U.S. demographics more multi-cultural than ever…


Recently Nielsen released a study on “changing U.S. Demographics”. This study identifies significant cultural shifts accompanied by great marketing opportunities. As per the study, by 2050, more than half of the U.S. population will be non-white (African-American, Asian, Hispanic). By that same 2050 milestone, the economic opportunity for brands in the multicultural CPG space is projected to exceed $500B.

Media_httpblognielsen_nxgob

Here is the topline multicultural buying insights

When compared to the general population, on average…

Hispanic Shoppers

  • Tend to spend more on categories for babies and children — (Hispanic households represent 11.8% of CPG total spending, but 16.6% of disposable diaper sales.)
  • Tend to spend more in traditional mass merchandise and warehouse clubs
  • Tend to spend more on food consumed at home

African American Shoppers

  • Tend to spend more on health and beauty products, like fragrance (African Americans represent 11.0% of CPG total spending, but 20.3% of dollars spent in beauty supply stores.)
  • Tend to spend more in drug and dollar stores
  • Tend to spend more on ingredients used to cook from scratch
  • Tend to buy fewer items on deals or with coupons
  • Tend to spend more on food consumed at home

Asian American Shoppers

  • Tend to spend more in club stores (Asian Americans represent 3.0% of CPG total spending, but 5.5% of dollars spent in warehouse clubs.)
  • Tend to spend more on categories for babies and children
  • Are more likely to eat outside of the home

Topline Multicultural Media Insights

Hispanic Media Consumers

  • Strong following of Telenovelas
  • On average, watch more broadcast and satellite TV
  • Display higher usage of mobile internet

African American Media Consumers

  • Have the highest TV usage of any demographic at nearly 80 hours a week per household
  • Have a higher percentage of multi-set households
  • Display higher usage of mobile internet

Asian American Media Consumers

  • More likely to have newer technology (DVD, HD, Digital Cable)
  • Tend to watch less TV
Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s