The must-stock Asian foods and flavours

Dashi broths. Sriracha-infused swicy hot honey. Chilli crisp. Kimchi. Asian flavours and Asian cuisine are dominating sales at many specialist retailers right now. 

Their bright, crisp, hot, aromatic and exciting flavour profiles seem to be resonating with consumers, inspired by the sauces, pickles and seasonings they’ve picked up on their travels, and by an endless stream of inspirational international food content fed to them on social media.

Shoppers want to recreate Chinese hot pots, tangles of noodles in fiery dressings, Korean barbecue and more, all within the comfort of their own homes.

Across the board, both retailers and producers have been noticing a growth in Asian food and ingredient sales in response. Brands like White Mausu, Yep and NOJO all report hot demand.

Harry Woolf-Evans, founder of Reuben’s butchery and deli in Melton, Suffolk, has upped the range of Asian foods he carries in store this year following six months of increased demand. “Outside of our fresh and cooked range, White Mausu is the thing that sells most for us,” he says. “Everyone gets so excited about it when they come in, talking like they’re White Mausu addicts. I think the appeal is it works all day – from eggs in the morning, to dinner at night. Everyone seems to be eating it!”

As an independent shop, championing smaller, more niche producers is key, Harry adds, saying he’s noticed a flurry of Asian flavours coming to market – calling them a deli owner’s dream. “Asian food, especially East Asian, is really having its moment. Absolutely I think it’s because of the growth of social media and recipes being available online for people to experiment with. The best part for me, personally, about that part of Asia and cooking is you can get so much flavour into a dish with very little work. The ingredients pack a punch.”

His customers’ love of Asian cuisine has filtered from the shelves into Harry’s butchery and baked counters now too, demonstrating just how important it’s become to the business. “We do quite a lot of Korean BBQ now, in our sausages,  and our boneless chicken thighs. And we have our own Korean fried chicken truck outside, which is so popular.”

Tom Palmer, who spent 10 years teaching in China, falling in love with the cuisine before returning to the UK to launch condiment brand Yep, says consumers are wising up to the regionality and differences in types of Asian food, rather than bundling it together under one umbrella. They’re on an edible journey of discovery, which makes this a very exciting time indeed to be at the cusp of the new wave of artisan food producers.

“There’s such a gap between what Chinese food is, for example. We’ve got such a big Chinese population here, but there’s limited choice when it comes to regional Chinese cuisine,” Tom explains. “We’re on a mission to change that by highlighting key ingredients from the regions where they grow, which is what our customers love to hear about. Our chillies, for example, come from the South-West of China, same as our peppercorns. It’s the essence of what we’re doing. Giving authenticity and a story to our products with the ingredients we use.”

The brand’s Sichuan Chilli Crisp is far and away its best seller, and a recognisable entry point for the rest of the range, including Garlic Chilli Oil with Beef. “That’s brand new and unheard of here. People say, ‘why is there beef in your chilli oil?’ and we have to explain it’s really normal in China. It’s a bit like seeing dried shrimp paste in sauces and oils. It’s really good. We dry the beef out first, and it adds this really nice sweetness along with the garlicky chilli aroma – a bit like the lovely flavour you get in ragus and really rich sauces. It’s a common ingredient in mainland China.”

Why are Asian condiments appealing to customers right now?

The fakeaway trend is definitely helping to root Asian flavours and ingredients in the British psyche right now says Hannah Wheater of The Flava People. “Fakeaway recipes have boomed, mainly as a result of the cost-of-living crisis, encouraging consumers to tighten their purse strings when eating out, and be more thrifty creating their beloved Asian flavours at home. With pan-Asian flavour profiles being harder to recreate, many consumers rely on retail-ready products to bridge the gap,” she says.

Simona Deifta, founder of NOJO thinks it’s the balance of sweet, salty, spicy and umami that’s ticking the boxes for today’s food lovers. “But it’s not just about flavour – it’s about experience. Consumers are looking for new, authentic culinary experiences, and Asian condiments bring a global taste right into their homes.”

Simona says Asian flavours alight with the rising interest in plant-based diets too. “Many Asian condiments, such as soy sauce, miso and sesame-based dressings, are inherently plant-based, making them easy choices for consumers who are shifting towards that way of eating.” This trend, SImona adds, is not just about following a diet. “It’s about adopting a more sustainable, environmentally-conscious lifestyle.”

White Mausu founder, Katie Sanderson, says restaurants zoning in on regional Asian food has done a lot to stir up interest in the market too, filtering into the world of social media, and converting into sales. “There’s a great Chinese restaurant, Nan, that’s opened up in Dublin serving Huaiyang cuisine – one of the four traditions of Chinese cooking, for example. There is an appetite nationally and internationally for a deeper dive and focus, and that’s brilliant. When you see that increase in restaurants and cultural awareness, I feel it inspires you to want to cook at home and changes what you put in your shopping basket. I think Ottolenghi, and the work he’s done in his column and his restaurants, and the effect that has had on the supermarket shelves, is a great place to see this idea in action.”

When Katie was starting out, she saw a massive gap in the market, and says she remembers feeling chilli oils and rayus could be the new hummus. “I’ve always believed that as a market grows there is more appetite, and that increases the whole sector, so it’s a win-win for all.”

Convenience shouldn’t be underestimated when it comes to shoppers and their needs. “We live in busy times,” Katie adds.  “I think people are searching for ways simple, quick food can be elevated, and I think chilli oil, with its crunch and texture and layers of flavour, is a great way of doing that.”

What’s trending in Asian food and flavours right now?

