Session 19

Changing Consumer Tastes
In today’s episode we are discussing how global trends are affecting the things we eat and drink.

Fedhi maamiltootaa/fayyadamtootaa jijjiiru
Kutaa har’aa keessatti, haalli deemsa addunyaa waan nyaannuufi dhugnuurratti akkamiin akka dhiibba uumurratti mari’anna.

ክፍለ-ስራሓት ናይዚ ምዕራፍ

ድምር ነጥቢ ናይዚ ክፍለ-ስራሓት 19

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    Activity 1

Activity 1

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.

ነቲ ቅዳሕ ጽሑፍ ኣርእይዎ ነቲ ቅዳሕ ጽሑፍ ሕብእዎ

Caalii
Yooyyaa! Gara 'English Together' kan mata duree tibbanaa irratti mari'annuu fi qooqa dubbachuun si barbaachisan si qoodnutti baga nagana dhufte. Ani Caalii dha, akkasumas Saam fi Fiilii naa waliin argamu

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?

Caalii
Toom akka warra Ingilizii shaayii aannaniin dhugaa jira. Tom, have you ever thought about adding cheese to your tea? Actually, taking your tea with cheese is very popular in China! Egaa kun waan qophii keenya har'aa keessatti dubbachuuf jirrudha; addunyaarratti fedhiin maamiltoota (ittifayyadamtootaa) jijjiiruu isa jedhu irratti. Gaafiin har'aa kunooti: Gabaawwan omishawwan aananniifi bu'aa aananiirratti xiyyeeffatee inni haalaan olaanaan eesstti argama? Akkaataa qorannoo Euromonitor International taasiseen.

a)    Chaayinaa

b)    Ameerikaa

c)    Ruusiyaa

Deebiisaa gara saganaataa boodaa keessatti sitti himna.

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

Caalii
Good question, Phil. Yaada hayyuun tokko raadiyoo BBC 4 sagantaa You and Yours, irratti keneefi waa'ee 'demographic' haalaafi baay'ina ummataa Chaayinaa jijjiiruurratti xiyyeeffatee dubbatu waliin haacaqasnu.

News Insert
Shokofeh Hejazi is from The Food People, which 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 have 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!

Caalii
Yes! 'Consumer' jechuun maamiltoota/ittifayyadamtoota dha. I guess they are open to new ideas!

Tom
I understand that consumers want new products, but cheese tea sounds horrible! And 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.

Caalii
'Globalisation' jechuun tokkooma addunyaa. I think globalisation has had an effect here, too. [Tokkoomni adduunyaa 'globalizaton' waa baay'ee jijjiraa jira, namoonni dur aanan dhugu turan amma garuu aanan caaltti farssoo/biiraa jedhamu dhugurratti argamu]

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

Caalii
Yes! Good example! 'Trend' jechuun deemsa. 

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

Caalii
Hmm…'Social media' jechuun miidiyaa hawwasummaa 'Mainstream' jechuun kan barame.

Tom
Well, 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!

Caalii
Tari guyyaa tokko ni goota, Toom. Maalumaafuu, sun gara deebii gaafii har'aatti nu fida. Addunyaatti gabaan omisha aannanii fi bu'a aannanii haalaan olaanaan eessatti argama? Deebiinsaa b) Ameerikaa dha. Haata'umalee, tarii akkuma dhageessetti, haalli jiruun yoo itti fufee garuu gara, Chaayinaatti jijjiramuu hinoolu.

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

Tom
Yuck!

Caalii
Yeroo gabaabaa keessatti shaayii qimxoo (chiisii) ni dhuga jedheen amana! Atihoo? Akkamiin tokkoomni addunyaa 'globalisation' fedhii itttifaayyadamtootaa 'consumers' akka itti jijjiire irratti fakkeenyaa ta'u danda'a jette kan yaaduu qabda? Deemsa haalawwan ta'aa jiranii ''trend'' ni hordooftaa? Midiyaan hawaasummaa 'social media' midiyaa isa duriifi kan baramee ''mainstream' irrarratti miidhaa uuma jette yaada? Jecha 'demographic' jedhuus ilaalleera; kana jechuunis baay'ina ummataa fi akkaata itti ibsan ''I will never buy it'', inni jedhu yaadichaan mormuuf itti fayyadamna. Afaan Ingilizii walii-wajjiniif 'English Together' yeroo ittaanu walitti deebina. Nagaatti! Bye!

Meaning & Use

globalisation (noun)

Globalisation refers to the process in 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)

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.
Deebii sirrii ta’e fili.

ኣገናዕ፡ ፈተናኹም ዛዚምኩም
Excellent! Great job! ሕማቕ ዕድል! ዘመዝገብኩምዎ ነጥቢ ...:
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.
Turtii waliin qabaanneef galatoomi, barnoota dabalataa English Together torban ittaanu walitti deebina.

Session Vocabulary

  • demographic
    Lakkofsa sabaa (uumataa)

    consumer
    Mamiltoota/ittifayyadamtoota

    globalisation
    Tookooma adduunyaa/globaalaayizashen

    trend
    deemsa/haala

    social media
    midiyaa hawaasummaa

    mainstream
    kan barame/dhaabataa fi kan ture

    I’ll never buy it
    Tasa walii hingalu  ykn hinfudhadhuu [waan/yaada wayi]