Asian flavours top consumers' street food preferences

New research from Lantmännen Unibake's Americana brand reveals that 86% of consumers identify Asian flavours as the most impactful trend in street food fare and burgers.

The study shows that a third (33%) of consumers purchase street food at least once a week, with 35% ordering a burger out-of-home at least once a week or more. Almost half of respondents say that the opportunity to enjoy Asian flavours would inspire them to choose a burger, while 53% agree that, when considering a street food dish, the chance to try new flavours can be a deciding factor. 

Korean fried chicken (31%) emerged as the most popular Asian-inspired burger, followed by Chinese pulled pork (25%) and katsu curry (22%). When it comes to street food, sweet chilli (42%), Korean BBQ (42%) and teriyaki (28%) are the top Asian flavours.

When asked what they find most appealing about Asian street food, consumers cited the delicious tastes, bold flavours and diversity of dishes.

Outside of Asian fare, and despite the popularity of plant-based options in daily life, people eating street food burgers are more likely to purchase one that features meat-based protein. Beef is the most popular (50%), followed by chicken (29%) and pulled pork (10%). In comparison, just 9% chose plant-based options such as jackfruit, mushroom, tofu, bean burgers or whole vegetables.

Samantha Winsor, marketing manager at Americana, comments: "Our market reports show growth within the dining out and street food sector. However, this is mainly driven by branded chain outlets catering to consumers looking for a quick and cheap refuel menu option, or a pricier but value-driven indulgent meal. This shows an opportunity for outlets to regain market share and increase sales."

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