Leveraging the nostalgia economy to sell specialty foods in the USA

The desire for familiar tastes: this is what drives the nostalgia economy in America

For anyone living far from home, the emotion of tasting a dish that their mother or grandmother used to make, but is not available in their new country, is profound. These are flavors tied to memories, with unique and inimitable characteristics.

Companies operating in the United States, attentive to consumer tastes, have identified this market niche and have followed the large Latino-American ethnic group to grow their brands or start new businesses in the USA.

Selling so-called "nostalgia foods" in the United States allows for considerable pricing of products characterized by uniqueness and scarcity without compromising brand perception. In fact, this is a case where higher spending is justified and compensated by the joy of the American consumer.

The emigration of Latin Americans abroad has introduced traditional South American tastes and flavors to the world

The market for Mexican food products in America reaches over 11 million Mexican consumers residing in the USA

With over 11 million people born in Mexico living in the United States, candies and snacks from home are a booming market. Mexican food products and niche e-commerce in the USA cater to consumers seeking sweet or salty tamarind (Pulparindo), chips with Mexican flavors (Rancheritos or Ruffles), spicy condiments, or hazelnut sweets (like Duvalín). These food products can now also be found in special aisles of American supermarkets.

Then there's Mexican marzipan or "mazapán," a classic sweet from the country, simple and reminiscent of "home." This treat from the company Dulces de la Rosa (up to a dollar each) costs even triple the original price, but the point for Mexican consumers in the USA is that it reminds them of their childhood and homeland.

Beyond the United States, the company also exports to Canada, Europe, and the Middle East.

In the United States, there's a large Brazilian community that can't live without their cheese bread or "pão de queijo"

Demonstrating the effectiveness of selling nostalgia foods in America, Forno de Minas Alimentos, the market leader in frozen cheese bread sales in Brazil, has been exporting to the USA for many years. The company has been present for over twenty years and has a branch in Miami, allowing for easier product shipment to the United States.

Leading companies in this market niche have succeeded in America because they identified their target consumer

There are endless market niches for companies looking to start successful businesses in the USA: it's just a matter of finding the most suitable one and offering the right "nostalgia product"

In the United States, the Latino-American group represents 18.7% of the total population. African Americans make up about 12.1% of the American population, while Asians in America constitute 6% of the total. Considering that the United States has over 330 million inhabitants, these percentages translate into significant numbers of consumers.

Identifying the target consumer and offering them the product that evokes the flavors of their homeland is a winning strategy for selling in the United States. The nostalgia economy is a trend that companies should consider when planning to export to the USA.