British shoppers will increasingly look to other countries for food, drinks and grocery products in 2014, fuelled by international sporting events such as the FIFA World Cup and the Russian Winter Olympics, predicts market research firm Mintel.
Mintel’s senior trends consultant Richard Cope said the World Cup will make Britain “fall in love with all things Brazilian”.
“Brits are open, curious and savvy when it comes to buying into new, engaging or better value products from abroad,” said Cope. “When it comes to food and drink, UK consumers are open to new tastes from around the world. About 50% of wine, 42% of beer and 40% of spirit drinkers agree with the statement ‘I like to try drinks from different countries.”
This trend will see Brits move away from the Brand Britannia fever that swept across the nation following the 2012 Olympics, Royal wedding and around the arrival of the royal baby.
Immigration legislation and pending referendums will further expose British consumers to tastes from around the world, he added.