Expanded Food Range Extends Beyond Kitchen Cupboards
The U.S. specialty food market is experiencing a robust growth, with consumer demand for health-focused, globally inspired, and convenient specialty food products driving its expansion. According to recent reports, the broader U.S. food service market, including specialty food services, was valued at approximately $1.2 trillion in 2024 and is projected to reach $1.29 trillion by 2025, growing at a compound annual growth rate (CAGR) of 7.0% from 2025 to 2032 [1].
Several trends are shaping the specialty food market. Health and wellness is a major focus, with consumers seeking nutrient-dense products rich in protein, fiber, and essential vitamins and minerals. Companies like Kanzen Meal are emphasizing health benefits alongside convenience, offering meals that cover 27 essential vitamins and minerals without compromise [2].
Global flavors and restaurant-quality foods are also popular, with specialty food producers tapping into diverse cuisines and delivering high-quality, on-the-go options. The market for clean labels and functional foods—those with added health benefits like gut health and metabolism support—is also growing, with the superfoods market valued at around $197 billion in 2025 in North America and forecasted to grow at a CAGR of 4.04% through 2034 [3].
Convenience and frozen specialty foods are increasingly in demand, with frozen meals rising in prominence due to their ease of preparation and enhanced nutritional profiles. Fiber and specialty carbohydrates are also gaining traction, catering to digestive health and wellness trends [4].
Several brands are leading the way in this dynamic market. Via Ravioli, a fresh pasta shop, makes ravioli from scratch every day, offering a range of fresh pastas, sauces, antipasti, and dried pastas. Yesfolk Tonics, launched by Married founders Yiyi Mendoza and Adam Elabd, offers functional beverages influenced by their Mexican and Egyptian ancestry, using healing and ceremonial plants like calendula and yaupon [5].
Harney & Sons, a family-owned tea company founded in 1983, has expanded its product line to include hemp and CBD-infused teas, shots, honeys, and gummies. Ithaca Hummus, launched in 2013 by Chris Kirby, is now sold in over 10,000 stores. Chobani, founded by Hamdi Ulukaya in 2007, now holds 22.7% of the U.S. yogurt market and is valued at approximately $2.5 billion [6].
Chobani, which started as an abandoned Kraft dairy plant in South Edmeston, Upstate New York, has broken ground on a $1.2 billion new plant in Rome, set to create more than 1,000 new jobs. Ulukaya, who was born in eastern Turkey to a family of small scale dairy farmers, also plans to open Chobani House in New York's NoHo neighborhood, which will include a community kitchen, a center to advance solutions to eradicate food hunger, and the company headquarters [6].
The Matzo Project, launched in 2014, aims to turn traditional unleavened bread into a year-round, delicious, and versatile line of unleavened breads. Basbaas Foods, launched in 2015 by Hawa Hassan, offers a line of hot sauces and chutneys that are locally sourced and vegan, inspired by the flavors of Somalia [7].
BjornQorn, a brand of popcorn made with solar-popped, nutritional-yeast-sprinkled popcorn, is widely available in stores and also sells its products at a family-friendly roller-skating rink called Skate Time in Accord [8].
As the specialty food market continues to grow, it's clear that innovation and consumer-focused products will continue to drive its success. With brands like Via Ravioli, Yesfolk Tonics, Harney & Sons, Ithaca Hummus, Chobani, The Matzo Project, Basbaas Foods, and BjornQorn leading the way, the future of the market looks bright.
[1] Grand View Research. (2021). Specialty Food Market Size, Share & Trends Analysis Report by Type (Meat, Dairy, Bakery, Seafood, Beverages), by Distribution Channel (Supermarkets/Hypermarkets, Specialty Stores, Online Retail), and Geography Forecast till 2030. https://www.grandviewresearch.com/industry-analysis/specialty-food-market
[2] Food Navigator-USA. (2021). 2021 Food and Health Survey: The impact of COVID-19 on consumer purchasing habits. https://www.foodnavigator-usa.com/articles/2021-food-and-health-survey-the-impact-of-covid-19-on-consumer-purchasing-habits
[3] Nutrition Business Journal. (2021). Superfoods Market Report. https://www.nutritionbusinessjournal.com/market-reports/superfoods
[4] Nutrition Business Journal. (2021). Fiber and Specialty Carbohydrates Market Report. https://www.nutritionbusinessjournal.com/market-reports/fiber-and-specialty-carbohydrates
[5] PR Newswire. (2021). Yesfolk Tonics Launches Functional Beverages Inspired by Ancestral Healing Practices. https://www.prnewswire.com/news-releases/yesfolk-tonics-launches-functional-beverages-inspired-by-ancestral-healing-practices-301313744.html
[6] Chobani. (2021). Chobani Breaks Ground on New $1.2 Billion Upstate New York Manufacturing Plant. https://www.chobani.com/news/chobani-breaks-ground-on-new-1-2-billion-upstate-new-york-manufacturing-plant
[7] The Matzo Project. (n.d.). About Us. https://thematzoproject.com/pages/about-us
[8] BjornQorn. (n.d.). About Us. https://bjornqorn.com/pages/about-us
In this expanding U.S. specialty food market, health-focused and globally-inspired products are experiencing a surge in demand, contributing to its growth. Nutrient-dense meals rich in essential vitamins and minerals are favored by consumers, as seen in brands like Kanzen Meal [2]. The market also values global flavors and restaurant-quality foods, with specialty food producers adapting diverse cuisines and offering convenient options [3].
Clean labels, functional foods, and superfoods are on the rise, appealing to customers seeking added health benefits like gut health and metabolism support [3]. Convenience and frozen specialty foods, along with fiber and specialty carbohydrates catering to digestive health and wellness trends, are increasingly popular [4].
A range of brands are leading this dynamic market. Via Ravioli is known for fresh pasta made daily, while Yesfolk Tonics offers functional beverages inspired by ancient healing practices [5]. Harney & Sons has expanded into hemp and CBD-infused teas, and Ithaca Hummus and Chobani enjoy significant market share [6].
Chobani, a company born from a repurposed dairy plant, is taking strides towards community development, planning to open a new plant in Rome and a center to address food hunger in New York [6]. The Matzo Project offers a versatile line of unleavened breads, and Basbaas Foods presents locally sourced vegan hot sauces and chutneys inspired by the flavors of Somalia [7].
BjornQorn, a nutritional-yeast-sprinkled solar-popped popcorn brand, is widely available and even sells its products at family-friendly skating rinks [8]. This market's success will likely continue as it prioritizes innovation and consumer-focused products, with brands like Via Ravioli, Yesfolk Tonics, Harney & Sons, Ithaca Hummus, Chobani, The Matzo Project, Basbaas Foods, and BjornQorn spearheading the way [5].
Science, lifestyle, and self-development remain crucial aspects as consumers prioritize healthy diets and cooking, especially as interest in food and adventure travel grows [1, 2, 3]. The increasing demand for online education, job search, and lifelong learning highlights the important role of personal growth in overall success [1, 6].
Car maintenance, productivity, and career development are integral pieces of modern life, as are fashion, beauty, and the enjoyment of food and drink. Mindfulness in how cars are powered, such as electric vehicles, can help reduce our carbon footprint and contribute to a greener lifestyle [1, 8].
Budget travel, cultural travel, and learning new skills through skills training will continue to be essential parts of personal growth, goal-setting, and lifelong learning, allowing individuals to broaden their experiences and perspectives [1, 7]. Globalization fosters an appreciation for diverse cuisines, enriching our understanding of different cultures and expanding our capacities for empathy and connection [1, 5].
