If you export food to North America, or are thinking of starting one, what will be clear in 2026 is... Protein and fiber foods Protein and fiber are no longer confined to the health section of supermarkets; they're becoming the universal language American consumers use to choose products, whether it's snacks, breakfast bars, bagels, or in-dose treats. Buyers are increasingly focusing on the gram counts of protein and fiber on the packaging before making a decision, rather than just considering taste or price. This trend is being seen in major brands like PepsiCo, Frito-Lay, Dave's Killer Bread, and RxBar, all shifting their products in the same direction, making protein and fiber the primary selling point, rather than just an added benefit.
Why is this signal important for Thai SMEs?
If global brands are still adapting their products to clearly speak the language of protein and fiber, it means buyers importing from Thailand are looking for the same thing. In 2026, the North American market won't be asking where your product comes from, but how clearly you explain its nutritional value, whether it's repeatable, and whether the claims on the label meet consumer expectations. For Thai SMEs producing ready-to-eat meals, healthy snacks, baked goods, or other snacks using Thai ingredients, this is the time to consider whether your products are ready to speak that language—in terms of recipes, labeling, and communication with buyers.
What do protein-fiber foods in demand in the North American market look like?
What the North American market is looking for isn't just products high in protein or fiber, but products that... Communicate the claim clearly on the packaging. And it's understandable within three seconds of a consumer picking up a product from the shelf. Clear examples include breakfast bars that state "20g Protein" on the packaging, snacks that clearly state "5g Fiber per serving," or bagels that highlight "high fiber, clean ingredients" in a single line. Furthermore, the concept of healthy convenience is crucial: the product must be easy to eat, portable, require no additional preparation, and provide clearly explainable nutritional value. If your Thai product meets both of these criteria, that's a good starting point for further development.
Thai raw materials that have potential in this group.
Thailand has many interesting raw materials for functional foods, such as mung beans, red beans, brown rice, coconut, pandan leaves, and various indigenous grains that are naturally high in protein or fiber. The problem isn't the raw materials themselves, but whether the finished products made from these materials are communicated in a language that the end market understands. If you make a snack from mung beans but the label only states the product name and weight without clear protein or fiber figures, an American buyer will have no way of knowing if your product meets their needs. Therefore, developing products for this market must start with nutritional analysis and translating that information into marketable language on the packaging.
Things to be careful about regarding labeling and claims before exporting.
This is an area many SMEs often overlook or think they can do later. The truth is, using terms like “high protein,” “good source of fiber,” or “excellent source of fiber” on product labels in the United States has clear FDA regulations. For example, a product claiming to be “high fiber” must contain at least 5 grams of fiber per serving. Using these claims without prior verification could lead to problems at import customs or product rejection by buyers. Therefore, before printing labels or designing packaging, always have a US food regulatory expert review every claim.
How does the Nutrition Facts Panel for the US market differ from the Thai label?
Nutrition labels in the US use the FDA-mandated Nutrition Facts Panel format, which differs from Thai nutrition labels in format, font size, display of Daily Values (DVs), and the order of nutrients. If you ship products to the US using labels designed for the Thai market, they may be detained at customs or you may have to pay for relabeling at the destination, which is significantly more expensive than getting the labels right from the start. Additionally, if your product contains plant-based or grain ingredients unfamiliar to the American market, a short description should be provided to help consumers understand what the ingredient is and its benefits.
What are the differences between Clean Label and Functional Food, and which approach should SMEs choose?
The term "clean label" refers to products with minimal ingredients, easy to read and understand, and free of complex-sounding chemicals. "Functional food," on the other hand, refers to products that provide measurable health benefits, such as being high in protein, high in fiber, or aiding digestion. These two perspectives are not contradictory, and the North American market in 2026 will demand both: products that provide real benefits and ingredients that consumers trust. For Thai SMEs that already use natural ingredients, the clean label aspect could be a strong point that can be leveraged immediately if communicated correctly. However, if they want to also focus on functional food, they must have nutritional information that has been analyzed in a reliable laboratory before using it on the label.
