UK retail sales of ‘Chinese and other oriental’ food topped £1bn in 2024, with its soaring popularity driven by its diverse range of flavours, ingredients, and cooking techniques.
The amount of space you dedicate to this fast-growing market segment largely depends on your demographic, as Rashik Patel, owner of Simply Local in Cheetham Hill, Greater Manchester, explains.
“We have plenty of demand for authentic Asian and Eastern European food from local people who move from there, and are looking for a slice of home,” he explains. “This is where we come in.”
Expanding your palette
Abdul Arain, owner of Al-amin Stores in Cambridge, says demand for Asian cuisine has influenced his range for years, but the recent growth he has seen in his store is largely due to UK customers wanting to be more adventurous with their cooking.
“They’re looking for products that offer an authentic burst of flavour,” he says. “They want to try something exciting, something that has a bigger kick than fish and chips! Offer that and you’ll provide what your customers are looking for.”
Patel agrees with this approach and says that shoppers are willing to experiment more and spend more within the Asian foods category.
“The market changes so frequently within Asian products and other world foods – you need to be on top of it,” he says. “It’s not necessarily something that sets us apart, but it brings customers through the door.”
It’s not all about meals – how you can maximise the impulse opportunity
With snacking and food-to-go products driving a lot of the growth that the convenience channel is experiencing, why not combine this with the success of Asian cuisine? The benefits will be higher sales and increased profits.
This is the focus for Patel.
“International confectionery sells incredibly well, and even though it carries a higher price point, customers will pay the premium for the benefit of trying something exciting and interesting,” he says.
When approaching a new product, Patel will stock the top five varieties, monitor performance, and then switch out the slower sellers.
“If customers want them back in, we know it was successful, and we’ll introduce a few of the lines into our standard range, as a core part of the offer,” he continues.
This strategy enables him to cater to a wider audience and give exposure to a broader variety of brands. “We have a two-to-three week run when we introduce a new product, and if it’s successful, we keep one or two and delist the rest,” he says. While some retailers give new products much longer to scope demand, the fast-moving nature of international brands and trends means that for Patel, there’s more benefit in clearing space to keep his range at the cutting edge.
Here at Epicurium, we can help kickstart or grow your Asian and world foods range. We recommend:
- Wat Kitchen: Offering authentic Asian flavours, Wat Kitchen is a ready-to-eat cooked noodles and rice range made with fresh ingredients. With flavours such as Chicken in Chilli & Thai Basil Sauce, Chicken in Sweet & Sour Sauce, and Chicken in Teriyaki Sauce, Wat Kitchen boxes contain no more than 350 calories and can be prepared in two minutes.
- Chu-Lo: These Japanese-inspired sour soft drinks are on-trend with Gen Z shoppers and gaming fans. It features East Asian sour flavours and appeals to alcohol-free customers. Flavours we stock include Apple Sour, Cherry Sour, and Tropical Fruit, all available in cases of 24.
- Pan Asian Kitchen Streetfood Snacks: These products range from Tempura Seaweed to Chilli Chilli Bang Bang and Wasabi Firebites, available in cases of 24. Each product comes in compostable packaging and is palm oil free.
- Kizandy Sweets: Although it originates from the US, Kizandy is inspired by a super-sour ingredient used in Asian cuisine. The premium sours are presented in sleek, reusable tins, and are sugar-free, vegan and free from artificial colours. It’s stocked in more than 40 countries and is available in Watermelon, Strawberry, and Lemon flavours in cases of six.
What’s the next world food trend?
The big cuisine right now might be Asian cuisines, but Arain is convinced that West African products will soon take off.
“Nigerian products will be the ones to stock,” he says. “Plenty of stores sell them already, but it’s not readily available for a lot of customers and demographics.”
Indonesian, Brazilian and South American foods will also become stronger sellers in future in the UK, the retailer says, as well as East African foods.
“It won’t be huge across the board, but there’ll probably be a few dishes from each country. We already stock ingredients, but they’re basic for now, like spices you can add to a meal,” he says.
What’s your prediction for the next big world food trend? Get in touch to find out how we can help you drive sales.
