multicultural 'Super Consumer' report highlights market opportunities
(March 19, 201) With multicultural consumer spending in the United
States today at $3.4 trillion, this "super consumer" group has
tremendous impact on U.S. mainstream culture, according to a Nielsen
report released today. The report, The Multicultural Edge: Rising Super
Consumers, identifies multicultural consumers as the most dynamic and
fasting growing segment of the U.S. consumer economy.
"The Multicultural Edge: Rising Super Consumers report builds on
Nielsen's previous series of reports on the attitudes and spending
behaviors of African-American, Asian American and Hispanic consumers,"
says Monica Gil, senior vice president and general manager of
Multicultural Growth and Strategy, Nielsen. "The unprecedented influence
of multicultural consumers on the behavior of non-multicultural shoppers
is upending outdated assumptions and enlarging and expanding the
multicultural market opportunity, which may be the key to the future."
Multicultural consumers are younger, in their prime and already make up
38% of the U.S. population. Expected to become the numerical majority by
2044, 21 of the top 25 most-populated counties in the United States are
already more than 50% multicultural. Knowing the cultural appeal of a
brand is critical to marketers, as multicultural populations can vary
widely even within metro areas. The combination of majority
multicultural geographies and high levels of interethnic proximity
magnify the need for ethnic and cross-cultural marketing.
The report identifies multicultural Super Consumers, which refer to the
top 10% of households who drive at least 30% of sales, 40% of growth and
50% of profits of any consumer product category. The report suggests
that by understanding the cultural essence that drives multicultural
super consumer behavior today, marketers and advertisers can better
understand future market trends.
Multicultural consumers comprise a disproportionate share of many
categories, such as dairy, baby food and diapers, laundry supplies and
detergents, school supplies, and other family goods. Of 126 grocery
store categories reviewed, 45 categories (36%) over-index in total rate
of spending for all multicultural consumers compared to non-multiculturals.
These attitudes and behaviors demonstrate cultural and behavioral traits
unique to the various ethnicities.
Top 10 Categories Ranked By Share
of Total Category Dollar Volume for
The findings show Asian Americans are more likely to eat organic foods
(29%). Cultural identity is very important to African-Americans (78%)
and Hispanics (71%), and social causes are particularly meaningful to
Hispanics (43%). Multicultural Super Consumers can heavily influence
non-multicultural consumers in Super Geo areas -- geographies with a
higher concentration of Super Consumers. Proximity to other cultures and
the sharing of cultural influences, attitudes, and behaviors in Super
Geo clusters magnifies the multicultural opportunity. Despite the
cultural sharing taking place in the U.S. today, it is critical to
understand the nuances and preferences of each individual consumer.
Culturally Driven Behaviors
Multicultural consumers take on an ambicultural identity -- the ability and
willingness to function competently in two cultures, which allows many
multicultural consumers to simultaneously maintain their cultural
heritage and see themselves as equally American. Multicultural consumers
gravitate to brands, products, and activities that reinforce their
cultural roots. And these behaviors are affecting the purchase behavior
of non-multicultural consumers, too.
For example, while multicultural consumers represent 53% of hot sauce
Super Consumers, the category has grown beyond it, becoming a mainstream
condiment. Just as soul food, sushi, tacos, pizza and other once-ethnic
foods have become as ubiquitous as apple pie and hot dogs, the
traditions, attitudes and shopping behaviors of multiculturals are
expanding the multicultural market opportunity. These multicultural
Super Consumer categories have already experienced the future where many
categories are likely to follow. Understanding how purchase behaviors
are driven by multicultural consumer values, lifestyles, tastes and
preferences is the key to total market growth.
To download a copy of the full report,
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