Asian foods like Maki (48%), Nigiri (47%) and Bánh mì (43%) top the list of foods Brits are avoiding, alongside other popular dishes like Acai (39%) and Carpaccio (36%) new research reveals.
The study by Sushi Daily reveals that over a third (39%) of Brits are hesitant to try foods if they’re unsure of what it is, and over one in 10 (11%) will pass on trying a new dish if they don’t know what it looks like.
There’s also the fear of embarrassment when trying different cuisines, with almost one in 10 (8%) Brits researching foods before trying them to get to grips with the cuisine beforehand. A quarter (23%) of Brits also reveal that to help them face their fears, having an easy guide to understanding the food is something that would make them try something new.
Top 15 foods Brits haven’t tried before:
Maki – 48%
Nigiri – 47%
=. Bánh mì – 47%
4. Poké – 44%
=. Yakisoba – 55%
6. Temaki – 43%
7. Ceviche – 40%
8. Acai – 39%
9. Sashimi – 38%
10. Pho – 37%
=. Gyoza – 37%
12. Carpaccio – 36%
=. Escargot – 36%
14. Edamame – 35%
15. Bouillabaisse – 34%
The UK’s biggest sushi kiosk brand inside Waitrose and Asda, Sushi Daily, is launching a limited-edition book titled, ‘The Little Book of Sushi’ to help consumers feel more confident when trying out Japanese food. Through bright illustrations and easy to read descriptions of popular sushi products, it teaches people all they need to know about sushi when wining and dining their dates or eating with friends.
Talking about the research and ‘The Little Book of Sushi’, Romy Miller, Global Brand Director of Sushi Daily said: “At Sushi Daily we are on a mission to make sushi accessible to everyone. This research shows that people often shy away from enjoying food that they love, in particular Asian food, because they don’t know what it’s called.”
“We wrote ‘The Little Book of Sushi’, an educational and fun guide to help people feel at ease with Japanese cuisine.”
‘The Little Book of Sushi’ is available to download from the Sushi Daily website in the UK, France, Italy, Spain, Germany, Netherlands, Belgium and Mexico via www.sushidaily.com.