Brits want to be more adventurous with their food

Cultural diversity in the UK is growing, and with more diversity comes a broader variety and choice of foods and flavours available in the UK. In light of it being World Food Week, new research has found that 97% of Brits want to be more adventurous when it comes to their food. Findings also reveal that 8 in 10 Brits are choosing global cuisines as inspiration for their meals. The figures show that 36% of Brits claim that when it comes to food, they would try anything once – and this increases with age, as 33% of 18 to 24-year-olds said they would try anything once, compared to 38% of over-55’s.

Alongside an increase in people migrating to the UK, Brits’ increasing demand for global cuisine has also risen due to their travel adventures abroad. After being exposed to the national foods of countries Brits have visited, many are encouraged to expand their food repertoires once they return home and try to re-create the foods they have tried on abroad. Another explanation for the UK’s demand for more worldly cuisine is due to the internet providing immediate access to foreign recipes and flavours, with 3 in 4 people asking for more choice in their local stores. The World of Taste Report by Tropical Sun underlines Brits’ appetite for the World Foods category which has seen year on year growth and is now worth over £1.7billion in the UK.

Aston spoke to World Food Ambassadors, Alam Ameer and Sinan Jefferies, from Tropical Sun Foods to discuss as to why Brits are being more adventurous with their foods also to celebrate world food week.