UK Shoppers Hungry for International Flavours
Research reveals a strong market potential for international food brands in the UK
In partnership with Rochester PR Group, we conducted a study exploring UK consumer attitudes towards international flavours. The research reveals a significant opportunity for global food and drink brands looking to enter the UK market, with 90% of consumers expressing a willingness to try new products inspired by international cuisines. The findings highlight a growing openness and curiosity, suggesting now is the perfect time for brands to expand their presence and bring authentic, global flavours to British supermarket shelves.
Q: How open are you to trying new products from or inspired by international cuisines that you haven’t tried before?
1. How Open Are UK Consumers to Trying New International Flavours?
90% of UK shoppers are open to trying new products from or inspired by international cuisines they haven’t experienced before.
This widespread openness indicates a thriving curiosity among British consumers, providing an entry point for brands to introduce new and diverse flavours to the market.
Q: To what extent do you agree with the following statement: “I would like to see more new products inspired by international flavours, cuisines & trends in the supermarkets”
2. Is There a Demand for More International Products in Supermarkets?
82% of respondents agreed that they would like to see a wider selection of international products in stores.
Despite the range of options currently available, consumers are eager for more variety. This desire for more choices creates an excellent opportunity for global brands to showcase their products and stand out on supermarket shelves.
Q: How frequently do you buy products from or inspired by international cuisines?
3. How Frequently Do UK Consumers Purchase International Products?
Over 80% of consumers purchase products inspired by international cuisines weekly or biweekly.
International foods are not just an occasional treat for UK shoppers—they’re a regular part of the weekly shop. Brands that can establish themselves as household staples will benefit from consistent sales and customer loyalty.
Q: Which of the following cuisines/cultures would you be open to trying food & drink products from or inspired by?
4. Which Cuisines Are Most Popular Among UK Consumers?
Asian and European cuisines came out on top, with strong interest also seen in Indian and Middle Eastern flavours.
Brands from these regions, or those inspired by these culinary traditions, are in a prime position to capture UK consumers’ attention. This insight could also encourage other cuisines to innovate and introduce new, fusion-inspired products to tap into this demand.
Q: Please rank the following factors in order of importance when buying products from or inspired by international cuisines (where 1 = most important, 8 = least important)5. What Factors Are Most Important When Choosing International Products?
Taste and flavour ranked as the top priority, followed by price, quality of ingredients, and authenticity.
Brands looking to enter the UK market must prioritise delivering authentic, high-quality products that taste great and offer good value for money.
Q: Which of the following UK food trends have encouraged you to try products from or inspired by international cuisines? (tick all that apply)
6. Which UK Food Trends Are Driving Interest in International Cuisines?
UK consumers are exploring global flavours through popular food trends, with 65% of respondents citing street food markets as a major influence on their willingness to try international products. Authentic cooking at home, fusion cuisine, and global spices also ranked highly, showing a strong curiosity for international tastes. These trends highlight the diverse ways in which UK shoppers are embracing global influences, providing brands with valuable insight into how to align their products with local interests.
Q: For what reason/s would you buy products from or inspired by international cuisines? (tick all that apply)
7. Why Do UK Consumers Choose International Products?
The desire to try something new and different is a primary driver, with nearly 90% of UK consumers selecting this reason for buying internationally-inspired products. Additionally, 60% are motivated by a connection to travel, choosing items that reflect the flavours of places they have visited. Many also look to these products for home cooking, health benefits, and to suit specific dietary needs, showing that UK shoppers are not only adventurous but also value authenticity and versatility in international cuisine.
Q: How likely are you to try products/dishes that combine familiar flavours with an international twist (e.g. fusion foods)?8. Is There Appetite For Fusion Foods?
Fusion foods are resonating well with UK shoppers, as 82% of respondents indicated they are likely or very likely to try products that mix familiar flavours with an international twist. This trend signals a growing openness to innovative, cross-cultural dishes, providing an exciting opportunity for brands to introduce creative, fusion-inspired offerings to the market.
Additional Results:
Enjoyment of Internationally-Inspired Food & Drink
A strong majority (91%) of consumers enjoy trying food and drink products inspired by international flavours, with 62% strongly agreeing with this sentiment. This enthusiasm underlines the UK’s appetite for diverse, global culinary experiences.
Has the Frequency of Purchasing International Products Changed?
Over the past two years, 54% of UK consumers have increased their purchase of internationally-inspired products, while 44% report no change.
Likelihood of Trying New International Products in Stores
Nearly three-quarters of respondents (72%) are likely or very likely to buy a new product from an international cuisine if they see it in-store, showing strong curiosity and openness to global flavours among UK shoppers.
Has Home Cooking Inspired by International Cuisine Increased?
In the past two years, 59% of consumers say they’ve increased their use of international cuisines and dishes in home cooking.
Influence of Popular Trends on International Product Purchases
About one-third of consumers (32%) are likely or very likely to be influenced by popular trends when choosing internationally-inspired products, while 39% remain neutral. This reveals that while trends matter, authenticity and personal preference also play a role.
The results of our research with Rochester PR Group make it clear: the UK is hungry for international flavours.
With consumers showing a strong appetite for new tastes, global brands have a fantastic opportunity to enter and expand in the UK market. By understanding and meeting the preferences of British shoppers—focusing on quality, authenticity, and great taste—international food and drink brands can carve out a significant space for themselves. For those looking to make an impact, now is the time to take action and bring something new and exciting to the table.
For further details on this research or to explore how HRA Global can help your brand navigate the UK market, get in touch with our team.
Ready to make your mark in the UK? Check out our joint ‘Maximising Success’ programme with Rochester PR Group.
