2009/2/17 火曜日

ポテトがカムバック!

Filed under: フードトレンド — nicki @ 13:21:01

US Poteto Boardの発表によると、アメリカ人は、2週間に3.6回、ポテト主流の料理を食べているとのこと。

一時は、ポテトの人気が下がったアメリカだが、また最近ポテトの人気があがっている。(これも景気が悪いからだろうか・・・)

1980年代に、Wendy’sがファーストフードレストランとして、初めてベイクド・ポテトをメニューに加えた。その後、2000年に大流行したAtkins Dietによって、ポテトは大ブレークした。そして、ブレッド、パスタ、ポテトと三大炭水化物としてカムバックを果たした。

現在のベイクド・ポテトのトレンドは、トッピングに凝ることのようだ。McAlister’s Deliでは、従来にトッピングのほかに、ハム、ターキー、ベーコン、チーズ、ねぎ、オリーブなどがセレクションとして揃えられている。アメリカ風メキシコ料理のJohnson’ Deliでは、メキシカンスパイス、サワークリーム、チーズ、チリ、チキン、パープルオニオン、ハラピノペッパーなどが揃えられている。スペシャルドレッシングを準備しているところも多い。

このポテトブームが、スイートポテトにも移行しているようだ。スイートポテトスープ、スイートポテトパイ、ベイクド・スイートポテトなども出現しており、2009年、2010年はスイートポテトの年になるのではないかとも言われているとか。

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2009/2/15 日曜日

アメリカの消費者の食費の動向

Filed under: 飲食業界データ — nicki @ 16:26:27

ご無沙汰しました。なんと、昨年の10月8日から記事を全く書いていませんでした。またぼちぼちと記事をアップしますので、よろしくお願いいたします。

 リーマンショックを皮切りに、どんどん出されたアメリカの膿。あっという間に、アメリカの景気もアメリカ人の生活習慣も、そしてアメリカ人の価値観も変わったかにすら思える。先日発表された数値を見ると、2008年の第四四半期も、消費者が使う食費は3.7%下落率は62年間で最高だとか。

外食をしなくなり家で食べるになりスターバックスのラテではなく、家でコーヒーを沸かして飲むようになり、ブランド品からノンブラインド品に移り、お菓子も食べなくなり、外食するときもワンランク下にいくようになりと、全てのセグメントでお金を使わなくなってしまっている。

ファーストフード店でも大きな動きがある。高級ファーストフード店は、どちらかと言うと健康志向に走っていた。しかし、その高級ファーストフードの売り上げが激減している。その反面、マクドナルドの売り上げは上昇している。一概にはいえないが、価格の安いものは体に悪い場合が多い。なのでいい感じで伸びていたアメリカの消費者の健康志向も、この景気でいっきに変わってしまっている。肥満や体に悪いなど考えていられない。食べて行かなければならないという人が悲しいかな増えてきている。

景気が良くなれば、また消費者の消費動向は元に戻るだろうか。いや、これだけ急激に経済が変わり、人の価値観が変わったのだから、そう簡単には変わらないように思う。一時の原油の高騰で、燃費の悪い車が売れなくなり、そして人々は極力車に乗らなくなった。原油価格が下がった今でも、その傾向は変わっていない。

消費者の価値観や生活スタイルが変わってきていると言う前提で、今後の計画を飲食業の携わる者は考えなければならないのではないだろうか。

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グラフ2
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2008/10/8 水曜日

日本風味付けが人気のチキン

Filed under: フードトレンド — admin @ 10:11:35

日本ではおなじみの竜田揚げや、味噌ダレチキンや手羽の塩焼きなどがアメリカで人気がでてきている。日本食レストランでなくてもメニューに加えられているほどの人気である。

アメリカの手羽先といえば、何と言ってもバッファローチキンウイング。ランチのドレッシングにつけて、油で手をべとべとししながら食べるのが何ともおいしい。

 しかし時代は変わってしまい、油ぎとぎとの人気が下降し、もっと複雑な味を好むようになってきている。

そして、注目を浴びたのが日本風味付け。今までみりんなどと言う調味料はアメリカの料理本などにでてくることはなかったが、最近は、醤油はもちろんのこと、みりん、料理日本酒、味噌などが普通にでてくるようになった。(と言ってもプロの世界のみだが)

