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Exploring the Globe, Aisle by Aisle: The Rise of Supermarket Tourism
For budget-conscious adventurers and cultural enthusiasts, supermarket tourism has emerged as a novel way to experience a destination. Even before globally recognized snacks like Cool Ranch Doritos reached Copenhagen or Oreos were available in Amsterdam, the familiar yet foreign aisles of European supermarkets offered a comforting and intriguing experience for two young travelers from Los Angeles on an interrail adventure in 1989.
One of those travelers recalls the unique blend of familiarity and novelty. These stores, with their typical bright lights and rows of breakfast cereals and cleaning products mirrored those at home. Yet, they also functioned as impromptu museums, presenting an opportunity to discover local culinary specialties and distinct regional foods. That summer, the essence of Europe was unveiled through intriguing tastes like salty licorice, shrimp-flavored crisps, and hearty dark rye bread.
What is Supermarket Tourism?
Supermarket tourism, a trend gaining traction online and within travel communities, encompasses various approaches. Devotees enthusiastically share experiences of encountering familiar food items in unexpected regional flavors. Others embrace it as a method for observing local customs, understanding national palates, and economizing on meals by bypassing expensive, tourist-centric restaurants. This approach allows for a more authentic and budget-friendly exploration of a new place.
The Allure of Discovery
Keith Crockford, CEO of the Bucket List Company, a travel agency specializing in adventure experiences, articulates the appeal: “The charm lies in the excitement of discovery. It’s about finding unusual fruits and vegetables previously unseen, interpreting labels in unfamiliar languages, and being amazed by the extensive assortment of goods that reflect local preferences and culinary traditions.” This sentiment encapsulates the core motivation for many supermarket tourists – a desire for authentic and unique encounters.
Popular Destinations for Supermarket Tourism
The recent surge in social media posts and blog content from travel influencers celebrating the delights of shopping in international markets and local convenience stores prompted Mr. Crockford and his team to investigate the phenomenon of supermarket tourism more formally. Their research, released in November, revealed key trends and popular destinations.
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Top Countries for Supermarket Exploration
According to their study, which analyzed online search patterns using Metis software, travelers showed particular interest in supermarket and convenience store experiences in:
- Japan
- Mexico
- Italy
- South Korea
- Thailand
Must-Try Products
The research also highlighted specific products favored by globetrotting shoppers:
Japan:
- KitKat bars in distinctive flavors like sake and matcha
- Onigiri (rice balls)
Mexico:
- Takis rolled tortilla chips, especially in flavors uncommon outside of Mexico
- Tamarind-flavored foods
Italy:
- Affordable artisanal pasta
- Baked goods
South Korea:
- Extensive variety of ramen
- Freshly prepared banchan (Korean side dishes)
Personal Encounters and Authentic Insights
James Ian, founder of the travel website Travel Collecting, with visits to 83 countries, expressed in an email interview his appreciation for experiencing a new location through its culinary ingredients. He emphasizes how supermarkets reveal unique aspects of local cuisine that might be missed elsewhere.
Discovering Local Flavors
“For instance, in Norway, brown cheese is prevalent,” Mr. Ian noted. “It has a caramel-like taste and is often paired with waffles – a product I’ve not encountered outside of Norway.” These unique, regionally-specific items offer compelling reasons for travelers to venture into local grocery stores.
Unexpected Culinary Delights
Mr. Ian and his partner, Kevin Dakan, fondly recall discovering salty licorice flavored potato chips in a Stockholm supermarket during a 2019 visit to the Sodermalm district. While Mr. Ian stated his preference remains for roast chicken chips, a popular flavor in his native Australia, Mr. Dakan was pleasantly surprised by the licorice-infused variety.
Mr. Dakan acknowledged knowing about Sweden’s fondness for salty licorice, but was still taken aback to encounter it as a potato chip flavor. Nonetheless, he found them to be “surprisingly enjoyable,” as he mentioned in an email, showcasing the unexpected delights of supermarket tourism.
The Quest for Authentic Travel Experiences
The emergence and growing popularity of supermarket tourism likely stem from a broader trend: travelers seeking more genuine and authentic destination experiences. “In recent years,” Mr. Crockford from the Bucket List Company explained, “travelers have become increasingly disenchanted with superficial, standardized tourist offerings. They are yearning for real interactions and a deeper comprehension of the places they explore.”
Gaining Insight into Local Life
Emma Denley, a London-based travel influencer known as @dens_destinations, shared via email her perspective that supermarkets offer valuable insights into the local lifestyle. She considers factors like “the availability of fresh produce, the variety of healthy snack options, or the prevalence of ready-made meals” as indicators of local culture.
“Personally,” she added, “my first ham and cheese toastie from a 7-Eleven in Thailand remains a vivid memory, and it’s always the first thing I look for upon returning.” The Bucket List research further supports this, identifying Carrefour in France and Spain, 7-Eleven in Thailand, and Walmart in the U.S. as popular retail destinations for traveling shoppers.
Culture Shock and Culinary Norms
Travel blogger Henna Honkaniemi recounted a mild cultural surprise when she observed wine being sold in Hungarian supermarkets during a 2009 trip. Coming from Finland, where alcohol sales are heavily regulated and strong wines and spirits are still restricted to government-operated stores, this was an unexpected sight.
Now, with over a decade of international travel and visits to 23 additional countries, the availability of wine in foreign grocery stores no longer seems unusual to Ms. Honkaniemi. “But back then, it was definitely out of the ordinary,” she reflected, highlighting how even mundane settings like supermarkets can unveil cultural distinctions.
Unusual Discoveries and Local Staples
Bryan Stubbles, a frequent traveler throughout Indonesia, recalled encountering raspberry-broccoli yogurt as one of his more peculiar supermarket finds. “It was unexpectedly tasty. Refreshing,” he commented, noting that he purchased it on multiple occasions. He also developed a fondness for banana-flavored milk during his time in South Korea, further illustrating the diverse and sometimes surprising product offerings found in international supermarkets.
Exploring Local Remedies
During the 2020 pandemic lockdowns in Jakarta, Indonesia, Mr. Stubbles discovered jamu, a traditional Indonesian beverage made from natural ingredients like roots, bark, and flowers, at a nearby Japanese convenience store. The jamu was available in turmeric and honey, and fermented rice flavors.
He purchased several bottles of this tonic, believed to possess immune-boosting properties, for approximately a dollar each. Inspired by this discovery, he now prepares his own version of jamu at home in Layton, Utah, using turmeric, ginger, lime juice, lemongrass, and other ingredients.
“The jamu was clearly homemade and bottled domestically,” he observed about those initial plastic bottles he encountered in Jakarta. “I appreciated that a ‘modern’ convenience store stocked a traditional item like that,” reflecting on the fascinating juxtaposition of modernity and tradition often unveiled through the lens of supermarket tourism.