Lição 19

Changing Consumer Tastes
እየተቀየረ ያለው የተጠቃሚዎች ጣዕም፥

In today’s episode we are discussing how global trends are affecting the things we eat and drink.
በዛሬው ዝግጅታችን በዓለም ዙርያ ተወዳጅ ሆነው ብቅ የሚሉ ሰሞንኛ ልማዶች የምንበላቸው እና የምንጠጣቸው ነገሮች ላይ ምን ያህል ተፅዕኖ እያሳደሩ እንደሆነ እንመለከታለን።

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Changing consumer tastes

Look at the Session Vocabulary – make sure you know what these words mean:

  • consumer
  • globalisation
  • trend

Quiz

Where is the largest dairy market in the world?

a) China
b) The USA
c) Russia

Listen to the discussion and find out the answer.

Listen to find the answers. Then check them on the transcript below.

Mostre a transcrição Oculte a transcrição

ምህረት
ሃይ፥ ስለአንድ ጉዳይ ወደምንወያይበትና ስለጉዳዩ ለማውራት የሚያስፈልገውን ቋንቋ ወደምናቀርብበት የEnglish Together ዝግጅት እንኳን በደህና መጡ። ምህረት እባላለሁ። አብሮኝ/አብራኝ …… አለ/አለች። 

Phil
Hi, I'm Phil.

Tom
And I'm Tom, welcome to the programme everyone!

Phil
So, Tom, you do know you're not allowed to drink tea in the studio, right?

Tom
Yes, but, rules are there to be broken, aren't they.

ምህረት
I'm not so sure about that… ቶም ብሪታንያዊያን እንደሚያደርጉት ሻይ በወተት እየጠጣ ነው። Tom, have you ever thought about adding cheese to your tea?

Phil
Urgh!

Tom
Cheese? I've never heard of that before!

ምህረት
Actually, taking your tea with cheese is very popular in China! እርግጥም በዛሬው ዝግጅታችን የምናወራው ስለዚሁ ጉዳይ ነው፤ በዓለም ዙርያ እየተቀየረ ስላለው የሰዎች ጣዕም። የዛሬው ጥያቄ ይሄውና፡ ዩሮሞኒተር ኢንተርናሽናል ባደረገው ጥናት መሠረት የዓለማችን ትልቁ የወተት ምርቶች ገበያ የሚገኘው የት ነው?

ሀ) ቻይና

ለ) ዩኤስ አሜሪካ

ሐ) ሩሲያ

መልሱምን በመርኃ ግብራችን ቆየት ብለን እንነግርዎታለን።

Phil

Wait a minute, why are people in China putting cheese in their tea, anyway?

ምህረት
Good question, Phil. You and Yours በተባለው በBBC Radio 4 በሚታለለፍ ዝግጅት ላይ የቀረበ እየተቀየረ ስላለው የቻይና የስነ ሕዝብ ገፅታ demographic'የሚያወሳ የባለሞያ አስተያየትን እናዳምጥ።

News insert
Shokofeh Hejazi is from The Food People, it studies emerging trends in foods and drinks. Shokofeh, why are the people of East Asia suddenly putting cheese froth on their tea?

I think there's probably a few reasons for why it's taken off the way it has in Asia. Predominantly, one of the biggest reasons would be the increase in dairy consumption in in general there. Traditionally, dairy, and cheese in particular, has been virtually non-existent in Asian diets. But that's changed so much in the last ten or fifteen years that actually China is set to become the world's biggest dairy market in the next year or two. What that means is that we've got this huge new demographic that's trying dairy for the first time, and having fun with it, and cheese tea sort of represents a beautiful blend of that old and new.

Phil
Interesting! So, having lots of new consumers means companies can create original products!

ምህረት
Yes! 'Consumer' ተጠቃሚ ማለት ነው። I guess they are open to new ideas!

Tom
I understand that consumers want new products, but cheese tea sounds horrible! What does she mean that it represents the blend between the old and the new?

Phil
Probably because tea is a traditional drink in China, but cheese and dairy have only become popular with the globalisation of markets.

ምህረት
'Globalisation' ሉላዊነት ወይንም ዓለማቀፋዊነት ማለት ነው።

Phil
It's similar here in the U.K., too. We drink tea, traditionally, but we copied the bubble tea trend from Taiwan.

ምህረት
Yes! Good example! 'Trend' በቅርቡ ተወዳጅ የሆነ ሁኔታ ወይንም ሰሞንኛ ጉዳይ ማለት ነው።

Tom
Yeah, I'm not a big fan of the bubble tea trend, but it does show how trends can spread around the whole world these days.

Phil
Well, I think with the internet and social media, it's never been easier for new ideas to get into the mainstream!

ምህረት
Hmm…'Social media' ማኅበራዊ የብዙኃን መገናኛ ማለት ነው። 'Mainstream' ዋነኛው ወይንም አውራው ማለት ነው።

Tom
Yes, but just because something is popular, or in the mainstream, doesn't mean it's actually any good!

