Honoring Heritage, Driving Growth: Multicultural Products at the Center of Grocery’s Future

September 15, 2025           2 minute read

At UNFI, we believe honoring cultural traditions and preferences is essential to shaping the future of food. Heritage and culture don’t just influence what people eat, they shape how communities connect and how retailers can better serve them. 

Multicultural products are a growth engine for retailers of all sizes. In 2024, specialty food aisles generated $8.8 billion in sales, reflecting growing consumer demand for authenticity and variety. With nearly 70% of Americans saying they want more diverse food options in their grocery stores, the message is clear: multicultural merchandising is both a business opportunity and an expectation. 

Retailers who cater to the communities they serve can build loyalty, capture new opportunities, and strengthen their competitive edge. The Hispanic market makes up nearly 20% of the U.S. population and is projected to reach $2.8 trillion in spending power by 2026—making it one of the most powerful consumer groups in food retail. 

UNFI helps turn this demand into growth for both retailers and suppliers. For retailers, our data-driven programs, success guides, and cultural calendars translate consumer insights into action—ensuring the right products reach the right shelves at the right time. For suppliers, our multicultural programs provide visibility, regional targeting, and insights that accelerate growth, connecting them with retailers eager to expand their multicultural offerings. Standout brands like CHUZA, a Mexican dried snack product, are already reaching new audiences by leveraging UNFI’s expertise and expansive network. 

“Our relationship with UNFI has been a key driver in CHUZA’s growth, and it continues to get stronger,” said Danny Schwartz, CHUZA Founder & CEO. “Their team’s guidance and partnership have made it possible for us to scale while staying true to our roots.” 

As a leader in food distribution, UNFI is committed to helping both retailers and suppliers capture their share of the $7 trillion in multicultural spending power. By honoring heritage, supporting growth on both sides of the marketplace, and inspiring the future, we’re shaping a grocery industry that truly reflects the rich diversity of the communities it serves.