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Business on the tip of the tongue—cross-border merchants have their own taste map

June 24, 2025 20:50 United States

NoahWise Insight

Cross-Border Insights Global Overview|Food and HealthCategory

Source: NoahWise Insight-Cross-Border Insights Global Overview-May 2025Home Decor CategorySales Revenue

2025 Jun.

Business on the tip of the tongue

Business on the tip of the tongue Taste map

In the wave of globalization of consumer goods, "taste" is becoming a key variable for cross-border merchants to compete for users. Compared with the past emphasis on novelty and differentiation, more and more overseas brands are now turning to "Taste localized" ——Not just exporting exotic flavors, but looking for flavors that match local consumers’ taste preferences resonance point . What a truly good product needs is Understand, respect and accurately meet needs . In this "business on the tip of the tongue", the birth of hot products does not rely on strange tricks, but on The taste map behind the data.

Lose fat and gain muscle
The American Lifestyle of Mixing Coffee with Protein Powder

According to the grocery category data of the United States Amazon platform in May 2025, the beverage category A good ride ,occupy More than 50% sales volume share, directly crushing all other categories, among which coffee and protein powder almost dominate the top list.

Source: NoahWise Insight-Cross-Border Insights

People in the United States like to be “technical”

and Asian consumer preferences “Taste” and "Zero Addition" Differently, consumers in the United States pay more attention to Labels and functionality , tend to be in drinks Add different supplements Come Supplement the nutrients your body needs:

Low-calorie / Zero-calorie / Keto-Friendly : The daily diet of people in the United States is high in calories, and almost all people in the United States exercise fitness. Even Starbucks sugar packets are marked with zero calories or low calories.

High protein / plant based / organic : Following the fitness crowd and vegetarian culture, drinks have become an extension of "supplements", and the drink cabinets in gyms are full of all kinds of energy drinks.

Caffeine content clearly labeled : Accurately control the rhythm of wakefulness, and the needs of migrant workers for "refreshing drinks" are becoming more and more personalized.

Help sleep, resist stress, regulate mood : Emerging functional drinks (such as L-Theanine-added drinks) are quietly becoming popular, matching the demands for self-regulation in the age of anxiety.

Coffee and protein powder are just needed

Different from Chinese people’s living habits, people in the United States are almost as dependent on coffee and protein powder as Sichuan people are obsessed with chili peppers. “High quality and affordable price” Coffee and protein powder will occupy most of the market.

This also means that for Chinese overseas brands, if they can accurately capture United States consumers’ views on The urgent need for "functional drinks" and "healthy nutritional supplements" , combined with the China Supply Chain Institute Excellent cost-effective manufacturing capabilities , there will be a chance to break through on this track.

first, Product positioning must be extremely clear . United States consumers value more “Transparent ingredients and clear efficacy” , keywords such as zero sugar and high protein, clean caffeine, and plant-based formula can effectively stimulate the desire to buy. Brands should avoid vague propaganda, and they should also avoid "snake oil" product narratives.>

Then, in terms of product form, there must be "Scenario-Based Insights" . Compared with traditional canned or large-packaged protein powder and ready-to-drink coffee, portable, readily packaged small products are more attractive to white-collar workers and fitness crowds in the United States. C in the morning and A in the evening (coffee in the morning and wine in the evening) is their rhythm of life. Product formats and taste innovations that can match this rhythm can often get out of the circle quickly.

Finally, channel strategy cannot copy domestic logic. In the United States, DTC (direct-to-consumer) e-commerce is the main battlefield in the early stage. Coupled with social media planting and fitness KOL endorsement, it will help quickly build brand awareness. . Once user stickiness is formed, and then by entering retail chains such as Costco and Whole Foods to complete the closed loop from online to offline, it is possible to truly expand the scale.

In short, in an era when "high quality and affordable price" has become the consensus, Chinese brands do not try to "sell cheap" but rely on Cost-effectiveness + localized insights Winning word-of-mouth and repeat purchases from consumers in the United States. The two subdivisions of coffee and protein powder may be the next “new outlets for overseas expansion”.

“The right time, the right place and the right people”
Dried fruits become the “high tropics” exported to Thailand

Shopee platform in May Thailand area Snack data shows that dry food snacks have grown against the trend, surpassing traditional snack categories such as potato chips and biscuits. Dried fruits The performance was particularly strong.