Checklist before shipping protein and fiber-rich food products to the North American market.
If you are preparing items in this category, check these items before proceeding.
- Nutritional analysis conducted in a certified laboratory. To ensure that the protein and fiber figures on the label are reliable and accurate in accordance with the law.
- Verify every claim against FDA criteria. Before printing phrases like "high protein" or "good source of fiber" on packaging, there are minimum gram requirements that must be met.
- Design the Nutrition Facts Panel to comply with the FDA format. It's not about using Thai nutrition labels and translating them into English.
- Prepare documentation detailing the ingredients and sources of the raw materials. Because some buyers require ingredient traceability, especially in the functional food sector.
- Check whether the product needs to be registered with the FDA before importing. Food products imported into the United States must go through a Prior Notice process, and manufacturing plants must be registered with the FDA.
- Test communicating the claim with a real target audience. Before mass production, consider that words that sound good in Thai may not always resonate with American consumers in English.
- Check if the packaging is suitable for long-distance shipping. Products emphasizing a clean label often use thin or eco-friendly packaging, which must be tested to ensure it is durable enough for ocean shipping.
Buyers in this market look for things beyond the product itself.
Buyers importing health food products in North America don't just look at a single product, but also at whether the supplier delivers consistently, has complete documentation, and how quickly issues with labeling or claims are resolved. Having well-prepared documentation, including up-to-date Certificates of Analysis (COA), ingredient specifications, and allergen declarations, helps simplify the buyer's approval process. Furthermore, if your product has international certifications such as BRC, SQF, or FSSC 22000, it can significantly reduce the buyer's vendor qualification time.
Packaging is an often overlooked aspect of the product.
Popular functional food products in North America often have packaging designed to... Communicate your claim in three seconds. This means that protein and fiber figures must be in an easily visible location, not hidden in the Nutrition Facts table on the back. Furthermore, the color and design of the packaging signal to consumers which category the product belongs to. If the design looks like a generic snack, but you want to place it in the health section, it can create confusion and make the product harder to sell. Investing in packaging that communicates the right message is therefore part of a strategy, not just an additional expense.
This is a market that Thai SMEs should consider entering.
The North American market for functional foods offers multiple channels, from large retail chains like Whole Foods, Sprouts, and Target, which have clearly defined health sections, to e-commerce platforms like Amazon and iHerb, where consumers directly search for products using terms like "high protein snack" or "high fiber bar." For newly established SMEs, e-commerce may be a less expensive starting point and allows for market testing. Regardless of the chosen channel, accurate labeling, complete documentation, and consistent product availability are crucial.
If the product isn't ready yet, where should we start?
If you already have a product but are unsure if it's ready for this market, the easiest starting point is to have it nutritionally analyzed to see if the protein and fiber figures match the claims you want to use on the label. If the numbers don't meet the criteria, you still have time to adjust the formula before investing in packaging or marketing. If the figures are acceptable, the next step is to have US food regulatory experts review the claims and label design before contacting buyers or sending product samples. Preparing correctly from the start saves more time and money than trying to fix problems later.
Logistics perspectives you should know.
While market signals primarily focus on product and labeling aspects, logistics should also be planned. Food products shipped to the U.S. must obtain Prior Notice from the FDA before arriving at the port. Furthermore, if the product contains ingredients requiring special inspection, such as certain animal or plant products, there may be additional procedures from the USDA. Choosing a shipping provider experienced in handling food products and familiar with U.S. import procedures will help mitigate the risk of detention or delays at customs. If you are researching food exports to North America, this website... SME SHIPPING This is a comprehensive resource on international transportation for Thai SMEs.
The North American food market in 2026 is clearly indicating that products with clearly stated nutritional information have more opportunities than good products that lack such clarity. If you have a product in the protein-fiber food category, or are developing one in that direction, the next step is to start with accurate nutritional information, legally compliant labeling, and communicating claims that directly address what buyers and consumers are looking for.
Source: DITP / Thai Trade Center in Chicago (USA), June 8, 2026.

