Where ‘Asian’ once referred to a limited selection of soy sauce, ramen, and teriyaki, entire sections now showcase products inspired by Japanese, Korean, Thai, Chinese, Indian, and other Asian cuisines. What was once relegated to the ‘ethnic’ aisle has fully entered the mainstream, dramatically reshaping how Americans eat and influencing food manufacturing growth strategies.
From Niche to Mainstream
Asian foods have evolved beyond mere ‘niche’ or ‘specialty’ status in the US.
According to Circana, retail sales of Asian packaged foods hit $14.7 billion in 2024, reflecting over 10% year-over-year growth, with unit sales increasing nearly 7%. In stark contrast, the overall packaged food sector has only expanded by 2-3%, typically accompanied by flat or negative unit sales growth. This growth gap places Asian flavors squarely at the forefront of food manufacturers’ and investors’ strategic discussions.
Moreover, advisory firm BDA Partners identifies several structural drivers behind this trend: consumers are increasingly seeking bold, authentic flavors, premium products, and convenient formats. Growth encompasses sauces, frozen entrées, snacks, noodles, and ready-to-eat meals, highlighting a widespread demand for global culinary experiences in American kitchens.
The appeal of Asian flavors continues to rise. Japanese products dominate categories like sauces and ready-to-heat noodle bowls, while Korean ingredients such as gochujang, kimchi, and chili crisp are driving sales across frozen meals and sauces. Southeast Asian cuisines—Thai, Vietnamese, and Filipino—are also carving out their market share with items like curry pastes and pho kits.
Even less familiar regional flavors, such as Malaysian laksa or Filipino adobo, are transitioning from specialty retailers to mainstream grocery aisles.
Indian cuisine is emerging as a significant growth driver. A recent study by Persistence Market Research forecasts the Indian segment’s growth at a CAGR of 6.1% through 2031, propelled by factors like travel, social media, and increasing restaurant and grocery availability.
Beyond traditional curries and masalas, Indian frozen meals, ready-to-eat snacks, and packaged condiments are gaining traction, especially among younger consumers who favor bold, aromatic flavors.
Millennials and Gen Z are now the primary buyers, viewing these flavors as familiar and nostalgic. Items like sushi, Korean BBQ, pho, and Indian snacks have transitioned from exotic to everyday fare. Historical trends suggest that once American consumers embrace a cuisine, it rarely reverts—illustrated by the longstanding popularity of Italian and Mexican foods. Food companies should recognize this shift, understanding that what was once niche can swiftly transform into a major growth engine.
Flavour as a Growth Engine
Bold, authentic flavors are propelling growth within the US Asian packaged foods sector. According to the report “Cooking Up Growth: Asian Food’s Rise in North America,” BDA Partners terms this phenomenon “accessible authenticity.” This involves products that honor their cultural origins while remaining convenient for at-home use.
Enter emerging brands like Fly By Jing, Omsom, Momofuku, and Paro, which blend genuine flavors with formats that suit modern kitchens. Established packaged food companies are following suit by either launching Asian-inspired products or acquiring smaller, credible brands.
However, flavor alone isn’t sufficient for success. Innovations lacking cultural grounding often resonate poorly. The winning combination lies in integrating authenticity with storytelling, convenience, and premium positioning. Today, packaging and brand narratives are just as crucial as flavor; they signal quality, convey credibility, and encourage consumer trials.
The dynamics surrounding these trends vary across key markets. Japanese, Korean, Thai, Chinese, and Indian products each cater to distinct consumer preferences and market opportunities. Understanding these nuances enables food companies to strategically pinpoint where growth potential and effective outreach exist.
Restaurant-to-Retail Pipeline
Restaurants remain vital in fostering innovation and encouraging discovery. Chains like Panda Express, Din Tai Fung, and various Indian fast-casual establishments are licensing sauces, frozen entrées, and ready-to-heat meals for grocery store distribution. Consumers tend to trust these names, which accelerates trial, adoption, and repeat purchases. BDA Partners notes that such partnerships enable brands to scale while preserving authenticity and credibility.
Moreover, restaurants serve as pilot grounds for new flavors. Regional Korean dishes like tteokbokki (chewy rice cakes cooked in a spicy sauce) and kimchi ramen often gain popularity before moving into ready-to-heat grocery options. Similarly, Indian street snacks that once graced restaurant menus are now appearing in center-store frozen sections.
Premiumisation and Consumer Engagement
Asian foods are increasingly viewed as premium. Consumers show readiness to spend more on small-batch condiments, chef-inspired ready-to-heat meals, and authentically flavored snacks. Premiumisation manifests most in sauces and condiments, where authentic ingredients and artisanal processes command higher price points.
Contemporary, design-driven packaging enriched with authentic cultural narratives resonates widely while maintaining credibility. In the competitive center-store space, flavor alone is insufficient; brands must effectively convey authenticity, quality, and provenance at a glance. While strategies differ by segment, the core principle remains: accessible authenticity spurs trial, encourages repeat purchases, and builds brand loyalty.
Within this thriving category, sauces and condiments represent the largest growth drivers—led by gochujang, chili crisp, Japanese soy sauces, curry pastes, and Indian masalas. Frozen meals and bowls, particularly Korean, Japanese, and Indian varieties, cater well to consumers seeking convenient, restaurant-quality experiences at home. Snacks, from Asian-inspired chips to Indian savory bites, captivate younger consumers, underlining that accessible authenticity is the unifying theme: delivering global flavors to American kitchens in convenient, high-quality formats.
Opportunities and Challenges
The growth potential is substantial, but scalability presents challenges. Sourcing ingredients for fermented products, specialty spices, and unique aromatics can be volatile. Trade policies and tariffs impacting imported ingredients, such as specialty soy sauces and exotic spices, add complexity, influencing costs and import timelines.
Companies must navigate these pressures meticulously to maintain both authenticity and profitability. Missteps in cultural representation or packaging can harm credibility.
Distribution channels are also evolving. Center-store placement, e-commerce, frozen, and refrigerated segments perform variably, necessitating adaptive strategies. Successful brands optimize early, gaining sustainable advantages. Those who embrace multi-channel distribution while crafting compelling brand stories are most likely to thrive.
The Road Ahead
According to Circana, BDA Partners, and other industry insights, the Asian packaged foods category is poised to continue outpacing broader growth within the US market. Segments such as frozen and ready-to-heat meals, premium sauces, and Asian-inspired snacks will remain key growth engines. Collaborations or acquisitions linking established companies with authentic, founder-led brands will continue to redefine the marketplace.
Early movers will capture valuable shelf space, consumer attention, and credibility. Conversely, those who delay risk incurring higher costs to catch up.
Why Asian Flavours Matter Now
Asian flavors have transcended niche status—they are now crucial growth drivers within the US packaged foods market. From Chinese to Japanese and Thai to Indian cuisines, these flavors are enhancing both dollar and unit sales faster than the overall packaged food category, creating numerous opportunities across sauces, frozen meals, and snacks.
For executives in packaged foods and food manufacturing, the message is clear: Asian flavors must be recognized as not simply a trend but a strategic avenue for growth.
Companies that invest in authentic flavor innovation, premium positioning, and engaging storytelling will build credibility and secure long-term growth potential.