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Blacks and Food: Breakfast, Baking, and Beverages - US - September 2011

According to the U.S. Census Bureau, the Black population will reach 42.1 million by 2015, an 11.7% increase from 2005. Black buying power is continually on the rise and is expected to climb to $1.1 trillion by 2014. Higher education levels, and the resulting higher-paying jobs, are the primary drivers behind this increasing purchasing power. As a result, Black affluence is also on the increase, with 2.4 million African Americans having household incomes more than $75K. Blacks are becoming an increasingly influential consumer group, both in number and in the amount of money they spend on food and drink.

This, in combination with their gusto for large breakfasts, baking and dessert foods, and many beverage types, makes Black consumers a segment worthy of attention from marketers of these products. Blacks’ heritage of soul food plus their interest in new product concepts make them prime consumers of many key products, purchased anywhere from restaurant drive-throughs, to grocers, to vending machines.

This report provides insights that will help marketers engage the Black consumer through the following topics:

  • Changes in Blacks’ spending on certain grocery products in the past years, and the types of products with the greatest future potential among this consumer group
  • The types of breakfast foods, bakery and dessert items, and beverages most consumed by Blacks, including preferences based on age, gender, household income and region
  • Blacks’ attitudes towards breakfast and where and how often they purchase breakfast foods
  • The product attributes that drive Blacks’ to purchase certain breakfast, baking and beverage items, such as those that are diet-specific or functional
  • Blacks’ attitudes toward artificial sweeteners and alternatives to these ingredients
  • Methods that advertisers have already employed in television, print and online campaigns targeting Black consumers, including analysis of those which are most effective in potentially engaging this audience

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Sources
          • Consumer survey data
            • Advertising
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                      • Food expenditure of the Black consumer
                        • The Black consumer and breakfast
                          • Breakfast foods
                            • Baking and baked goods
                              • Beverages
                                • Marketing strategies
                                  • U.S. Black population
                                  • Insights and Opportunities

                                    • Soul food to garden food
                                      • Inspirational marketing
                                        • Black wealth
                                        • Inspire Insights

                                            • Trend: “Girly Men”
                                            • Food Expenditure of the Black Consumer

                                              • Key points
                                                • Blacks spend the same amount on groceries as the average consumer
                                                    • Figure 1: Average spent on groceries per household, by race/Hispanic origin, February 2010-March 2011
                                                  • Household income affects Blacks’ spending on groceries
                                                    • Figure 2: Average spent on groceries per Black household, by household income, February 2010-March 2011
                                                  • Cereals, cereal products, and bakery goods appeal to Black consumers
                                                      • Figure 3: Average annual expenditures by Black consumer units on selected foods and non-alcoholic beverages, 2005-09
                                                      • Figure 4: Average annual expenditures by all consumer units on selected foods and non-alcoholic beverages, 2005-09
                                                    • Blacks spend more than average consumers on several cereal products
                                                        • Figure 5: Average annual expenditures on cereal and bakery products, by all CUs and Black CUs
                                                      • Opportunities remain for boosting Blacks’ spending on beverages
                                                          • Figure 6: Average annual expenditures on non-alcoholic beverages, by all CUs and Black CUs
                                                      • The Black Consumer and Breakfast

                                                        • Key points
                                                          • Attitudes toward breakfast
                                                            • Blacks are trying to dine out less for breakfast
                                                                • Figure 7: Black consumers’ attitudes toward breakfast, by gender and age, June 2011
                                                              • Young Black men eat breakfast the fewest times per week
                                                                  • Figure 8: Number of times eaten breakfast in the past week, by gender and age, June 2011
                                                                • Where breakfast is eaten during the week
                                                                  • Young Black men most likely to dine out or purchase prepared foods for breakfast
                                                                      • Figure 9: Where breakfast is eaten during the week, by gender and age, June 2011
                                                                    • Many middle-income Blacks use drive-throughs, coffeehouses, and donut shops
                                                                        • Figure 10: Where breakfast is eaten during the week, by household income, June 2011
                                                                      • Where breakfast is eaten on the weekends
                                                                        • Young Black men most likely to eat out for breakfast on weekends
                                                                            • Figure 11: Where breakfast is eaten during the weekend, by gender and age, June 2011
                                                                          • Lower income Blacks eat breakfast at quick-service restaurants and coffeehouses on weekends
                                                                              • Figure 12: Where breakfast is eaten during the weekend, by household income, June 2011
                                                                          • Breakfast Foods

