Food: From H Mart to Mainstream: The Rise of Asian Food Brands

Why it is the topic trending:

• Significant Market Growth: Sales in the "Asian/ethnic aisle" are growing at a rate nearly four times faster than overall grocery sales.

• Cultural Phenomenon: Asian grocers like H Mart and 99 Ranch are recognized as a significant cultural force.

• Masterclass in Modern Branding: The success of Asian food brands offers valuable lessons in branding for other food companies.

• Demographic Shifts: The rapidly growing Asian American Pacific Islander (AAPI) population in the U.S. is a key factor.

• Cultural Export Influence: The increased global popularity of Asian cultural exports like K-pop and anime has paved the way for greater acceptance of Asian foods.

• Asian and Pacific American Heritage Month: The article's publication during May, which is AAPI Heritage Month, adds to its relevance.

Overview:

The article explores the increasing prominence of Asian food brands in the U.S. market, highlighting their significant sales growth and cultural impact. It argues that this rise is not just a culinary trend but also a lesson in modern branding, driven by factors such as the growing AAPI population and the global influence of Asian culture. The article identifies three key strategies employed by successful Asian food brands: embracing a bold identity, educating with intrigue, and promising playfulness and texture, offering valuable insights for other food brands.

Detailed Findings:

• Rapid Sales Growth: The "Asian/ethnic aisle" saw sales growth nearly four times faster than overall grocery sales in 2024.

• Cultural Significance of Asian Grocers: Priya Krishna of The New York Times considers Asian grocers a "cultural phenomenon."

• Fastest Growing Demographic: The AAPI population is the fastest-growing race or ethnic group in the U.S.

• Global Cultural Influence: K-pop, anime, and K-dramas have become mainstream cultural cornerstones.

• Success of Asian Talent in Media: Major hits in film, television, and literature featuring Asian casts and writers have increased visibility.

• Three Key Branding Strategies:

  • Embracing Third-Culture Aesthetics: Brands founded by Asian Americans celebrate their heritage with bold, hybrid identities, avoiding stereotypes and appropriation. Brands like Omsom and Fly By Jing are examples.

  • Providing Curiosity-Driven Inspiration and Education: Brands highlight region-specific flavors and tell the stories behind dishes, fostering cultural discovery and trust. Omsom and MiLa are mentioned.

  • Delighting with Playful Textures and Experiences: Asian cuisines offer unique textures like "QQ" (chewiness), and condiments like chili crisp add sensory richness. Fly By Jing and Momofuku Chili Crunch are examples.

• Gen Z Preference for Diverse Brands: 76% of Gen Z shoppers prefer brands that celebrate diverse cultures and voices.

Key Takeaway:

The key takeaway is that the success of Asian food brands in the U.S. is driven by their ability to authentically embrace their cultural heritage with bold branding, educate consumers about regional flavors through compelling storytelling, and delight them with unique textures and sensory experiences, offering valuable lessons for any food brand aiming to succeed in today's globalized and curiosity-driven market.

Main Trend:

The Mainstreaming of Authentic Global Cuisines: This trend describes the increasing acceptance, adoption, and integration of diverse global cuisines, particularly Asian food, into the mainstream American food culture, moving beyond simplified or stereotyped representations to a deeper appreciation of regional nuances and authentic flavors.

Description of the Trend:

The "Mainstreaming of Authentic Global Cuisines" trend signifies a significant evolution in American palates and food culture. No longer are international foods relegated to niche "ethnic" aisles or perceived as exotic novelties. Instead, consumers are actively seeking out and embracing the authentic flavors, ingredients, and stories behind global cuisines, with Asian food leading this movement. This trend is characterized by a growing curiosity about regional specialties, a willingness to experiment with unfamiliar ingredients and textures, and a demand for genuine cultural representation in food branding and storytelling.

What is Consumer Motivation (Detailed Description):

Consumers are motivated by several factors driving the mainstreaming of authentic global cuisines:

• Culinary Curiosity: A desire to explore new flavors, ingredients, and dishes beyond familiar Western staples.

• Cultural Exploration: Food is seen as a gateway to understanding and experiencing different cultures.

• Demand for Authenticity: Consumers are increasingly seeking genuine and unadulterated flavors and culinary traditions.

