KANSAS CITY, MO. — The global ethnic food market was valued at $81.6 billion in 2023 and is projected to grow to $153.2 billion by 2032, an increase of 7.3%, according to Fortune Business Insights. No wonder that ethnic poultry products have become a big focus for manufacturers and supermarkets in recent years.

“We know that consumers increasingly enjoy meat when it’s part of an ethnic meal, as confirmed by Midan’s 2023 Meat Consumer Segmentation Study,” said Erich Berrett, brand manager, international marketing for Tyson Foods. “This trend has increased from 55% of consumers in 2019 to 58% in 2023.”

In addition, Datassential’s 2024 Meat, Poultry and Seafood Keynote Report found that 39% of consumers are “extremely” or “very” interested in trying meat in global dish trends.

To that end, Denise Saldana, senior manager, front end innovation insights for Tyson Foods, noted the company is seeing higher demand for meat — beef, pork and chicken — among Hispanic consumers, compared with the general population.

“With Hispanics now comprising approximately 20% of the US population, we are carefully monitoring this cohort and their preferences to meet evolving market needs,” she said.

What’s more, for Millennials and Gen Z, Mexican food has become the favorite ethnic cuisine in America, surpassing Italian food, according to the most recent Young America’s Favorite New Ethnic Foods report.

Dominick Zirilli, chef for Thomas Foods International, USA, agreed ethnic-inspired meats and flavors continue to be on the rise, with Asian, Latin American and Mediterranean in the forefront.

“Consumers have options for seasoned meats in store that are ready to cook, as well as prepared items throughout the store,” he said. “There’s so much inspiration flowing through on social media and in trendy restaurant concepts. Consumers are more open than ever to try new flavors and ingredients, especially when positive nutrition or relevant claims are communicated as well.”

Synear Foods USA, which is dedicated to sharing traditional Asian flavors with American homes, recently signed a national expansion into Costco stores, and has become a go-to brand for those looking for ethnic offerings.

“We’ve seen a noticeable shift in consumer demand towards authentic ethnic flavors in meat and poultry products, with a particular interest in Asian, Latin American and Middle Eastern cuisines,” said Judy Zhu, chief executive officer of the company. “Convenience is a major factor, as consumers gravitate to ready-to-eat options like dumplings and marinated meats. There’s also a strong nostalgia-driven trend, with second- and third-generation immigrants seeking flavors reminiscent of home, albeit with a contemporary twist.”

Additionally, there’s a growing willingness to invest in premium ingredients, such as higher-quality cuts of meat and traditional preparation methods.

“Fusion flavors are also gaining popularity, blending traditional culinary foundations with modern elements, like truffle-infused dumplings,” Zhu said.

Miguel Vera, head of the meat department at JONS Fresh Marketplace, a Los Angeles-based ethnic grocery store chain serving shoppers of Hispanic, Middle Eastern, Eastern European, Asian descent, and several other cultural groups, has seen big changes in consumer demand in recent years.

“First and foremost, we have seen a lot of crossover in tastes and preferences,” he said. “Consumers from various ethnicities and demographics are interested in exploring products historically associated with other cultures with respect to cuts of meat, types of poultry and marinated products.”

For instance, ground beef luleh kebab products were generally only historically purchased by the store’s Middle Eastern/Mediterranean customers. Now, almost every demographic can be seen purchasing these products.

New offerings

There has been a plethora of new ethnic-inspired meat and poultry products hitting stores’ meat departments in recent years.

Tyson Foods, for one, continues incorporating new and different flavor profiles into its Tyson-brand seasoned and marinated meat portfolio.

“Many of these products bring Asian and Hispanic flavors to life, like the Tyson Teriyaki Flavored Griller Steak, Tyson Southwest Ranchero Beef Steaks and Tyson Teriyaki Flavored Chicken Breast Filets,” said Brynn McCracken, innovation brand manager, fresh beef, pork and poultry for Tyson Foods. “These and our other marinated meat products offer the diverse flavor experiences consumers seek in a more approachable package, as they are already seasoned and ready to cook.”

