A trip to an international supermarket can offer culinary inspiration and potentially lead to savings on groceries, according to experts. These stores, particularly Asian chains, have experienced significant revenue growth in recent years.
International supermarkets and small grocery stores generated $55.8 billion in sales in 2024, with revenue projected to exceed $64 billion by 2029, according to IBISWorld data reported by the Associated Press. Annual growth has been approximately 3% since 2019.
Barbara E. Kahn, a marketing professor at the University of Pennsylvania's Wharton School, noted that savings at these markets can be category-specific. "If the supermarket caters to a specialized segment, they may sell enough to reduce their costs of stocking those specialized items," Kahn explained. Conversely, some markets may stock premium or exclusive products, potentially leading to higher prices.
Analysts attribute the increasing demand to demographic shifts, including a growing Asian and Hispanic population, and a consumer desire, especially among younger shoppers, for new and diverse flavors. "Everywhere you go in America, you're going to find immigrants, and those immigrants are still cooking their foods from their countries and cultures," stated one expert.
Beyond potential cost savings, international markets can encourage culinary creativity. Palina Louangketh, director of the Idaho Museum of International Diaspora, suggested that introducing unfamiliar ingredients can enhance cooking. "Coming here to an international market, you get both a dose of cultural experience but also healthy, fresh exotic ingredients," she told the AP.
Simple additions, such as soy sauce, fish sauce, oyster sauce, or hoisin sauce, can add new dimensions to familiar dishes. Beryl Shereshewsky, a video producer whose work focuses on global food and cultures, advised shoppers to explore variations of dishes they already enjoy. "Look at something you really like and see the iterations of it around the world," she said. "That way you add a couple of new ingredients and you're trying something new from something that's familiar."
While international markets can sometimes feel intimidating or be difficult to locate, experts recommend exploring beyond one's usual neighborhood. "I think you would be surprised by how many international markets exist, even in small towns and cities," Shereshewsky added. It is also advisable for shoppers to research recipes and create a shopping list before visiting these stores.