With the U.S. multicultural population projected to grow by 98 million people in the coming decades, multicultural shoppers will continue to have significant influence on the grocery shopping experience.
The research Multicultural The Why? The Behind The Buy from Acosta — a full-service sales and marketing agency in the consumer packaged goods industry — 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,” said John Clevenger, Senior Vice President/Managing Director, Acosta Strategic Advisors.
“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.”
Acosta’s new research includes a comprehensive view of the shopping preferences of these distinct shopper groups:
Grocery Shopping Is an Enjoyable Routine
- More multicultural shoppers enjoy grocery shopping. Seventy-two percent of African American shoppers, 65% of U.S. Hispanic shoppers and 61% of Asian American shoppers reported this versus 56% of White/Caucasian (Non-Hispanic) shoppers.
- Shopping with other people is more common among multicultural groups. Seventy-two percent 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 versus 55% of White/Caucasian (Non-Hispanic) shoppers.
- Multicultural shoppers purchase groceries across more channels than total U.S. shoppers. Twenty-three percent of U.S. Hispanic shoppers reported shopping in a Hispanic/Ethnic grocery store in the past six months versus 3% of total U.S. shoppers.
Multicultural Shoppers Are Engaged with Brands
- Forty-nine percent of U.S. Hispanic shoppers and 46 percent of Asian American shoppers agreed that they buy grocery brands that are authentic to their ethnic heritage.
- Sixty-five percent of African American shoppers and 59 percent 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.
Related Article: Authenticity: Key for Latin American Food Brands That Want to Sell in The U.S.
Convenient Meal Solutions Are Important
- More multicultural shoppers brought grocery prepared foods home in the past thirty days. Seventy-six percent of U.S. Hispanic shoppers reported doing this in the past month versus 59 percent of White/Caucasian (Non-Hispanic) shoppers.
- Seventy-six percent of Asian American shoppers reported ordering from a restaurant for pick-up/carry-out in the past 30 days versus 53 percent of White/Caucasian (Non-Hispanic) shoppers.
Multicultural Shoppers Comfortable with Grocery Digital
- Forty-four percent of U.S. Hispanic shoppers reported reading a digital grocery flyer versus 35 percent of total U.S. shoppers.
- Thirty-eight percent of African American shoppers reported using a search engine to find recipes online versus 28 percent of total U.S. shoppers.
- Thirty-seven percent of Asian American shoppers reported using a shopping list on their mobile device versus 26 percent of total U.S. shoppers.