Phil
Are you still thinking about the cheese tea?

Tom
Yes! I'll never buy it!

ምህረት
The expression 'I'll never buy it!' የሚለው አገላለፅ አንድ ሰው በተነሳው ኃሳብ ላይ ያለመስማማቱን የሚገልፅ ነው። You mean you won't purchase the product, or you don't agree with the idea?

Tom
In this case, I think both!

ምህረት
ምናልባት እንድ ቀን ታደርገው ይሆናል ቶም። የሆነ ሆኖ ይህ ለዛሬው ጥያቄ መልስ ወደምናቀርብበት ጊዜ ይወስደናል። በዓለም ላይ ያለው ትልቁ የወተት ገበያ የትኛው ነው? መልሱ ለ) ዩኤስ አሜሪካ የሚለው ነው። ነገር ግን ሰምትውት እንደሚሆነው ቻይና አሁን በተያያዘችው መንገድ የምትቀጥቅል ከሆነ የሚቀየር ይመስላል።

Phil
So, maybe even more people will be drinking cheese tea! It might even become a global trend!

Tom
Yuck!

ምህረት
እርሱ በቅርቡ የአይብ ሻይ እንደሚጠጣ እርግጠኛ ነኝ። እርስዎስ? ሉላዊነት ወይንም ዓለማቀፋዊነት globalisation'  ምን ያህል የተጠቃሚዎችን consumers'ጣዕም እንደቀየረ የሚያስረዳ ምሳሌ ማሰብ ይችላሉ? በየጊዜው ተወዳጅ የሆኑ አዳዲስ ሁኔታዎችን ወይንም ሰሞንኛ ጉዳዮችን trends' ይከታተላሉ? እንደዋነኛ ወይንም አውራ ልማድ የምናያቸውን ነገሮች mainstream'ማኅበራዊ የብዙኃን መገናኛ social media' ምን ያህል የቀየራቸው ይመስልዎታል? በተጨማሪም የስነ ሕዝብ ገፅታ demographic' የሚል ትርጉም የተሰኘ ቃል ያለውን እንዲሁም ያለመስማማትን የሚገልፀውን 'I'll never buy it' የተሰኘ አባባል አይተናል። ለሌላ የEnglish Together መሰናዶ በሚቀጥለው ዝግጅታችን ይጠብቁን።

Meaning & Use

globalisation (noun)

Globalisation refers to the process by which culture and businesses have become international. 
Globalisation has allowed companies to make greater profits.
Some people feel that globalisation has made international companies too powerful.
International communication has improved - leading to more globalisation of culture.

consumers (noun)

Consumers are people who use and buy goods and services in an economy.
Business have to listen to consumers.
The products that consumers buy have changed over recent decades.
The Chinese were not large consumers of dairy products.

trend (noun)

A trend refers to a pattern of behaviour or consumption that becomes common. It is often temporary.
There is a current trend for unusual drinks.
The trend for travelling abroad has made tickets more expensive.
The latest trend is for bright clothing.

mainstream (noun)

The mainstream refers to things which are enjoyed by the majority of people. 
International food has come into the mainstream in recent years.
She liked to listen to music that was outside the mainstream.
Once his films became part of the mainstream, he started to make a lot of money.

demographic (noun)

Demographic refers to a group of people who are defined by a common characteristic.
We want to sell products to a young demographic.
We looked at the demographic of our customers to design our new product.
This drink is very popular with certain demographics.

I'll never buy it (idiom)

People use the idiom 'I'll never buy it' to say that they will never agree to something.
You can try and convince me to do that, but I'll never buy it.
He tried to convince her to give him a promotion at work, but she never bought it. 
You can tell me it's a good idea as much as you like, but I'll never buy it.

Changing consumer tastes

4 Questions

Choose the correct answer.
ትክክለኛውን መልስ ይምረጡ።

Parabéns! Você completou o exercício.
Excellent! Excelente! Bad luck! Você acertou:
x / y

Over to you!

What do you think? Would you like to try cheese tea? Tell us on our Facebook group.

Join us for our next episode of English Together when we will learn more useful language and practise your listening skills.
ተጨማሪ ጠቃሚ አገላለፆችን ለመማር እና የማዳመጥ ክህሎትዎን በመለማመድ ለማዳበር በቀጣዩ እንግሊዝኛን በጋራ ዝግጅታችን ይጠብቁን።

Vocabulário desta lição

  • demographic
    የስነ ሕዝብ ገፅታ

    consumer
    ተጠቃሚ

    globalisation
    ሉላዊነት ወይንም ዓለማቀፋዊነት

    trend
    በቅርቡ ተወዳጅ የሆነ ሁኔታ ወይንም  ሰሞንኛ ጉዳይ

    social media
    ማኅበራዊ የብዙኃን መገናኛ

    mainstream
    ዋነኛው ወይንም አውራው ልማድ

    I’ll never buy it
    በተነሳው ኃሳብ ላይ አልተስማማሁም።