                                                                            • Key points
                                                                              • Breakfast food consumption
                                                                                • Black households purchase most breakfast food items at a higher rate than other races
                                                                                  • Figure 13: Types of breakfast foods consumed by households, by race/Hispanic origin, February 2010-March 2011
                                                                                • Types of foods eaten for breakfast during the week
                                                                                  • Black men prefer meats for breakfast, but Black women prefer fruit
                                                                                    • Figure 14: Types of foods eaten for breakfast during the week, by gender and age, June 2011
                                                                                  • Blacks’ food preferences vary by region
                                                                                    • Figure 15: Types of foods eaten for breakfast during the week, by region, June 2011
                                                                                  • Types of foods eaten for breakfast on the weekend
                                                                                    • Young Black women eat the widest variety of breakfast foods
                                                                                      • Figure 16: Types of foods eaten for breakfast during the weekend, by gender and age, June 2011
                                                                                    • Middle to upper-income Blacks eat widest variety of breakfast foods on weekend
                                                                                      • Figure 17: Types of foods eaten for breakfast during the weekend, by household income, June 2011
                                                                                    • Product claims of breakfast foods consumed during the week
                                                                                      • Older Black women seek healthy breakfast foods, but younger Black women seek organic
                                                                                        • Figure 18: Product claims of breakfast foods consumed during the week, by gender and age, June 2011
                                                                                      • Product claims of breakfast foods consumed on the weekend
                                                                                        • Older Black women seek high fiber, but young Black men seek high protein
                                                                                          • Figure 19: Product claims of breakfast foods consumed during the weekend, by gender and age, June 2011
                                                                                      • Baking and Baked Goods

                                                                                        • Key points
                                                                                          • Consumption of foods used for baking
                                                                                            • Blacks consume most baking products at a higher rate than other ethnic groups
                                                                                              • Figure 20: Types of foods used for baking consumed by households, by race/Hispanic origin, February 2010-March 2011
                                                                                            • Types of baking mixes purchased
                                                                                              • Young Blacks most likely to purchase baking mixes
                                                                                                • Figure 21: Type of mixes purchased by Black consumers in the past three months, by gender and age, June 2011
                                                                                              • A significant percentage of Blacks buy dessert mixes
                                                                                                • Figure 22: Type of mixes purchased by Black consumers in the past three months, by household income, June 2011
                                                                                              • Frequency of baked or dessert items consumed
                                                                                                • Young Blacks index highest for purchasing desserts and dessert mixes from retailers
                                                                                                  • Figure 23: Purchase, made, and/or ate the following bakery or dessert items in the last three months, by gender and age, June 2011
                                                                                                • Reason for purchase
                                                                                                  • Convenience is most common reason for buying prepared bakery items
                                                                                                    • Figure 24: Reasons for buying fresh bread, cakes, pies, and/or brownies at grocery stores or bakeries, by household income, June 2011
                                                                                                  • Young Black men are the most concerned with seeing nutritional information on desserts
                                                                                                    • Figure 25: Reasons for buying fresh bread, cakes, pies, and/or brownies at grocery stores or bakeries, by gender and age, June 2011
                                                                                                  • Attributes about baking and dessert mixes that are important
                                                                                                    • Older Blacks look for healthy dessert mixes, but young Black men look for indulgent and nutritious
                                                                                                      • Figure 26: Attributes about baking and dessert mixes that are important to Black consumers, by gender and age, June 2011
                                                                                                  • Beverages

                                                                                                    • Key points
                                                                                                      • Dairy and non-dairy
                                                                                                        • Blacks index the highest for most dairy and dairy-substitute products
                                                                                                          • Figure 27: Dairy and non-dairy milks consumed by households, by race/Hispanic origin, February 2010-March 2011
                                                                                                        • Juices
                                                                                                          • Blacks consume most juices at above-average rates
                                                                                                            • Figure 28: Fruit and vegetable juices consumed by households, by race/Hispanic origin, February 2010-March 2011
                                                                                                          • Beverages
                                                                                                            • Blacks prefer bottled water, regular sodas, and powdered soft drinks
                                                                                                              • Figure 29: Non-alcoholic beverages consumed by households, by race/Hispanic origin, February 2010-March 2011
                                                                                                            • Type of non-alcoholic beverages purchased
                                                                                                              • Household income impacts beverage preferences
                                                                                                                • Figure 30: Type of non-alcoholic beverages purchased in the past month by Black consumers, by household income, June 2011
                                                                                                              • Young Black men prefer caffeinated and carbohydrate-rich drinks
                                                                                                                • Figure 31: Type of non-alcoholic beverages purchased in the past month, by gender and age, June 2011
                                                                                                              • What consumers look for when purchasing beverages
                                                                                                                • Men look for “more” in beverages, whereas women look for “less”
                                                                                                                  • Figure 32: What consumers look for when purchasing non-alcoholic beverages, by gender and age, June 2011
                                                                                                                • Attitudes and opinions towards artificial and natural sweeteners
                                                                                                                  • Older Black women concerned with possible risks of artificial sweeteners
                                                                                                                    • Figure 33: Opinion on possible health risks of artificial sweeteners and natural sweeteners that are used in low-calorie non-alcoholic beverages, by gender and age, June 2011
                                                                                                                  • Few Blacks like artificial sweeteners, but agree with reduced-sugar drinks
                                                                                                                    • Figure 34: Attitudes toward artificial sweeteners and natural sweeteners that are used in low-calorie non-alcoholic beverages, by gender and age, June 2011
                                                                                                                • Marketing Strategies

