Firm Suggests Caution When Riding Spicy Food Wave

Despite the enthusiasm of the market and the press for foods that pack spicy heat, one marketing and consulting firm warns food companies to look carefully before they leap on the bandwagon.

"Even if an ethnic market segment is growing at strong double-digit rates, if everyone introduces new products at once, most are bound to fail," says Michele Davis, an analyst with Alexandria, VA-based Promar International. "Fiery foods are just one narrow aspect of a larger growth opportunity."

Based on its recently completed strategic assessment of the future of ethnic foods, "Riding the US Ethnic Food Tide," Promar suggests that manufacturers, especially large ones, take a more methodical approach to ethnic foods. According to Davis, "Small players can often squeeze into a market niche, but larger players face greater challenges. They should approach ethnic foods strategically. Instead of rushing 'fiery' products to market, they should identify the cuisines that offer the greatest potential, understand what is driving them, and figure out how to position themselves for the long haul."

The firm is making the study available to current and prospective clients for $12,750. Further details, including a table of contents and many actual sample pages from the report, are available by contacting Tracy Carlson, Promar International, 1625 Prince St., Suite 200, Alexandria, VA 22314.