The industry is abuzz over Asian grocery after a recent New York Times article deemed it “a cultural phenomenon,” citing explosive growth, importance to Asian communities, a substantial non-Asian base (up to 30% of its customers), and the power to “reshape how Americans cook and eat.”1
Here’s what we know.
Key Players
According to ChatGPT, five Asian supermarket chains have a notable domestic presence. The top three even rank on Progressive Grocer’s Top 100 Food Retailers in North America.2 Furthermore, H-Mart has been recognized on the National Retail Federation’s HOT 100 RETAILERS, as well as the Supermarket News’ Top 50 Small Chains and Independents in the U.S. and Canada.3
| Rank | Retailer | Regional Specialty | Founded | Geography | # of U.S. Stores | PG 100 Ranking | PG 100 ’22 vs. ’21 Growth |
| 1 | H-Mart | Korean | 1982 | AZ, CA, CO, FL, GA, HI, IL, MA, MD, MI, NC, NJ, NY, OR, PA, TX, UT, VA, WA | 96 | 81 | +24% |
| 2 | 99 Ranch Market | Chinese | 1984 | AZ, CA, MA, MD, NV, NJ, TX, VA, WA | 62 | 88 | +7% |
| 3 | Patel Brothers | Indian | 1974 | AZ, CA, CT, FL, GA, IL, IN, KY, MD, MA, MI, NC, NH, NJ, NY, OH, PA, TN, TX, VA | 52 | 98 | +88% |
| 4 | Seafood City Supermarket | Filipino | 1980 | CA, HI, IL, NV, TX, WA | 33 | N/A | N/A |
| 5 | Mitsuwa Marketplace | Japanese | 1998 | CA, HI, IL, NJ, TX | 12 | N/A | N/A |
Growth Drivers
Certainly, U.S. Asian population growth of 103% since the year 2000 is a key factor in expansion,4 but there’s also the overall American love of Asian food to consider. It’s currently the second-most mentioned cuisine in social conversations around food and beverage,5 and experiencing double-digit revenue growth in even traditional U.S. grocery.6 Also at play is a consumer craving for ingredients authentic to Asian cuisine, something the Asian grocery store business model provides in abundance, with operators leasing space to a variety of subtenants (including food halls), creating a true destination.7
New Formats
In addition to the larger chains, there are additional formats on our radar:
- Online Asian grocery, solving for problems with access to brick-and-mortar, and the sparse traditional grocery assortment. Top brands include Weee!, Yun Hai Taiwanese Pantry, Umamicart, Bokksu Market, Yami, Sarap Now, and Kim’C Market.8
- Asian “mini-marts,” popular for their focus on aesthetics, immersive experiences, curated offerings, hybrid design (celebrating the Asian and American “in between”), and the promotion of Asian entrepreneurs.9
To us, the most compelling aspect of Asian grocery is the treasure hunt. A chance to discover new flavors, foods, brands – and even housewares – thereby enhancing our foodie lives.
Our most recent visits to the Twin Cities own United Noodles and Asia Mall resulted in a luxurious stroll through THREE dedicated ramen aisles and an admirable stretch of frozen dumplings, plus a tantalizing haul of uniquely flavored waters and teas (Lychee!), palate-stirring salty snacks (crab-flavored Lay’s!, green onion crackers!), mango cookie wafers, jellied candies, dumpling sauce, beautifully dried Szechuan peppercorns, and hello…Sriracha panko!
When it comes to Asian grocery, we leave you with these recommendations if you have yet to experience it:
- Visit at least one in your area for inspiration. Take mental notes on flavor, format, and even claims to inform Asian-inspired products.
- Map out Asian demographic hotspots within your footprint and…
- Identify Asian food distributors, considering both product innovation as well as existing product crossover appeal (hint: Asian grocery also carries brands recognizable from traditional channels)
- Seek conversations with traditional retailers where your Asian-inspired brands are not yet in-store
- Buy (and try) something new!
Katherine Plueger
Vice President, Strategy & Insights at JT Mega
Katherine Plueger conducts category, competitive and consumer research to develop the actionable insights that lead to better strategy for our clients.
[1] “Don’t call It an ‘Ethnic’ Grocery Store,” The New York Times, 6/11/24
[2] “The PG 100: Ranking Top Food Retailers in North America,” Progressive Grocer, 5/16/22
[3] Hmart.com
[4] “The 2023 U.S. Asian Market Report,” Claritas, 2023
[5] Tastewise, 2024
[6] “How grocers are cashing in on a changing global food market,” Supermarket News, 9/12/23
[7] “Asian Supermarkets: Creating Their Own Strategic Niche & Well Positioned to Succeed Long Term,” Faris Lee Investments
[8] “Where to Buy Asian Groceries Online,” Bon Appétit, 1/13/23
[9] “A New Kind of Asian Grocer Has Arrived,” Saveur, 1/31/24