• Influence of Media and Globalization: Exposure to diverse cultures through media, travel, and a globalized world has broadened palates and sparked interest in international foods.

• Seeking Novel Sensory Experiences: The unique textures and flavor profiles found in many global cuisines offer a welcome departure from typical Western food textures.

What is Driving Trend (Detailed Description):

Several factors are contributing to the mainstreaming of authentic global cuisines:

• Demographic Shifts: The growing AAPI population in the U.S. is increasing the visibility and influence of Asian culture and cuisine.

• Global Cultural Exports: The popularity of Asian cultural exports like K-pop and K-dramas has created a broader cultural interest in Asian countries and their cultures, including food.

• Increased Food Literacy: Consumers are becoming more knowledgeable about different cuisines through online content, cooking shows, and travel experiences.

• Success of Third-Culture Brands: Brands founded by Asian Americans who authentically blend their heritage with modern branding resonate strongly with consumers.

• Retailer Recognition: Major retailers are increasingly recognizing and catering to the demand for diverse global food products.

What is Motivation Beyond the Trend (Detailed Description):

Beyond the immediate drivers, the mainstreaming of authentic global cuisines reflects deeper societal needs:

• Desire for Inclusivity and Representation: Consumers want to see diverse cultures and voices represented in the products they consume.

• Seeking Connection Through Food: Food is a universal language and a powerful way to connect with different cultures and communities.

• Personal Enrichment and Expansion of Horizons: Exploring new cuisines can be seen as a form of personal growth and a way to broaden one's understanding of the world.

Description of Consumers Article is Referring to:

The article refers to "American homes," "today’s consumers," and specifically highlights "Gen Z shoppers."

• Age: While all age groups are likely contributing to this trend, Gen Z is specifically mentioned as preferring brands that celebrate diverse cultures, indicating a strong influence from younger generations.

• Gender: The article does not specify gender preferences.

• Income: The rapid growth in grocery sales of Asian/ethnic products suggests that this trend is resonating with a broad range of income levels as these items become more mainstream and accessible.

• Lifestyle: These consumers are likely curious, open to new experiences, and influenced by global trends and cultural diversity. They value authenticity and are interested in the stories behind the food they eat.

Conclusions:

The main conclusions from the article are:

• Asian food brands are experiencing significant growth in the U.S. market.

• This success is driven by strong branding strategies that embrace cultural identity, educate consumers, and offer unique sensory experiences.

• The rise of Asian food reflects a broader trend of mainstreaming authentic global cuisines.

• Other food brands can learn valuable lessons from the strategies employed by successful Asian food brands.

Implications for Brands:

• Embrace Authenticity: Brands should celebrate their heritage and cultural roots without resorting to stereotypes.

• Educate and Inspire: Share the stories and regional nuances behind your food products to build trust and interest.

• Focus on Sensory Experience: Highlight unique textures and flavors that differentiate your brand.

• Connect with Diverse Audiences: Recognize and cater to the growing consumer interest in diverse cultures and cuisines.

• Be Bold and Unapologetic: Don't dilute your brand identity for mainstream appeal; instead, celebrate what makes you unique.

Implication for Society:

• Increased Cultural Understanding: The mainstreaming of diverse cuisines fosters greater awareness and appreciation of different cultures.

• Support for Diverse Businesses: The success of AAPI-founded food brands highlights the contributions of diverse communities to the U.S. economy and food landscape.

• Evolution of American Palate: American food culture continues to evolve, becoming more inclusive and open to global flavors.

Implications for Consumers:

• Greater Access to Diverse and Authentic Foods: Consumers have more choices and opportunities to explore different global cuisines.

• Enriched Culinary Experiences: The focus on authenticity and storytelling enhances the overall eating experience.

• Support for Brands with Strong Values: Consumers can support brands that celebrate diversity and cultural heritage.

Implication for Future:

• Continued Growth of Global Food Integration: We can expect to see more diverse and authentic global cuisines becoming mainstream in the U.S. and other markets.

• Innovation in Food Branding and Marketing: Brands will continue to find creative ways to connect with consumers through culture, storytelling, and sensory experiences.

• Blurring of Food Categories: The traditional "ethnic aisle" concept will likely become even more outdated as global foods become integrated throughout grocery stores.

