Authenticity Matters Most to Ethnic Food Fans

CHICAGO — The popularity of ethnic food has been on the rise for the last few years, but to build a fan base, it had better be the real thing, recent Mintel research shows. Authenticity ranked highest when survey respondents were asked what they looked for in ethnic food.

"They want it to be the real deal," said David Browne, Mintel senior analyst, in a press release.

Two-thirds of respondents in a Mintel consumer survey said authentic

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