The rise of Asian snacks in the UK
As one of the biggest snacking nations in the world, the UK’s significant shift toward authentic and healthier Asian snack options should come as no surprise.
Demand for authentic Asian flavours has never been higher and the market is projected to grow at a compound annual growth rate (CAGR) of over nine per cent by 2028.
This growth is driven by the perception of these snacks as healthier alternatives, social media content helping to introduce Asian snacks to new audiences and the rise of “snackification” – the replacement of traditional mealtimes with more fluid eating habits. This has led to healthier, savoury options such as edamame, wasabi peas and seaweed flourishing.
‘A bold alternative in a sea of sameness’
Emily are perfectly positioned to tap into this growing market with their range of vegan, gluten-free seaweed crisps, available in four bold flavours: sea salt, salt and vinegar, cheese and sweet chilli.
In addition to their unique taste and satisfying crunch, Emily snacks take sustainability seriously. The company is a certified B Corporation and member of 1% For The Planet, which means it donates one per cent of its revenue to good causes. This is feasible because customers care about the environmental impact of their food choices and are willing to cover the additional cost of sustainable options.
Emily seaweed crisps are available at major retailers including Tesco and Waitrose as well as online, through the likes of Amazon and Ocado.
‘Ditch dull. Eat bold.’
Emily’s seaweed crisps are already generating high praise, with YouTuber Mark Ferris describing their salt and vinegar flavour as “amazing” and “[his] dream snack”.
Social media snack reviewer John (@johns_snackreviews) was equally positive: “The texture is light, crisp and has a small resemblance to a vegetable crisp. Super light and with a healthy feel.”
Other customers have described the crisps as the “best nori snack [they have] ever tried” and the “best crisp snack there is”.
Adam Draper, managing director of Emily, said, “Emily crisps are a unique product, crunchy and moreish but also low in calories. Whilst its no surprise that the snacking market is dominated by the potato crisp, the good news is that within that there is a healthy and growing Asian-inspired snacking segment which continues to power forward year-on-year, with Emily leading the charge.”
Snack to the Future
The UK Asian snack market is a dynamic and rapidly evolving sector, reflecting broader trends in consumer preferences and eating habits.
The increasing adoption of Asian flavours as household staples and go-to snack options represents a critical opportunity for retailers.
For more information on Nurture Brands and their Emily seaweed crisps, visit https://emilysnacks.com/collections/seaweed-crisps