                                                                                                                    • Key points
                                                                                                                      • Television
                                                                                                                        • McDonald’s McCafé
                                                                                                                          • Figure 35: McDonald’s McCafé Real Fruit Smoothie, Television ad, May 2011
                                                                                                                        • Dunkin’ Donuts
                                                                                                                          • Figure 36: Dunkin’ Donuts Smoked Sausage Breakfast Sandwich, Television ad, May 2011
                                                                                                                        • Mountain Dew
                                                                                                                          • Figure 37: Mountain Dew Code Red, Television ad, April 2011
                                                                                                                        • Sun Drop
                                                                                                                          • Figure 38: Sun Drop, Television ad, July 2011
                                                                                                                        • Print
                                                                                                                          • Sprite
                                                                                                                            • Figure 39: Sprite, Magazine ad
                                                                                                                          • McDonald’s McCafé
                                                                                                                            • Figure 40: McDonald’s McCafé real fruit smoothie, Magazine ad
                                                                                                                          • Crystal Light
                                                                                                                            • Figure 41: Crystal Light, Magazine ad
                                                                                                                          • Online
                                                                                                                            • First Lady Michelle Obama’s Let’s Move campaign
                                                                                                                              • McDonald’s 365 Black
                                                                                                                                • Obama Foodorama
                                                                                                                                • U.S. Black Population

                                                                                                                                  • Key points
                                                                                                                                    • U.S. population by race/Hispanic origin
                                                                                                                                      • Figure 42: Population, by race and Hispanic origin, 2000-15
                                                                                                                                      • Figure 43: Population, by race/Hispanic origin, 1970-2020
                                                                                                                                      • Figure 44: Asian, Black, and Hispanic populations, 1970-2020
                                                                                                                                    • U.S. Black population
                                                                                                                                      • Black population by age
                                                                                                                                        • Figure 45: U.S. Black population, by age, 2005-15
                                                                                                                                        • Figure 46: Total U.S. population, by age, 2005-15
                                                                                                                                      • U.S. Black geographic concentration
                                                                                                                                        • Figure 47: Black geographic concentration, by region, 2007
                                                                                                                                      • Black population by state
                                                                                                                                        • Figure 48: States with largest Black population, 2008
                                                                                                                                        • Figure 49: States with the highest share of Black residents, 2008
                                                                                                                                      • Black metros
                                                                                                                                        • Figure 50: Metropolitan status of Black households, 2001 and 2007
                                                                                                                                        • Figure 51: Top 10 metropolitan areas with the largest number of Black residents, 2006-08
                                                                                                                                      • Black purchasing power
                                                                                                                                        • Black income
                                                                                                                                          • Figure 52: Median household income, by race and Hispanic origin of householder, 2008
                                                                                                                                          • Figure 53: Household income distribution for all households and Black households, 2008
                                                                                                                                        • Income of Black households versus total U.S. households
                                                                                                                                          • Figure 54: Share of Black households with incomes of $50K or more versus total U.S. households, 2002 and 2008
                                                                                                                                        • Purchasing power by race/Hispanic origin
                                                                                                                                          • Figure 55: Purchasing power, by race/Hispanic origin, 2008
                                                                                                                                          • Figure 56: Top 10 states with the largest share of Black buying power, 2008
                                                                                                                                          • Figure 57: Top 10 states, by rate of growth of Black buying power, 1990-2008
                                                                                                                                        • Black Affluents
                                                                                                                                          • Black households
                                                                                                                                            • Figure 58: Average household size, by race/Hispanic origin/race of householder, 2001 and 2008
                                                                                                                                            • Figure 59: Black households and all households, by presence and ages of children, 2009
                                                                                                                                          • Country of origin/heritage
                                                                                                                                            • African immigrants
                                                                                                                                                • Figure 60: U.S. immigrants, baccalaureate and advanced degrees, by continent/region of origin, 2000
                                                                                                                                              • Caribbean immigrants
                                                                                                                                                • Top five countries of origin
                                                                                                                                                  • Geographic location
                                                                                                                                                    • Neighborhood characteristics
                                                                                                                                                    • Appendix—Trade Associations

                                                                                                                                                      Companies Covered

                                                                                                                                                      • American Meat Institute (AMI)
                                                                                                                                                      • Coca-Cola Company (The) (USA)
                                                                                                                                                      • Dr Pepper Snapple Group, Inc.
                                                                                                                                                      • Dunkin' Brands
                                                                                                                                                      • Food and Drug Administration
                                                                                                                                                      • General Mills Inc
                                                                                                                                                      • Grocery Manufacturers Association (GMA)
                                                                                                                                                      • International Dairy·Deli·Bakery Association
                                                                                                                                                      • Jamba Juice Company
                                                                                                                                                      • McDonald's U.S.A.
                                                                                                                                                      • National Hot Dog and Sausage Council
                                                                                                                                                      • Nestlé USA
                                                                                                                                                      • NutraSweet Company, The
                                                                                                                                                      • PepsiCo Inc
                                                                                                                                                      • SAM's Club
                                                                                                                                                      • U.S. Bureau of Labor Statistics
                                                                                                                                                      • U.S. Department of Homeland Security
                                                                                                                                                      • Walmart Stores (USA)

                                                                                                                                                      Blacks and Food: Breakfast, Baking, and Beverages - US - September 2011

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