The World cuisine market is an important and lucrative market in the UK, growing by 7.7% in 2022.
According to Mintel’s 2024 UK World Cuisines Market Report the market is worth almost £3billion.
As many as 92% of Brits say they eat world cuisines at home.
World food has been a star performer in grocery over the past decade with consistent double-digit year-on-year growth.
With increasing diversity among our population, allied to Brits continuing to embrace an ever-wider range of cuisines, this doesn’t look to be slowing down anytime soon.
George Phillips, Commercial Director, Wanis, comments: “There are multi-faceted trends driving growth in the sector. An obvious one is that the demographics of modern Britian are changing; according to the 2021 census there was a significant decline in the number of people describing themselves as White British, and increases in those describing themselves as Asian, Black, ‘mixed’ and ‘other white’. This has resulted in an increasing number of the population having cultural links to other places in the world and a desire to stay connected to those countries via food.
“We are also seeing an increased enthusiasm from consumers seeking new and exciting flavours and a willingness to try new world cuisine that is allowing less established regional foods to gain prominence; which may be at the expense of more established cuisines like Indian and Chinese; though we are seeing more interest in regional dishes and nuances compounded for a desire for authenticity.”
An interesting trend of recent years has been ‘Third-culture cuisine’ a culinary style that blends multiple cultural influences to create innovative dishes in a celebration of diversity and creativity, an example of this is the trend for ‘Jerk & Jollof’ which combines West African and Caribbean food and is an economic driver that is creating opportunities for new food businesses as well as more experimentation amongst consumers.
We cannot underestimate the influence of social media and viral trends in growing the profile of niche cuisines and dishes and thus demand.
Indian and Chinese food has had a foothold in British culture for decades, infamously Chicken Tikka Masala is the UK’s favourite dish. However, in terms of the fastest growing world food region, the star performing region has been West Africa.
From Burna Boy to Black Panther, African culture has gone global over the past few years. Beyond music and movies, demand for African food is also skyrocketing; a recent poll suggested that a fifth of Brits are interested in exploring West African cuisine. Searches for West African recipes have significantly increased over the past 12 months, including “Nigerian foods” (+250%) and dishes such as “egusi” (+120%), “fufu” (+120%), and “jollof rice” (+70%), according to Google Trends data.
Other notable regions growing in popularity is South and Central America, with brands such as Goya selling well – such brands are often strong in other markets. Goya for example, has wide distribution across the Caribbean and so is a household name to consumers from Jamaica as well as those from Latin American countries. An example of how brands, once restricted to their country/consumer of origin, are spreading to other cultures, something we see increasingly in World Food.
Some of Wanis best-selling products are: Tropical Sun Golden Sella rice(parboiled Basmati and a favourite among Nigerian consumers), Africa’s Finest Gari (a coarse flour made from grated Cassava and a staple in West African households), Tropical Sun Coconut Water (drunk by almost everyone!), Tropical Sun Coconut coated Peanuts (eaten by almost everyone!), Tropical Vibes exotic juice drinks. Wanis also sells large amounts of dry beans/pulses, flours such as semolina and cornmeal, condensed milk/milk powder and spices/seasonings, to name but a few, as these have a wide consumer base within World Food and, increasingly, outside.
Wanis’ three most recent launches reflect the diversity of the category.
Tropical Sun Carolina Reaper Cassava Chips are ‘on trend’ and unique among their peers as well as a real point of difference from other spicy snacks. Early sales indicate customers and consumers agree. Tropical Sun Natural Coconut Water in 500ml PET bottle, launched in October. Early indications are very positive, the format and product appealing to the more health-conscious consumer, though Tropical Sun is very much an international food brand.
Tropical Vibes “Mucho Mango” (1L tetra), launched in October with 32% Mango juice content. It is a ‘world food’ flavour but one that has a widening consumer base, and has leapt to the top of the charts to be the best seller in the entire range of Tropical Vibes within two months of launch.
Wanis distributes many of the UK’s most popular world foods brands including Tropical Sun, Africa Finest, Tropical Vibes, Ghana Best, Aani, Bevelini and Goya. The leading brand Wanis distributes is Tropical Sun – a true international food brand with products drawn from across the globe and an incredibly broad consumer base. The brand lives by its catchphrase: “The flavours of the World to your table” and has seen consistent growth in recent years exceeding 20% per annum, notably since the pandemic. In the past 12 months, Tropical Sun’s sales at RSP exceeded £55m.
