Candice Choi's Korean seaweed snack brand, Geem, launched in 2023 with a direct-to-consumer model primarily using TikTok for marketing. However, within three months, Geem's products were available in grocery stores, including Whole Foods, due to high consumer demand.
This rapid acceptance highlights a broader trend where Asian grocery items are increasingly featured in mainstream stores, moving away from the limited offerings of traditional 'ethnic aisles.' Research from BDA Partners indicates that the 'ethnic aisle' generated $8.8 billion in sales in 2024, with Asian products growing nearly four times faster than overall grocery sales. The U.S.
Asian food market is projected to reach $51.3 billion by 2031, with a 4.7% compounded annual growth rate. Market research firm Circana reported that sales of Asian grocery items surged from $1.57 billion in 2021 to over $2.31 billion in 2023, driven by a growing Asian population in the U.S. and an increasing interest in diverse flavors among consumers.
Specialty grocers like H Mart and 99 Ranch Market are expanding, while brands like Deep Brands are successfully introducing Asian flavors to a broader audience. Whole Foods and Target are also increasing their Asian food offerings, responding to consumer demand for innovative and adventurous culinary experiences.
This trend signifies a cultural acceptance and appreciation for Asian flavors, presenting potential investment opportunities in the expanding Asian food market