Why International Markets Are Thriving — and What That Means for Local Grocers

Americans’ culinary tastes are more diverse than ever.

As more and more cultural groups call the U.S. home, immigrants (and their children) flock to international markets for their favorite treats and staples. But they aren’t the only ones seeking out global flavors — social media foodie culture has sparked curiosity about and demand for new cuisines.

In short, there’s never been a better time to open an international market or adjust your grocery store’s selection to cater to a changing population.

In this blog, we’ll explore what it takes to run a successful international market — including how to win over a niche customer base, offer the products they actually want, and keep your store running smoothly.

Let’s dive in!

What Do Thriving International Markets Have in Common?

Opening an international market should be an easy win, especially if you can identify an underserved cultural group in your area. But you still need a solid plan to stock the right products, build strong customer relationships, and achieve profitability.

Let’s look at four essential ingredients for international market success.

1. Thorough Market Research

Before you invest a single dollar into starting an international market or adding an international department to your grocery store, do your research.

Start by identifying your target market. Look at your neighborhood’s census data to understand the cultural makeup. Pay close attention to recent immigration patterns, since newly arrived groups often have the strongest demand for products from their home country.

Next, make sure your store will actually fill a market gap. Visit big-box supermarkets, independent grocery stores, and other international markets to see which products are missing from their shelves.

For example, your neighborhood might cater to the needs of the Hispanic community with several Mexican meat markets and grocery stores, but ignore the growing population of South Asian immigrants — presenting an opportunity for your business to meet their needs.

Related Read: What Do Consumers Expect from Local Markets vs. Big-Box Chains?

2. A Curated Product Selection

When customers visit an international market, they expect to find their favorite brands, ingredients, and snacks on the shelves. If you don’t carry the products they’re looking for, they’ll lose trust in your brand and question your knowledge of their culture and cuisine.

That’s why it’s so important to have a solid understanding of the community you serve and their culinary needs. Let’s look at some popular types of international markets, plus a starter list of what they typically offer:

• Hispanic: Masa harina and corn tortillas, dried chilies and Mexican spices, fresh produce (tomatillos, nopales, plantains), Mexican cheeses and crema, canned goods (beans, chipotle peppers, hominy), pan dulce and bakery items, Latin American beverages (horchata, Jarritos, agua fresca), and prepared foods like tamales

• South Asian: Basmati rice and other long-grain varieties, lentils and legumes (dal varieties), Indian spices and masalas (turmeric, cumin, garam masala), fresh produce (curry leaves, bitter gourd, okra), ghee and paneer, Indian sweets and snacks (samosas, pakoras, ladoo), chutneys and pickles, flatbreads (naan, roti, paratha), and specialty flours (besan, atta)

• East Asian: Rice varieties (jasmine, sticky rice, sushi rice), fresh and frozen seafood, Asian vegetables (bok choy, daikon, napa cabbage), sauces and condiments (soy sauce, fish sauce, oyster sauce, hoisin), instant noodles and ramen, frozen dumplings and buns, specialty teas (green tea, oolong, matcha), Asian snacks and candies, and ingredients like miso, seaweed, and rice wine

• Caribbean: Rice and peas ingredients (pigeon peas, kidney beans), tropical produce (plantains, yams, breadfruit, scotch bonnet peppers), jerk seasonings and Caribbean spice blends, coconut milk and cream, hot sauces and pepper sauces, tropical fruit juices and beverages (sorrel, mauby), salt fish and dried seafood, curry powders, and snacks like patties and Jamaican festival

• Middle Eastern: Bulk grains and legumes (bulgur, lentils, chickpeas), fresh pita bread and flatbreads, tahini and halva, dates and dried fruits, nuts and seeds, spice blends (za'atar, sumac, baharat), olive oils and pickled vegetables, and halal meats

• African: Fufu flour and cassava products, palm oil and African spices, dried fish and stockfish, African rice varieties, plantains and yams, African teas and beverages, and traditional snacks like chin chin or puff puff

Stocking your market’s shelves can seem like a daunting task, but don’t worry — you don’t have to get it right on the first try. Your point of sale (POS) system data should help you learn customers’ preferences and shopping habits, and gradually adjust your product selection over time.

3. A Tailored Marketing Plan

Cookie-cutter grocery store marketing strategies don’t always work for international markets.

While a customer loyalty program, convenient pickup and delivery options, and exciting promotions are always nice to have, focus on connecting with your community, building trust, and nurturing lifelong customer relationships. Here’s how:

• Sponsor local events: Offer to sponsor or help with local cultural celebrations and gatherings. You can even offer sampling stations or coupons to turn event attendees into paying customers.

• Connect with community leaders: Visit your local community and cultural centers and introduce yourself. Leaders might share information or tips to help you better serve your target market.

• Post on social media: Expand your market’s reach by posting on social media! Share recipes, product highlights, and fun facts to keep your followers engaged.

• Host cooking classes: Want to introduce new customers to your specialty cuisine? Invite community members to join a beginner-friendly workshop where you highlight and celebrate the flavors and unique cooking methods from your home country.

Word-of-mouth marketing is one of the most powerful ways to grow your international market, so prioritize high-quality customer service and genuine community connections.

Pro tip: When creating your signage and marketing materials, keep in mind the language that most of your customers speak. You may want to include English and your customers’ main language to ensure everyone can understand your messages.

4. A Specialized POS System

Running a profitable international market isn’t easy. Labeling imported Caribbean spices, managing weight-based sales of chorizo, and handling the weekend rush can quickly get overwhelming.

That’s why you need a POS system designed specifically for international market operations. You might think of a POS system as a simple tool for handling checkouts, but modern solutions can do so much more.

Here are the features to look for and how to use them:

• Barcode label printing lets you create custom barcode labels for imported products, meaning easier inventory counts and quicker checkouts.

• Real-time inventory monitoring helps you keep your most popular products in stock and take action before spoilage impacts your bottom line.

• Deli scale integration simplifies your meat counter operations, protects your profit margins, and ensures customers get exactly what they pay for.

• A built-in customer loyalty program helps you reward repeat customers through points, discounts, and other special perks.

• Flexible payment processing options like EBT integration and dual pricing let you serve your entire community while saving money on processing fees.

• In-depth reporting and analytics help you learn more about your customers and better meet their needs.

Check out how the Pantera Market, a multilocation Hispanic grocery store in Idaho, uses these features to offer customers the perfect products and shopping experience.

Start Your Small Business Journey Today

Ready to bring your international market dreams to life? We’re here to help.

Our comprehensive guide to opening an international grocery store includes all the tips and strategies you need to succeed — including guidance for market research, financial planning, inventory management, marketing, and more.

Get it for free, and start reading today.