With customers increasingly seeking out foods from far flung corners of the globe there has never been a better time to increase or to start stocking World Food products. However, the diversity of products falling under ‘World Foods’ can be daunting for retailers who are new to these products.
“Location and surrounding demographics are key; if you’re serving retailers in Henley-on-Thames they probably won’t be selling much pounded yam or Fufu flour but probably would sell things like jerk marinade for customers wanting to be a little more adventurous in their cooking,” adds Phillips. “If your customers want to dip their toe into World Foods, a core range of must stock items for an average shop could be items like jerk seasoning, hot pepper sauce, coconut milk, coconut water and plantain chips as well as commodity lines such as rice, flours, pulses, seasonings and soft drinks. Our data indicates the main buying motivation remains home preparation and therefore the core ingredients are always going to be these essentials.”
Authentic and traditional foods remain key. Brands like Tropical Sun exemplify this by working on the ground with partner factories across the globe to bring the flavours of the world to tables across the UK with a commitment to quality and provenance.
With world food gaining acceptance among an increasingly diverse consumer base, the future looks bright and wholesalers who are not embracing this may be left behind.
Tropical Sun is the leading brand Wanis distributes, and is supported by multi-faceted marketing including Radio (notably stations targeting the brand’s diverse consumer base), billboards and 6-sheets at train stations and outside key retail outlets, bus sides/rears in major conurbations, branded shopfronts for independent retailers in key selling locations, sampling and demonstrations both in retailers and wholesalers, and sponsorship of cultural events such as carnivals and independence celebrations. The brand is also very active on social media – notably Instagram and Twitter/X – working with influencers to further the ‘World food message’ and bring the brand and products to life for consumers both existing and new.
“World Foods by its nature is incredibly diverse and bridges multiple categories – Rice/commodities, ingredients, spices and seasonings, sauces/condiments, snacks and drinks to name just some,” says Phillips. “This often means the products are merchandised within their parent categories – logical on the face of it, but all the signs are (and the growth that Wanis’ own specialist World Foods Cash & Carry in London continues to see, illustrates this) that World Food is becoming ever more of a destination, especially for retailers serving more diverse consumer bases. Space is a perennial issue, but we would recommend Wholesalers, where possible, have a World Food ‘section’ – at least for more specialist products – enabling retailers to identify the products and helping the wholesaler to carry (and sell) a wider range that does not get ‘lost’ more easily among the big-ticket grocery and beverage items. A wider range draws more customers, but only works if it sells, and that is about merchandising and helping the retailer to easily find the products.”
Sampling/demonstrations are also not to be underestimated, the more so in World Foods where some of the products may be less ‘familiar’. There is an old adage: “Retailers are consumers too” and they carry the message in turn to their consumers. Wanis’ launch of Tropical Vibes “Mucho Mango” drink is being supported by extensive sampling in wholesalers and has been met with an incredibly positive response from retailers tasting. It is early days, but repeat sales indicate those same retailers are motivating their shoppers to try it, proving retailers to be important ambassadors.
“Wanis is an international food business, making our “mission”, quite simply to help wholesalers maximise their sales in World Food, hopefully with a corresponding benefit to our own too,” continues Phillips.
“Perhaps uniquely, our 6 decades in World Foods (founded in 1964, we are celebrating our 60th anniversary this year), gives us some unique insights to share with our customers. Not just the products and brands that generate the best return, but the fact that serving some 5,000 customers nationwide, including independent retailers large and small, gives us real insight into regional demographics and ‘hot spots’ for certain cultures and foods. This enables us to share demographic information when working with wholesalers, using it to ensure they stock the right ranges and capitalise on trends – and conversely minimise lines less suited to the demographics of the region(s) they serve. Back to space issues – ranges need to perform, and this about getting it right.”
On a more day-to day level, price-marked packs are as important in World Foods as they are in core grocery – the more so as some ‘World Food’ brands are often competitively priced and this needs to find its way to the consumer. Tropical Sun, for example, offers price-marked packs across their range of best-selling skus together with plain pack alternatives for those requiring them.
“Promotional planning, notably around cultural occasions/events such as Diwali, Christmas or Carnival are key, and we work closely with our customers to ensure they have the right products and offer these at key selling periods to maximise sales. Instore merchandising is vital, with investment in tower ends and branded bays to help signpost the brands and the wider World Food category, as are sampling/ demonstrations, especially for new and less ‘familiar’ products,” suggests Phillips.
