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The recent arrival of the UK multiples has had a significant effect on the Northern Ireland market, particularly in terms of product range and choice. Ethnic foods offer a potentially lucrative sector, as evidenced in Great Britain. However, retailers in Northern Ireland are only beginning to develop range and ethnicity and are familiarising themselves with a market which has been characterised more often by traditional eating habits. The preliminary study considered consumer perceptions of ethnic food products in Northern Ireland. It would appear that product awareness needs to be developed carefully, and the onus is on the retailer (and indeed, the hospitality establishments) to inform consumers and respond to their needs and wants, particularly with the more recent trend towards regional cuisine and greater authenticity. Only then can a larger range of truly ethnic food products penetrate the Northern Ireland market successfully.