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Spice Up Your Sales: The World Flavours Opportunity for Retailers

Why You Should Stock World Flavours

The world flavours opportunity is unmatched and provides ample opportunity for retailers to tap into an ever-growing market.

If youโ€™re not convinced yet, Mintelโ€™s UK Food Cuisine Market Report found that 92% of Brits ate world cuisines at home in three months to March 2023.

โ€œWorld foods has certainly grown for us, but itโ€™s the snacks that are helping us to really drive sales, like olives and naan breads,โ€ Jeet Bansi, owner of Meon Vale Londis in Stratford-upon-Avon, says.

Shoppers want to add more variety into their diets, which the report says is the reason behind the growing popularity of world foods, whether as a meal or as a snack.

Which World Flavours Are Driving Growth?

world flavour crisps, Howdah, bombay streetfood inspired indian crisps

World foods covers a lot of cuisines and each store will likely have a different one thatโ€™s more popular than other stores.

For Bansi, heโ€™s experiencing growth in Eastern European, Indian and Mexican foods. โ€œWe have ambient bays for them and then merchandise linked products near them to drive sales, like beer or poppadoms for those making Indian food at home, for example.โ€

Kumar Patel, from Patson Local Bradford in Yorkshire, has been stocking world foods for the past 20 years and says Czech, Slovakian and Polish products are his top three cuisines. 

โ€œWe only sell European foods now and only a core convenience store range,โ€ he says. โ€œItโ€™s all about your demographic on what will be popular.โ€

What Are Popular Sub-Categories Within World Flavours?

world flavours, beer caps

Grocery and ambient play a key role in world flavours, but itโ€™s snacks, confectionery and alcohol that are driving growth.

โ€œWe started stocking global confectionery a few months ago and it has become popular. Takiโ€™s, for example, are strong sellers,โ€ explains Nimit Patel, owner of three stores in and around Kent.

The retailer has since dedicated 2m of space to global confectionery, which has helped him capture a younger audience.

For Bansi, alcohol has been a strong growth driver. โ€œWith the Euros happening, customers have become more experimental with beer and lager, particularly European beer,โ€ he says. โ€œItโ€™s been a real conversation starter.โ€

Bansi says the key is knowing your range in depth, understanding current events, like the Euros, and communicating solutions with customers. He then says it becomes easier to create loyalty and entice them to try other products you stock.

โ€œWorld beers can also remind customers of a recent holiday, which is another great conversation starter,โ€ he adds.

Create a Full Meal Solution

Customers want one thing, convenience. And as retailers, you need to ensure itโ€™s as easy for customers to find what they need as possible.

โ€œWe have a grocery aisle, where customers will find a broad range of products for cooking meals at home,โ€ Bansi explains. โ€œFor example, with Mexican food, customers will find their fajita kits with sauces and drinks.โ€

Think about the foods or ingredients often bought to make various food dishes and grow from there.

If youโ€™re unsure where to start, talk to your customers, which is a strategy both Bansi and Nimit Patel, owner of three stores in and around Kent, follow. โ€œWe talk to our customers all the time because they know what they want,โ€ Patel says. โ€œWe also get information from our daughter, the next generation, who will tell us whatโ€™s trending on TikTok.โ€

How to Source World Flavoured Products

world flavours, fiid meal pouches

To create a stand-out range of world food, retailers need to consider a broad range of sources. This is where specialist wholesalers like Epicurium can help.

Epicurium specialises in offering premium brands that help you stand out and its world food range includes products such as Itsu Noodles, Wat Kitchen and Fiid Meal Pouches. Youโ€™re able to find all sorts of international products across every category, from snacking to soft drinks.

โ€œWe go through a symbol group for well-known world foods products, but if customers want something specific, we have some external wholesalers we use,โ€ Bansi says.

The benefit of using additional wholesalers is you can utilise their experience and knowledge of the category. โ€œBuild a relationship with them, it will only help you in the long run,โ€ Patel advises.

Bansi adds: โ€œHaving multiple wholesalers means our availability is strong, which is what you need for world foods to be successful and long-term.โ€

Getting Started With Your World Flavours Range

โ€œStart with a basic range. Go to different shops and supermarkets, see what they stock,โ€ Bansi advises. โ€œYouโ€™ll see they donโ€™t carry everything and thatโ€™s because you should start with a core range.โ€

Choose your focus. Are you going for a full meal solution, or prioritise snacks and drinks? If you specialise in alcohol, itโ€™s probably best to focus on global alcohol lines, but if customers do a full shop with you, focus on a sauce, meal kit and seasoning from various countries.

Bansi also recommends trialling international brands of products that are already popular in store. โ€œIf mayo is popular, for example, dabble in or experiment with other brands and then expand as needed,โ€ he says. โ€œAlso, take shopper and staff recommendations, they are the knowledgeable ones.โ€


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