KANSAS CITY — Americans are on the move, with citizens taking more than 100 million trips outside the United States in 2024, according to the Department of Commerce’s International Trade Administration. Upon return, many crave the foods and flavors experienced abroad. Formulating products with authentic global flavors adds value and, in some cases, cost to prepared foods, but it’s a price many consumers are willing to pay.

“Thirty-seven percent of consumers always or regularly look for foods, flavors and ingredients from a place they’ve visited once they’re back home,” said Mike Kostyo, vice president, Menu Matters LLC, Chicago. “They are also looking for new ways to live boldly.”

Kostyo was referencing insights from a recent consumer survey of more than 2,000 US consumers conducted by Menu Matters at the end of 2024. He spoke at the Research Chefs Association’s (RCA) Annual Conference and Culinology Expo in March.

It’s a trend Conagra Brands Inc., Chicago, is looking to capitalize on. The company’s Future of Frozen Food report identified “elevated in-home experiences” as a trend with frozen food consumers looking for restaurant-quality flavors.

“The prices of foodservice are quite a bit higher than making a meal at home, and that inflation continues to outpace that of in-home inflation, but folks who are eating at home still want that restaurant experience, higher-quality foods, more enjoyable gatherings,” said Megan Bullock, director of predictive science and strategic insights, Conagra Brands. “So, we’ve actually seen a lot of the premium price categories or products do a bit better than some of your value or mainstream solutions.”

The trend includes heat-and-eat meals, refrigerated and frozen. It also encompasses splurging on offerings from food trucks. It’s about escapism through flavor adventure.

Kostyo said today’s consumers are looking for authenticity in the global foods they are enjoying. They also want the story behind the food; they want to make a connection. Companies like Fufu n’ Sauce, St. Louis, are trying to make that connection.

“When I started this company, I wanted a brand that reflects an authentic representation of my African roots,” said Adjo Honsou, founder of Fufu n’ Sauce, who also spoke at RCA. “I wanted to create a bridge between Africans and the western world.”

Her catering company and food truck serves authentic West African meals, including fufu, which is a dough-like staple formulated with starchy vegetables. It is used as a carrier for such foods as goat pepper soup and oxtail stew, both of which are on her menu.

“It serves as a fundamental component of many traditional meals and is valued for its satisfying texture and ability to complement various flavors,” Honsou said. “While we use yam or plantain flour, other African cultures also use cassava, rice or cornmeal (and call it ugali). Each variation lends its own unique flavor and texture to the dish.

“It is very important that we work directly with African vendors from the continent. My business is less about selling food and more focused on forging connections with our clients. Whether we are introducing fufu to a second-generation African born in America or creating a catering experience for an African American client that just found out about her West African roots, we are building a bridge to connect the diaspora to our ancestry.”

Trending cuisines for 2025

The growing influence of international travel and globalization has been fueling interest in authentic ethnic cuisines for decades, while the expansion of food delivery services and retail availability has made the products more accessible. Companies are focusing on convenient, ready-to-eat meals and healthier ingredient formulations.

Evolving dietary preferences, such as the rising popularity of plant-based and gluten-free ethnic foods, have further contributed to market expansion, according to Credence Research Inc., Pune, India, which valued the global ethnic foods category at $107.9 billion in 2023 and projects it to reach $200.9 billion by 2032. Younger generations, particularly millennials and Gen Z, are more open to experimenting with global flavors, which is accelerating market growth.

Asian cuisine has gained the most traction in recent years, with African cuisine considered the next big one. To differentiate in the market the key is to take the cuisines to the sub-regional level. It’s not Asian; it’s South Korean street food like Sichuan stir fry and Indian butter chicken. It’s West African fufu and South African ugali.

The 2025 What’s Hot in Culinary Forecast from the National Restaurant Association, Washington, showed Southeast Asian flavors — South Korean, Vietnamese and Filipino — take the top three spots for “top dishes.” The cuisines have bold profiles that balance flavor and wellness. The peppers, pickling and fermentation prevalent in Asian preparations carry perceived health benefits, according to the survey. Asian cuisine also lends itself to fusion, especially with Latin American dishes.

