caribbean Tourism
Organization reports that tourist arrivals to the Caribbean grew steadily,
at an average rate of 6.2 percent per year, between 1984 and 1994. In 1995,
tourist arrivals continued to grow by another 4 percent during the period
between January and August. This increasing number of travelers, most of
whom are Americans, are bringing home more than a tan. "People
who travel to the Caribbean come back with a taste for the food and they
want to make it at home," says Leighton Ashley, president of Jamaica
Producers Marketing. He manages the marketing of the Jamaica Best line and
other products from Jamaica, which include jerk seasonings, hot sauces and
packaged fruit. He says that his company is hoping to sell more product to
people who have been exposed to the Caribbean through travel, and also to
people who become interested through word of mouth. Mindy
Baker, president of Caribbean Island Imports, says that product awareness
through travel has been helpful in her business. "I went to the owner
of a chain of five stores and he had recently been on a cruise," she
says. "He picked up eight of my products without even really looking at
them." Immigration
is another reason for increased Caribbean familiarity. The April 1993
edition of the Packaged Facts report on the condiments market states
that almost half of all immigrants to the United States between 1981 and
1990 came from Mexico, South or Central America or the Caribbean. There are
now large Caribbean communities introducing their native cuisine to people
in trendsetting areas such as New York. There
are also other, less direct reasons for the expanding Caribbean market.
Researchers in the food and restaurant industries work constantly to
pinpoint the exact elements that will satisfy Americans' cravings, and they
have identified several trends that point toward Caribbean cuisine. --More
Heat The
April 1993 Packaged Facts report on the condiments market predicts
that hot sauce retail sales will top $127 million dollars in 1997, growing
from $85 million in 1992. --More
Flavor The
same Packaged Facts report also states that Americans are craving
more complex tastes which reach beyond a basic vinegar-based pepper sauce.
Interestingly enough, many of these distinctions involve Caribbean
ingredients, according to the report, which states: "Now, many flavor
variations are subtly enhanced with mustard, rum, or tropical fruits like
papaya, banana, passion fruit or tamarind." --More
Nutrition The
Food Trends '96 survey, sponsored by Thomas Food Industry Register
and Find/SVP, found that 59 percent of surveyed restaurants and other
foodservices are more concerned with nutrition and have responded by
offering their customers more healthy choices like pasta and fish; 51
percent report increased "healthy" menu sales. --Less
Fat Food
Trends '96
also documented that 48 percent of surveyed restaurateurs and foodservice
managers have realized that the number one concern of their customers is the
fat content of their food. Put
all these elements together, and Caribbean cuisine is like the missing
puzzle piece. It encompasses all of these elements, with nutritious
offerings like grilled chicken and seafood, predominant flavorings of
peppers and spices, and plenty of fresh tropical fruits and vegetables. As
American palates expand to include Caribbean cuisine, Caribbean cuisine is
also expanding to meet American tastes. Melissa Stock, co-author of Hot
& Spicy Caribbean, says that the old Caribbean cuisine included many
fresh fruits and vegetables, but also involved fried fish and meats and many
pastry dishes. In the last five years or so, she says, the influx of
American tourists to the Caribbean has created a demand for more
health-conscious dishes using indigenous ingredients that are flavored with
spices rather than fat. Attention
from mainstream companies also confirms the growth of the Caribbean food
industry. One such company is McCormick, which began producing a jerk
seasoning about two years ago, and another is McIlhenny, which, over the
last year, has introduced a Caribbean Style Steak Sauce and an Habanero hot
sauce with a definite Caribbean twist. "We see this as a tactical
opportunity, combining the corporate icon of Tabasco with the emerging food
trend of Caribbean," says Richard Dunn, vice president of sales and
marketing for McIlhenny. He says that his company is viewing Caribbean as a
long-term player in the fiery foods arena, and that it will possibly be even
bigger than Cajun. Dunn
says the habanero sauce, which is blended with tropical fruits such as
mango, banana, tamarind and papaya, and suggested for use in recipes such as
Mango Ginger Dipping Sauce, has been introduced into the targeted specialty
markets of California, Arizona, Texas, New Mexico, Louisiana, Alabama and
Florida. In these places, it has met with "resounding approval,"
says Dunn. However, because of its intense heat level, he says, it's not for
everyone. The
steak sauce, which is a more versatile product with a much lower heat level,
has been marketed more widely. "It's not mainstream the way we would
like it to be," says Dunn, "but it's growing slowly." Indeed,
this reflects the state of many Caribbean products on the market right now,
which are gaining audiences and attention, but are not yet household names. "I
think really within another year we will see substantial growth," says
Derryck Cox, co-founder and executive vice president of International Trade
Promotion, Inc., and former Jamaican trade commissioner to the United
States. He estimates that the Caribbean food market will grow by more than
10-15 percent for the next few years. Another
factor helping this trend along is the increasing popularity of Caribbean
foods in the restaurant industry. Food Trends '96 found that 14
percent of surveyed restaurateurs and other foodservice managers added
Caribbean dishes to their menus in 1995, making it the third most popular
ethnic addition behind Italian and Mexican/Tex-Mex. Additionally, the same
study found that 11 percent of surveyed restaurateurs and foodservice
managers planned to add Caribbean items to their menus in 1996. This ties
Caribbean with Italian for the most popular planned ethnic menu addition. Darden
Restaurant, Inc., which runs both the Red Lobster and Olive Garden
restaurant chains, is currently test marketing Bahama Breeze, a
Caribbean-style eating establishment that opened in Orlando, Florida in
February 1996. "We spend a lot of time talking to consumers about what
they like and don't like," says Roger Thompson, who works in research
and marketing for Darden. "We have looked at cuisines around the world
and Caribbean was high on the list." He says Americans are also craving
more flavorful items, and Caribbean cuisine fits this bill easily because it
has been influenced by a number of cultures, including Dutch, Asian,
African, Indian, French and English. Bahama
Breeze offers a dining experience that includes Caribbean music played by
live bands and a varied menu with selections for both heat lovers and the
non-initiated, including authentic Caribbean foods such as Jerked Chicken
and Rebecca's Key Lime Pie, the recipe for which comes from Rebecca's
Jamaican grandmother; hybrid foods like Habanero Chicken Wings and Jerk
Chicken Pizza; and a number of American selections like hamburgers. So
far, people seem to be eating it up. Thompson says there is a
one-to-two-hour wait most nights for the 300 available seats, but before
Bahama Breeze goes national, test marketing will continue for at least
another year to make sure the interest is broad-based. Right now, however,
indications are good as Darden intends to open a second Orlando location in
May. "We think America is ready for this," says Thompson. EDUCATING
THE CONSUMER
The
growing number of Caribbean restaurants and menu items not only indicates,
but fuels the trend as more and more people find out what Caribbean food is
all about. "When you look at other ethnic foods, the mainstream's
introduction to them is through restaurants," says Cox. Another way is through deliberate promotion, which is absolutely necessary for manufacturers if they want consumers to become familiar with new products and learn how to use them. It is helpful if manufacturers can get their distributors to agree to do in-store promotions such as tastings, demonstrations, cooking classes, prize give-aways, and coupons. "We've got to continue and prepare to invest in promoting products through demos to get consumers to take product off the shelf," says Cox. Source: www.fiery-foods.com |
|
Contact | Site Map | Search | News & Articles | Home |
