How Asian Food Brands Can Win in the UK Market: The Power of Heritage and Authenticity

Asian food brands have a prime opportunity to stand out in UK supermarkets by leveraging their heritage and authenticity. A recent survey of 350 UK consumers by HRA Global and Rochester PR Group highlights the growing demand for international flavours, driven by travel and social media. While UK consumers are familiar with staples like kimchi and sushi, there is significant room for brands to introduce lesser-known regional specialities and deepen consumer engagement through storytelling.

Insights & Strategic Moves

• Authenticity as a Market Differentiator

  While taste remains the top priority for UK consumers purchasing international food, authenticity ranks sixth. This suggests that brands must balance genuine heritage with mass appeal. Products that successfully recreate travel-inspired dining experiences—such as Thai street food or Filipino home-cooked meals—will resonate with consumers looking for both flavour and cultural connection.

  
  

• Supermarket Presence vs. Specialist Channels

  The UK’s mainstream supermarkets dominate international food sales, with 90% of consumers purchasing from Tesco, Sainsbury’s, Asda, and Morrisons. Meanwhile, 44% buy from Asian supermarkets, and 30% turn to online platforms like Amazon and Ocado. To gain traction, brands must craft compelling narratives that highlight provenance and differentiate them from other international products in crowded retail spaces.

  
  

• Social Media and Travel Fuel Consumer Interest

  Global entertainment, such as K-pop and Netflix dramas, is driving interest in Korean and other Asian cuisines. Survey results indicate that 40% of UK consumers are influenced by social media, while 45.2% cite travel experiences as key motivators for trying new cuisines. Brands can tap into this by creating digital content that educates and inspires, linking their products to viral food trends and real-life cultural experiences.

  
  

• The Rise of Asian Fusion and Fermented Ingredients

  UK consumers are moving beyond familiar Chinese and Indian dishes, embracing Filipino, Thai, and Korean cuisine. The next wave of innovation will likely focus on fusion concepts—blending traditional Asian flavours with Western techniques—and increased demand for fermented ingredients like kimchi, miso, and gochujang.

Future Outlook

As the UK market’s appetite for Asian flavours deepens, expect a surge in regionally specific products, innovative fusions, and sustainability-driven sourcing. Asian brands that successfully position themselves as both authentic and accessible will gain a competitive edge in this evolving landscape.

For Asian food brands, the key to long-term success in the UK lies in strategic storytelling, digital engagement, and a commitment to authenticity—turning cultural heritage into a powerful market differentiator.

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