New research by product intelligence platform Vypr found that 39% of Americans would be likely to purchase UK products or brands at their grocery store if priced comparatively with other US basket staples.
Key drivers behind potential sales were the perception that UK brands were traditional (30% of respondents), that they were healthy (12%), of high-quality (11%) and homely (10%). Only Japan and Italy ranked higher than the UK when it came to the perceived quality of international food and drink.
Snack attack
UK snacks generated the most interest from US consumers, with 45% keen to try UK-originated items. This was followed by condiments, with a third (33%) saying they would consider purchasing UK products in this category while at the grocery store. Alcoholic drinks took third place (27%).
Ben Davies, founder of Vypr, commented: “With an adult population of over 250 million, the US cannot be ignored by British and European brands and manufacturers targeting growth.
“Our research indicates a fantastic opportunity for businesses to expand into the US market or for those already established there to grow market share. When it comes to the snack category, for example, it is interesting to see a breadth of interest in brand types, particularly across savoury and healthy choices.”
The top five snack brands American consumers showed most interest in were: Dairy Milk (58%); Mini Cheddars (55%); Hula Hoops (39%); Graze snack packets (37%); and Tyrrells crisps (36%). See the box below for the full top 10.
Price pressures
US retail expert and founder of Midsail Research Derek Fox added: “British snacks have a strong appeal in the US, particularly because they offer unique flavours and quality that resonate with American consumers. However, cost matters and US shoppers are likely to buy UK brands if priced competitively.
“Many international-themed stores across the US, where UK snacks are sometimes found, come with high price points, making the products seem exclusive. UK brands have a significant opportunity to address this, and expand their reach and drive sales in the American market.”
Meanwhile, food and drink export values fell in the first six months of the year, a 6.1% decline compared to the first half of 2023.
The top 10 UK snack brands US consumers would consider purchasing
- Dairy Milk (Cadbury) 58%
- Mini Cheddars (Jacob’s) 55%
- Hula Hoops (KP Snacks) 39%
- Graze snack packs (Graze) 37%
- Tyrrells crisps (Tyrells) 36%
- Jammie Dodgers (Burton’s Biscuit Co) 36%
- Bear Yoyo Fruit Rolls (Bear) 35%
- Nakd Bars (Natural Balance) 34%
- Rude Health Granola Bars (Rude Health) 34%
- Bakewell Tarts (Mr Kipling) 32%
