Britons are the world's most international diners
A new study announced by Ipsos reveals that the British are the world’s most internationally-minded when it comes to home dining preferences. 70 per cent of Britons surveyed by Ipsos said that they are interested in foods from different regions and cultures when preparing meals at home, compared to a global average of 45 per cent and 50 per cent across Europe as a whole.
Great Britain tops the list of 24 countries included in the Ipsos survey, which covers the G-8 as well as countries in Asia Pacific, Latin America, the Middle East and Africa. Japan ranks bottom of the global table in terms of interest in foreign cuisines, with just 28 per cent of Japanese stating they are interested in international foods for home cooking. One in three Britons are interested in buying restaurant brands in supermarkets – much higher than the global average of 14 per cent although lower than the 40 per cent of Americans who express interest in restaurant-branded products for the home. The Italians (8 per cent), Belgians (10 per cent) and the French (12 per cent) are especially disinterested in restaurant-branded home ingredients. Conversely, British interest in artisanal food (37 per cent) is considerably lower than the European average of 53 per cent. Italians are particularly keen on artisanal products (70 per cent).
Head of MarketQuest at Ipsos, Stephen Yap, said:
“When it comes to the globalisation of eating choices, Great Britain rules the world. “British consumers, long accustomed to restaurants and pubs offering a wide variety of foreign cuisines, are the world’s most internationally-minded when it comes to making food at home. The success of celebrity chefs and the high profile enjoyed by restaurant brands in Britain is also translating to a high demand for these brands in British supermarkets.”
Technical note
Sample size: 19,883 Adults in 24 countries and districts including 1,018 GB Adults aged 16-64 These are the findings of the Global @dvisor Wave 36 (G@36), an Ipsos survey conducted between August 7th and August 21st.
The survey instrument is conducted monthly in 24 countries and districts around the world via the Ipsos Online Panel system. The countries and districts reporting herein are Argentina, Australia, Belgium, Brazil, Canada, China, Colombia, France, Great Britain, Germany, Hong Kong, Hungary, India, Indonesia, Italy, Japan, Malaysia, Mexico, Poland, Russia, Saudi Arabia, Singapore, South Africa, South Korea, Spain, Sweden, Turkey and the United States of America. For the results of the survey presented herein, an international sample of 19,883 adults aged 18-64 in the US and Canada, and age 16-64 in all other countries, were interviewed. Approximately 1000+ individuals participated on a country by country basis via the Ipsos Online Panel with the exception of Argentina, Belgium, Colombia, Hong Kong, Indonesia, Malaysia, Mexico, Poland, Russia, Saudi Arabia, South Africa, South Korea, Sweden and Turkey, where each have a sample approximately 500+. Weighting was then employed to balance demographics and ensure that the sample's composition reflects that of the adult population according to the most recent country Census data, and to provide results intended to approximate the sample universe. A survey with an unweighted probability sample of this size and a 100% response rate would have an estimated margin of error of +/-3.1 percentage points for a sample of 1,000 and an estimated margin of error of +/- 4.5 percentage points 19 times out of 20 per country of what the results would have been had the entire population of adults in that country had been polled. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error, and measurement error.
