Indian Food in the UK: Personal Values and Changes in Consumption

This qualitative study examined the consumption of Indian foods among groups of English and Indian people living in the UK. Both convenience and freshly made Indian foods were included in the research. The aim was to explore attitudes (based on ethnicity) towards, and the consumption of, Indian foods. The means–end model and laddering methodology were used in interviews with 24 respondents, 12 from each group (English and Indians). The personal values ‘social life’, ‘health’, ‘adventure’, ‘enjoyment’ and ‘savings’ were found to be the most important for English respondents whereas ‘enjoyment’, ‘good life’, ‘health’, ‘religion’ and ‘culture’ were the most desirable value ends for Indians. The results provide an insight into English and Indian peoples’ perceptions of Indian food that can be used in promotion and marketing positioning of branded Indian foods, sauces and accompaniments.