Blog – International in Every Aisle: How Diverse Flavors Are Driving Consumer Interests
Modern-day consumers are more adventurous with food, curious about other cultures, and eager to connect through cuisine. This growing demand for international flavors presents a clear opportunity for retailers and brands to stand out and provide consumers with exciting products that elevate everyday routines. By tapping into the 2025 KeHE Macro Trends, brands and retailers can do more than just adapt. They can anticipate what customers will crave next, creating authentic, curated offerings that build loyalty.
The Power and Influence of Millennials and Gen Z Consumers
Younger generations, specifically Millennials and Gen Z, are reshaping the American food landscape as they enter their peak spending years. This shift isn’t simply about new tastes. It’s about a deeper appetite for variety, exploration, and experiences. Growing up in a world more connected than ever, these generations have been exposed to a broader range of cuisines through travel, dining trends, and a constant stream of global food content online.
Social media plays a pivotal role in expanding their culinary horizons. Platforms like TikTok and Instagram serve as modern recipe books, inspiring 22% of these consumers to seek out new dishes and leading one in four to cook an international recipe in the last year. For many, trying bold and exciting flavors isn’t just about satisfying curiosity. It’s a way to express personality, expand cultural awareness, and bring the world to their kitchen table.
Emerging Flavor and Culinary Trends
Consumer interest in global cuisine is shifting from casual curiosity to a deeper appreciation for authenticity, tradition, and innovation. Umami-rich flavors like miso, sesame, and peanut butter are gaining popularity across various products, from snacks to sauces. At the same time, consumers are seeking specific regional dishes, such as Yucatán-style cochinita pibil or Szechuan hot pot, in search of more meaningful cultural experiences. As home cooking continues to rise, so does the demand for restaurant-quality meals made easy with premium ingredients and globally inspired recipes.
How Brands and Retailers Can Tap Into the Opportunity
For food and beverage brands, the growing demand for multicultural cuisine presents a powerful opportunity to connect with consumers in more authentic and culturally meaningful ways. This begins with a commitment to using high-quality, regionally inspired ingredients that reflect the true essence of global flavors. The story behind the product is just as important—today’s consumers are drawn to brands with genuine narratives rooted in cultural heritage and personal experience.
To meet a range of tastes and comfort levels, brands should:
- Offer a spectrum of flavor profiles, from subtle to bold. Social media plays a crucial role in this space, not only as a promotional tool but as a platform for education and storytelling.
- Share recipes, cooking techniques, and cultural insights to build trust and deepen customer engagement.
- Partner with influencers who authentically represent diverse communities to amplify a brand’s reach and relevance.
By embracing these strategies, brands can position themselves at the heart of a larger cultural shift and become trusted voices in the evolving food landscape.
For retailers, the rise in demand for international flavors represents the opportunity for them to diversify their product offerings and better serve a changing consumer base. Retailers that curate shelves with high-quality, culturally rooted products can tap into this momentum, driving foot traffic and creating loyal customers. Highlighting brands that share their cultural narratives through packaging and storytelling is a chance to create a more exciting in-store shopping experience. Through the thoughtful integration of multicultural food products and brands, retailers can position themselves as destinations for culinary discovery and cultural connection.
This shift toward multicultural cuisine is driven by more than just changing tastes, but reflects a broader cultural movement. As younger generations grow up in more diverse communities and engage with global cultures online, food has become a powerful way to connect, explore, and express identity. The blending of backgrounds, stories, and experiences is reshaping how we define “American” cuisine, turning it into a dynamic and inclusive reflection of who we are today. Ultimately, consumer interests constantly evolve, and staying ahead of the macro trends influencing shopping preferences is the key to brand and retailer success. Shop International in Every Aisle in KeHE CONNECT Retailer®.