Research by Clarity In Marketing into opportunities for ethnic food and drink brands in the UK (June 2008)

1. Ethical, measurable and creative marketing that adds lasting value to your business and generates tangible results for your campaigns; ie: *Clarity in Marketing Sector Marketing : What do UK consumers want? An insight into trends & opportunities for Turkish Food & Drink in the UK market. *TBCCI Second Food Initiative Seminar 24 June 2008

3. 1. UK Consumer Trends

8. Meal kits & healthy snacks Bighams ‘Everyday Range’

9. New food product claims Source: Food and Drink Federation

11. 2. Opportunities for ethnic foods

14. 3. Brand Turkey

16. Turkish brands respondents recognised

17. Turkish food & drink perceptions

19. Foods respondents liked Food Type Enjoy It Its OK Hate it Humus 73% 27% 0% Shish kebabs 57% 29% 14% Stuffed vine leaves 79% 21% 0% Couscous 50% 50% 0% Meatballs 79% 21% 0% Chickpeas 72% 28% 0% Rice 86% 14% 0% Olives 79% 21% 0% Cheese pastry 58% 21% 21% Pita bread 86% 14% 0% Flat bread 77% 23% 0% Meze/Tapas 79% 14% 7%

20. How likely are you to buy... Food Type Very Likely Likely Other Turkish sweets 50% 0% 50% Turkish ready meals 29% 21% 50% Turkish beer 36% 0% 64% Turkish wine 29% 14% 57% Turkish fresh fruit 65% 7% 28% Turkish fruit drinks 43% 14% 43%

21. Quality and price

22. Quality and price

25. Drivers to establishing new food types

26. 4. Marketing successes

31. Summary