“More than 70% of US counties boast an Asian restaurant, but where Chinese, Japanese and Thai have dominated, consumers are digging into the unique ingredients and flavor profiles, potential wellness benefits and serving styles of cuisines from throughout Southeast Asia,” said Chad Moutray, vice president of research and knowledge for the National Restaurant Association. “The popularity of Southeast Asian flavors also speaks to a more adventurous consumer palate, with many diners interested in global cuisine that brings added depth to their dining experiences.”

Consumers have an increasingly nuanced palate for spice and heat that many Asian dishes deliver. Many also may check the wellness box, with an underpinning philosophy that food is medicine. Moutray said the three Southeast Asian cuisines are very different, which is why authentic ingredients are necessary to replicate the sensory profiles.

South Korean cuisine tends to be spicy and tangy with umami-rich flavors, while Vietnamese cuisine is much lighter. It is more herbaceous and features fresh flavors.

Filipino cuisine, on the other hand, tends to be complex and often is described as a fusion of flavors. Contrasting combinations of sweet and bitter; hot and salty; or sour and savory are common in Filipino cuisine. An abundance of tropical fruits and vegetables are in the dishes, with pineapple, coconut, jackfruit, palm nuts, tomatoes and bananas some of the most widely used flavoring ingredients in Filipino cuisine. Cassava, potatoes, yams and rice are the preferred starches for Filipino cooks.

“Consumers today are looking for bold, globally inspired flavors and authenticity, without sacrificing convenience,” said Ellen Kim, director of marketing communications and consumer insights, Pulmuone, Fullerton, Calif. “With a deep Korean heritage and decades of expertise in plant-based proteins, our new innovations make it easier than ever to enjoy delicious, high-quality Asian-inspired meals at home.”

Pulmuone launched the frozen K-Street Food line. It includes a potato-crusted mozzarella on a stick. It also offers a sweet and spicy topokki, which is made with tteok (Korean rice cakes) and coated in a gochujang chili sauce, and bulgogi-style rice balls. The hand-held snacks are filled with plant-based bulgogi, crispy vegetables and a Korean barbecue sauce.

Street food is a global flavor trend all on its own, according to Unilever Food Solutions (UFS), London. The company’s third annual Future Menus Trends research shows traditional street foods are being elevated to gourmet offerings. Mexican, Indian, South Korean and Filipino street foods are surging, with Filipino cuisine gaining the most traction in the United States.

“At the core of this movement is the fusion of authentic cuisines, blending ingredients and techniques from various cultures in a thoughtful, innovative manner,” the report said. “This approach results in bold, exciting flavors while preserving authenticity.”

The street food trend is well positioned for global combinations, according to UFS. Most are melding Asian with Latin American flavors and creating concepts like Korean tacos.

The company also is seeing Southeast Asian spices being added to pasta, stews and burgers, said Star Chen, CEO of UFS.

Indian food also is having a moment in prepared and frozen meals. Chaat, for example, takes elements of traditional Indian foods like samosas and chutney, and downsizes them into snacks. The snacks typically are combinations of sweet, salty, crunchy, spicy and savory ingredients.

Deep Indian Kitchen, Union, NJ, offers frozen street wraps in spinach paneer and butter chicken varieties. The company’s frozen appetizer-size samosas come in potato pea and chicken tikka varieties. The company’s newest concept is momo. The stuffed, boiled dumplings come in butter chicken, chicken curry, chicken tikka masala and veggie masala varieties, each with a side of chutney for dipping.

Indian represented the fastest growing cuisine in Conagra Brands’ Future of Frozen Foods report. Retail volume sales were up 36% in 2024, as compared to three years earlier.

New York-based House of Kajaana recently entered the Indian-inspired frozen meals space. The brand debuted with three meals developed by chef Anita Jaisinghani of Pondicheri, a Houston-based restaurant serving Indian cuisine with a modern-day twist. The plant-based meals include cauliflower tikka masala with pea and cumin basmati rice; roasted butternut saag with tomato basmati rice and coconut malabar curry with pumpkin seed basmati rice.

“(Our) plant-forward, multicultural meal options … bring novelty to a category ripe for innovation,” said Sabah Ashraf, founder and CEO.