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82% of consumers agree this is missing from supermarket shelves
The appetite for world cuisines is already significant, with the HRA Global and Rochester PR Group’s study identifying that more than 80% of UK consumers buy products from or inspired by international dishes weekly or every few weeks.
It was also revealed that the option of having such food and drink products available is top of mind for consumers, with 76% saying it was either important or, indeed, very important.
However, despite the well-stocked retail shelves of the UK, the findings revealed that there is still further demand for more variety, with 82% supporting supermarkets supplying a wider choice of products inspired by international cuisines.
Related to this, the findings also showed a shared (81%) enjoyment of exploring food and drink that take inspiration from international flavours and culinary traditions. Moreover, 73% said they are either very likely or likely to buy a new product from or inspired by an international cuisine/s if they see it in store.
Hamish Renton, managing director of HRA Global said the research presents a significant opportunity.
“This research reinforces what we’ve been seeing on the ground - a strong appetite for international flavours and a growing openness to try new products from global markets,” he added.
“Now is the perfect time for global food and drink brands to expand their reach, broaden product offerings and capture consumer interest in new, exiting cuisines.”
When asked about specific products, the respondents cited offerings such as black rice pudding, Bavarian Kartoffelpuffer and Australian Lamington, adding that they’d be open to trying food from or inspired by (in order or preference) Asian, European, Indian and Middle Eastern dishes.
The research also highlighted demand for fusion foods, with 82% say they are very likely or likely to try products/dishes that combine familiar flavours with an international twist. Whilst 53% say they frequently take inspiration from international dishes when cooking at home.
The top reason cited for buying such products was ‘to try something new’, followed by ‘experiencing flavours' of country they had visited or wish to visit.
In terms of factors influencing purchasing of these items, taste and flavour came top, followed by price, quality of ingredients, nutritional content, health benefits, authenticity of products, sustainability credentials and country of origin.
It was also found that while friend and family recommendations were big drivers for a purchase, in store promotions, social media and samples also help.
“This research reaffirms that the UK is not only open to international flavours but eager for more. For brands willing to bring authentic, high quality products that resonate with local tastes, the UK market offers immense growth potential,” said Joanna Dodd, managing director at Rochester PR Group.
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