Westmill
New Settlers friendship groups to uncover purchase behaviour and conduct creative testing
challenge
Reaching new South Asian settlers poses a hurdle, as they bring different cultural exposures and have yet to form strong emotional ties to legacy brands in the South Asian industry. Traditional brand messaging often falls short, with audiences calling for more inclusive representation, clearer visuals, and storytelling that reflects their unique settlement journeys.
OUR APPROACH
We conducted nine 90-minute moderated friendship group discussions with participants of Indian, Pakistani, and Bangladeshi origin across the UK. Participants included students, single professionals, and couples with and without children, all being primary household cooks or grocery shoppers. Group sessions were recorded with consent, transcribed, thematically analyzed, and informed a detailed qualitative report.
THE INSIGHT
Food and cooking played a central emotional role in the settlement journey, evolving from a struggle into a key coping mechanism and identity anchor. Brand choices were influenced by ethnicity, life stage, and emotional resonance, offering them familiarity and comfort. Cultural integration was deeply tied to food rituals and festivals, with participants expressing strong attachments to traditional flavors, cooking methods, and community celebrations.
THE IMPACT
The study reveals that there is strong demand for culturally attuned products and messaging that reflect the emotional and practical realities of the migrant food experience. Inclusive storytelling, combined with clear branding and relatable visuals, can foster deeper engagement and position brands as trusted partner in early settlement of the South Asians in UK.
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