Spice shopping behaviour of South Asian consumers
Purchase funnel & decision-making criteria when buying spices
challenge
Rajah wanted to better understand how South Asian consumers in the UK buy and choose spices across generations (focusing mainly on new settlers), store types, and cultural contexts. The aim was to uncover key decision drivers, barriers to preference, and ways to strengthen Rajah’s position on the shelf and in consumers’ minds.
OUR APPROACH
We used a two-phase mixed-methods approach:
Phase 1 – In-depth qualitative: Ethnographic researcher accompanied store visits and interviews with 10 primary cooks across Indian, Pakistani, and Bangladeshi ethnic groups, to explore real-world shopping behaviour and decision-making in the moment.
Phase 2 – Large-scale quantitative: A survey with over 400 South Asian grocery decision-makers across the UK to validate trends, compare brand perceptions, and identify strategic opportunities.
THE INSIGHT
Spice shopping is deeply habitual and emotionally driven tied to cultural norms, family traditions, and sensory cues like aroma and colour. While brand trust, familiarity, and value for money are top drivers, visual appeal and shelf visibility also influence decisions. Rajah stands out for authenticity and recognition but faces competition on perceived quality and value. Value for money plays a key role as differentiation in the category is limited.
THE IMPACT
The research revealed clear opportunities for Rajah to turn strong brand awareness into preference and purchase. While Rajah is seen as authentic and widely available, there were clear areas that the brand can improve on and leverage further. The findings also highlight ways to better connect with consumers through clearer messaging, standout packaging, and targeted promotions; shaping future product, retail, and brand strategies.
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