Synear’s newly released pork soup dumplings are among international food items seeing strong momentum in the company’s Q1 2025 earnings call.

“In our pursuit of authentic flavor, we meticulously select pork front leg meat for our dumplings, balancing lean and fat for unparalleled juiciness,” Zhu said. “Our Wagyu Beef Soup Dumplings elevate the experience with purebred Australian Wagyu, renowned for its rich marbling. Yet, sourcing these premium ingredients isn’t without its hurdles. Market volatility and trade policies influence Wagyu costs, while long procurement cycles demand precise inventory planning to maintain quality and authenticity.”

Consumer research

Consumer feedback plays an important role in the development of new ethnic meat, poultry or even deli products.

For example, Tyson Foods leverages both qualitative and quantitative consumer research to help guide product innovation, including ethnic-inspired offerings.

“Inherently, I think that the consumer — especially younger generations — has come to expect a wider assortment of globally inspired offerings at retail,” Berrett said. “We keep a pulse of international trends, flavor and ingredient applications, as well as domestic and international foodservice trends to ensure that we are continuously meeting that expectation.”

Danielle Marta, vice president of marketing and innovation for Thomas Foods International USA, noted the company garners insights from multiple sources such as scan data, menu insights, market trends and direct customer and consumer feedback.

“We partner with our retailers to gain deep insights about their shopper and collaborate on initiatives — whether it’s recipe development, how-to demos, marketing campaigns, etc., all the way to product development and new platforms,” she said. “We have a few case-ready raw ‘seasoned and ready to cook’ items in market, as well as a robust innovation platform mapped out.”

Synear’s approach to educating consumers about the diversity of meat and poultry options is rooted in experience and authenticity.

“Through in-store sampling and roadshows, like our live tastings at Costco, we invite people to savor the genuine flavors of our dumplings,” Zhu said. “By collaborating with Asian grocery stores such as 99 Ranch and H Mart, we aim to teach traditional cooking methods and serving styles. Our digital campaigns, featuring recipe tutorials and influencer partnerships, further inspire creativity and showcase the versatility of our ethnic offerings.”

Increasing awareness

With all the new entities in the ethnic food space, it’s important for companies and supermarkets to get the word out about what’s available to them.

Thomas Foods International USA communicates Halal on its packaging and marketing materials, as some retail partners have Halal sections in their stores and clubs.

Berrett said campaigns for Tyson Foods are typically created to communicate an individual product line or platform, but where applicable, the company ties any new launches back to the wider brand portfolio.

“Ensuring that we communicate the product’s features and benefits is essential, but it is most important that we effectively communicate the role that the product will play in the consumer’s daily routine — what need will the product meet, or how will a product provide a solution to the consumer,” he said. “Developing a captivating product that is on trend, reduces preparation time, or delivers cost savings is only as good as our ability to relay that benefit to the customer.”

At JONS Fresh Marketplace, in addition to showcasing its products within the stores and various out-of-store advertisements, such as ad circulars and on social media, the company is continuously working with the larger JONS meat department to educate and train its team regarding various meat department offerings.

“Our team is prepared to constantly engage with our customers in conversations regarding the best ways to cook, prepare and serve various meat and poultry products,” Vera said. “For instance, we are educated and familiar with the best types of meat to use in different ethnic cuisines and dishes. Specifically, for the historically Eastern European meal of Beef Stroganoff, we recommend using top sirloin. For the Mexican dish of birria, we recommend using chuck roast.”

Zhu noted understanding the rhythm of cultural celebrations is key to successful ethnic meat and poultry merchandising.

“Take our experience at 99 Ranch — we’ve found that strategic endcap placement during Chinese New Year creates a beautiful connection between our products and tradition,” she said. “Our cultural promotions align with major festivals while community engagement through sponsorships enriches our reach. To attract mainstream US consumers, we expand into stores like Costco and Walmart, using in-store demos, new packaging and influencer marketing to highlight our authentic yet convenient offerings.”

As the appetite for global flavors grows, the fusion of tradition and innovation in the ethnic food market promises to create a delicious future for consumers.