The world foods category is changing - fast. While Asian food continues to be the largest world food range in the major mults, supermarket buyers are increasingly making space on shelves for delicacies from other parts of the globe.

“A big percentage of our sales are from our Asian range - this is the most well-established range and appeals to many customer groups,” says Helen Yates, world food marketing manager for Asda. “But our demographic information and sales indicated an opportunity with the Polish community as well, so we expanded the range in key stores and added some to stores that didn’t previously have it in the grocery space.”

It’s a similar story at Tesco. Although Asian is still the largest world food range there, and Chinese food the fastest-growing world food category, new influences are coming in that must be catered for.

“We’ve worked hard on developing new areas, and our Polish and Mediterranean ranges have recently been expanded,” says Matt Clark, Tesco category buying manager for world foods. “We are consistently reviewing and updating our ranges through the course of the year.”

So as world food buyers prepare for their next range review, what are the key trends they should be keeping an eye out for? And how can brands and own-label suppliers make the most of Brits’ growing appetite for foods from around the world?

Look no further for exclusive insight, data and analysis. Our report examines consumer buying trends and innovation driving the category, the impact of own-label products on the market and looks at individual retailers’ promo strategies and results.

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