US Asian Consumers: Shopping for Groceries Market Report 2022
[{"name":"Asian Americans","url":"https:\/\/store.mintel.com\/industries\/demographics\/asian-americans"},{"name":"Supermarkets and Grocery","url":"https:\/\/store.mintel.com\/industries\/retail\/supermarkets-grocery"}]
“Asian Americans are a growing cohort of typically wealthy and engaged grocery shoppers with the majority shopping at least once a week and enjoying the task. Gains will be had…

US Asian Consumers: Shopping for Groceries Market Report 2022

$ 4,995 (Excl.Tax)


“Asian Americans are a growing cohort of typically wealthy and engaged grocery shoppers with the majority shopping at least once a week and enjoying the task. Gains will be had by increasing avenues to meet their needs. Specifically, a large number feel they must make multiple stops to find everything that they are looking for and express a desire for more Asian brands and products in traditional supermarkets. By supplying these types of brands and products in an authentic way, retailers improve inclusivity. Warehouse clubs are a threat in the grocery space as the segment is most likely to cite this store type for where they are regularly buying groceries. Focusing on the elements that traditional grocery retailers currently own – freshness – will be key to winning favor among this valuable consumer group.”

– Klaudia Kondakciu, Consumers and Cultures Analyst

Key issues covered in this Report:

  • Understanding the Asian American grocery shopper: responsibility, store type shopped and frequency of grocery shopping
  • Grocery shopping enjoyment
  • Factors considered when choosing a grocery store
  • Desire for greater Asian American representation
  • Channels used and interest in online grocery shopping

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definitions
          • Market context:
          • Executive Summary

              • Top takeaways
                • Market overview
                  • Opportunities and challenges
                    • Warehouse clubs are winning
                      • Figure 1: Store types shopped at most frequently when purchasing groceries (any rank), 2022
                    • Asian Americans find joy in grocery shopping – particularly younger generations
                      • Figure 2: Grocery shopping enjoyment (any agree), 2022
                    • Lack of Asian brands and products creates a need to make multiple stops
                      • Figure 3: Number of grocery stores visited during regular grocery shopping trips, 2022
                    • A two-pronged approach is advised for retailers’ online shopping strategies
                      • Figure 4: Select attitudes towards online grocery shopping, 2022
                    • Key consumer insights
                      • Grocery shopping is a responsibility held by most, and tends to be a shared task
                        • While Asian Americans typically shop once a week, more can be done to improve access
                          • Focusing on convenience and quality can drive consumer preference
                          • Asian Americans by the Numbers

                            • Asian Americans are the fastest growing racial group in the US
                              • Figure 5: Population by race and Hispanic origin, 2016-26
                            • Asian Immigration is leading population boom
                              • Figure 6: Asian American origin groups, 2019
                              • Figure 7: Santa Monica Brew Works Instagram post, 2022
                            • Family ties are tight in Asian American households, as average household sizes are larger
                              • Figure 8: Households, by type and race and Hispanic origin, 2021
                              • Figure 9: Marital status, by race and Hispanic origin, 2021
                            • A multi-generational approach can have mass appeal
                              • Asian Americans are wealthy and educated, though great disparity exists
                                • Figure 10: Median household income, by race and Hispanic origin of householder, 2020
                                • Figure 11: Educational attainment of people aged 18 or older, by age and race and Hispanic origin, 2020
                            • Market Factors

                              • Consumer sentiments show optimism despite rising prices
                                • Figure 12: Consumer Sentiment Index, 2007-22
                              • Sky-high prices will impact spending habits
                                • Figure 13: Sales of food at home and away from home, 2010-22
                              • It’s true, premium products can help consumers save
                                  • Figure 14: Pick n Pay Instagram posts, 2022
                                • Increasing support of the Asian American community is seen in recent years, though more work is still required
                                  • Figure 15: Chase Instagram post, 2021
                              • Current Opportunities and Strategies

                                  • Meeting the needs of Asian Americans through the lens of the Rights Trend Driver
                                    • Inclusivity needs to be everywhere, including grocery store shelves
                                        • Figure 16: Omsom Instagram posts, 2022
                                      • Meeting the needs of Asian Americans through the lens of the Wellbeing Trend Driver
                                        • TCM ingredients will shine as the focus on wellness grows
                                            • Figure 17: Five red multi-grain instant cereals (China), 2021
                                          • Meeting the needs of Asian Americans through the lens of the Experiences and Technology Trend Driver
                                            • Digital food shopping set to become more engaging
                                                • Figure 18: Lacta Facebook post, 2022
                                            • Asian American Grocery Shoppers: Fast Facts

                                              • Grocery Shopping Responsibility

                                                • Almost all Asian American adults have at least some shopping responsibility
                                                  • Figure 19: Household grocery shopping responsibility, 2022
                                                • Make grocery shopping a family affair
                                                  • Figure 20: Downy Philippines Facebook post, 2021
                                                  • Figure 21: No Frills Instagram post, 2020
                                                • Asian American fathers are active participants, but more can be done to close the gender gap
                                                  • Figure 22: Household grocery shopping responsibility, fathers vs mothers, 2022
                                                  • Figure 23: Purex Instagram posts, 2022/2021
                                              • Grocery Shopping Frequency

