Supermarkets account for 29 per cent of total turnover. Indian grocery stores and food service outlets are the most important market segments. Product and brand choices differ substantially in supermarkets, Indian grocery stores and Indian food service outlets. Curry sauces are the best selling product line in supermarkets, chutneys in food service outlets and pickles in Indian grocery stores. Growth Potential Market trends in the UK suggest that sales in supermarkets could expand as innovative new products and packaging are introduced, and second and third generation migrants from the sub-continent shift their purchases of these products from ethnic grocery stores to supermarkets.
Indian condiments are a new product introduction in the mainstream market.
There is scope to increase sales as knowledge on Indian cuisine improves. Market dynamics such as health concerns regarding high consumption of red-meats and the shift by segments of the population to vegetarianism, increasing demand for marinades and the popularity of all season barbecues should generate greater demand for these products. Sharwood's suggest that there are export opportunities to the UK, USA and Europe. Small-scale Indian companies have developed exports to the United Arab Emirates, Saudi Arabia and Kuwait. In 1994-95 India exported about 3,000 tonnes of pickles and chutneys to these three countries.