It’s a tricky time to be a frequent flier. Between regional conflicts and the spiralling fuel costs they’ve led to, holidaymakers are making compromises. Travel spending fell by 3.3% last month – the first dip since covid – as consumers adopt a wait-and-see attitude. Far safer to get your international thrills from the local convenience store, don’t you think?
While actual travel is down, international influence is greater than ever before. The proliferation of world media through streaming platforms and the virality of international brands through TikTok is creating a younger shopper base that is experiencing the world through what they consume as much as where they go.
The evidence is clear. Over 65% of shoppers are choosing high-quality lines that deliver on flavour and taste over traditional meals, and retailers know these lines are often international. This is more than a trend – it’s a long-term financial opportunity as the market is predicted to reach £61.8bn by 2030. The growth is largely fuelled by Gen Z, who view their local convenience store as their primary source for trend-led products.
But where exactly should you begin, and which ranges are currently leading the charge for UK retailers? Read on to find out.
The growth opportunity
You don’t have to go back many years to see every other convenience store with a display adorned with stars and stripes. American drinks and confectionery kickstarted the industry conversation about what real flavour innovation by big brands should look like. But retailers are reporting that the focus has gradually shifted east in recent years, with Japanese, Chinese, and Korean products now the footfall drivers.
“The Far East is the new American,” says Sid Sidhu, of St John’s Budgens in Warwickshire.
Sidhu sees a pincer movement hitting the category: Asian culture is pulling shoppers in, while US tariff costs are pushing retailers out of the American market. Many have been only too happy to evolve their shelves accordingly.
While this shift may have begun with bubble tea, Sidhu’s range has since broadened significantly to include specialty noodles, soft drinks and confectionery. Our canned Dot Dot bubble tea range is an excellent way to get started.
“Our Asian range is broader than ever before, and we’ve leaned into it. Our displays used to be filled with US flags, but we’ve since taken them down as the market has shifted,” he says. One can only hope the team followed the Federal Flag Code.
In these newer Asian product ranges, bold flavours are driving sales. Gochujang is a great example, driving a sweet and spicy craze for which consumers are willing to pay a premium.
Retailers are perfectly positioned to capitalise on this. Current trending products on TikTok include Buldak Ramen or even Korean ‘croffles’ (croissant-waffles), both of which will offer larger margins and drive impulse sales from Gen Z.
The flavour opportunity
International lines are universally driven by a desire to experiment and try new flavours, whether that’s in snacks or soft drinks. Retailers confirm this, reporting strong growth in demand for unique tastes like Thai Red Bull and Mogu Mogu.
The appetite for unique flavours enables retailers to sell higher-cost, smaller-format products, as evidenced by Sidhu.
“We have South African Coca-Cola, Monster from around the world, and even Fanta from Japan. It’s more expensive and comes in a smaller bottle, but Gen Z shoppers are happy to pay more for these products,” he says.
Customers are embracing an ‘adventurous’ mindset and are willing to explore this wider range of soft drink options. This trend extends directly into the snacking category, too.
Asian lines, in particular, often carry a ‘natural health halo’ by using ingredients like Miso, Kombu, and Shiitake that have perceived wellness benefits. The mushroom boom is driving sales from brands across the world, with products containing Lion’s Mane often marketed for cognitive benefits. The aptly named ‘Wide Awake’ is our recommendation to meet this demand.
Retailer advice: Get started on your international range
Making a success of international lines is no easy feat, but Pandya and Sidhu offer these five tips to help you drive sales:
- Source the right supply – Choose a wholesaler that can guarantee product compliance with UK regulations. This is the single, most effective way to protect your business. Pandya says the right range will depend on demographic and location, so recommends reviewing your EPoS and not to be afraid to try something new.
- Use your network – Sidhu recommends starting small and to keep an eye on social media to find new and upcoming international lines. “Also, talk to retailers and your customers, which will give you a good foundation to start with,” he says.
- Make sure you’re compliant – The biggest challenge with international lines is ensuring they arrive compliant to UK regulations. Each product must have labels in English, including the UK importer/manufacturer address, as well as list ingredients in English, and highlight allergens in bold.
- Know when to get in and get out – International lines often fly through the till because they’re going viral on social media, so know when it’s time to remove the line. This will depend on your sales, but it’s better to go out on a high than be left with stock you can’t sell.
- Display for discovery – Treat international products as destinations, not just items. Create dedicated world food or TikTok trend displays to draw attention and encourage impulse purchases.
The international category is no longer a niche, but a vital engine for growth, high margins and attracting the next generation of shoppers. By focusing on flavour, using retailer networks and partnering with a trusted wholesaler to manage compliance, you can confidently build a global range that transforms your store into the curated destination customers are seeking.
Ready to seize the opportunity and transform your shelves? Stop stocking essentials and start building the curated, compliant global range your customers are seeking.
Explore the Epicurium international range and order for your store today.
