Almost 7 in 10 (69%) adults cook ethnic foods at home regularly, with Italian food the most likely to be cooked, with just over half (55%) of adults claiming to cook Italian food. Chinese (41%), Indian (31%), Mexican (27%) and Thai (18%) food also prove to be extremely popular foods to cook amongst adults. This research, conducted on behalf of Retail Intelligence by Empathy Research, amongst a nationally representative sample of 1,000 adults aged 18+, sought to understand the most cooked ethnic foods and how retailers perform in delivering on shopper needs in this category.
Italian food is also most likely to be cooked most frequently, with almost 6 in 10 (58%) of those who cook Italian food, doing so once a week or more often. This puts Italian food significantly ahead of all other types of ethnic food in this regard. A third (33%) of those who cook Chinese food do so at least once a week, with Indian (32%) food being cooked with the same frequency.
However, in spite of ethnic food being cooked quite frequently, there appears to be some work to do for retailers in the eyes of the consumer. Just over half (53%) of those who cook ethnic food would rate the quality of the ethnic food supplied in the grocery store they use as good, with a similar proportion (50%) describing the range of ethnic food available as good also. Price is the area where retailers struggle the most, with just a little over 4 in 10 (43%) of those who cook ethnic food rating the price of ethnic food in grocery stores as good.
For further information and more in-depth analysis on consumer behaviour when it comes to cooking ethnic foods, the level of confidence in cooking and motivations for increasing the cooking of these types of food, please contact Robbie Clarke at Empathy Research: [email protected]
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