It may be competitive, but the utility function isn't flavour or choice, it might be price or convenience or microwave dinners or something.

I speak as an Irishman who had a terrible time merely finding decent bread when I moved here (there is zero good soda bread in any British supermarket, I actually imported and froze mine for the first few years, then I went the bread maker route, until I made my peace and stopped eating bread at home), with a German partner for the past ten years who feels even more strongly about it than I do.