In encouraging news for British food and drink brands and manufacturers, a new study shows significant appetite for UK products among US consumers.
According to research by product intelligence platform Vypr, 39% of Americans say they would be likely to purchase UK products or brands at their grocery store if priced comparatively with other US basket staples.
Shoppers across the Atlantic most commonly see food and beverage products from the UK as being traditional (30% of respondents). They are also seen as healthy (12%), high-quality (11%), great tasting (11%) and homely (10%). Only Japan and Italy rank higher than the UK when it comes to the perceived quality of international food and drink.
The nationally representative research was undertaken with Vypr’s new US consumer panel. It involved over 1,000 US consumers whose feedback included views on the packaging of popular products on UK shelves. This saw British brands including Lea & Perrins, Aunt Bessie’s, and Walkers crisps rank favourably.
The category generating the most interest is snacks, with 45% of US consumers keen to try UK-originated items. This is followed by condiments with a third (33%) saying they would consider purchasing UK products in this category whilst at the grocery store. More than a quarter (27%) would consider UK alcoholic drinks.
The top five snack brands American consumers showed most interest in are; Dairy Milk (58%), Mini Cheddars (55%), Hula Hoops (39%), Graze snack packets (37%), and Tyrrells crisps (36%).
Ben Davies, founder of Vypr, commented: “With an adult population of over 250 million, the US cannot be ignored by British and European brands and manufacturers targeting growth. Our research indicates a fantastic opportunity for businesses to expand into the US market or for those already established there to grow market share. When it comes to the snack category, for example, it is interesting to see a breadth of interest in brand types, particularly across savoury and healthy choices.”
Vypr asked US consumers to choose which products they most would like to try based on an image of the packaging and a line to describe the food.
The top 10 UK snack brands US consumers would consider purchasing are:
Dairy Milk (Cadbury) 58%
Mini Cheddars (Jacob’s) 55%
Hula Hoops (KP Snacks) 39%
Graze snack packs (Graze) 37%
Tyrrells crisps (Tyrells) 36%
Jammie Dodgers (Burton’s Biscuit Co) 36%
Bear Yoyo Fruit Rolls (Bear) 35%
Nakd Bars (Natural Balance) 34%
Rude Health Granola Bars (Rude Health) 34%
Bakewell Tarts (Mr Kipling) 32%
US retail expert and founder of Midsail Research, Derek Fox, commented: “British snacks have a strong appeal in the US, particularly because they offer unique flavours and quality that resonate with American consumers. However, cost matters and US shoppers are likely to buy UK brands if priced competitively. Many international-themed stores across the US, where UK snacks are sometimes found, come with high price points, making the products seem exclusive. UK brands have a significant opportunity to address this, and expand their reach and drive sales in the American market.”
Vypr’s new US consumer panel offers extensive targeting capabilities, enabling brands and manufacturers to gain insights into diverse demographics, technological trends, and evolving preferences across the country. This comprehensive and diverse proprietary panel provides access to previously hard-to-reach US audiences, which can be segmented by a variety of standard and custom demographics.
