SBR 32: A GROWTH STRATEGY FOR ASIAN BRANDS IN THE UK

In a recent blog post we talked about the authentic Asian brands we saw at IFE in March, and how disappointing the packaging and marketing materials were in general.

The macro trends are a tail wind for these brands. We’ve worked with numerous brands in recent years who have a category driver of “taste sensations” (or similar) - the increasingly more adventurous and eclectic food landscape for mainstream Britain.

Blimey, my 10 year old son went on a school residential recently and Thai Green Curry was on the menu. When I was his age, it was fish fingers and potato waffles.

So, I think it’s safe to say that the gastronomic landscape in the UK is evolving, with Asian cuisine taking centre stage. This presents an exciting challenge for marketing consultants to help these authentic asian brands to bridge cultural divides, tailor their brand strategies, and navigate UK consumer (and retailer) preferences. As the demand for authentic and innovative Asian flavours grows, so does the opportunity for brands who can get this right.

The Popularity of Asian Cuisine

The popularity of Asian food in the UK is undeniable. The UK's supermarket shelves are increasingly stocked with Asian food products, signalling a growing consumer interest in exploring authentic flavours beyond the Westernised versions of Asian dishes. For example, a recent article in The Grocer highlighted the growing interest in Korean food in the UK, highlighting the potential for supermarkets to elevate their offerings from "basic to boss level" by incorporating more authentic and diverse Korean products. This sentiment is echoed across other Asian cuisines as well, where there's a clear appetite for authenticity.

However, bridging the cultural and culinary divide requires more than just importing products from Asia. It involves a nuanced understanding of British consumer expectations and a thoughtful adaptation of product presentation and marketing strategies to resonate with local audiences.

Many of the Asian brands I saw at IFE face challenges in packaging and branding. They are inpenetrable to the mainstream British consumer, and (I believe) don’t resonate with British consumers. Local marketing plays a crucial role in guiding these brands through market adaptation, ensuring products are both authentic to their roots and appealing to the British market.

Strategic Market Entry and Brand Positioning

Where consumer expectations are high, and competition is fierce, understanding and leveraging local market trends is paramount - employing targeted strategies to demonstrate relevance and broad appeal. This includes crafting compelling narratives that resonate with target audiences​.

Navigating Cultural Nuances

One of the key challenges for Asian food brands looking to capture the British market is the significant difference between category norms in the UK and Asia. What appeals to consumers in Asia may not necessarily strike the same chord with British consumers. Packaging, branding, and even the flavours themselves may need to be adapted to align with British tastes while preserving the essence of authenticity that consumers are seeking.

The Role of Packaging and Branding

In many cases, Asian brands entering the UK market retain their original packaging, which may feature non-English languages prominently or cultural references unfamiliar to British consumers. This can lead to a disconnect, where the product's appeal is lost amidst confusion or a lack of understanding about what the product is or how it's used.

To succeed, Asian food brands need to find a delicate balance between maintaining authenticity and making their products accessible and appealing to British consumers.

The Demand for Diverse and Authentic Flavours

Despite these challenges, the demand for authentic Asian cuisine in the UK presents a significant opportunity for brands willing to navigate these cultural nuances. The British consumer's love affair with Asian food is not just about the flavours but also about the stories and cultures behind these cuisines. Brands that can effectively communicate this authenticity, while making their products approachable for the British market, stand to gain a competitive edge.