The European ethnic foods market encompasses a wide range of ingredients, tastes and flavours, reports Jonathan Thomas.
Growth within the European market for ethnic foods shows no sign of slowing, as consumer tastes become steadily more sophisticated and adventurous. The market now encompasses a wide range of cuisines from all parts of the world, with ethnic foods occupying a leading position within both the foodservice industry and the expanding street foods sector. The wide range of dishes available is driving up demand for various foods and ingredients.
Chinese is arguably the most popular ethnic food amongst European consumers and is well-represented within the region’s foodservice industry. Demand remains high for dishes such as chow mein, sweet and sour, crispy roast duck, dim sum and egg fried rice, although some concessions to health concerns have been made in that levels of sodium and MSG appear to be falling.
More European consumers now appreciate the difference between regional Chinese cuisines, e.g. spicier Sichuan dishes versus the milder Cantonese foods. As consumers become more discerning, it is possible that other regional Chinese dishes may start to appear, such as Hunan, Shandong and Fujian. In the foodservice industry, Japanese cuisine is dominated by chains such as Wagamama and Yo! Sushi. Japanese foods have traditionally been viewed as healthy, owing to their reliance on vegetables and plant-based foods (e.g. tofu and seaweed).
Katsu curry continues to experience an increase in popularity amongst European consumers, to the extent that it is now used as a Japanese flavour, alongside wasabi and teriyaki. Other Asian cuisines gaining in popularity in Europe include Thai and Indonesian. The market for Thai foods has benefited from the expansion of restaurant chains such as Giggling Squid and Thaikun, as well as the popularity of Pad Thai (a stir-fried noodle dish with peanuts).
Aside from the Netherlands, however, Indonesian cuisine has yet to make an impact in Western Europe, although its composition of more than 17,000 islands means it offers a wide breadth of dishes and flavours. Indian foods remain popular across Western Europe, especially in the UK, which represents its largest market by some distance. Indian cuisine encompasses a wide range of flavours and cooking styles, ranging from the Portuguese-influenced dishes of the west to the bright colours and spicy sauces of southern India and the heavy use of dairy products in the north. India has a thriving street food scene, ranging from hot fried snacks to vegetarian options.
Popular varieties include samosas, dosas (large, crepe-like filled pancakes which are commonplace in southern Indian cuisine), breads such as roti and paratha and vada pav, which is native to the state of Maharashtra. Aside from street foods, the appeal of Indian cuisine is also being boosted by its success within the foodservice industry.
In the UK, the Mowgli chain of restaurants continues to expand, specialising in dishes associated with Indian street foods, and now numbers 22 UK-based outlets. Notable features of its menu include Monkey Wrap (an open roti wrap containing tandoori chicken) and Yoghurt Chat Bombs (bread puffs filled with spiced yoghurt and chickpeas).
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