The Rapid Expansion of the USA's Ethnic Food Market in 2023

The USA’s ethnic food market is growing fast. In 2023, people spent about USD 41.96 billion on these foods. By 2028, this is expected to jump to USD 62.60 billion. This means the market is growing at a rate of 8.33% every year for five years. There are many reasons for this growth, like people wanting to try new foods and the influence of other cultures. In this introduction, we’ll look at why this market is growing and what it means.

1. Drivers of Growth

  • Diverse Population Fueling Demand
    • America’s melting pot of cultures, stemming from a history of immigration, is a significant contributor. With each group bringing their distinctive culinary traditions, it’s no surprise that the demand for diverse foods is on the rise.
  • Popularity of International Cuisines
    • The American palate is expanding. There’s a heightened interest in exploring flavors from various parts of the world, resulting in a surge in demand for products integral to these cuisines, like sauces and spices.
  • The E-commerce Boost
    • Online shopping platforms have broadened horizons for the average American consumer. They provide easy access to products from across the globe, allowing people to experience new culinary delights without leaving their homes.

2. Leading Ethnic Food Segments

  • Asian Cuisine Reigns
    • Supreme The top spot is dominated by Asian food, with particular favoritism shown towards Chinese, Japanese, and Indian dishes.
  • The Latin American Flavors
    • Following closely are the Latin American cuisines, with Mexican and Brazilian dishes becoming household names.
  • Middle Eastern Delicacies Rise
    • Middle Eastern dishes, such as hummus and falafel, are steadily making their mark in the American culinary scene.

3. Opportunities for Businesses

The expanding ethnic food market is laden with opportunities. For instance, businesses can delve into importing rare spices from Asia, or authentic condiments from Latin America, tapping into niche markets. Additionally, by diversifying their offerings — such as introducing ready-to-cook ethnic meal kits or offering traditional beverages — they can attract a broader customer base. Catering to this growing demand, especially focusing on the millennial preference for diverse culinary experiences, and ensuring top-notch product quality, businesses can position themselves as leaders in this burgeoning market segment.

4. Additional Insights: The Role of Millennials and Social Media

  • Millennial Preferences
    • This generation is more experimental with their food choices compared to their predecessors, pushing the demand higher.
  • Social Media Influence
    • The global reach of platforms like Instagram has made sharing culinary adventures a trend, indirectly promoting ethnic foods.
  • Mainstream Acceptance
    • The growing presence of ethnic foods in regular supermarkets and eateries has played its part in making them more accessible.

5. Future Trends to Watch

  • Millennial Impact
    • As this group grows older, their preference for trying diverse cuisines will continue to impact market trends.
  • Travel’s Influence
    • As international travel becomes more prevalent, so does the exposure to global cuisines, sparking interest in recreating these experiences at home.
  • Healthy and Sustainable Choices
    • With increasing consciousness about health and the environment, ethnic foods, which often provide healthier alternatives, will gain traction.


The US ethnic food market is in a phase of dynamic evolution. By recognizing changing consumer trends and preferences, businesses can position themselves advantageously to make the most of this burgeoning market.