Brits embrace global flavours as summer temperatures rise

Warmer summers in the UK are prompting a fresh twist on seasonal eating habits, with new supermarket data showing Brits are seeking out global cuisines and bolder flavours as temperatures rise.

Ocado Retail data shows sales of chilli oil are up 186% year-on-year, alongside an 80% increase in paneer and a 30% rise in Thai red curry. Searches for tandoori marinade have surged by 400%, with bird’s eye chilli (+135%), ssamjang (+200%) and laksa paste (+194%) also seeing significant growth. 

Products from Ocado’s wide offering of global flavour ingredients that have seen a significant uplift in sales include M&S Oyster Sauce (up 96% year-on-year), alongside household brands such as Sun Hee Gochujang Chilli Paste (up 561%) and smaller cult classics such as Med Cuisine Harissa Paste (up 421%). 

The data points to a growing appetite for authentic global flavours during the summer months. Research commissioned by Ocado Retail found that four in ten (40%) UK adults believe international cuisines are better suited to warmer weather than traditional British dishes, while over half (53%) now regularly buy international ingredients as part of their weekly shop. 

Amidst a record-setting summer heatwave which has seen temperatures match far flung holiday destinations, three in five (59%) Brits regularly cook dishes inspired by other cultures and 64% say they regularly enjoy experimenting with new herbs, spices and seasonings. Nearly a third (30%) crave bold, spicy flavours when the weather is warm, while half (50%) say they eat more spicy food than they used to.

Younger consumers are leading the charge: almost three quarters (72%) of Gen Z and Millennials say they are more knowledgeable about spices and seasonings than they used to be, compared with half (50%) of Baby Boomers. Meanwhile, nearly half (49%) of Gen Z and Millennials prepare international food more often during warm weather, almost double the 25% of Baby Boomers who say the same.

Reflecting growing consumer demand, Ocado launched its World Foods aisle in 2024, making it easier for shoppers to discover authentic ingredients from around the world. To date, it has seen sales up by 20%, with the range growing 16% year-on-year. Some of the aisle’s newest products include Blue Elephant Thai Red Curry Paste (sales up 227% over the last five weeks) and Mei Mei Spicy Dark Soy Stir Fry Sauce (up 158%). 

Growth has largely been driven by the retailer’s Far East aisle, spanning Japanese, Korean, Malaysian and Chinese cuisines, with sales up 35% and the range up 30% year-on-year. As demand continues to grow, Ocado now stocks 20 specific kinds of chilli oil to meet the needs of every taste palate. 

Charley Belinis, Senior World Foods Buyer at Ocado Retail, said: “Food is one of the clearest ways that people embrace the change in seasons, and our research shows that hotter summers are encouraging Brits to broaden their culinary horizons. Whether it’s adding more spice to everyday meals or taking inspiration from cultures around the world, consumers are increasingly looking for flavours that feel vibrant and fresh, perfect for the high summer season. It’s a reflection of Britain’s increasingly adventurous palate and the growing influence of international cuisines.”

As heatwaves become an increasingly regular feature of British summers, global cuisines are becoming an important part of seasonal eating. With greater access to a wide range of global ingredients than ever before, shoppers are feeling emboldened to experiment with new recipes from across the globe.

ENDS 

Notes to editors:

Research conducted by Clariti among a nationally representative sample of 2,383 UK adults in July 2026.

Ocado Retail search and sales data date ranges:

• Sales data year-on-year: 29/07/2024 – 27/07/2025 versus 28/07/2025 – 26/07/2026
• Search data year-on-year: 23/07/2024 – 23/07/2025 vs 23/07/2025 – 23/07/2026
• Sales data last 5-weeks: 6/07/2026 – 09/08/2026