Korean cuisine is one of the fastest-growing food trends in Foodstuffs’ supermarkets, driven by the global K-Wave and viral content on platforms like Netflix and TikTok.
Products such as Samyang Buldak Noodles and Allgot frozen kimbap have seen sales surge, with some Foodstuffs stores reporting a fourfold increase. Growth is strongest in instant noodles, dumplings, seaweed snacks, and Korean sauces.
“We’re seeing a steady stream of new noodle products, many inspired by TikTok trends, and increasing demand for Korean-style flavours in stir-fry mixes and recipe bases,” said a Foodstuffs spokesperson.
“We’re working with small and medium-sized suppliers who specialise in Korean and Asian cuisine to bring top brands to the shelf.”
Through the New World Emerge programme, Foodstuffs has also supported emerging suppliers.
Little Ardroy’s Korean BBQ Beef Bites won the Small Supplier category, and Ginger’s Pantry’s Kimchi Pancake Mix was a Start-Up semi-finalist, both strong examples of the appetite for innovation and flavour.
Korean flavours are expected to lead innovation in the Asian category.
“We’re also seeing strong momentum from Chinese, Filipino, and Indian cuisines, which are influencing a wide range of products over the next three to five years.”
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