Far East Asia is where it’s at, says Tom, who adds that two star players are gochujang and miso. “They’re in so many recipes now. Miso had its ‘moment’ perhaps five or six years ago, but it still seems to be such a prominent thing. Every restaurant I go to now, whether it’s Western or Asian, seems to have something with miso in on the menu. It’s found its way into everything, which I think is amazing for such a traditional ingredient.”

In terms of Chinese products, Tom is seeing Sichuan food gaining popularity, as more dedicated Sichuan restaurants pop up, but adds for a truly authentic taste, the component ingredients of any Sichuan sauce, product or ingredient really need to come from that region. “Making Sichuan oil without using Sichuan chillies or peppercorns makes a huge difference. That’s how we’ve got to where we are. It’s the same as noticing the differences between Italian and Greek olive oil.”

Simona agrees that regionality is a key trend to watch right now as shoppers look beyond the staples of Japanese and Chinese cuisine to Korea, Vietnam, Indonesia and the Philippines. 

What’s the next big thing in Asian flavours?

Looking forward, Simona believes trends will revolve around condiments that deliver convenience and complexity without sacrificing health. “Consumers are increasingly looking for multi-functional products – condiments that can act as a dip, spread, marinade or cooking sauce.” These types of products are gaining traction, she says, because they offer a shortcut to bold, complex flavours, without needing significant preparation.

“At NOJO we’ve observed that convenience is just as important as flavour. For instance, our range of spicy mayos not only provide rich umami and spice, but are also incredibly easy to use across various dishes – from sandwiches to stir fries. This shift towards effortless cooking is one that retailers should closely watch.”

Spice and heat are something speciality retailers need to keep in mind too, with numerous producers upping the ante in this space to cater to changing, ever-adventurous British taste buds. “We’re working on NPD developing an extra hot version of our chilli crisp to launch at the start of next year,” reveals Tom. “It’s something people are really looking for. When we first started we wanted to make our products accessible to everyone, and consciously went with a nice heat level, but a lot of customers are pushing us to go extra hot. We’re looking at other things as well. There’s a really amazing sauce called Jeow Som, it’s just unbelievably good. I don’t know if it has the legs that crispy chilli oil does, it’s more niche. For a product to explode like crispy chilli oil has, it needs to tick more than one box. It needs to be easy to use and to taste good. I’m very confident chilli crisp is going to be around for a long time.”

Hannah thinks interest in gochujang will continue to soar. “It’s popping up everywhere in the digital recipe sphere. Gochujang provides an iconic spicy pan-Asian flavour to dishes!”

Katie says she tends to look to the States for forecasting and report’s she’s seeing a great deal of traction around upmarket noodles, which are beginning to filter into the UK market, alongside squeezy barbecue-style bottles of sauce. “We did a BBQ sauce last year which was similar to our Black Bean Rayu, mixing it with extra spices over a ketchup base. It was very earthy and umami – people went mad for it,” she says.

How can retailers up their game here?

Partnering with brands already leading in this field is key, says Hannah. Look to social media to see what’s hot, which brands are making a lot of ‘noise’, and which seem to be resonating best with consumers.

Tom thinks the category is ripe for experimentation across a wider range of products because of its ambient nature. Have fun. Try new things. “You’ve got a really long time to sell these things because they have longer shelf lives,” he says. “The Asian category is so diverse, and there are so many options, you could easily stock three, four or five brands and they will sell. They look great on the shelves. And there are lots of ways to get new customers on board with them because they have so many uses. I’ll put chilli crisp on cold pizza from the fridge, on crumpets with a bit of butter, and I mix my brown sauce with chilli crisp now – that’s my go-to bacon sauce.”

Simona adds that retailers should curate thoughtfully, selecting healthier, natural products as a priority. “According to the UK Condiments and Dressings Market Report 2023, 42% of consumers are willing to pay more for products that are better for them,” she continues. “There’s also an opportunity to cut down on product duplication, particularly in categories that are simply repeating the same flavours without adding real value. By focusing on quality over quantity, retailers can differentiate themselves and offer customers a more meaningful selection.”

Make spaces in-store for cross merchandising as well, says Simona, matching Asian condiments, sauces and seasonings with complementary products like meal kits or fresh produce. “It’s an effective way to introduce customers to new flavours and inspire them to try new cooking techniques. Hosting in-store tastings can also enhance the consumer experience.”

8 trending Asian condiments and seasonings

Rayu – A Japanese condiment, made by tempering chillies and other aromatics in nutty sesame oil. 

Chilli crisp – Crunchy, umami, salty, sweet, umami and hot, this is a versatile friend in the kitchen, marrying crispy chilli (and often shallots and garlic) in oil.

Gochujang – A savoury, sweet, spicy fermented Korean chilli paste, used as a base for dressings, sauces and marinades.

Togarashi – Citrus peel, dried red pepper, seaweed, sesame seeds and peppercorns combine in this warming, aromatic spice blend for sprinkling over noodle and ramen bowls (and everything else).

XO sauce – Incredibly savoury, rich and deep, this speciality of Hong Kong is made with a range of changeable ingredients but often dried shrimp, dried scallop, chillies and garlic.

Sriracha – Thailand’s ubiquitous hot sauce, made with chillies, vinegar and pickled garlic.

Ssamjang – The star of this Korean paste is rising. It’s made with fermented soy beans, gochujang, sesame oil and fragrant garlic and onions.

Kecap manis – Popping up as an ingredient in sauces and marinades (especially for wings) this is an Indonesian sauce with a palm sugar and soy base.