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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