Source: NoahWise Insight-Cross-Border Insights

Thai people love dried fruits, which is not only a gift from natural conditions, but also a deep-seated reason due to culture and consumption habits.

Time (Consumption Trend)

health trends Below, dried fruits are considered "Natural Snacks" One option is that although some dried fruits on the market have high sugar content, under the trend of "natural and no additives", many sugar-free or low-sugar dried products have emerged to meet the needs of young consumers who pay attention to health. Compared with fried snacks, dried fruits are considered to be more "natural and healthy", which is one of the reasons for their popularity.

Dried fruits The industry is mature, the supply chain is complete, and the price is affordable . Local dried fruit brands in Thailand (such as Doi Kham, Greenday, etc.) have formed large-scale and standardized production, with a wide range of products, mature technology, and prices covering high, middle, and low-end consumer groups. Dried fruits can be either high-end export products or affordable snacks in convenience stores. They have low threshold for mass consumption and high penetration rate.

Convenient location (rich in fruits)

Tropical climate + rich fruit resources : Dried fruits are the best way to utilize the “fruit bonanza”. Thailand has a typical tropical monsoon climate, with high temperatures and rain all year round. It is rich in tropical fruits such as mangoes, pineapples, durians, bananas, and mangosteens, with huge output. And for To extend the shelf life of fruits and reduce waste, dried fruits become the most ideal form of processing. . Especially during the peak fruit season, drying, candiing and other methods not only extend the shelf life, but also facilitate transportation and export.

People and (taste preferences)

Dried fruits are usually added with sugar or candied during the production process. This flavor is more in line with local "sweet" eating habits.

Dried fruits are also used for families, festivals and gifts. "Social Snack" , in Thailand, dried fruits are often used as a treat snack or holiday souvenir. especially in Songkran Festival (Thailand New Year) During important festivals, people are accustomed to giving beautifully packaged dried fruit gift boxes, which have a certain cultural etiquette attributes . In addition, dried fruits are easy to carry and suitable for consumption during travel, so they are also popular among tourists.

Source: NoahWise Insight-Cross-Border Insights

Dried fruit brands VFOODS Sales revenue surged year-on-year 3959.01%，SUNSU Sales revenue surged year-on-year 325.04%。

VFOODS: The “rejuvenation” of traditional brands

VFOODS was originally a long-established food processing company. In its early years, it mainly focused on traditional dried fruits such as dried mango and dried pineapple. However, in recent years, with the comprehensive upgrade of product packaging and channel strategies, it has gradually become younger and more international.

Popular VFOODS MIX Crispy Strips

The main flavors include Thai spicy flavor, seaweed flavor, and barbecue flavor. After the Internet became popular, the sales volume increased sharply. , recommended by many Thai stars to become the brand's "tap water", the brand also took advantage of the situation to cooperate with more Internet celebrities. Blogger recommendations and live broadcast promotions have a great planting effect, forming social fission communication.

In addition to popular snacks, VFOODS also launched "Low sugar" "No added sugar" "High fiber" and other product series that cater to health trends. Going beyond traditional dried fruit Dried corn, vegetable crisps Light processing type “Plant Snacks” category, covering more daily snack scenes.

in product design Get rid of the impression of "traditional dried fruits are old-fashioned" , focusing on exquisiteness and compactness.

Really good selections don’t need to be innovative, they just need to be accurate and empathic

Talking about business is more important than attracting attention.

Curiosity is the shortcut, insight is the trump card

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Whether it was "drinked" by people from the United States coffee economy , it was “chewed” by the people of Thailand. Dried fruit trend , all tell us: The United States market favors functionality and health, while the Thailand market favors flavor and local cultural identity. Global food consumption sentiment is trending "Light burden, low anxiety" In this context, cross-border merchants need to make refined product positioning based on differences in "taste, habits, and culture." Understand food, people, and platforms , it is possible to stand out from the Thousand Products War.

About NWi

Since 2023, NWi (NoahWise Insight) has expanded into overseas data services. We now cover major global e-commerce platforms including Amazon, Lazada, Shopee, and TikTok, tracking full-category market sales performance across nearly 30 country sites in Europe, the Americas, and Southeast Asia. We help brands deeply understand domestic and overseas market differences, identify growth opportunities in each market, and plan global expansion.

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