The immediate prospects for the global market for ethnic foods are positive, with annual growth forecast to average more than 9% for the period between 2022 and 2026. by Jonathan Thomas
The market is recovering from the effects of the pandemic (which shut down most of Europe’s foodservice industry), with ethnic foods now used for a widening range of meal occasions. Although international travel has yet to return to pre-pandemic levels, consumer tastes – especially in the younger age groups – continue to evolve and become more cosmopolitan.
For many European consumers, ethnic foods have become an essential part of the diet, challenging some of the more indigenous dishes. In many instances, this has been driven by cultural heritage – for example, Indian food has long been a staple within the UK, dating back to the days of the British Raj. For similar reasons, North African food such as Moroccan is popular with French consumers, while Indonesian dishes are commonplace in the Netherlands. In contrast, ethnic cuisine has been a little slower to catch on in Mediterranean countries such as Italy.
Oriental cuisine continues to account for a sizeable percentage of the European ethnic foods market since many dishes from countries such as China, Japan, and Thailand are widely known and appreciated. In the large UK market for Oriental foods, data from B & F Services indicates that Chinese is the favorite by some distance.
As can be seen, 87% of UK consumers expressed a liking for Chinese cuisine, well ahead of Thai (39%) and Japanese (20%). Across parts of Europe, Chinese cuisine is undergoing something of a renaissance, with menus becoming increasingly creative and contemporary. More consumers now appreciate the subtle differences between China’s regional dishes, such as the spicy flavors associated with recipes from Sichuan province compared with the milder Cantonese cuisine.
Japanese cuisine also appears to be increasing in popularity, broadening out from its traditional base of sushi. Katsu curry is becoming one of the most popular ethnic dishes in the UK, challenging the established Indian favorites due to its sweeter and milder flavor. Leading chain Wagamama claims to sell over 5 million katsu curries in the UK per annum and has recently introduced a vegan version.
More region-specific dishes are also emerging within the market for Indian foods. Lighter and more authentic styles have come to the fore, influenced to some degree by health concerns and the street foods phenomenon. The Mexican foods sector is also performing well at present, due in part to its versatility in that it is suitable for a range of meal occasions. Mexican food has also derived some benefits from the vegetarian/meat-free trend since many of the plant-based proteins used instead of meat and fish are especially effective at absorbing flavor from Mexican spice blends.
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