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Attitudes towards Emerging Cuisines - UK - March 2015

“While penetration of emerging cuisines is still low, interest is high. The presence of emerging cuisine restaurants on the high street is growing while there is greater focus from retailers like M&S on expanding their ethnic offering. These trends are helping to bring the less established cuisines into the spotlight and out of the shadow of Chinese and Indian with are firmly embedded in UK cuisine.”
– Douglas Faughnan, Senior UK Food and Drink Analyst

This report looks at the following areas:

  • High street foodservice cuisine trends continue to shape the retail landscape
  • Operators need to educate consumers on preparation and use of ethnic food products
  • The shift from emerging to ‘emerged’ cuisines – the role of millennials and retailers

One in three people in the UK eat food from emerging ethnic cuisines at home, with Japanese food, including sushi, holding the lead. Eaten at home, its popularity has been propped up by the sushi trend in the foodservice channel. Moroccan food is also among the most popular emerging cuisines, eaten by just over one in 10 of people, appearing to benefit from the cuisine’s flavour profile being embraced across a wide range of food products.

While current usage of such cuisines remains modest, there is significant interest in many of them. However, steps to educate consumers about these cuisines remain central to unlock this interest as not knowing what to expect from the emerging cuisines is a key barrier to usage. Wider mainstream availability should also help to translate this interest into usage.

This report gauges emerging cuisinesin the UK grocery market in terms of consumer usage as well as exploring consumer attitudes towards such cuisines. The focus of the report is on Japanese, Moroccan, Turkish, Polish, Malaysian, Vietnamese, South African, Lebanese, Brazilian, Peruvian and Korean foods. Sales via catering or foodservice establishments are excluded, although references and comparisons to these sectors may be made where relevant.


Wider mainstream availability should also help to translate interest into buying. Seeing products available at a local supermarket would prompt just over a third of those who eat/are interested in emerging ethnic cuisines to try new products. Meanwhile, lack of availability at the supermarket is cited by 15% of non-users as a reason for not buying into these.

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • Market factors
              • Companies, brands and innovation
                • Innovation
                  • The consumer
                    • Sushi drives the popularity of Japanese food
                      • Figure 1: Emerging cuisines eaten at home and that consumers are interested in, by cuisine type, December 2014
                    • Experience is key driver: restaurant visits, tourism and in-store sampling are the most popular prompts for trying new cuisines
                      • Figure 2: Reasons for trying emerging cuisines, December 2014
                    • Brands offer assurance in a market where consumers lack knowledge
                      • Figure 3: Interest in types of emerging cuisine products, December 2014
                    • Highlighting familiar ingredients can help win over unsure consumers
                      • Figure 4: Reasons for not eating emerging cuisines, December 2014
                    • What we think
                    • Issues and Insights

                        • High street foodservice cuisine trends continue to shape the retail landscape
                          • The facts
                            • The implications
                              • Operators need to educate consumers on preparation and use of ethnic food products
                                • The facts
                                  • The implications
                                    • The shift from emerging to ‘emerged’ cuisines – the role of millennials and retailers
                                      • The facts
                                        • The implications
                                        • Trend Application

                                            • Extend my Brand
                                              • Guiding Choice
                                                • Generation Next
                                                • Market Drivers

                                                    • Well-travelled Brits look for new food experiences
                                                        • Figure 5: Average annual growth/decline in number of visits by UK tourists to selected countries, 2009-13
                                                        • Figure 6: Top 10 countries of last residence of migrants who are not British citizens, 2013*
                                                      • Foodservice trends drive interest in new cuisines in retail
                                                        • Figure 7: Use of and interest in ethnic restaurants/takeaways, by cuisine, December 2014
                                                      • New cuisines offer variety in a market dominated by Chinese and Indian
                                                        • Experimental 25-34-year-olds set to grow by 6% by 2019
                                                          • Figure 8: Trends in the age structure of the UK population, 2009-19
                                                      • Strengths and Weaknesses

                                                        • Strengths
                                                          • Weaknesses
                                                          • Who’s Innovating?

                                                            • Key points
                                                              • Coverage
                                                                • Emerging international cuisine launches in UK/Europe: Brands, big and small, latch on to Moroccan food’s popularity in 2014
                                                                  • Figure 9: New product launches in the UK food market that reference the term ‘Moroccan’, by category, 2010-14
                                                                • Japanese has more to offer than just sushi
                                                                  • Japanese cuisine has potential to penetrate more categories
                                                                    • M&S markets the authenticity of its Vietnamese and Japanese Taste ranges
                                                                      • Amoy and Malay Taste target scratch cooks with Malaysian kits
                                                                        • The Brazilian theme: overt and direct vs. subtle and sophisticated
                                                                          • Overt and direct
                                                                            • Subtle and sophisticated
                                                                              • Other activity
                                                                                • Selected companies and brands
                                                                                  • Figure 10: Selected companies and their product offering in the emerging international cuisines market, March 2015
                                                                              • The Consumer – Emerging Cuisines Eaten at Home

                                                                                • Key points
                                                                                  • Sushi drives the popularity of Japanese food
                                                                                    • Figure 11: Emerging cuisines eaten at home and that consumers are interested in, by cuisine type, December 2014
                                                                                  • Moroccan’s popularity driven by its cross-category penetration
                                                                                    • Polish food reaches a wide pool of users beyond immigrants
                                                                                      • Brazilian and South African food offer BBQ season potential
                                                                                      • The Consumer – Reasons for Trying Emerging Cuisines

                                                                                        • Key points
                                                                                          • Experience is key driver: restaurant visits, tourism and in-store sampling are the most popular prompts for trying new cuisines
                                                                                            • Figure 12: Reasons for trying emerging cuisines, December 2014
                                                                                          • Foodservice trends remain ones to watch
                                                                                            • Brands in other markets look to pop-ups to drive word of mouth
                                                                                              • In-store samples would win over two in five
                                                                                                • Emerging cuisines hampered by lack of in-store presence
                                                                                                  • Spice and gender – Men enticed by hot/spicy, while women favour mild
                                                                                                  • The Consumer – Interest in Types of Emerging Cuisine Products

                                                                                                    • Key points
                                                                                                      • Brands offer assurance in a market where consumers lack knowledge
                                                                                                        • Figure 13: Interest in types of emerging cuisine products, December 2014
                                                                                                      • ‘Ethnic-inspired’ products vs. authentic ethnic cuisine
                                                                                                        • Products with an ethnic twist fail to chime with over-55s
                                                                                                          • Parents and students lead demand for easy-to-prepare products
                                                                                                            • Millennials’ low confidence in cooking drives interest in easy-to-prepare meals
                                                                                                              • Parents’ interest in easy preparation fuelled by demand for convenience
                                                                                                              • The Consumer – Reasons for Not Eating Emerging Cuisines

                                                                                                                • Key points
                                                                                                                  • Highlighting familiar ingredients can help win over doubting consumers
                                                                                                                    • Figure 14: Reasons for not eating emerging cuisines, December 2014
                                                                                                                  • References to familiar foods can help to help to calm concerns
                                                                                                                    • Lack of confidence in cooking is a key barrier
                                                                                                                      • Meal kits can attract scratch cooks and novice cooks alike
                                                                                                                      • Appendix – Internal Market Environment

                                                                                                                          • Figure 15: Average annual growth/decline in number of visits by UK tourists to selected countries, 2009-13

                                                                                                                      Companies Covered

                                                                                                                      • YouTube, Inc.

                                                                                                                      Attitudes towards Emerging Cuisines - UK - March 2015

                                                                                                                      £1,995.00 (Excl.Tax)