Claudia Strauss, managing director of FMCG and Shopper at Future Thinking, said: “Our research illustrates that Britain’s taste buds continue to seek new and exotic flavours as a way to recreate far flung holiday experiences and international celebrations.
“For manufacturers and retailers this presents exciting opportunities to offer consumers new and delicious ranges of world foods.”
The findings of its annual Grocery Eye report on supermarket shoppers found that Moroccan was in joint second place with 27% of the vote with fiery American BBQ followed by Middle Eastern (23%) and Japanese (25%).
When it comes to trying new food, younger age groups appear to be more adventurous. Almost three quarters of under 34s want to try the latest products (72%).