Insight of the Day: ‘Play up the heritage’: Supermarkets, travel, and social media among main drivers of demand for Asian food in UK
- InsightTrendsWorld
- Feb 5
- 5 min read
Why is this topic trending?
Asian cuisine is experiencing a surge in popularity in the UK, driven by global cultural influences, social media exposure, and travel experiences. Consumers are becoming more adventurous with international flavors, and brands have an opportunity to introduce more authentic and regionally diverse Asian products to the mainstream market. While UK consumers are familiar with staples like kimchi, gochujang, and sushi, they are now seeking lesser-known dishes and flavors that reflect true culinary heritage.
Overview
A nationwide survey of over 350 UK consumers, conducted by HRA Global and Rochester PR Group, provides key insights into the growing demand for Asian food:
Asian cuisine is the top choice for consumers open to trying international food, surpassing European, Indian, and Middle Eastern cuisines.
90% of UK consumers buy international food from supermarkets like Tesco, Sainsbury’s, Asda, and Morrisons.
Social media and travel are key drivers of consumer interest, with 40% citing food blogs or influencers and 45.2% saying travel inspired them.
Consumers prioritize taste and price when purchasing international food, with authenticity ranking sixth.
The market is shifting beyond staples like Chinese and Indian food, embracing Filipino, Thai, and fusion cuisine trends.
Detailed findings
Supermarkets dominate the international food market, with 90% of consumers buying their international groceries from major retail chains.
44% purchase from specialty Asian grocery stores, while 30% buy from online retailers like Amazon and Ocado.
Social media and travel have expanded exposure to authentic Asian cuisine, increasing demand for more regionally specific products.
Consumers seek both convenience and authenticity, with instant noodles, ready-to-cook kits, and sauces gaining traction.
While authenticity is important, consumers rank taste, price, ingredient quality, and nutrition as higher priorities.
Key takeaway
UK consumers are increasingly open to diverse and authentic Asian flavors, but brands must balance authenticity with convenience, affordability, and accessibility. To stand out in crowded retail spaces, brands should highlight heritage and provenance while also ensuring their products align with modern purchasing behaviors influenced by social media and travel.
Main trend: "the rise of asian cuisine in the UK"
Description of the trend
Asian food is the leading choice for UK consumers interested in international cuisine, fueled by globalization, travel, and digital exposure. While supermarkets dominate as the main retail channel, brands need strong storytelling and authenticity to capture consumer interest in a competitive market.
Consumer motivation
UK consumers are seeking new flavors, cultural experiences, and convenience, wanting to recreate global food experiences at home.
What is driving the trend?
Social media & digital content – 40% of UK consumers cite social media as a key influence on their interest in international foods.
Travel experiences – 45.2% of consumers try international foods based on their travel experiences.
Greater access to Asian cuisine – More supermarkets and specialty stores stock diverse Asian ingredients, making them easier to explore.
Motivation beyond the trend
Nostalgia & cultural connection – Many second-generation Asian consumers in the UK are rediscovering their heritage through food.
Health & sustainability – Fermented foods like kimchi and miso are appealing for their gut health benefits, and sustainable sourcing is gaining attention.
Food as an experience – UK consumers are becoming more adventurous with their palates, seeking street food-inspired flavors and fusion cuisine.
Description of consumers article is referring to
Age: Primarily Millennials (25-44) and Gen Z (18-24), who are active on social media and influenced by travel experiences.
Gender: Gender-neutral trend, with both men and women equally participating in food exploration.
Income: Middle-class and upper-middle-class consumers who value affordability but are willing to spend on premium, authentic products.
Lifestyle: Digitally connected, globally aware, and experience-driven, often seeking new flavors and cultural experiences through food.
Conclusions
Asian cuisine is the dominant choice for UK consumers exploring international food.
Social media and travel are powerful motivators for food experimentation.
While authenticity matters, taste, price, and convenience remain top purchase drivers.
Asian food trends will continue evolving beyond traditional Chinese and Indian staples.
Implications
For brands
Differentiate through storytelling – Highlight heritage, provenance, and unique flavors to stand out in supermarkets.
Balance authenticity with convenience – Offer ready-to-cook options and easy-to-use products while maintaining traditional flavors.
Leverage social media – Engage consumers through influencers, food bloggers, and visually appealing content to drive interest.
For society
Increased exposure to global cultures through food exploration.
Greater availability of diverse, regionally specific cuisines in mainstream supermarkets.
For consumers
More access to Asian ingredients and flavors, making it easier to cook international dishes at home.
Broader appreciation for authentic, heritage-based products beyond generic interpretations of Asian cuisine.
For the future
Continued fusion of Asian and Western flavors, leading to new hybrid food concepts.
Greater emphasis on fermented and health-driven Asian ingredients, such as kimchi, miso, and gochujang.
Consumer trend
"the rise of asian food as a mainstream choice"
Asian cuisine is now the top international food category in the UK, with consumers looking beyond the basics to explore more authentic, regional flavors.
Consumer sub-trend
"social media-driven food discovery"
Social media platforms like TikTok and Instagram are introducing younger consumers to new flavors and cooking techniques, influencing their grocery shopping habits.
Big social trend
"travel-inspired eating at home"
Consumers are recreating global food experiences in their kitchens, influenced by their travel adventures and exposure to international cultures.
Worldwide social trend
"authenticity meets convenience"
Consumers want authentic flavors but also seek convenience, leading to a rise in ready-to-cook Asian meals and easy-to-use sauces.
Social drive
"exploring cultural identity through food"
Second-generation Asian consumers in the UK are embracing their heritage through authentic home cooking, influencing broader market trends.
Learnings for brands to use in 2025
Leverage cultural storytelling to highlight authenticity and heritage.
Develop convenient, ready-to-use products that make authentic cooking easier for consumers.
Use digital marketing and influencer collaborations to connect with younger audiences.
Strategy recommendations for brands to follow in 2025
Play up authenticity – Use regional flavors, packaging, and storytelling to stand out in crowded retail spaces.
Emphasize convenience – Offer ready-to-eat and ready-to-cook solutions to appeal to busy consumers.
Engage through social media – Invest in TikTok, Instagram, and influencer marketing to drive discovery.
Expand beyond traditional staples – Introduce Filipino, Thai, and fusion-inspired products to meet evolving tastes.
Final sentence (key concept)
"Asian cuisine is now a mainstream choice in the UK, driven by social media, travel, and cultural storytelling, offering brands opportunities to introduce more authentic and regionally diverse flavors."
What brands & companies should do in 2025 & how to do it
Emphasize authenticity and heritage in branding.
Offer convenient, easy-to-cook formats for modern consumers.
Use social media influencers to drive engagement and product discovery.
Final note
Core trend
"The rise of Asian food as a mainstream choice" – Consumers are moving beyond Chinese and Indian staples toward broader, more authentic Asian cuisine.
Core strategy
"Heritage-driven storytelling" – Brands must highlight authenticity and regional identity.
Core industry trend
"Convenience meets authenticity" – Consumers want real flavors in easy-to-use formats.
Core consumer motivation
"Exploring global flavors at home" – Consumers are inspired by travel and social media to try new cuisines.
Final conclusion
The UK’s appetite for Asian cuisine is growing, with consumers looking for authentic flavors, convenience, and cultural storytelling, making 2025 a key year for brands to capitalize on this expanding market.
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