“Finally, and perhaps just as important, is making the retailer aware of what wholesalers stock. Wanis regularly features key brands in selected trade press and we firmly believe this plays a part in driving footfall and so remains a core element in our trade marketing planning.”
Upuli Ambawatta, Brand Manager, Empire Bespoke Foods, comments: “The world food market is predicted to hit £2.7billion by 2027, fuelled by growing excitement from 16–34-year-old consumers wanting to experiment with global cuisines at home.”
There has been significant and steady spend growth (Kantar and Mintel) for Total World Foods over the past three years. The category is up by +10.8% vs 2023, with growth coming from all volume drivers (volume, frequency, penetration) despite price rises.
There is booming demand for bolder flavour profiles which is being driven by ever more adventurous home cooks seeking out new, authentic and exciting taste combinations and cuisines to replace eating out. There is a clear link between the increase of at-home occasions and the type of cuisine on our plates.
Authenticity and regionality appeal widely to world food users. 78% of world cuisine users are interested in regional dishes from a world cuisine they like (Mintel World Cuisines UK, 2024).
Nearly half of world food sales (Kantar and Mintel) are coming from cooking sauces, accompaniments, and ingredients which is testament to the increasing interest in scratch cooking. Pastes, seasonings and spices are also in a strong position.
Convenience is a key factor in leveraging the world food ready meals category. As long as brands continue to provide authentic flavours through ready meals, there is further growth potential for this segment.
Consumers are seeking great flavour and authenticity, but convenience and ease of preparation also influence their purchase decisions.
“In order to succeed, brands must provide authentic flavour profiles which is what we deliver through our Master Cook brand. The range is inspired by the evocative flavours and recipes of Japan, Korea and India, and created by chefs with an in-depth understanding and appreciation of aromatic ingredients and traditional culinary techniques,” adds Ambawatta.
“For those looking for fast, convenient pan-to-plate solutions which don’t compromise on quality, our Master Cook meal kits are the ideal formats for consumers as they have been specifically developed for world food novices who want to recreate their favourite dishes without spending excessive time or effort in the kitchen.”
Indian and Tex-Mex are among the top two cuisines accounting for the vast majority of world food sales. There’s a slight decline in share vs last year but these still show strong spend growth. There is also double-digit growth in other less established Asian cuisines including Thai Japanese, Vietnamese, Korean, Singaporean, and Filipino with 10% and 15% growth in Thai and Japanese respectively (Kantar and Mintel).
Japanese cuisine is showing very strong growth coming from volume drivers with higher penetration compared to other major cuisines where the growth is mainly driven by price increase (Kantar and Mintel).
‘Newer’ or ‘less mainstream’ cuisines show a younger shopper demographic compared to more mature cuisines like Indian, and Chinese (Kantar and Mntel).
Cooking Japanese food at home has never been more popular, partly due to the perceived health benefits of the cuisine, the rising popularity of dishes like ramen noodle soups and the relative ease with which it can be prepared. This reflects the growth we’re seeing with Japanese brand S&B and Master Cook, as consumers experiment with making traditional Japanese food at home.
“We seek inspiration from restaurant trends as a way of understanding what’s new. Mainstream restaurants like Wagamama, Mowgli, Dishoom etc are now incorporating more regional authentic dishes into their menus (eg more Korean dishes in Wagamama),” says Ambawatta.
Empire Bespoke Foods distributes the S&B Japanese food range in the UK. S&B was the first company to successfully manufacture curry powder in Japan and it went on to invent wasabi in a tube, which helped drive Japanese cuisine around the world. The brand celebrated its 100th anniversary in 2023 and is the market leader in several product categories in Japan.
Empire Bespoke Foods’ latest world foods innovation, the Master Cook range of meal kits, noodles and condiments, enables taste-seeking, time-poor consumers to explore bold Asian flavours and recreate their favourite world food dishes at home.
Each kit (Katsu Curry, Sesame Teriyaki, Curry Udon and Yaki Soba) contains pre-measured ingredients to add to the consumer’s preferred protein or vegetables, to help create chef-crafted meals, at home within 15 minutes. A range of dry noodles (Ramen, Udon and Soba) ideal for soup or stir-fries, plus Soy sauces (Premium, Dark and Light), Ramen Broth and Classic Kimchi, complete the Master Cook line-up.
