Seven out of 10 shoppers who purchase world foods say they enjoy the experience, making it even more popular than buying wine, which 56% claim to enjoy shopping for, or fresh fruit (53%) and fresh vegetables (51%).
According to the latest IGD ShopperVista data:
- Eight out of 10 (81%) of shoppers who buy world foods are interested in new products
- More than half (59%) would be interested in seeing an expanded choice of products available
- 60% would be prepared to pay more for higher-quality world food products
Joanne Denney-Finch, IGD Chief Executive, said that an increase in foreign travel and Britain’s growing multiculturalism were behind the numbers.
“We have also seen a change in the types of cuisine that people are looking for in the world food aisle. Favourites such as Italian, Chinese and Indian remain popular, but Spanish, Greek and American products are also growing in popularity,” she added.
A younger demographic might also explain some of the enthusiasm for more exotic tastes, with 60% of world food shoppers aged 18 to 34, against 31% for the whole category.
Although enthusiasm is high, almost a third (29%) of world food shoppers claim they can find browsing confusing, with 15% planning to buy something when they enter the store but then not actually following through with the purchase.
Denney-Finch said: “Retailers need to ensure the aisle is well signposted and laid out. It should be as seamless and enjoyable an experience for customers as possible. This might also involve such tactics as meal solutions, recipe ideas and in-store theatre.”