Basket Snooper: Advice for Shopping at Unfamiliar Markets

Let's pretend it's a warm spring afternoon and you stop in at your local Asian market for some supplies. You're not scared of the ingredients or the store itself, but you are bewildered by the 800 different types of fish sauce — which to buy? And which type of noodle is tastiest? There's a whole wall full of them! Here is some simple advice for discerning the best choices in unfamiliar markets.

In recent years, ethnic markets, and more specifically Asian markets, have scared the hell out of me. Not because they're literally scary places, but because when faced with choices, I crumble under the pressure. I panic and say the first thing that comes to mind. It gives me sweaty hands, heart palpitations, and you could potentially find me in the fetal position in the corner over by the lobster tanks rocking back and forth. Yeah it's that bad.

Growing up my parents never shopped in this style of market, so I didn't have any familiarity with ethnic groceries. I couldn't just pick up the same noodles we used to buy. I didn't know where to start. When faced with a wall of a hundred different types of canned coconut milk, which one was I supposed to buy? They all looked fine, but what if one was better — and that's when the panic starts.

I've since learned to calm my ridiculous behavior by watching what other shoppers pick up. In the world of shopping there are those who roam and those who walk up and pick up exactly what they need — those are the folks to watch for. They knew which can of mushrooms they wanted. It was awesome in their stir-fry in the past and they went straight for it again!

In addition, watching what those around you already have in their cart or basket can be helpful. Nine times out of 10 there will be a reason they picked that specific brand of soba noodle over another. It might be tradition, but there are small variances that can make a big difference. Kitchn readers helped me discover that the Rose brand was the way to go with spring roll wrappers and if I saw you buying them in the store, I would have known before I asked which one folks were using at home!

Do you have any good tips for shopping in unfamiliar grocery stores and markets — especially ones that focus on a cuisine you're not familiar with? I'd love to hear your tips as well! Happy shopping!

(Image: Sarah Rae Trover)

Comments (22)

At my Asian grocery, I always look for items of a particular type that are more depleted than the rest. If there are only 3 bottles of Golden Pagoda Soy Sauce and 20 of every other kind, you know which one the masses (of wise elderly Chinese women) prefer!

Ok then you better not venture into the markets in Asia itself if you're that squeamish...you won't want to see/smell what they offer for real.

Similar to Akatz's advice, look to see which bottles and cans have dust on top. Those are likely the ones that have a slower turnover because less people are buying them. Buy the squeaky clean ones.

I'm not at all sure that this doesn't attribute an unwarranted amount of authority to one's fellow shoppers. Just because you're in an "ethnic" market doesn't mean everyone shopping there has impeccable taste. After all, they might be choosing something just because it's on sale, or because it's familiar... just like someone might in a mainstream American supermarket.

I watch what other people choose, but I'll also ask questions of my fellow shoppers -- politely, of course.

Don't buy anything dusty. And don't buy the bottom of the cost scale.

One other tip that I've picked up (though I'm not sure if everyone already knew this already) is that while I'm shopping anywhere where an item might be packaged in another language and I can't tell what flavour it is or even what it is altogether (think asian spiced jerky) I'll look at the price tag. Here the tag is usually in abbreviated english so it will say something like "Squid Jerk - 2.99". Very helpful when looking for something specific that might not be so visually obvious.

Happy shopping everyone!

If I don't have a trusted source (mom, a friend, favorite chef or author) for recommendations then I ask for a recommendation at the store. Either someone who works there who seems engaged or like Hanne B., a fellow shopper. But DCarl1 is correct about not buying the cheapest option available, esp. when not familiar with the specific item.

If you have time, online is a great resource for finding out which brands are best. For almost any given ingredient there is someone who has done a taste test or some thread on eGullet about which one is head and shoulders above the rest.

I've found greater success with products from Taiwan or Japan instead of products from China. Not that I don't use any products from China, but the other two countries, I've found, tend to have higher standards when doing quality control.

But I'm lucky that I can purchase the brands my parents have always purchased. You guessed it. I'm Asian.

If you don't know, stick with popluar brand that comes in many different flavors. It might have English name and read the label/picture to see what is in the package/can.

Check: fresh looking, clean, dust & rust free, expiration date, product origin.

Other food safety authorities are not as good as in USA. I hope those questionable ingredients might have added to the products have not reached our store shelves.

Like I said, stick with popular brands and buy fresh meats, produce and vegetables.

I'm Taiwanese American and though I guess I can understand how you are intimidated in a Chinese supermarket - all you have to do is ask.

JUST ASK! Sometimes I see Hispanic or Caucasian people at my market just completely LOST. So I make the first move and ask if they need help finding something. Usually they are so happy that I offered to help.

So next time, dont be afraid to ask.

I've always found that the people working at the Asian markets are happy to help me find what I need!

i always just ask someone working there, thats what they are there for. to help you

I agree with @instantphoebe. I find that Viet/Taiwanese products beat Chinese ones for the most part. Taiwanese fermented tofu (for example) is far better than Chinese. I do think that Chinese is best for some specific things like Szechuanese products, but mostly not.

Asking can help sometimes too. One question I like asking is "what do you do with that?" Last time I was at the Thai store an old lady - all of 4'6" and toothless - smiled and gave me a big thumbs up when she saw what kind of frozen fish I was buying. And the store owner saw it and started rhapsodizing about the fish and all the things I could do with it. What a treasure trove of info!

I'm not the least bit scared myself.

I have two suggestions: ask fellow shoppers what they're buying/cooking or if that's too scary, just pick up a couple of new things each time you go in, maybe go home, google them and see what comes up?

I would stick to products from places other than Mainland China. We're Chinese (mainland Chinese) and usually buy products from Taiwan or Hong Kong because we're suspicious of the quality of products from mainland China.

Good post, thanks. I was scared, but now feel braver to try out the local ethnic food stores.

Funny - something similar happened to met at Trader Joe's not too long ago. You know how they have a million different types of yogurt, and I always buy the French Village nonfat, so went straight for it during my shopping trip. A confused lady next to me asked, "Excuse me, but why did you choose *that* type of yogurt?", and I said, it's the best one!

When I was in Denmark, I found that just humbly asking fellow shoppers was the way to go. Most people love to feel like they're experts on something, and to show off their knowledge a bit. And, the people I met were appreciative of my attempts to speak Danish and learn something about their cuisine, instead of just asking where I could find American food.

A note: compare ingredients of different brands. Some are just obviously more "pure" or have less unwanted filler-stuff. For example, I often find only a brand or two among a shelf of canned coconut milk that isn't just coconut extract, guar gum, etc.

I love this post! I felt the same way when I moved to Boston - the Super 88 had so many great things for recipes I wanted to try but being that I'm a generic white American with no Asian language skills, and no familiarity, I was a lost cause. I tried to ask, but about 1/2 the time the employees were too busy to help me shop for all my items or we had a terrible language barrier.

Though I'm still nervous/lost when I move somewhere new and try out a new ethnic grocer, the challenge is fun. And you know you're an expert when the person at the check out asks you about something you're buying and you can tell them exactly the dish you're making proudly.

I just had one of these experiences yesterday. I tend to try things that have enough English so I know what I'm getting and that are somewhere around the middle of the price scale. But when I buy gifts, I just get things that look interesting. :-)