New research reveals UK’s top 10 ‘foodie’ cities

New research by Cobra beer reveals 34% of Londoners seek out spicy food when the weather heats up, with Chinese topping the charts as Brits favourite food, followed by Indian food as a close second. But when it comes to which cities are the most adventurous when it comes to trying new food, Sheffield, Cardiff and Leeds take the top spots.

The research has been conducted to coincide with the reveal of Cobra Beer’s new look, which will be rolled out across its entire range. The new design reinforces its reputation as the perfect pairing with Pan-Asian food and responds to changing consumer tastes. This echoes the demand for contemporary cuisines and dishes that Cobra is designed to accompany, such as Indian, Vietnamese, Chinese, Thai, Japanese, Turkish, Lebanese, and Sri Lankan food.

Cobra has rolled out a new graffiti style design which aims to support this culinary diversity and the urban foodies looking to elevate their meal experiences. Principally, the new artwork showcases the diversity of spicy food where Cobra is deemed an ideal partner, supporting Cobra’s “Where There’s Spice, There’s Cobra” messaging.

Lord Karan Bilimoria CBE, Founder of Cobra Beer comments: “This research demonstrates the generational shift in the nation’s palate - a love of spice amongst foodies aged 18 to 34 is echoed by an explosion in pan-Asian cuisines across the country. As a beer developed to enjoy with spicy food, Cobra is firmly on the journey with Britain’s evolving taste buds, and I’m delighted to roll out our new look to give our consumers some food for thought.”

Findings from the research include:

Britain’s foodie hotspots: The ten British cities that rank the highest for being adventurous when it comes to trying new food are Sheffield (73%), Cardiff (66%), Leeds (64%), London (63%), Brighton (63%), Edinburgh (62%), Liverpool (59%), Nottingham (58%), Manchester (57%), Belfast (54%) and Southampton (54%).
Sriracha is the new ketchup: Over half of 18 - 34 year olds add spice to most of their meals, compared to only 16% of over 55 year olds. To please Gen Z and millennials, chefs will need to find new ways to give their food that certain kick!
Spice Champions: Cities in Yorkshire emerged as the self-proclaimed spice champions, with 59% of Leeds residents and 57% of Sheffield residents claiming to be able to handle standard restaurant spice ratings of 3 or 4 chillies.

The research has been conducted by Opinium on behalf of Cobra Beer across 2,000 adults in the UK.

Top 10 most adventurous foodie cities in the UK

Sheffield
Cardiff
Leeds
London/Brighton
Edinburgh
Liverpool
Nottingham
Manchester
Belfast/Southampton

The survey got a taste of 2,000 people across the nation, from Glasgow to Britain, aged 18 to 55+ to find the nation’s spiciest cities. It was revealed that Londoners are particularly discerning, with 36% admitting that they judge people either positively or negatively based on their tolerance for spice and 19% would find it off-putting if someone can’t handle a kick.

18-34 year olds are standing the heat and staying firmly in the kitchen, with over half (51%) adding spices such as chilli flakes and sriracha to their savoury dishes, where only 16% of those aged 55 and over would do the same.

Chinese food tops the polls:

Chinese cuisine remains the hot pot with 30% of Brits choosing this as their top Asian cuisine. Across the Irish Sea, 41% of Belfast residents and 41% of Northern Ireland residents put Chinese at the top of their list.

But who can handle spice the best? Cities in Yorkshire are the hot spots as the self-proclaimed spice champions, with 59% of Leeds residents and 57% of Sheffield residents claiming to be able to handle standard restaurant spice ratings of 3 or 4 chillies. Further down south, 54% of Londoners confidently claim their ability to handle the heat.

Top 10 spice connoisseur cities in the UK