The Food Environment in the U.S. The specialty foods market is hot in the U.S. right now. Americans have become savvier about nutrition, flavor and processing. They want to know that their food is safe and that it was manufactured according to global best practices, including worker welfare. When they look at food labels, they want to see fewer ingredients, no chemicals and transparency in origin; and, they are insatiable. The U.S. specialty foods market welcomes more than 40,000 new products every year.