As a team, we at Ubamarket have always believed that the weekly trip to the supermarket is more than just an errand. It’s about feeding your family and nourishing yourself in a manner that keeps you content and happy throughout the week. But what is exactly tickling our taste buds? We asked the nation this very question, and next week, the results are in. The Nation’s Favourite Recipe will be announced in a matter of days, and the best bit about it, is that it’s more diverse than ever before.

Commissioned over 2000 consumers and home-cooks, our research reveals the favourite recipes from the UK’s DIY dish maestros, ranking both favourite chef and meal by a nationwide popularity poll. The participants were asked to name their three favourite recipes to prepare at home – and the results were illuminating. Several of the top twenty include expected classics like shepherd’s pie and roast dinner; however, the overarching favourites dictated by the nation are far more diverse than that of a decade ago. Venturing far beyond the UK’s borders for our after-work and weekend feed-ups, our go-tos hail from across all of Asia, Italy, Cuba and even Texas!

As a taster (excuse the pun) Spanish paella outranked the classic fish and chips. And a shocking four of Britain’s five favourite recipes originate from over the water. With our palates more diverse than ever, the sun never sets on the British appetite!

For Ubamarket, one of the biggest learnings is that more Brits than ever before are planning their weekly shop around new recipes and social media, meaning their weekly shopping habits are evolving rapidly. Common kitchen staples are steadily a behaviour of the past…so what does this mean for retailers? With shoppers now more frequently asking for ingredients such as saffron, zaatar, risotto rice or Hungarian paprika, specialty ingredients are no longer a trend, and increasingly a norm. Retailers need to respond to the social shift, ensuring the customer experience in-store matches customer sentiments at home.

We designed Ubamarket to bridge this very gap with an in-store navigator and ‘grocery list’ builder that sources any product and then guides you to it in seconds. It also provides personalised real-time offers, in-app payment, the list goes on but importantly it all starts with the customer and what they want. With the kitchen at the heart of British homes, innovation must be at the heart of the retail sector. Tune in next week for the big reveal!

Find out more about Ubamarket’s white label in-store shopping app.