Nielsen Analysis Examines the Multicultural 'Super Consumer'
Diverse consumers are growing in number and importance to companies across the board.
A new Nielsen report, “The Multicultural Edge: Rising Super Consumers,” takes a closer look at the increasingly important diverse consumer. The latest report “suggests that by understanding the cultural essence that drives multicultural super consumer behavior today, marketers and advertisers can better understand future market trends,” according to the press release on the findings.
“Super consumers” are “emotionally and economically engaged […] the top 10% of households who drive at least 30% of sales, 40% of growth and 50% of sales,” according to the report.
Nielsen says multicultural consumers already make up 38 percent of the buying public (120 million people and growing by 2.3 million each year), with the population increasingly shifting towards multicultural Americans in the coming years.
Here’s a graph illustrating the change:
In many grocery categories including baby supplies, laundry supplies and other “family goods,” multicultural consumers already over-index on spending.
The report also digs deeper into more specifics. For instance, “Asian Americans are more likely to eat organic foods (29%)” and both African Americans (78 percent) and Hispanics (71 percent) say cultural identity is important.
Moreover there are lifestyle considerations that should be made. Diverse “super consumers” have a penchant for dried foods like beans and grains such as rice. They’re also more likely to purchase meal starter kits because of the time constraints in their lives.
And these “super consumers” are also younger and digitally savvy, making social media crucial to future marketing campaigns.
Because of their growing numbers, there’s also growing cultural influence. We’re already seeing it in entertainment, in shows like Empire, Jane the Virgin and Fresh Off The Boat. And flavors like cilantro and cardamom along with products like Sriracha sauce have gained popularity across American taste buds.
For more information about the different shopping habits, geographies and consumer categories of interest for this important group, click here to download the Nielsen report.
