By Andy Morfopoulos and Lori Reinhart Musson
As the American palate continues to evolve, international flavors are no longer confined to specialty restaurants or a 2×4 section of the grocery store. Today, Kombucha cans fill the shelves in the Produce section, international fusion flavors are woven into the American potato chip and Korean BBQ is seemingly ubiquitous.
Without question, global cuisine is no longer a novelty in America, as one-third of Americans report eating ethnic food at least weekly. However, simply having a delicious product delivering authentic global flavor isn’t enough to drive success. Often times ethnic food brands seeking to break into the US market neglect to consider the preferences of the American consumer when it comes to branding and packaging, assuming that what works well in the mother country will also work in US. Instead, they will prioritize traditional aesthetics stemming from the country of origin, which often do not align with American grocery norms regarding message clarity, appetite appeal and ingredient lists. With time-starved American consumers, any confusion is a barrier to purchase, causing these brands to be overlooked in a highly competitive market, ultimately limiting their market penetration and growth potential.
To help elevate their appeal, connect with shoppers and drive market share, brands entering the US market must take a strategic, market-forward approach by first investing in understanding the American consumer to adopt their branding and packaging to ensure it is relevant and engaging. Having observed many of the 1,050 exhibitors from 35 countries at the Winter Fancy Food Show (and over 2400 exhibitors at the Summer Show!), we have a few strategic marketing considerations to share with international brands as they prepare for success on American shores.
Why the US is Hungry for International Foods
Let’s start with what’s driving America’s culinary curiosity to understand how international brands can make the most of it:
- America’s increasing cultural diversity means more consumers are seeking authentic foods that help them connect with, preserve, and share their cultural heritage
- Increased travel experiences have broadened palates and created a desire to recreate memories of authentic dishes influenced by those experiences
- Social media and food blogging is increasingly showcasing enticing global food experiences, prompting curiosity, diversity, sharing and exploration by consumers
- More flavor exploration and adventurous eating is occurring across the board, as consumers, tired of cooking the same foods at home, are experiencing new cuisines at restaurants and trying at least 6 new recipes per month
- The nation’s largest age cohorts of Millennials and Gen Z are most drawn to flavor exploration and bolder culinary experiences – being heavily influenced by the digital age as well as most aware of and willing to try these products
These factors clearly speak to the importance of leveraging lifestyle-driven storytelling and creativity in marketing efforts to engage the American consumer more fully and form emotionally connected, positive associations with your brand. Moreover, these findings also signify that this trend is here to stay and that international brands that get it right from the start will have greater opportunities for lasting success.
Seizing the Opportunity: Getting It Right the First Time
Successfully entering and maintaining a presence in the U.S. market requires building a brand that delivers an authentic country-of-origin brand experience in a manner that excites American consumers. Developing a thoughtful strategy before launch will improve retailer buy-in generate the trial and household penetration required to remain on grocery shelves and be far more productive (and less expensive in the long run) than attempting to duplicate success exactly as it occurred in the home country. Here are some basic steps to follow:
- Understand the American Consumer: Cultural awareness is key. Brands must grasp what American shoppers prioritize, from flavor profiles to packaging preferences. Gain insight into and prioritize product benefits that matter most to them to avoid disconnects and barriers to purchase. For example, highlighting product benefits such as authentic flavor, country of origin, and easy preparation can build trust.
- Leverage Research and Insights: Syndicated research, competitive audits, and social listening are great tools for uncovering what American consumers like, dislike, and seek in your category. Also consider investing in deeper-dive consumer research to uncover purchasing habits, brand perceptions, reactions to brand name, packaging content, visual influence, and even taste testing to validate product appeal.
- Packaging Perfection: First impressions do count. American consumers expect packaging that balances authenticity with familiarity. Clarity, appetite appeal, and transparency in ingredient lists are crucial. Also consider smaller, single-serve options to cater to the many one- and two-person households in the U.S.
- Craft Culturally Relevant Branding and Marketing: Authenticity is your advantage, but it must be communicated effectively to help American shoppers view you as the ‘gold standard’ in your category. Use insights gained from research to shape messaging, taglines, and product storytelling. Partner with influencers who resonate with your target audience to create buzz, build trust, and drive retailer traffic.
- Know Your Competition: Identify the gaps in the market — the “white space” — where your brand can stand out. Whether it’s offering a step up from mass-market brands (a concept we call “mainstreamium”) or indulging foodie favorites, carving out a niche will boost your chances of becoming a household name.
- Align with the Right Partners: Collaborate with a food distributor or broker network that has expertise in the international food sector and excellent connections with U.S. grocery retailers. They can provide valuable insights and help facilitate the pathway to quicker, more successful market entry.
- Consistent Quality and Availability: Maintaining consistent quality, freshness, and product availability is essential for building consumer trust.
- Ensure Regulatory Compliance: Meeting FDA regulations and U.S. food safety standards is non-negotiable. Failing to do so can result in costly recalls and damage to the brand’s reputation.
The Path Forward: Turning Global Flavors into American Favorites
The U.S. market is primed for bold, authentic global flavors. With the right blend of market research, consumer insights, and strategic branding, international food brands can successfully transition from beloved staples in their home countries to must-have items in American grocery carts. However, to achieve that success, international brands must invest in a long-game approach if they are to win against competitors already on the shelf and communicating effectively to the US consumer.
Delivering premium, authentic global flavor clearly has its advantages – giving permission to believe in the positive emotions associated with the place of exciting food origin and creating a brand with a point of difference for the food-exploring American consumer. However, to truly meet with success, attention must be given to understanding and addressing the expectations and priorities of the American consumer to remove the uncertainty that comes with introducing new products and welcoming trials, keeping these products on the shelf, and building long-term brand equity.
The future of food is flavorful, diverse, and global — and there’s never been a better time to bring the world to America’s table.
