UK consumers are increasingly turning to global flavours to elevate everyday meals, presenting fresh opportunities for convenience retailers to tap into demand for bold seasonings, sauces and meal enhancers.
New research from Lamb Weston shows that 38 per cent of Brits say they are more experimental with flavours than they were five years ago, with younger shoppers leading the shift.
Six in ten (60%) 18–24-year-olds describe themselves as adventurous with global flavours, alongside 55 per cent of those aged 25–34, highlighting a strong appetite among younger demographics for more diverse taste experiences.
Rather than cooking entirely new dishes, shoppers are increasingly adding flavour twists to familiar meals. Popular habits include using chilli oils, spice blends and international seasonings to upgrade staples such as fry-ups and midweek dinners.
The study, conducted by OnePoll among 2,000 UK adults, found that 41 per cent of consumers mix flavours from different cuisines at least once a week, rising to 59 per cent among Gen Z shoppers.
Mediterranean flavours remain the most widely used at home (53%), followed closely by Indian-inspired flavours (49%). American-style BBQ and Mexican or Latin American flavours are both used by 36 per cent of respondents, while East Asian influences are also gaining traction (34%).
The findings suggest that convenience and ease are central to the trend, particularly among busy households looking to make meals more interesting without adding time or complexity.
Everyday foods are increasingly being used as a base for experimentation, with chips emerging as a key vehicle for flavour. More than six in ten (61%) consumers say they have added a flavour twist to chips at home in the past three months.
Seasoning blends such as spiced salts and paprika are the most popular additions (27%), followed by garlic or herb butter (19%). Meanwhile, 15 per cent have used crispy chilli oil or topped chips with cheese or flavoured sauces.
Alecia Brown, marketing manager at Lamb Weston, said the findings reflect a broader shift in cooking habits, with creativity and enjoyment taking priority.
“The majority of Brits, especially the younger generations, are becoming more confident experimenting with exuberant worldwide ingredients at home, creating a melting pot of flavours. That doesn’t necessarily mean always cooking complicated dishes from scratch,” Brown said.
“Our research shows that many are taking familiar meals and adding simple twists to make them more exciting. Lamb Weston’s award-winning chips are a great example of this. They’re easy to prepare and go with a wide range of flavours, making them the perfect food for people to get creative in the kitchen.”