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Attitudes towards Emerging Cuisines - UK - March 2015
Introduction
 
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 by 17% of people, 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 14% 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.

Definition
This report gauges emerging cuisines in 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

Abbreviations
GNPD | Global New Products Database. For further details, please contact Mintel on 020 7606 4533
Nielsen Media Research | For further information, please contact nmr.communication@nielsenmedia.co.uk

NPD
ONS

New Product Development
Office for National Statistics

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