“Effective merchandising will help capitalise on the growing popularity of the world food category. Block merchandising by cuisine makes it easier for customers to locate and buy all the items their shoppers need to replicate the at-home restaurant experience,” advises Ambawatta.
“Wholesalers need to compete against multiple retailers with world food brands that offer authenticity, accessibility, top quality ingredients and competitive prices, so innovation is key to keeping customers engaged with the category and maintaining growth throughout the year.
“Work with brand owners and retailers to get good positioning and the right offer in-store, and to develop price promotions and impactful social media activity.”
Wholesalers can highlight special deals to encourage additional spend and position key lines near the till point for spontaneous purchasing.
Achieving on-shelf stand out is a must so wholesalers can enhance visibility of the best-sellers by using suppliers’ planograms as well as point of sale material, off shelf displays and rack end promotions.
“Stock a full range in each cuisine to enable scratch cooks to buy all the essentials for a recipe in one place: e.g. Noodles or rice, coconut milk, sauces, pastes,” suggests Ambawatta. “Additionally, with growing interest in authenticity and regionality, it’s vitally important to stock ranges from the country of origin for customers looking to buy essentials for each cuisine.”
Empire Bespoke Foods’ brands are supported by promotions to drive trial and sampling to enable buyers to engage with its products and become brand advocates in their business.
The company uses its expertise within world foods to provide recommendations on the core selling world food range model for each wholesaler that closely fits with their customer base. Its insights allow it to review current category and sales data within the wholesale world food market to make range recommendations for each wholesaler.
Tom Styman-Heighton, Development Chef at Funnybones Foodservice, comments: “Brits enjoy a broad range of international cuisines, with classics such as Chinese, Indian, and Italian offering a comforting and familiar takeaway option. But as with all aspects of the foodservice industry, consumers are constantly looking for new and exciting options. Mexican, Thai, and Japanese consistently make it into the top five of various popularity surveys, with Caribbean, Korean, and Greek ranking in the top ten.”
Likewise, Americana is incredibly popular but is perhaps so commonly interwoven in traditional British menus that we may not even recognise it as American anymore – such as burgers, wings, and hot dogs. These staples are expected on practically every menu and can be easily adapted to take on the style of another country while meeting demand for trends like fusion food. For example, to cater to increased demand for Korean food, wholesalers could offer specialist products, such as Funnybones’ Rio Pacific Korean BBQ sauce, which operators could utilise to create a Korean burger. Featuring notes of ginger, garlic, sesame, and Asian pear, this sauce combines the classic sticky sweetness of a classic American BBQ with the spicy twist of the Far East. Chefs need simply add it to a classic burger, along with some chilli mayo and kimchi slaw.
As experts in all things Americana, Mexican, and Caribbean, Funnybones’ extensive portfolio is driven by demand for innovative and authentic products. Among the latest addition to the range are two flavours of taquitos, and two flavours of empanadas.
Translating into “small taco”, taquitos are miniature corn tortillas, rolled around a filling then fried for a crispy exterior. Operators can choose from medium-spiced fajita chicken with bell peppers and onions, or vegetarian-friendly hot jalapeno cheese. Ideal as a grab and go quick bite, appetiser on a sharing board, or a small plate in a combo deal, these crunchy snacks help add authenticity to internally inspired menus. Extremely popular stateside, taquitos blur the lines between Mexican and Americana, making them suitable for a range of venues.
Likewise, empanadas originated in Spain in the 1200s but are now incredibly popular all over Central and South America. Funnybones’ range includes two flavours; finely minced beef and pork with Spanish tomatoes and vibrant herbs, or a vegetarian-based kale and pumpkin filled version. Empanadas are suitable to enjoy at any time of day and are particularly good for hot-holding cabinets as a convenient snack. For a larger meal, operators could serve alongside black beans and rice, or chargrilled corn cobs, plantain, or salsa of any kind.
Wholesalers that can offer these specialist products that require minimal effort help make international menus accessible for any operator.
Kikkoman UK General Manager, Bing-yu Lee, comments: “We’ve seen a steady increase in the awareness and demand for authentic Japanese foods. Like many food trends this is driven by a rise in the number of Asian restaurants including noodle and sushi bars, as well as Japanese fusion restaurants and street food.”
Health is a key growth driver, as some international cuisines are considered healthier than others. Japanese food is one such cuisine.
