With the U.S. multicultural population projected to grow by 98 million people in the coming decades, Acosta, Jacksonville, Fla., expects multicultural shoppers will continue to have significant influence on the grocery shopping experience. In fact, the first-ever multicultural research report, “Multicultural The Why? The Behind The Buy,” provides insight into the preferences of U.S. Hispanic, African American and Asian American shoppers.
"The growing multicultural population will drastically impact the grocery industry, and we have already noticed key differences between shopper groups," says John Clevenger, senior vice president/managing director. "For example, multicultural shoppers recognize the link between food and their health, and are significantly more likely to buy natural and organic foods even though they are more expensive. Understanding these unique values and preferences is vital for manufacturers and retailers to win with this emerging consumer group."
This report includes a comprehensive view of the shopping preferences of these distinct shopper groups, including:
Grocery shopping is an enjoyable routine.
- More multicultural shoppers enjoy grocery shopping. In fact, 72% percent of African American shoppers, 65% of U.S. Hispanic shoppers and 61% of Asian American shoppers reported this vs, 56% of White/Caucasian (Non-Hispanic) shoppers.
- Shopping with other people is more common among multicultural groups. For instance, 72% of Asian American shoppers, 67% of U.S. Hispanic shoppers and 63% of African American shoppers reported shopping with others during their routine, regular grocery trips vs. 55% of White/Caucasian (Non-Hispanic) shoppers.
- Multicultural shoppers purchase groceries across more channels than total U.S. shoppers. Case in point: 23% of U.S. Hispanic shoppers reported shopping in a Hispanic/Ethnic grocery store in the past six months vs. 3% of total U.S. shoppers.
Multicultural shoppers are engaged with brands.
- 49% of U.S. Hispanic shoppers and 46% of Asian American shoppers agreed that they buy grocery brands that are authentic to their ethnic heritage.
- 65% of African American shoppers and 59% of U.S. Hispanic shoppers agreed that they are passionate about their favorite grocery brands.
- Compared to total U.S. shoppers, more multicultural shoppers agreed that they buy brands that are socially responsible.
Convenient meal solutions are important.
- More multicultural shoppers brought grocery prepared foods home in the past 30 days. And, 76% of U.S. Hispanic shoppers reported doing this in the past month vs. 59% of White/Caucasian (Non-Hispanic) shoppers.
- 76% of Asian American shoppers reported ordering from a restaurant for pick-up/carry-out in the past 30 days vs. 53% of White/Caucasian (Non-Hispanic) shoppers.
Multicultural shoppers comfortable with grocery digital.
- Nearly 44% of U.S. Hispanic shoppers reported reading a digital grocery flyer vs. 35% of total U.S. shoppers.
- 38% of African American shoppers reported using a search engine to find recipes online vs. 28% of total U.S. shoppers.
- 37% of Asian American shoppers reported using a shopping list on their mobile device vs. 26% of total U.S. shoppers.