Consumer Trend (Name: Global Flavor Fusion):

• Detailed Description: This trend describes consumers actively seeking out and incorporating authentic flavors and ingredients from diverse global cuisines into their diets, moving beyond basic international dishes to explore regional specialties and fusion creations.

Consumer Sub Trend (Name: Authenticity Over Approximation):

• Detailed Description: This sub-trend highlights consumers' increasing preference for genuinely authentic flavors and culinary experiences over watered-down or Westernized versions of global cuisines. They value the cultural heritage and traditional preparation methods behind the food.

Big Social Trend (Name: Cultural Appreciation and Inclusivity):

• Detailed Description: The mainstreaming of Asian food brands reflects a broader societal trend towards greater cultural appreciation, inclusivity, and a celebration of diversity. Consumers are increasingly interested in understanding and engaging with different cultures through various avenues, including food.

Worldwide Social Trend (Name: Global Culinary Exchange):

• Detailed Description: The phenomenon of global cuisines gaining popularity in different parts of the world is a worldwide trend, driven by migration, travel, and the interconnectedness facilitated by the internet and media. This leads to a constant exchange and evolution of culinary traditions across borders.

Social Drive (Name: Curiosity and Exploration):

• Detailed Description: A fundamental social drive of curiosity and the desire to explore new things is a key factor behind the mainstreaming of global cuisines. Consumers are eager to learn about different cultures and experience new flavors and textures.

Learnings for Brands to Use in 2025 (Bullets, Detailed Description):

• Don't Shy Away from Authenticity: Celebrate your cultural heritage and the unique aspects of your cuisine.

• Tell Your Story: Share the history, traditions, and regional nuances behind your food.

• Embrace Bold Branding: Use visuals, language, and messaging that reflect your authentic identity in a modern and appealing way.

• Highlight Sensory Experiences: Emphasize the textures, flavors, and aromas that make your food special.

• Understand Your Audience's Curiosity: Cater to consumers' desire to learn about and explore different cuisines.

Strategy Recommendations for Brands to Follow in 2025 (Bullets, Detail Description):

• Develop Authentic Product Lines: Focus on creating products that accurately represent the flavors and traditions of your cuisine.

• Use Clear and Educational Packaging: Provide information about the origins, ingredients, and preparation of your products.

• Engage with Consumers Through Storytelling: Share compelling narratives about your brand, heritage, and the food itself through various media.

• Collaborate with Cultural Experts: Partner with chefs, food writers, and community leaders to ensure authenticity and build trust.

• Offer Experiential Opportunities: Consider creating events, demonstrations, or online content that allows consumers to further engage with your culture and cuisine.

Final Sentence (Key Concept) Describing Main Trend from Article:

The rise of Asian food brands in the U.S. beautifully illustrates the mainstreaming of authentic global cuisines driven by consumer curiosity, cultural appreciation, and a desire for genuine culinary experiences.

What brands & companies should do in 2025 to benefit from trend and how to do it:

In 2025, food brands and companies should recognize and capitalize on the strong consumer interest in authentic global cuisines by embracing and celebrating cultural heritage, educating consumers through compelling storytelling, and delivering unique sensory experiences. They can achieve this by:

• Conducting Cultural Immersion Research: Deeply understand the nuances and regional variations of the cuisines they aim to represent.

• Building Relationships with Diaspora Communities: Engage with and listen to members of the relevant cultural communities to ensure authenticity and build trust.

• Investing in High-Quality, Authentic Ingredients: Prioritize using ingredients that are true to the cuisine and reflect its traditional flavors.

• Developing Engaging Content: Create recipes, cooking videos, and social media posts that educate and inspire consumers to explore global flavors.

• Partnering with Influencers and Creators from Diverse Backgrounds: Collaborate with individuals who can authentically share the stories and traditions behind different cuisines.

Final Note:

• Core Trend: Mainstreaming Authentic Global Cuisines: The increasing integration and appreciation of diverse global foods in mainstream American culture.

• Core Strategy: Embrace and Educate with Authenticity: Celebrate cultural heritage through bold branding and educate consumers about the nuances of global flavors.

• Core Industry Trend: Diversification of the American Palate: American food culture is becoming increasingly diverse and open to international influences.

• Core Consumer Motivation: Seeking Culinary Curiosity and Cultural Connection: Consumers are driven by a desire to explore new flavors and connect with different cultures through food.

