The growing multicultural population will drastically impact the grocery industry, and market researchers are already noticing key differences in the preferences of U.S. Hispanic, African American, and Asian American shoppers. According to Acosta's Multicultural The Why? Behind the Buy report, 49 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. A majority of African American shoppers, 65 percent, 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 also on the rise among multicultural shoppers, as more reported bringing home grocery prepared foods in the past 30 days. More than three in four U.S. Hispanic shoppers reported doing this in the past month vs. 59 percent of White/Caucasian (non-Hispanic) shoppers. Meanwhile, 76 percent of Asian American shoppers reported ordering from a restaurant for pickup or carryout in the past 30 days vs. 53 percent of white/Caucasian (non-Hispanic) shoppers.
Multicultural shoppers are also showing they're comfortable in digital grocery. Forty-four percent of U.S. Hispanic shoppers reported reading a digital grocery flyer vs. 35 percent of total U.S. shoppers. Similarly, 38 percent of African American shoppers reported using a search engine to find recipes online vs. 28 percent of total U.S. shoppers, and 37 percent of Asian American shoppers reported using a shopping list on their mobile device vs. 26 percent of total U.S. shoppers.
Related: Baked Goods on the Rise; Grocery Expansions On the Rise.
from Industry Operations http://bit.ly/2UtdB8i
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