If your snack routine still lives entirely in barbecue-and-sour-cream territory, the shelves are moving on without you. Market researchers tracking US salty snacks have flagged four international flavors—Japanese miso, Korean gochujang, Hatch chilis, and the citrus fruit yuzu—as emerging names to watch. Here's what each one tastes like, where it comes from, and how it's already showing up in American snacks.
The Global Flavor Revolution in US Snacks
The numbers behind the trend are hard to ignore. Snacks generated $39 billion in the US in 2024, with 95% of consumers reporting they snack, according to Mintel's US Salty Snacks Market Report 2025. Whole Foods Market even named global snacks a top food trend for 2025, one that "introduce[s] consumers to different parts of the world through a mix of traditional international snacks and new combinations."
Why the wanderlust on the shelf? Innova Market Insights points to a shrinking world: as travel grows and social media shapes decisions, US consumers are seeking hybrid, fusion flavors that pair the authenticity of local cuisines with inspiration from abroad. Matt Caputo, owner of Caputo's, a Salt Lake City specialty market and deli, told the US Chamber of Commerce's CO- that the pandemic accelerated the shift: "A few years ago, when you couldn't travel, people were seeking ways to participate in a cultural experience at home." Mintel also found 27% of consumers are interested in tasting products with international flavors, with Asian, African, and Latin American cuisines influencing snack products.
Miso: The Umami Powerhouse
Miso is a Japanese soybean paste, and its calling card is umami—that rich, savory depth often associated with soy sauce, mushrooms, and truffle. That savory richness is exactly what snack makers are chasing: NAMA, the convenience industry association, notes that umami is a key driver of the sweet-meets-savory combinations now capturing shopper interest, alongside items like truffle chips and honey-soy popcorn.
You don't have to imagine how miso translates to a snack format, either. Japanese-style rice crackers pairing miso with yuzu—like the AMEKAZE Yuzu miso rice cracker sold through specialty importer Orita Chaten—offer a ready-made entry point: crunchy, savory, and bright all at once.