• Final Conclusion: The success of Asian food brands in the U.S. offers a clear roadmap for food companies looking to thrive in today's market: embrace authenticity, tell compelling stories, and delight consumers with unique culinary experiences that reflect the rich tapestry of global food culture.

Core Trend Detailed (Name: The Mainstreaming of Authentic Global Cuisines)

• Description: This core trend signifies a significant shift in the American food landscape where diverse global cuisines, particularly those from Asia, are increasingly being embraced and integrated into mainstream food culture. This goes beyond the superficial adoption of a few popular dishes to a deeper appreciation for regional variations, authentic flavors, and the cultural heritage behind these foods. The trend reflects a growing culinary curiosity among consumers, driven by globalization, demographic shifts, and media exposure, leading to a demand for genuine and nuanced international culinary experiences that are moving beyond the confines of traditionally labeled "ethnic" aisles.

• Key Characteristics of the Trend (summary):

  • Rapid Growth of "Ethnic" Grocery Sales: Sales in this category significantly outpace overall grocery sales.

  • Cultural Recognition of Global Grocers: Stores like H Mart and 99 Ranch are seen as cultural phenomena.

  • Consumer Exploration of Regional Flavors: Interest is expanding beyond typical takeout options to explore diverse dishes and ingredients from specific regions.

  • Demand for Authentic Branding and Storytelling: Consumers value brands that celebrate their heritage genuinely and educate about the origins of their food.

  • Embrace of Unique Textures and Sensory Experiences: Novel textures and flavor profiles found in global cuisines are gaining popularity.

• Market and Cultural Signals Supporting the Trend (summary):

  • Circana Sales Data: Demonstrates the significant growth in the "Asian/ethnic aisle" compared to overall grocery sales.

  • Priya Krishna's Observation: Highlights the cultural significance and growing prominence of Asian grocers.

  • Growth of AAPI Population: The fastest-growing demographic in the U.S., contributing to increased cultural visibility.

  • Influence of Asian Cultural Exports: Popularity of K-pop, anime, and K-dramas has broadened cultural interest.

  • Success of Third-Culture Brands: Brands authentically blending Asian heritage with modern American identity are resonating with consumers.

• How the Trend Is Changing Consumer Behavior (summary):

  • Increased Exploration of Grocery Aisles: Consumers are venturing beyond familiar aisles to discover new ingredients and products from diverse cuisines.

  • Demand for Specific Regional Flavors: Instead of generic "Asian" food, consumers are seeking out Vietnamese, Filipino, Thai, Korean, etc.

  • Greater Interest in Food Origins and Preparation: Consumers are more likely to seek out information about the history and traditional methods behind dishes.

  • Experimentation with New Textures and Ingredients: Consumers are becoming more open to trying ingredients like rice cakes, mochi, and condiments like chili crisp.

  • Supporting Brands That Represent Diverse Cultures: Consumers, especially younger generations, are actively choosing brands that celebrate cultural diversity.

• Implications Across the Ecosystem (summary):

  • For Brands and CPGs: Opportunity to tap into growing demand by offering authentic and well-branded global food products. Importance of genuine storytelling and celebrating cultural heritage.

  • For Retailers: Need to adapt store layouts and product selections to better integrate global foods throughout the store, moving away from segregated "ethnic" aisles. Opportunity to partner with diverse brands and offer a wider variety of authentic options.

  • For Consumers: Greater access to a diverse range of authentic and flavorful food options. Opportunity to learn about and experience different cultures through their cuisine.

• Strategic Forecast: The mainstreaming of authentic global cuisines is a strong and likely enduring trend. As the U.S. population becomes increasingly diverse and interconnected globally, culinary curiosity and the desire for authentic cultural experiences will continue to grow. Food brands and retailers that authentically cater to this trend, offering high-quality, well-presented, and culturally respectful products, are poised for significant success. We can expect to see further blurring of culinary boundaries and increasing innovation in global food offerings.

• Final Thought: The journey of Asian food from specialty stores to mainstream grocery aisles exemplifies a broader cultural shift where curiosity, authenticity, and a celebration of diversity are shaping the future of American food culture, creating exciting opportunities for brands and enriching the culinary landscape for consumers.

Source: https://foodinstitute.com/focus/from-h-mart-to-mainstream-the-rise-of-asian-food-brands/