“Authentic flavours are also driving growth. We know from our consumer usage and attitude studies that Kikkoman Soy Sauce has a loyal following and not least because it contains just four natural ingredients and it is brewed for a long time to achieve high levels of umami, often talked about by chefs and food influencers. Consumers tell us that where they can they’re switching out of UPFs,” adds Lee.
“It’s important for retailers to offer authentic Japanese ingredients from yuzu to mirin. It’s also vital to ensure the brand is well supported and moves quickly off the shelf.”
Educating consumers on how to use authentic ingredients is key to get buy-in which is why Kikkoman can be seen at the BBC Good Food Show every year with live demonstrations on how to use each of its products.
Kikkoman knows from consumer feedback that they are more likely to buy an unfamiliar product if they are shown how best to use it, given a recipe leaflet and/or directed to a website where more information can be gleaned.
Japanese ingredients are creeping into many western dishes because of their naturalness and ‘good for you’ qualities. Social media and celebrity chefs can take some credit in driving this trend, particularly Instagram.
Fusing exotic ingredients with the more familiar encourages us to experiment while extending the usage of international flavours.
The brand’s best-selling sku is Kikkoman Naturally Brewed Soy Sauce in the iconic 150ml red cap bottle. In fact, it’s the top selling sku in the market and is up 11% in value year on year (Circana).
Other very popular products in the range include Kikkoman Tamari Gluten-Free Soy Sauce with a commanding 81% value share of its sector and up 11.6% in value over the last 12 months (Circana). Less Salt Soy Sauce is the number one brand in reduced salt soy sauce at 44.5% value share (Circana). Teriyaki Marinade accounts for 22.5% of all teriyaki sauce value sales and remains the biggest brand in its category (Circana).
Number one brand in the soy sauce category, Kikkoman is broadening its range, adding a host of new products to its portfolio. The new products include Kikkoman Ramen Soup Base, Mirin-fu, Toasted Sesame Oil, Seasoning For Sushi Rice, Panko Breadcrumbs, Sesame Sauce and a Sushi Sauce.
Kikkoman Ramen Soup Base taps into the growing popularity of ramen dishes. Just add water to this concentrated soup base and add additional ingredients as required. Suitable for vegans and available at an RRP of £3.75 for a 250ml bottle.
Kikkoman Mirin-fu is a sweet style cooking seasoning with a rich mellow taste and mild sweetness and adds a shine to glazes, dips and stir fries. Compared to traditional mirin, a type of rice wine that’s typically 14% alcohol, Mirin-fu has just 0.3%. Produced using Kikkoman’s original fermentation technique, it works well with other fermented seasonings such as soy sauce, miso and vinegar.
Kikkoman Toasted Sesame Oil is a heart-healthy oil made with 100% pure toasted sesame seeds adding a burst of nuttiness to cold dressings, marinades and dips, or drizzle into sizzling stir fries, noodles and soups at the end of cooking.
Seasoning For Sushi Rice is Kikkoman’s special rice vinegar blend with a particularly low acidity. The balance of sweet, salty, sour and umami means it’s used in salad dressings, sushi, pickles, marinades and deglazing.
Kikkoman Panko – Japanese Style Crispy Breadcrumbs is made from a special crustless white bread that’s very finely ground and dried, resulting in micro-flakes which are lighter than traditional breadcrumbs. It absorbs less oil and fat, giving roasted, deep-fried and baked foods a lighter, crisper texture.
Kikkoman Sesame Sauce is made from lightly toasted sesame seeds with a creamy consistency to add richness to hot and cold dishes from pasta to salads and sandwiches. Available in a 300g squeezy bottle. In the same packaging format and size is Kikkoman Sushi Sauce. It’s based on its famed Naturally Brewed Soy Sauce but with a smooth and thicker consistency and suitable for vegans and gluten-free too. Sesame Sauce has an RRP of £4.10 and Sushi Sauce has an RRP of £3.35.
Commenting on the range expansion, Bing-yu Lee said, “We are delighted to introduce our new range of Kikkoman products. We are tapping into the explosion in Japanese flavours driven by consumer demand for new and interesting flavours. Our new range gives consumers the confidence to try new tastes in the knowledge that it is coming from a well-respected and trusted brand.”
Kikkoman Mirin-fu, Toasted Sesame Oil and Seasoning For Sushi Rice are available in handy 125ml bottles at an RRP of £1.85, £2.65 and £1.85 respectively and Kikkoman Panko in 227g boxes, currently RRP £3.40.