私達にとっては、同じもの味付けや料理がアメリカ人にとってはとっても新鮮らしい。

4239nrn_culinarycurrents1-fig2.jpg4239nrn_culinarycurrents1-fig1.jpg

胃文化交流 MeSay


2008/10/7 火曜日

NYの飲食業出店数が5年ぶりに減少

Filed under: アメリカの飲食業界 — nicki @ 14:23:26

9月中ごろにリーマンブラザースが破綻して依頼、アメリカの株価はあれよあれよと下落していき、本日も500ポイント下げて9447ドルと記録的な数字をあげている。飲食業はまともに影響を受け、上場企業の株価は30%~40%ダウンしてしまっている。

NYの飲食業の出展数も5年ぶりに減少していると発表された。ZAGADの調査によると、NYの外食の一人当たりの客単価は原材料の値上がりにより3.3%上昇しているが、ハイエンドの高級レストランでは値上がり率が10%以上となっている。その上の、景気不安定で外食率が減少しており、高級店ほど影響を受けている。NYの一人当たりの客単価は$40.78とパリや東京などと比較するとかんり低いが、この数字はアメリカ国内においてはトップクラス。

しかし、この客単価も今後の経済の動向によっては大きく下落するのではないかと言われている。外食率が減少しているとともに、価格の安い店に行く消費者の傾向が強まっている。

 景気が不安定になればしかたないことだが、これだけ急激に動くと、実際に実生活で感じていない人までお金を使うことが不安になってしまう。マスコミの加熱報道もあるのかもしれないと思いつつ、ついつい、本当はもっと状況は悪いのではとも思ってしまう。

当分アメリカには明るいニュースはなさそうだ。

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2008/9/27 土曜日

金融危機が飲食業界にも影響を

Filed under: フードトレンド — nicki @ 12:57:07

飲食フランチャイズへの融資では、業界トップのGE CALITAL SOLUTIONが、今後のフランチャイズ飲食業への新規ローンに関して審査を厳しくすると発表した。

また、マクドナルドのレンダーであるBANK OF AMERICAは、マクドナルドが来年度から計画しているアメリカ全土の店舗のエスプレッソベースのプレミアムドリンクコーナーの新設のためのローンを断ったと発表されている。

 日々変わる金融状況により先が見えない状況いるのが原因らしいが、業界トップのマクドナルドも融資の心配をしなければならず、その相手がまたBANK OF AMERICAとなれば、誰もが今後のことを心配せざるを得ない状況になってきている。

これは飲食業に限ったことではないだろうし、今後、大きな営業をアメリカ経済に与えることだろう。

一体アメリカはこれからどうなるのだろうか。

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2008/9/26 金曜日

SUBWAYのグリーン運動

Filed under: 飲食業界のグリーン — nicki @ 14:03:57

全米で22000店舗展開中のSUBWAYは、、”Change a Light, Change a World’キャンペーンに参加し、10月1日に一斉に店舗の電気をPHILIPSの節電用に取り替えると発表した。これにより年間で、192万キロワット、300万ポンドの温室効果ガスの排出を防ぐ。この数字は、275台の車が排出する温室効果ガスに匹敵するとのこと。

 店舗においても、昨年フロリダのKissimmeeに、LEED認定の店舗を建設したことを皮切りに4店舗のLEED認定店を建設している。LEED認定店舗は今後はこの業界で常識化すると思われる。

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胃文化交流 MeSay

2008/9/24 水曜日

消費者の気持ち

Filed under: マーケティング — nicki @ 10:54:47

アメリカの経済に陰りが見え初めて随分と経つ。この10日ほどは激動の日々だった。一般市民はこれからどうなるのだろうと不安を募らせている。

 飲食業は大きな打撃を受けており、2008年の第二四半期の伸び率は1%。それも、スペシャル割引メニューとかで売上げを伸ばしたようで、実際には大変厳しいものがあるとのこと。

特にファーストカジュアルレストランは大きな打撃を受けている。その中で、他社に何と言われようが、生き残ろうとがんばているのがTGI FRIDAY。”RIGHT PORTION, RIGHT PRICE(ちょうどいい量にちょうどいい価格”キャンペーンを打ち出し、顧客の減少を防いでいる。

$5.99~$9.99のメニューを大きく打ち出している。カジュアルレストランでこの価格帯のメニューを提供するのは、利幅に関しては厳しいものがあると思う。同業者からは、FRIDAYは自分で自分の首を絞めているとと言っているようだが、実際のところ、他社は大幅に売上げを下げているが、FRIDAYは行き残っているようだ。

景気後退、失業者の増加、原材料の高等など、飲食業にとっては何一つ良いことはないが、それでも人は食べなければ生きていけない。これからのサバイバルゲーム誰が、生き残っていくのだろうか。

