North America: Consumer insight

North American consumers see superior taste as a top priority, and this strongly shapes their shopping habits. Regional preferences and cultural diversity continue to influence eating patterns due to a blend of cultures and tradition.

Consumer research into the North America market highlights five themes when it comes to all food choices:

• Value for money and affordability
• Health and nutritional properties
• Taste
• Naturalness
• Convenience

Source: Euromonitor Consumer Lifestyles Report 2025

In recent years, US consumers have become increasingly open to Asian cuisines, a trend amplified by pop culture influences and the growing presence of Asian flavours.  

Convenience and ease of preparation have also emerged as a purchase driver, with snacking occasions now accounting for over half of all eating occasions (IFIC 2024 Food & Health Survey).

Amid ongoing inflationary pressures, consumers remain cautious about economic recovery, making affordability and value for money central to food choices. Rising grocery prices have encouraged more selective spending, with value now reflecting more than affordability alone.

Consumers are placing greater emphasis on taste, relevance, experience and perceived quality when making food choices. At the same time, they continue to seek premium products that offer authentic cues while carefully balancing cost against quality and perceived value.

Additionally, health and wellbeing continue to influence purchasing decisions, with nutrition remaining a priority for many consumers when making food choices.

Interest in “better-for-you” foods is growing, particularly those that reflect naturalness, organic production and clear functional benefits such as protein, gut health, satiety and optimal brain function. Therefore, highlighting the quality, relevance, health benefits and premium standards of products is essential in demonstrating good value for money.

The 2022 AHDB study which examined red meat buying behaviours in North America remains highly relevant. It identified three factors that influence consumer red meat buying behaviour: quality, price and taste.

In the USA, Euromonitor highlights that the demand for meat remains closely related to price changes: inflation keeps value at the forefront of consumers’ purchasing decisions. 

While consumers continue to favour affordable protein sources such as poultry, there is growing interest and openness to premium meats that balance cost with quality, health and perceived value. At the same time, the USA’s increasingly diverse and adventurous population is driving stronger interest in global cuisines, supporting the demand for beef.

Surveys conducted by Euromonitor across Canada reveal that consumers associate protein with feeling healthier, improving wellbeing and supporting the immune system, reflecting the rising sense of health consciousness across the market. There is also growing concern surrounding ultra-processed foods.

Euromonitor’s survey in Canada indicates that over a quarter of consumers look for the natural label as well as an easy-to-understand ingredient list when purchasing food and drink products. Exporters should therefore focus on health and wellness assurances or “free from” claims to capture consumer attention and build trust in the market.

In Mexico, consumers are becoming more conscious of the environmental and animal welfare implications of meat production. Despite these concerns, Euromonitor expects steady growth in retail meat volumes as the economy stabilises and consumer confidence improves.

Poultry and pork are expected to remain dominant due to their affordability, versatility and central role in many local dishes. Pork is also projected to see stronger value and volume growth compared to beef and lamb, likely due to its affordability, versatility and central role in many local dishes.

Despite this, consumers in Mexico are increasingly favouring convenient, easy-to-prepare packaged meats. Premium cuts such as short ribs, ribeye and filet mignon continue to attract those willing to pay more for quality. This presents a valuable opportunity for British exporters to offer premium meats that emphasise quality, convenience and high animal welfare standards.

In the USA, evidence from Euromonitor shows that consumers’ emphasis on value for money and affordability extends to the dairy category. Despite this cost focus, interest in value-added products – such as lactose-free, high-protein and organic dairy – are increasing.  

Consumers are also showing renewed interest in minimally processed options and traditional and full-fat dairy variants. There is an opportunity for UK dairy exporters to deliver on these cues in their marketing material.

Euromonitor highlights further opportunities in health-led innovation, especially products with high protein content and functional benefits that enhance trust and differentiation.

AHDB’s in-market agent in the USA highlights that many households remain willing to purchase premium dairy products that deliver on ethical cues – such as pasture-based farming practices – alongside taste, enjoyment and richness of flavour and quality that are not easily replicated by other foods.

For instance, specialty cheeses and butter are seen as a meaningful indulgence that helps to sustain demand even as budgets tighten. Therefore, emphasising the heritage, certifications and high quality is key to differentiating British dairy products.

In Canada, Euromonitor highlights that value in the dairy sector is being driven by rising health consciousness that fuels the demand for premium products that focus on health and wellness. There are opportunities in Canada for British exporters to demonstrate UK dairy’s nutritional benefits, high welfare and sustainable farming standards.

In Mexico, Euromonitor indicates the overall value sales of dairy products are expected to continue increasing.

Cheese has gained popularity as a key alternative source of protein, while consumers are increasingly seeking healthier, simpler dairy options that still deliver indulgence and taste. Pizza is the most popular cheese-based food in Mexico, and so there is high demand for shredded cheese for pizza toppings.

Highlighting the health and functional benefits of British dairy can strengthen its appeal to consumers, positioning it as both nutritious and premium in the Mexican market.

Routes to market – To come