Northerners are fond of cakes, while southerners have a weakness for sushi.

That’s not us resorting to lazy regional stereotype – it’s backed by the latest figures on convenience food from Kantar Worldpanel.

The total snacking market is worth £19.7bn [Kantar 52 w/e 17 March 2013], up 6.8% year-on-year. It’s growing in both the north and south of the UK – up 6.6% and 7.3% respectively – but there’s a distinct north-south divide in the nation’s tastes.

Nuts, cakes & pastries, and hot beverages are the convenience foods that have seen the fastest growth in the north, Kantar’s latest numbers reveal, while sushi and chewing gum lead the way in the south.

Prices across the whole market are up (except in the areas of ready-to-serve desserts and fruit salads), a reflection of the fact busy consumers are valuing convenience over cost, says consumer analyst Jack Macintyre.

“When we say that the modern consumer is increasingly concerned with value for money, this does not just mean cheaper prices,” says Macintyre. “Value is highly subjective, with as much value for money for some shoppers in buying a product conveniently as there is in buying it cheaply.”

The hot beverages sector remains the biggest part of the convenience industry, racking up sales of £6.4bn. Its year-on-year growth of 12.5% made it the second-fastest riser overall, behind sushi, which posted a 31.6% increase with sales of £54.7m. However, Macintyre reminds us it’s much easier for sushi to grow faster as it’s starting from a smaller base.

Indeed, while sushi saw growth in sales and volume (not to mention an average 12.5% rise in pack price), a drop in penetration indicates it has more work to do. “The number of shoppers buying into sushi on the go is down year on year, but people who already buy it are buying more of it,” Macintyre explains. “While it is growing strongly, you can only achieve substantive growth by getting more shoppers.”

There’s certainly evidence sushi has been embraced by the multiples: in November, we reported that supermarkets were looking to refresh their sushi ranges to embrace the latest trends and techniques.

And – lest we be guilty of perpetuating those regional stereotypes – it’s worth pointing out it’s not just soft southerners who have a taste for the Japanese delicacy: sushi racked up £25.7m in sales in the north too, making it the fourth fastest-growing snack in the region. Food for thought indeed – as well as food for when you’re in a hurry.

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