In January, I wrote about U.S. exports. It’s critical data, it shows where we are competitive and how exporters have adapted in a changing environment.
This month, I want to look at the other side of the equation.
Exports tell us what we are sending out. Imports tell us where demand is actually pulling product in. They show where buyers are placing orders, where shelves are being restocked, and where markets are expanding.
To keep this practical, we looked at five years of UN Comtrade import data across a focused basket of food categories. That basket includes staples like meat, dairy, and fruit, key inputs like cereals and oils, and value-added products like prepared foods and beverages.
A few clear patterns show up.
The first pattern is geographic. Growth is happening in markets that are real, accessible, and often already within reach for U.S. exporters.
A quick snapshot from the data:
Demand Signals at a Glance
These are not niche opportunities. These are real markets where demand is growing and U.S. companies can compete.
They also work in different ways. Mexico is deeply integrated into the North American supply chain. Portugal and Poland sit within the European Union. Indonesia, Vietnam, and the Philippines reflect growing demand across Southeast Asia. The UAE is a high-value, import-dependent market that relies heavily on global suppliers.
For small- and mid-sized exporters, this is the key point. You do not need to be everywhere. You need to be in the right places, where demand is rising and where you can realistically build momentum.
The second pattern is that this growth is not limited to one part of the world.
We are seeing it in Europe, North America, Southeast Asia, and the Middle East. That gives you more ways to grow and reduces reliance on any single market.
It also reinforces the importance of thinking in regions, not just countries. Success in one EU market can open doors across Europe. The same is true in Southeast Asia, where markets are closely connected.
For exporters, that gives you options. You can start in one place and expand from there.
The third pattern is breadth. Growth is not limited to one category. It is happening across staples, inputs, and value-added foods.
In the markets we analyzed, imports increased across all parts of this basket over the five-year period. That tells us this isn’t temporary.
When staples grow, it reflects basic consumption. When inputs like cereals and oils grow, it points to more food production and processing. When prepared foods and beverages grow, it shows demand for convenience and variety.
When all three move together, it signals real, sustained demand.
For exporters, this shapes how you approach the market. It is not enough to know that demand is up. You need to know where your product fits.
In Mexico, growth is led by core categories like meat and dairy, supported by steady increases in prepared foods and ingredients. In Europe, growth is often balanced between staples and packaged products. In Southeast Asia, markets like Indonesia and Vietnam are seeing expansion across both.
That should shape what you sell, how you position it, and how you price it.
The final pattern is the one that can make the biggest difference.
The best opportunities are not always in the markets everyone is focused on.
Many exporters concentrate on the same set of large, familiar markets. That is understandable. But it also means those markets are often the most competitive and the most expensive to enter.
Import data helps you see where demand is building before those markets get crowded.
Markets like Portugal and Poland show that growth in Europe is not limited to the largest economies. In Southeast Asia, countries like Indonesia and Vietnam are expanding quickly but are not always top of mind. In the Middle East, markets like the UAE continue to rely heavily on imports and offer strong demand for value-added products.
The takeaway is simple. Pay attention to where demand is moving, not just where everyone else is already looking.
Data only matters if it changes what you do.
The goal is not to chase every opportunity. The goal is to keep it simple and do it consistently. Start by identifying one or two markets where import demand is clearly rising in the categories you sell. Make sure those markets are realistic for your business.
Then execute. Find the right partner. Make sure your packaging and labeling meet market requirements. Invest in marketing that reaches buyers and consumers. Stay in the market long enough to build relationships and get repeat orders.
That is where Food Export comes in. Our role is to help companies turn insight into action. Through our programs, we support market entry, reduce the cost of international marketing, and help companies stay active in the markets that are right for them.
For small- and mid-sized businesses, resources are always a constraint. Programs like the Branded Program help extend those resources by supporting activities like packaging updates, in-market promotion, and advertising.
In January, I wrote that exporting is no longer something you can set and forget. The same is true of demand.
The companies that grow internationally will be the ones that pay attention to where demand is building and then follow through with consistent execution.
Sincerely,
Brendan Wilson
CEO, Food Export-Midwest & Food Export-Northeast
Your Input Matters: If there is a topic you wish for me to discuss in this space, let me know. You can reach me at info@foodexport.org. Just put Attn: Brendan Wilson in the subject line.