African Immigrants in the U.S. Overlooked by Marketers

LOS ANGELES — African immigrants in the U.S. comprise a largely untapped demographic with $50 billion in purchasing power, show findings of a study conducted by New American Dimensions in conjunction with the African Chamber of Commerce.

These consumers maintain connections to their friends and family in their native countries and maintain ties to native traditions, including food, music and entertainment.

The study also found:
• Supermarkets lead the list of stores patronized by African immigrants.
• African immigrants shop around for the right price and the right product.
• Younger shoppers are more prone to shopping for products recommended by family and friends.
• The demographic includes a unique Islamic segment that is also untapped.

“There are over 1.4 million Africans living in the U.S. and these consumers possess very high educational attainment and incomes,” said David Morse, president and chief executive officer of New American Dimensions, in a statement. “This is a segment with a powerful sense of identity and pride in being African.

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