FEATURE
FOOD CUPBOARD
58 ASIAN TRADER 27 JUNE 2025
increase in interest and popularity
of World Food and Drink in
general.
“Consumers are increasingly
drawn to spicy and globally
influenced flavours, a trend driven
by increasing consumer interest
in world cuisines and chilli-based
products,” says Ambawatta, citing
Kantar World Foods.
“We’re also seeing strong
interest in world cuisines, with
Mexican among the top three
most popular. Importantly for
retailers, 50 per cent of
shoppers interested in
innovative flavours are willing
to pay more for world cuisine-
inspired condiments [Mintel
Condiments and Dressings].”
Food kits, tacos, jars of
chilli sauce and so on
almost define the
burgeoning Mexican
shelves in our stores, and
the vast majority of
ingredients would fit the
food cupboard label – and
this also goes for many
other world cuisines
heavy on spices and
exotic flavours, not to
mention beans and rice
(or of course the vast and
various pasta family).
“On trend flavours currently
include Gochujang (a savoury,
sweet and spicy fermented
condiment popular in Korean
cooking), Chipotle and Chilli-
Lime, as well as Umami and
earthy flavours,” says Ambawat
ta. The Cholula and Frank’s
RedHot sauces available from
Empire Bespoke Foods (EBF)
directly align with these
preferences for hot and spicy
flavours.
Upuli also reminds us that
Korean cuisine is increasingly
popular, and she says it’s interest
ing to note that, according to
Kantar again, while older families
prefer noodles, stir-fry kits and
seasonings, pre-families (mean
ing adults living alone or with a
partner) prefer condiments.
“In response to growing
consumer demand for Korean
flavours, and sales of Korean
food currently in growth, we are
continuing to explore new
opportunities within this
cuisine,” she explains. “Kimchi
remains one of the most
iconic and recognisable
Korean dishes – our Mrs
Elswood Kimchi (Classic,
Turmeric and Beetroot)
goes exceptionally well
with fried or BBQ-style food
like burgers and grilled fish.
Meanwhile, perhaps a
little less glamourous and
exotic (but tasty and
filling!): according to
Globaldata, the Ambient
Soup market in United
Kingdom registered a
positive compound annual
growth rate (CAGR) of six
per cent from 2018 to 2023
with a sales value of
£463.55m in 2023, an
increase of 6.68 per cent
over 2022; and this might
suggest a longer-term trend
related to the rise of scratch-cook
ing.
Likewise, the UK Food
Cupboard eCommerce market is
predicted to reach £2.95b by 2025
and accounts for 27.6 per cent of
the Food eCommerce market in
the United Kingdom – which
could be an interesting metric for
convenience retailers as they
increasingly go online and find
delivery a bigger part of their
sales. The expected CAGR
2025-2029 is 10 per cent,
indicating that ambient grocery is
certainly going digital, alongside
food to go.
The updated branding and
organic certification come at a
time when maple syrup’s
popularity is increasing. The UK
market is expected to reach 124.7
million USD by 2028 and while
sugar maple is the segment’s
leading revenue generator, the
darker maple syrup category is set
for particular growth, with
consumers seeking out richer,
more robust flavours.
Pick of the pickles
(and others)
Of course, the panoply of ambient
jewels is dazzling, but a few new
announcements are noteworthy,
not least British-Canadian brand,
Pure Maple, which has an
nounced that its line of 100% pure
maple syrup products are newly
certified organic and have
undergone a rebrand ahead of
push to capitalise on the
growing consumer interest
in alternatives to refined
sugar.
The newly organic
products include Pure
Maple’s Golden Delicate,
Amber Rich, and Dark
Robust maple syrups, which
have relaunched at a
competitive price point and
have a RSP of £6.00 - £7.89
for a 236ml / 312g bottle size.
This translates to £ 1.92 – £
2.52 per 100g.
Know your larder!
Knowing which are
the most common and
well-used UK ambient
items and categories can help you to stock for
success
Canned Goods: Tinned fruits, vegetables, meats, and fish are
common examples.
Dry Goods: Pasta, rice, cereals, and flour are typically stored at
room temperature.
Snacks: Biscuits, crisps, and some types of crackers are ambient
foods.
Condiments and Sauces: Jams, preserves, some types of
sauces and pickles are often ambient.
Bakery Items: Certain bread products (not cream cakes),
biscuits, and breadcrumbs are considered ambient.
Drinks: Some beverages, like certain types of juices and soft
drinks, can be ambient.
Ready Meals: Some ready meals are processed to be shelf-
stable and are stored at ambient temperatures.
Key Characteristics of Ambient Food:
Shelf-stable: Designed to be stored at room temperature.
Processed: Often undergo processing (e.g., canning, drying) to
extend shelf life.
Convenient: Easy to store and transport, requiring no special
temperature control.
Variety: Encompasses a wide range of food categories, from
basic staples to more elaborate products.