At Rochester PR Group, we believe that effective UK market-entry begins with a deep understanding of real British consumer behaviour — not just assumptions or global trends. That’s why we recently carried out targeted research, in partnership with HRA Global, into how UK consumers are choosing food during the working day or “food on the go”— particularly when it comes to international flavours — and what this means for overseas food and drink brands launching in the UK.
The findings are encouraging for any brand looking to expand into the British market. We identified a significant shift towards both awareness of and genuine enthusiasm for global cuisines. An impressive 86% of respondents reported seeing a wider range of international food options compared with a few years ago, showing that the UK food landscape is becoming more culturally varied and receptive.
More importantly, this exposure is translating into behaviour. 44% of respondents said they are actively eating more international cuisines than they did two to three years ago during their working day— demonstrating that these foods have gone from being “occasional treats” to part of routine consumption.
In practical terms, this means that the average UK consumer is already familiar with — and ready for — further international food offerings on shelves, menus, and in ready-to-eat formats.
Our research also highlighted the cuisines currently generating the most interest: Italian, Chinese, Mediterranean, Mexican, Middle Eastern and Thai.
These are not niche preferences but mainstream trends within the UK food market, showing that the appetite for global flavours spans continents, cooking styles and meal occasions.
“We have long known that UK consumers are curious and open-minded when it comes to food, but this research confirms that they are now actively seeking out international flavours as part of their everyday eating habits,” says Joanna Dodd, Managing Director at Rochester PR Group. “For international brands, this represents a real opportunity: the UK market is ready — and even hungry — for authentic global offerings presented with the right positioning and storytelling.”
This increasing openness is shaped not only by consumer taste preferences but also by changing working patterns. With a significant proportion of people now working in hybrid or flexible arrangements, the research shows they are making food decisions more spontaneously, often on the go, and with a focus on convenience and quality. Many respondents indicated they buy food during the workday or commute rather than at fixed mealtimes, and are seeking options that are quick, satisfying and still flavour-forward. This aligns closely with how eating habits are evolving in a hybrid-working culture, and as Rozz Algar of HRA Global explains:
“Hybrid working has completely redefined the workday meal. People are eating in more flexible, spontaneous ways — grabbing convenient, high-quality food that fits between meetings, commutes, and home routines. Health and functionality are front of mind, but consumers still want flavour and comfort. We’re seeing a real appetite for products that deliver both — familiar formats with new global twists,” said Rozz Algar, Global Services Director, HRA Global.
Our analysis shows that workplace-day consumption is a particularly strong entry point for international food brands in the UK. When consumers are buying food on the go — especially during lunch breaks or between meetings — they are more open to trying something new. This moment of spontaneous decision-making creates a valuable window for brand discovery, especially for global brands bringing something fresh or culturally authentic.
Convenience also plays a major role in purchasing decisions. UK consumers value speed, ease and practicality in their food choices during the workday, which suggests that international brands offering ready-to-eat, heat-and-eat or grab-and-go solutions are especially well positioned. The opportunity lies in combining authentic flavour with practical format — delivering culture, story and taste in a way that fits busy UK lifestyles.
We are also seeing a shift towards authenticity-driven brand selection. Many consumers are actively choosing independent or lesser-known brands over traditional or predictable chains. For international market-entry brands, this is a powerful advantage: British consumers are eager for novelty, credibility, transparency and genuine provenance. Brands that tell a clear story about their origin, culinary heritage or unique process can quickly earn trust and loyalty.
Finally, nutritional and ingredient transparency is increasingly important. Consumers appreciate clarity around dietary detail — which gives international brands the opportunity to build consumer confidence early, especially when supported by straightforward, honest messaging that aligns with UK expectations.
Taken together, these insights reinforce a crucial message: the UK consumer is ready not just to try, but to embrace international food brands. The conditions for UK market entry are strong — with demand, openness and buying behaviour on your side.
At Rochester PR Group, UK market-entry PR is what we do. We help international brands launch in the UK, navigate the cultural dynamics of British consumer marketing, shape their UK messaging, connect with media and influencers, and successfully introduce their products to buyers, distributors and UK retailers.
If you would like to know more about these research findings — or how they can be applied to your own market-entry strategy — please get in touch. We’d be delighted to discuss how we can support your UK expansion.