Global flavors are reshaping the grocery store
- Walk through any major U.S. grocery store today—whether it’s a supermarket, mass retailer, or club and one thing is clear: the “international aisle” is no longer an aisle. It’s everywhere. From Korean ramen to Mexican sauces to Indian frozen meals, global flavors are no longer niche, they’re becoming foundational to how Americans shop, cook, and eat. International Foods Are a High-Growth Retail Category
- The ethnic food market in grocery retail was valued at ~$12.4 billion in 2024 and is projected to reach ~$20 billion by 2030, growing at ~8.5% CAGR. That growth rate significantly outpaces many legacy center-store categories, which are often flat or declining in real terms. Large retailers like Walmart, Costco, and Kroger are expanding shelf space for globally inspired SKUs, not just in “ethnic aisles,” but across frozen, snacks, sauces, and ready-to-eat.
- Consumer Demand Is Driving It
- This is not a top-down retail decision; it’s consumer-demand-led, with several forces converging. Gen Z and younger millennials have more globally diverse palates than any prior generation and social media (particularly, TikTok) has accelerated exposure to international cuisines. If you consider the food truck movement, demographic growth of Latin American and Middle Eastern cultures, and travel tastes brought back home, you can understand how our appetites for flavor have really expanded.
- Restaurants Play a Critical Role in the Global Flavor Flywheel
- Restaurants are usually the first place of introduction to new flavors. It’s an on-going focus group. What patrons like, they adopt and that creates demand. Eventually retail catches on and helps scale these new tastes. Think about the progression:
- • Korean fried chicken → gochujang sauces → Korean ramen
- • Thai curries → jarred sauces and meal kits
- • Mexican street food → premium tortillas, salsas, and snacks
- Retailers are effectively institutionalizing restaurant discovery. Founders who can tell this story can create powerful insights for retail partners, who in exchange should take interest in new global products. Think about this: Cava, now at over $1B in sales, has expanded from 100 locations to 450 in five years. If you follow the model, expect to see more Greek-products launched in the coming year.
- In a recent webinar for the International Dairy Deli Bakery Association (IDDBA), Nick Lenzi, Senior Vice President of Marketing at Lipari Foods said that a whopping 82% of category growth in retail food has come from global foods. According to Lenzi, two global food segments stand out in terms of category growth over the past few years. Mexican, Central and South American products taken together represent a $16 billion market. They are growing at 6 to 8% over a three-year period. And Middle Eastern and Mediterranean products are growing at 7 to 11% year over year. (C-Store Dive)
- Put perfectly, Kristen Walters, a partner at global consulting firm Forvis Mazars said: “Across grocery aisles nationwide, a quiet revolution is taking place. Consumers are seeking authentic flavors and stories that connect them to the cultures behind their food. What was once considered “specialty” or “ethnic” is now simply what’s for dinner – and grocers are racing to keep pace.” (The Food Institute) A Few Global-Tastes That Have Broken Through in the U.S.
- 1. Samyang Foods (Buldak Ramen) • Buldak ramen has surpassed 8 billion units sold globally
- • U.S. sales alone grew 127% year-over-year, reaching ~$280M
- • Distributed in 30,000+ U.S. locations
- Why it works:
- • Bold, differentiated flavor (extreme spice)
- • Social media virality (the “Fire Noodle Challenge”)
- • Cultural authenticity + playful branding
- 2. Dates: A Quiet but Meaningful Growth Story
- Dates are a great example of how a traditionally Middle Eastern staple is moving into mainstream U.S. consumption.
- • Medjool dates have been identified as a top U.S. food trend, with consistent category growth over multiple years
- • New varieties from Saudi Arabia are now being introduced into U.S. retail to expand the category
- • U.S. producers and importers are actively investing in merchandising and innovation (flavored date snacks, organic, pitted formats) to drive retail velocity
- What’s happening strategically:
- • Dates are shifting from: Ethnic consumption to a mainstream functional snack (natural sugar, fiber, energy)
- • Dates sit at the intersection of better-for-you snacking (natural sweeteners vs. refined sugar) and global authenticity
- 3. Latin America Beyond Mexico: The Next Frontier
- Mexico has long dominated “Latin food” in U.S. grocery—but that’s expanding quickly to tastes and brands from across South and Central America. A few examples:
- Sambazon (Acai from Brazil):
- • Functional wellness (antioxidants)
- • Smoothie/bowl culture
- • Premium lifestyle branding
- Havanna (Snacks and Spreads from Argentina)
- • Premium indulgence + authenticity
- • Strong café/coffeehouse crossover (important for your broader CPG lens)
- What This Means for Founders, Brands, and Retailers
- 1. Flavor Is the New Frontier of Differentiation
- “Better-for-you” is now an ante. Excitement, discovery, and authenticity are what drive trial.
- 2. Cultural Credibility Matters
- The winning brands aren’t “inspired by” global flavors; they are global.
- 3. Retail Is Following Culture, Not Leading It
- If you’re launching a brand:
- • Start where culture is formed (restaurants, TikTok, communities)
- • Retail will follow if velocity is proven
- 4. The Next Wave Is Already Forming
- • Korean (already surging)
- • Southeast Asian (Thai, Vietnamese, Indonesian)
- • African cuisines (early but emerging)
- • Latin American premiumization (beyond legacy staples)
- • Middle Eastern (not just one product, but a full-pantry of products)
- American Grocery is Becoming a Reflection of Global Culture
- The biggest shift isn’t just more international products on shelves. It’s about authenticity. Earlier generations of global products were often modified for American palates. Increasingly, consumers are seeking the original. It’s less “Ortega” and more “La Banderita.” And for CPG founders, this opens a massive opportunity beyond product quality and taste. Winning in cultural relevance could make your brand the next billion-dollar success!
- With partners around the world who have launched dozens of global brands, Second Seat Partners is well equipped to help your brand take advantage of consumers' growing interest in ethnic flavors. Let us know if we can help you.