                                                • Asian Americans are frequent grocery shoppers
                                                  • Figure 24: Frequency of grocery shopping trips, 2022
                                                • Making shopping for meals more convenient can increase shopping frequency
                                                    • Figure 25: Farmer’s Fridge Instagram post, 2022
                                                  • Age and income impacts shopping frequency
                                                    • Younger shoppers are less likely to be grocery shopping weekly
                                                      • Figure 26: Frequency of grocery shopping trips, by Generation, 2022
                                                    • Income plays a role in access
                                                      • Figure 27: Shopping for groceries at least once a week, by income, 2022
                                                      • Figure 28: Grocery Neighbour Instagram post, 2021
                                                  • Enjoyment of Grocery Shopping

                                                    • Grocery shopping is enjoyable and relaxing to most
                                                      • Figure 29: Grocery shopping enjoyment (any agree), 2022
                                                    • Enhance the sampling experience to further engage shoppers
                                                      • Figure 30: Big Purple Tomato Instagram post, 2022/2021
                                                      • Figure 31: Salt & Straw Instagram post, 2021
                                                    • Younger generations see more joy in grocery shopping
                                                      • Figure 32: “I enjoy grocery shopping,” any agree, by generation, 2022
                                                    • Grocery stores can be so much more than just places to shop for groceries
                                                      • Allow shoppers to take the fun home with them
                                                        • Figure 33: Williams Sonoma Pinterest post, 2021
                                                    • Store Types Shopped

                                                      • Warehouse clubs are winning out over traditional grocery stores
                                                        • Figure 34: Store types shopped at most frequently when purchasing groceries (any rank), 2022
                                                      • Warehouse clubs will gain by homing in on delivery of shelf-stable goods
                                                        • Traditional supermarkets are still winners in most categories
                                                          • Figure 35: Grocery categories shopped by store type – traditional supermarkets vs warehouse clubs, 2022
                                                        • The key for traditional supermarkets is to focus on freshness
                                                          • Figure 36: Whole Foods Instagram post, 2022
                                                          • Figure 37: Apetit Instagram post, 2020
                                                        • Women 55+ have a particularly strong preference for traditional supermarkets
                                                          • Figure 38: Store types shopped at most frequently when purchasing groceries – Traditional supermarkets (any rank), women 55+ vs overall, 2022
                                                        • Premium products are well positioned to appeal
                                                          • Figure 39: BeeMa Honey Black Garlic Honey (Indonesia), March 2022
                                                          • Figure 40: Mama Facebook post, 2022
                                                      • Reasons for Selecting Retailer Shopped Most Often

                                                        • Proximity and quality are the top factors in choosing a grocery store
                                                          • Figure 41: Reasons behind preferences for grocery retailers shopped most often, 2022
                                                        • Quick and simple is king
                                                            • Figure 42: Gorillas, US Facebook post, 2021
                                                          • Fresh produce equals quality produce
                                                            • Figure 43: Infarm Instagram post, 2022
                                                          • Lowest price appeals regardless of income
                                                            • Figure 44: Reasons behind preferences for grocery retailers shopped most often – Lowest prices, by income, 2022
                                                            • Figure 45: Save A Lot Food Stores Instagram posts, 2022
                                                        • Desire for More Asian Foods at Mainstream Stores

                                                          • Grocery shopping is rarely a one-stop errand for Asian Americans
                                                            • Figure 46: Number of grocery stores visited during regular grocery shopping trips, 2022
                                                          • There is a great appetite for more Asian brands and products
                                                            • Figure 47: Desire for more Asian brands/products at traditional grocery stores (any agree), 2022
                                                            • Figure 48: Costco Instagram posts, 2021
                                                          • Asian American dads are especially hungry for more authentic Asian offerings
                                                            • Figure 49: Omsom Instagram post, 2022
                                                            • Figure 50: ‘Traditional grocery stores do not offer enough variety of authentic Asian brands (any agree), fathers vs men with no children under 18, 2022
                                                            • Figure 51: Waffles + Mochi Instagram post, 2022
                                                        • Grocery Shopping Channels

                                                          • For Asian Americans, grocery shopping is a multichannel experience
                                                            • Figure 52: Grocery channels shopped in the past 12 months, 2022
                                                          • Freshness remains a concern when buying groceries online
                                                            • Figure 53: Attitudes towards online grocery shopping (any agree), 2022
                                                          • Focus on non-perishables when promoting buying groceries online
                                                            • Figure 54: Boxed Wholesale Instagram post, 2021
                                                          • Make it more fun: grocery shopping is highly enjoyable, online grocery shopping is less so
                                                              • Figure 55: Weee Instagram post, 2022
                                                            • Parents are ripe for online grocery marketing efforts
                                                              • Figure 56: Interest and usage of online grocery shopping, parent vs non-parent2022
                                                              • Figure 57: Trader Joe’s Instagram post, 2021
                                                          • Appendix – Data Sources and Abbreviations

                                                            • Data sources
                                                              • Consumer survey data
                                                                • Consumer qualitative research
                                                                  • Abbreviations and terms

                                                                  About the report

                                                                  This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.


                                                                  Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.


                                                                  Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.


                                                                  Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.


                                                                  Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                                  *databooks not available with UK B2B Industry reports.

                                                                  Below is a sample report, understand what you are buying.

                                                                  Click to show report
                                                                  2024 Sample Consumer Cover

                                                                  Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

                                                                  Trusted by companies. Big and small.

                                                                  Want to speak to us directly?

                                                                  Contact us with your enquiry and our expert global team can help.

                                                                  Get in touch