How Multicultural Shoppers Could Shape Grocery

The U.S. multicultural community is expected to grow in coming years, which could affect shoppers' preferences, given the various needs of U.S. Hispanic, African American and Asian American shoppers.

To help grocers meet these changing preferences, Acosta's "Multicultural The Why? The Behind The Buy" report points out what multicultural shoppers are looking for in a grocery store, such as socially responsible brands and prepared food.

John Clevenger, SVP and managing director for Acosta Strategic Advisors, said the report uncovered "key differences between shopper groups." For example, "Multicultural shoppers recognize the link between food and their health and are significantly more likely to buy natural and organic foods, even though they are more expensive."

"Understanding these unique values and preferences is vital for manufacturers and retailers to win with this emerging consumer group," he said. 

The report found multicultural shoppers tend to enjoy grocery shopping more than Caucasian (non-Hispanic) shoppers. Seventy-two percent of African American shoppers, 65% of U.S. Hispanic shoppers and 61% of Asian American shoppers reported this, compared to 56% of white/Caucasian shoppers.

Additionally, shopping with other people was more common among multicultural groups. Seventy-five percent of Asian American shoppers, 67% of U.S. Hispanic shoppers and 63% of African American shoppers reported shopping with others during their routine, regular grocery trips, versus 55% of Caucasian shoppers.

Multicultural shoppers also purchased across more channels than the total U.S. shopper, with 23% of U.S. Hispanic shoppers reporting shopping in a Hispanic/ethnic grocery store in the past six months versus 3% of total U.S. shoppers.

Multicultural shoppers were found to to engage more with brands. For example, 49% of U.S. Hispanic shoppers and 46% 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% of U.S. Hispanic shoppers agreed that they are passionate about their favorite grocery brands, and more multicultural shoppers than average shoppers buy brands that are socially responsible. 

More multicultural shoppers brought grocery prepared foods home in the past 30 days. Seventy-six percent of U.S. Hispanic shoppers reported doing this in the past month versus 59% of White/caucasian (non-Hispanic) shoppers.

Multicultural shoppers are also more likely to engage in digital offerings such as digital flyers (45% of  U.S. Hispanic shoppers vs. 35% of total U.S. shoppers) or a mobile shopping list (37% of Asian American shoppers vs. 26% of total U.S. shoppers).