Demographics are the demand signal
The United States has the world’s largest foreign-born population, with an estimated 47.8 million immigrants in 2023 according to the Migration Policy Institute. Immigrants cluster in major metros where grocery spending concentrates, and in 2022 roughly 63% of the nation’s foreign-born population lived in just 20 metro areas per Pew Research Center.
The USDA’s Economic Research Service expects continued racial and ethnic diversification to shape U.S. food demand and diet quality, noting that food customs tied to culture influence what households buy (USDA ERS).
From “ethnic aisle” to everywhere
A growing number of retailers are moving beyond a single “ethnic foods” aisle. Ingredients once treated as niche are crossing into mainstream categories. That means tortillas in bakery, tahini in condiments, and ramen kits near center-store pasta. Cultural historians have tracked how the old aisle created artificial boundaries, and how integration reflects shifting shopper expectations (Epicurious).
Specialty grocers show the path
The rise of regional and national chains that serve diaspora communities has pushed the whole market forward. Consider H Mart, which grew from a single Korean storefront to the largest Asian supermarket chain in the U.S., surpassing a billion dollars in sales and expanding far beyond coastal enclaves (ReadTrung analysis).
Local ecosystems tell the same story. In North Carolina’s Triangle, the number of Asian grocers has climbed from a handful in the 1990s to more than a dozen today, mirroring population growth and creating broader access to regional Chinese, Korean, Vietnamese, Filipino, and South Asian products
(WUNC).
Data says multicultural shoppers drive growth
Retail analysts have documented how multicultural shoppers overindex in fresh departments and influence perimeter sales, which is where many global flavors first break through (Nielsen).
The broader trend is not new, but it is accelerating as retailers read social and sales data faster than in the past. Trade coverage notes that ethnic grocers and international assortments have been bright spots, with industry advice focused on tailoring sets to local demographics (RetailWire).
Products that tell the story
Ingredient by ingredient, migration shows up in the basket. Sriracha’s jump from restaurant tables to home kitchens helped normalize Southeast Asian heat in American cooking, with multiple market researchers projecting continued category growth as global flavors mainstream (Verified Market Reports).
Korean gochujang has followed a similar path with steady North American demand tied to the popularity of Korean cuisine (Cognitive Market Research).
These are signals of a larger pattern where sauces, noodles, spices, and snacks become weeknight staples for mixed-heritage households and curious home cooks alike.
Merchandising playbook is changing
Retailers are rethinking how to win the trip. Some build cross-cultural solution sets like “global taco night” with tortillas, kimchi, and gochujang crema. Others localize their adjacencies to match neighborhood demographics, which can mean halal meats in the service case or West African staples near rice and beans. Industry pieces describe how ethnic formats have grown on the back of both immigration and mainstream crossover interest
(Media Group Online).
The common thread is flexibility. Buyers plan for seasonal resets but hold space for fast-moving opportunities when a community asks for a product and it quickly proves velocity.
Global movement, local shelves
Migration is a global reality, not just an American story. The United Nations estimates 304 million international migrants in 2024, up from 275 million in 2020. That movement reshapes demand for familiar flavors wherever people settle (UN DESA; Migration Data Portal).
For supermarkets, the win is simple. When shelves reflect real neighborhoods, baskets get bigger, shoppers return more often, and stores earn a reputation for discovery.
The next time you spot yuzu soda next to seltzer or masa harina next to all-purpose flour, you’re seeing migration translated into retail. It’s not a trend to chase for one reset. It’s a long running rewrite of the American grocery list shaped by communities, culture, and the flavors people bring with them.
How Migration Is Reshaping What We See on Supermarket Shelves
Posted on August 10, 2025 by Maria Thompson
Migration is transforming not just communities but also the food we find in everyday supermarkets. As people move across borders, they bring with them culinary traditions, ingredients, and flavors that influence local food culture. This shift is increasingly visible in grocery aisles around the world, where products once considered “specialty” are now mainstream staples.
The New Diversity of Aisles
According to the Food and Agriculture Organization, international migration has grown steadily over the past two decades, with millions settling in new countries. This movement impacts food retail, as supermarkets adapt to serve multicultural customer bases. Shoppers in U.S. cities now regularly see fresh turmeric roots, Thai basil, and tamarind paste next to familiar herbs and spices. In the UK, items like injera, plantains, and frozen samosas have moved from niche ethnic shops to major chains.
Supermarkets Respond to Demand
A report by NielsenIQ shows that demand for “authentic” international products is on the rise, especially among younger generations seeking diverse flavors. Retailers are paying attention. Chains such as Whole Foods and Tesco have expanded their international sections, while some stores integrate global items throughout the store rather than isolating them in a single aisle.
In the U.S., Hispanic food products have seen particularly strong growth. Staples like masa harina, mole sauce, and dried chilies are increasingly common in mainstream supermarkets. The Pew Research Center attributes this to both immigration patterns and growing interest in Latin American cuisine among non-Hispanic shoppers.
Economic and Cultural Impact
The presence of diverse foods benefits more than just adventurous eaters. It creates economic opportunities for immigrant entrepreneurs, many of whom supply supermarkets with specialty goods. According to Brookings Institution research, immigrant-owned businesses contribute significantly to local economies by filling supply chain gaps for cultural products.
There’s also a cultural dimension: these products foster familiarity between communities. Trying new foods can serve as a gateway to understanding different cultures, breaking down barriers in diverse neighborhoods.
Challenges for Retailers
While the benefits are clear, supermarkets face challenges in stocking multicultural products. Supply chain disruptions, inconsistent availability of imported goods, and the need for accurate labeling can make it difficult to maintain a reliable inventory. Some products also require specific storage conditions, adding complexity to logistics.
The Future of Food Retail
Experts predict that migration-driven changes in supermarket offerings will only accelerate. As climate change, political instability, and economic shifts drive more people to relocate, the blending of culinary traditions will continue. Retailers that embrace this shift are likely to stay competitive in a globalized food marketplace.
From the Aisle
In my own neighborhood store, I’ve noticed the change firsthand. A few years ago, the “international” aisle was half a shelf with soy sauce and taco shells. Today, I can find gochujang, cassava flour, and preserved lemons without a special trip. Migration is not just changing what’s on our plates—it’s rewriting the story of what a supermarket can be.
Jacklyn is a San Diego–based food journalist with a background in the confectionery world. Before diving into food reporting, she worked at a startup crafting plant-based, low-sugar sweets designed to make candy a little healthier