Kikkoman Naturally Brewed Soy Sauce is the brand leader in the soy sauce market with a 31% value share. It’s maintained its lead in the face of inflation and increased competition from private label.
According to market insights the soy sauce category is experiencing growth in both volume and value, indicating strong consumer demand. Brands are still preferred by consumers. The trend is towards premiumisation, and Kikkoman is leveraging its higher product quality.
“The best advice is to stick with the soy sauce brands that are guaranteed to move quickly, those that have a strong growth record and where there is major support behind the brand,” says Lee.
Kikkoman will be investing heavily in Veganuary and Chinese New Year ‘25. Major digital recipe campaigns will feature as well as retailer price promotions. Chinese New Year is the biggest marketing period in the Kikkoman calendar.
“It would be great to see wholesalers running strong promotions, ensuring brands have a big on and off-shelf presence, off-shelf displays work very well and features front of depot, especially around big dates in the calendar such as Chinese New Year,” adds Lee.
Aditi Hilgers, Head of Meals, General Mills, comments: “World cuisines are still incredibly popular, with 92% of Brits choosing international flavours as a core addition to their in-home menu (Mintel). Many look towards world cuisines to help them incorporate variety into their dishes, whilst three in four UK adults state that choosing a world cuisine can make a mid-week meal feel like more of a treat (Mintel).”
The UK has really embraced street food in the past decade with markets and street food hubs now a common site across the country. Our love for trying new dishes from around the world has led to more options available to try at-home as well. Street food flavours particularly resonate with a younger audience who are looking for products in a supermarket that they have tried in restaurants. The growth in popularity of cooking street food dishes at home also builds into wider trends for experience-led dining, value, the ability to personalise recipes and convenience.
Just under half (44%) of Brits have tried Mexican food and it is now worth 8% of value sales within the world foods category – with potential for further growth in the years ahead. One reason behind this is because of the simplicity and versatility of ingredients used within many Mexican recipes, as well as the personalisation available. 85% of world cuisine eaters would be interested in trying a new cuisine that shares ingredients with another world cuisine they like; a perfect match when choosing products for fajitas or tacos.
Old El Paso recently launched the Street Vibes range, a multi-format range of soft tacos in two street-style flavours, sauces and spice mixes that transports duos to the bustling streets of Mexican Street Food markets with its vibrant flavours. Easy to prepare and ready in 20 minutes, Street Vibes is perfectly placed to turn up the vibes on a mid-week meal.
Younger consumers typically enjoy a wider range of global tastes, with 50% of 16–24-year-olds having seven or more types of world cuisine at home (Mintel), so introducing convenient and affordable ways to access new global flavours is key to engaging with their preferred tastes. With the meal kits cleverly designed for two-people, the range is perfect for duos looking to turn up the vibes on a date or mates night at home with two popular street-food inspired flavours: Barbacoa and Al Pastor.
To make the launch of this new on-trend range unmissable, Street Vibes has a new through-the-line campaign targeting smaller households already in play and disruptive in-aisle activations live throughout autumn – designed to invite new shoppers into the vibrant world of Mexican meals and help retail partners cater to a wider range of people.
As the UK’s number one Mexican food brand (Nielsen), Old El Paso leads the way in the world cuisine category when it comes to brand desire and Old El Paso is a signpost for the meal kits segment as a whole. Currently only 11% of UK in-home meal occasions contain a World Food Cuisine (Kantar), with Mexican making up just 2%. However, Mexican food is a fast-growing segment within global tastes and has since risen by 17% YOY (Nielsen IQ). This creates a strong opportunity to introduce new and exciting Mexican-inspired flavours, with Old El Paso perfectly placed to continue driving the category.
“Stock new products or limited editions from trusted brands like Old El Paso that deliver in store as this helps your customers develop as loyal, repeat category buyers that are likely to spend more,” suggests Hilgers. “Pair complementary categories together in bundles. Cross merchandising categories such as like Mexican and Fresh (e.g., veggies or chicken) provides inspiration for your customers to replicate in store and offers a great opportunity to up-sell occasions such as a full ‘meal for tonight’ solution.
“Support your World Foods offering with a high visibility location and POS High visibility in depot is key to help retailers easily tap into the category. Create events and theatre through activations, plus utilise POS (clip stripping seasoning mixes near other compatible categories) and offer promotions.”
Comments are closed.