The United States (U.S.) imports a considerable amount of food and beverage products from Asian countries, such as China, Indonesia and Malaysia. In 2023, the U.S. was Malaysia’s third largest trading partner, export destination and import source, with total trade recorded at RM250.23 billion in year 2023. The top F&B products the U.S. has imported from Malaysia includes fruits, seafood, cereal, flour and starch, coffee beans, and vegetable fats and oils.

The main distribution channels for Malaysian products in the U.S. are Asian grocery stores (Hong Kong Food Market, Mitsuwa Marketplace, 99 Ranch Market, GW Supermarket) and major U.S. supermarket retail chains (Walmart, Costco Wholesales, Target, Whole Foods Market). There is a growing demand for foods from Asian countries due to globalization and multiculturalism.

Food and beverage trade events are another avenue for Malaysian exporters to establish their brand in the U.S. market. The major F&B trade events in the U.S. are the National Groceries Association Show, National Restaurant Association Show, the Winter Fancy Food Show and the Summer Fancy Food Show. The Summer Fancy Food Show is held in New York City and is the largest industry event in North America, attracting over 2,000 exhibitors from 62 countries. Meanwhile, the Winter Fancy Food Show in Las Vegas is an event for exhibitors to increase their brand awareness in California, the largest sub-national economy in the world.

There are also opportunities for private label in the U.S, as the U.S. private label market was estimated at USD 230 billion in 2023. In addition, 96 percent of U.S. consumers buy private label brands as it is perceived as higher quality and a more price sensible buy. Private label trends for F&B includes plant-based products, spicy snacks, frozen foods, tropical taste and sustainably sourced foods. The Private Label USA is a key trade event for the private label market, attracting buyers from major supermarkets, supercentres, drug chains, mass merchandisers, convenience stores, online retailers and more.

Malaysian businesses who are interested in exporting to the U.S. may reach out to MATRADE New York and Enescorp International. MATRADE New York will be able to assist in any export-related enquiries and connect Malaysian exporters with U.S. buyers. Enescorp International will also be able to assist in facilitating entry into the U.S. market. They are able to provide training on market knowledge, consultation on the U.S. FDA regulatory requirements, facilitate logistic and custom clearance, support promotion and marketing, and provide warehousing and fulfilment.

For enquiries, please contact:

MATRADE New York
Trade Commissioner
Nyaee Ayup
E: This email address is being protected from spambots. You need JavaScript enabled to view it.
T: +1-212-682-0232

Enescorp International LLC
2 Ilene Ct, Building 1 Suite 8
Hillsborough Township, New Jersey 08844
W: www.enescorp.org

References
MATRADE Webinar (Strategies To Access The Us Market: F&B Sector, With A Focus On Specialty Food)