The US ethnic foods market generates about $75 billion in annual sales and is growing. Ethnic foods - including Asian, African-American, and Hispanic products - account for about $1 out of every $7 spent on groceries, but retailers have room to grow, as they supply only 35% of ethnic foods to the market, with foodservice bringing in the lion's share.

Since 2003, more than 2,000 new ethnic products entered the market, according to About Marketing Solutions, many from mainstream manufacturers, like Coca-Cola's Hispanic beverages, and the rising popularity of Asian frozen food dishes. Non-ethnic consumers tend to purchase ethnic foods if they are exposed to them in their neighbourhoods or through international travel, and if the products meet their convenience, health and variety demands.