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2008/9/21 日曜日

炭酸飲料は減少、エナジードリンクが急上昇

Filed under: ドリンクトレンド — nicki @ 14:33:17

アメリカにおけるエナジードリンクの売上げは62億ドルでその伸びは、2006年度が56%、2007年度が29%となっている。炭酸飲料に関しては、2.3%現象している。

 消費者は以前はカフェインを好んでいたが、現在ではタウリン、ガラナ、朝鮮人参やビタミンBなどが豊富に含まれたエナジードリンクを選択する時代になってきた。

 現在、アメリカのコンビニでは平均して10ブランド(商品数にして20~30商品)のエナジードリンクが取り揃えられている。

  現在のエナジードリンクのブランド数は228ブランドで、2007年度より40ブランド増えている。トップの10社ぐらいを除いては全てが小規模の企業で、新しいブランドがでては潰れと、下の方ではサバイバルゲームが続いている。

 マクドナルドは、150店舗でテスト的にエナジードリンクが販売されている。その結果により、マクドナルドの新メニューとして取り扱うか否かを決定すると言う。ファーストフード関係者は、このマクドナルドのテストマーケティングに大変注目しており、マクドナルドがエナジードリンクを取り扱うと決定すれば、横に習えで、ほぼ全てのファーストフード店が取り扱うようになるのは目に見えている。

 さて、どのような動きになるだろうか。

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2008/9/18 木曜日

アメリカのビール迷信

Filed under: ドリンクトレンド — nicki @ 13:11:41

先日に引き続きビールの話題。アメリカでは、ビールと言えばバドワイザーだったが、大手のビールメーカーが多種類のビールを販売しだしたことや、地元密着型の地ビール屋さんのがんばりもあり、人々のビールに関する理解も深まってきたようだ。アメリカのビール迷信トップ10として下記が発表されていた。

#1 ダークビールはカロリー豊富
間違いです。フルーツが入ってくるのは別として、ダークビールも普通のビールもカロリーはいっしょ。

#2 エールビールは、ラガーよりアルコールが強い
間違いです。アルコール料は糖分の発酵により決まり、製造する温度による決まるものではないです。

#3 ビールは太る
間違いです。それは、あなたの食生活が原因です。

#4 スタウトはまるで食事!
間違いです。ただ色が濃いだけでカロリーが高いわけではありません。

#5 輸入ビールは国産より良い。(私もそう思います)
そんなことはないとアメリカの人は言っていますが、これは迷信ではなく事実です。(私の意見、すみません)

#6 ワインの方がビールより複雑
ビールの方が複雑です。ワインの原材料はぶどうだけ。ビールは、モルト、ホップ、水、イーストの4種類も使っています。

#7 フルーツフレーバービールは女性用
決め付けてはいけません。

#8 エールはラガーより良くなければならない。
誰がそんなこと決めたのですか。

#9 ビールは冷たいのに限る。
通常のピルスナー系のビールはそうですが、IPAやスタウトは常温でもおいしいです。通常、色が薄いビールは冷たい方が良く、色が濃くなるについて温度が高くなっていくのがおいしい飲み方とされています。

#10 ビールとファインダイニングは似合わない。
誰が決めたのですか。ビールはアメリカのレッドネック(田舎も)が、下品に飲む飲み物とされていますが、上品なビールも沢山あります。

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2008/9/16 火曜日

ライムフレーバー・ビール

Filed under: ドリンクトレンド — nicki @ 12:45:22

ビールにライムといえば、CORONAビールを思い浮かべる方が多いかと思う。ビーチに似合う夏のビールと言えば、CORONAビールだったが、今年の夏はCORANAに代わって、BUD LIGHT LIMEが王者の座についた。

バドワイザーが、3500万ドルを突っ込んで行ったサマー広告キャンペーンの効果で、売上げが低迷しているビール業界においてバドワイザーが、2%の伸びを示した。この2%の伸びを引っ張ったのがBUD LIGHT LIMEだったとのこと。

CORONAが値上げに踏み切ったことも、BUD LIGHT LIMEに取っては好材料となった。ちなみに、CORONAは、16年間で初めて売上げが落ちたとのこと。

リーマンブラザーズが破綻し、アメリカトップの保険会社AIGの破綻が噂され大不況に突入すると言われているアメリカ市場において、ビールメーカーも大変な時代を過ごすことだろうと予想される。

2010年は、ビール業界においてもサバイバルゲームとなることだろう。

3-budlightlime-091508.jpg

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