Where in the world

A look at the global influence on our supermarket foods, from Falafel to Fajitas, our taste buds have developed to expect more.

We are becoming a nation of self-confessed foodies. Expecting more and more from the food brands we love and the produce available in stores, we are also increasingly inspired by the sights, sounds and smells of our travels abroad. The far flung corners of the globe have become easily accessible and along with them, the flavours they embody. Just think how readily available sushi has now become, easily found in the ‘lunch and snacks’ sections of the big five along with the ever increasing size of the world food aisle.

Food; what it looks like, how we present it, the flavour combinations we use and how we eat it is important to us, and the experiences we have travelling abroad really affect the food choices we make when we are home.

Our hunger for travel has grown in the last 20 years. In fact, according to Thomson Holidays more people are willing to travel further afield in 2016 compared to 2006, with 77% now happy to travel nine or more hours to reach their desired destination. Compare this to the 1990s, when 60% of the UK made mainland Europe their top choices.[1] It is clear to see that through travelling more, our desire to experience more, culturally, spiritually and gastronomically has shifted dramatically, along with our appetite to recreate authentic delicacies from the comfort of our own homes.

But it’s not just our expectation for new and creative food combinations that has evolved – we now want to share them with everyone and anyone. Social media has catapulted foodie content to the top of our social consciousness with Instagram playing a huge part in this trend. A recent report by Waitrose revealed that a third of shoppers aged between 18-34 regularly post pictures of the meals they have created on social media with 130,000 pictures of food being shared on Instagram every day in the UK.

This evolution of the inspirational foodie has meant that supermarkets have had to react in order to keep up with changing consumer needs. According to ShopperVista, 75% of shoppers want more choice in the types of world food available in their supermarkets. To keep our global palettes satisfied, online supermarket Ocado has taken it a step further with a number of dedicated ‘shop in shop’ sections on its website taking shoppers on a ‘journey of global cuisines’, detailing more product information and recipes on less familiar products. 

So what’s next? What will we be eating and sharing in 2017?

Polynesian Food

Hawaiian Poke, (one for the sushi fanatics!) is a raw fish salad, marinated with lime, soy and sesame and looks likely to be the next big trend!

Vegetable Yoghurts

A favourite in the US, it infuses flavours of carrot, beetroot, sweet potato and tomato in yoghurt to act as a savoury accompaniment to all types of food.

Plant Butchery

Move over steak, chickpeas, corn, legumes and fungi are about to take centre stage in an emerging crop of butcher shops with products designed to appeal to vegans and carnivores alike.

We don’t know about you, but we are certainly intrigued to see what the next 10 years holds for the world of food!

By Jade Soer and Elle Baird


[1] Report by HomeAway


H+K Admin

Hill & Knowlton Strategies Search