While 87 percent of consumers order ethnic food or food with ethnic flavors, just 32 percent of them are willing to pay extra for “authentic” ethnic fare, according to a new report from market-research firm Technomic’s 2018 Ethnic Food & Beverage Consumer Trend Report.

“Everyone’s definition of authentic is different, so when it comes to ethnic fare, it’s vital to clarify the flavor profile and ingredients up front so consumers aren’t surprised or disappointed in their order,” says Kelly Weikel, director of consumer insights at Technomic. “Additionally, ethnic options must feel accessible rather than intimidating, and this can be achieved through providing flavor and sourcing information about each ethnic dish.”

Other findings include: 44 percent of customers who order ethnic fare always prefer completely authentic fare, while 23 percent say their preference changes based on cuisine. Additionally, 26 percent like to explore regional varieties of mainstream ethnic cuisines to try new foods and flavors.