Epsilon Archive for Student Projects

Abstract

This research aims to explore consumer perceptions and preferences of Indian ready-to-eat frozen snacks in the UK and how product adaptation can best fit local tastes and cultural expectations. This study was motivated by the increasing demand within the UK for convenient ethnic foods, particularly for Indian snacks. For Indian Ready to Eat (RTE) brands, understanding consumer preferences and tailoring products appropriately is key to achieving enduring growth in a culturally diverse and competitively fierce market.

The methodology utilised in this study is secondary research, which includes a review of articles, market reports, and scholarly articles related to Indian RTE frozen snacks in the UK. Peer-reviewed journals, industry publications and reputable online databases were data sources. Information on consumer preferences, product adaptation, and marketing, without primary data collection, was synthesised through thematic analysis, resulting in comprehensive information on market trends and opportunities. Research indicates that Indian immigrants and other consumers in the UK place great importance on the convenience, taste, and authenticity of Indian RTE frozen snacks. Major determinants comprise taste, price, packaging, and overall snack accessibility. Increasingly, consumers are adopting more health-conscious diets which creates positive demand for cleaner labels and fusion innovations. Effective marketing must focus on current lifestyle trends instead of solely ethnocultural branding. Some challenges such as restricted distribution and regulatory compliance still exist, but dominant opportunities lie in e-commerce, regional diversification of offered products, and health-oriented focus.