“There is a growing demand for world food flavours, especially among the younger age groups,” says Bing-yu Lee, general manager at Kikkoman UK. “Key factors driving growth include international travel, social media, broadcast media and restaurants, as well as demographic changes.” The popularity of these cuisines has been driven by social media, travel and a growing interest in global food trends. For retailers, the growing popularity of world foods reflects a broader shift towards culinary exploration. Stocking a diverse range of world food products can help retailers meet evolving shopper expectations and capitalise on one of the most dynamic areas of the grocery market.