Dinner America’s Melting Pot Forces Change for All Food Retailers

Most of you have hear this quote from Guy Fieri “Cooking is all about people. Food is maybe the only universal thing that really has the power to bring everyone together. No matter what culture, everywhere around the world, people get together to eat.”

Today the U.S. multicultural population is projected to grow by 98 million people in the coming decades, multicultural shoppers will continue to have significant influence in determining what’s for dinner; according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

Recent research titled Multicultural The Why? The Behind The Buy™ provides insight into the preferences of U.S. Hispanic, African American and Asian American shoppers that will continue to drive change.  Here is some of what they found:

·         More multicultural shoppers enjoy grocery shopping. Seventy-two percent of African American shoppers, 65 percent of U.S. Hispanic shoppers and 61 percent of Asian American shoppers reported this versus 56 percent of White/Caucasian (Non-Hispanic) shoppers.

·         Shopping with other people is more common among multicultural groups. Seventy-two percent of Asian American shoppers, 67 percent of U.S. Hispanic shoppers and 63 percent of African American shoppers reported shopping with others during their routine, regular grocery trips versus 55 percent 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 three percent 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.

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.

If you are looking for a new partnership to drive sales consider Acosta? Do your food marketing ideations look more like yesterday than tomorrow? Interested in learning how www.FoodserviceSolutions.us can edify your retail food brand while creating a platform for consumer convenient meal participation, differentiation and individualization?  Email us at: Steve@FoodserviceSolutions.us or visit:  www.FoodserviceSolutions.us for more information.