Good news for international brands wanting to target the UK market
- High Openness: 90% of UK consumers are open to trying new international flavours
- Strong Demand: 73% claim to be likely to buy new products inspired by international cuisine
- Frequent Purchases: Over 80% buy international products weekly or biweekly
Recent research conducted by HRA Global and Rochester PR Group reveals that UK consumers are receptive to new brands coming into the market with 90% expressing openness to trying new products from or inspired by international cuisines that they haven’t tried before. There is strong support from UK consumers for seeing more international brands, flavours and trends in supermarkets, with 82% agreeing that they would like to see a greater variety of products inspired by global cuisines. Additionally, 81% enjoy exploring food and drink items that take inspiration from international flavours and culinary traditions.
There is more good news for international brands thinking of entering the UK market when taking into consideration the following findings:
- Over 80% say that they buy products from or inspired by international cuisines weekly or every few weeks with only 7% purchasing once every few months
- 76% thought it very important or important when choosing food & drink products, to experience new and exciting flavours from around the world
- 73% very likely or likely to buy a new product from or inspired by an international cuisine/s if they see it instore
“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. This presents a significant opportunity. 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” says Hamish Renton, Managing Director of HRA Global.
Despite the current availability it seems there is more that supermarkets could do with 83% of respondents strongly agreeing or agreeing with “I would like to see more new products inspired by international flavours, cuisines & trends in the supermarket.” And with 73% saying they are very likely or likely to buy a new product from or inspired by an international cuisine/s in the store, it seems as though retailers are on to a good opportunity.
When asked to specify favourite brands and products, the panel proved very responsive and mentioned hundreds of items and individual brands from black rice pudding to Bavarian Kartoffelpuffer and Australian Lamington. They were also able to mention additional brands or food products that they would like to see available in the UK from over 25 countries including Canada, Greece, Iran, Japan, Korea and Puerto Rico.
When asked which of the cuisines/cultures they would be open to trying food & drink products from or inspired by, Asia came top followed by European, Indian and Middle Eastern.
“This is good news – there is an opportunity. It’s essential to get your brand seen and loved by UK consumers, whether through innovative marketing and PR strategies that tell your brands story, tapping into emerging trends or simply making sure your products stand out on shelf” says Joanna Dodd, Managing Director, Rochester PR Group.
It’s not just buying international products that are welcomed it is also cooking at home with brands as well as eating out. For example, 92% strongly agree or agree “I believe that trying new flavours from different cultures can enhance your overall dining experience”. While 82% say they are very likely or likely to try products/dishes that combine familiar flavours with an international twist (e.g. fusion foods). And another 53% saying they frequently take inspiration from international cuisines and dishes when cooking at home with another 41% saying occasionally.
Renton continues, “It is exciting to UK consumers embracing international cuisines in their own kitchens. With over half frequently taking inspiration from global dishes when cooking at home. There is a real opportunity for brands to become household staples by offering accessible, authentic flavours.”
There also seems to be an upward trend with 59% saying the frequency in which they take inspiration from international cuisines and dishes when cooking at home increased in the last two years. In terms of factors in order of importance when buying products from or inspired by international cuisines taste/flavour is paramount, followed by price, quality of ingredients, nutritional content, health benefits, authenticity of product, sustainability credentials and country of origin.
The top three reasons for buying products from or inspired by international cuisines were to try something new and different, to experience the flavours of a country I have visited or want to visit, and to use as an ingredient when cooking international dishes at home. When asked about what influences their buying behaviour, recommendations from friends and family scored highly followed by in store promotions, having tried the product aboard, social media and the opportunity to try a sample.
In summary Dodd says, “this research reaffirms that the UK is not only open to international flavours but eager for more. For brand willing to bring authentic, high quality products that resonate with local tastes, the UK market offers immense growth potential.”
