Black Consumers and the Perimeter in the Grocery Store - US - February 2014
“Black consumers are underserved in advertising and marketing as it relates to the perimeter of the grocery store. This consumer is prone to certain dietary issues that may be alleviated by incorporating more fresh produce, meat, and healthier diary options in their diet. Their receptivity to advertising coupled with their love for food and grocery shopping presents a unique opportunity for marketers.”
– Tonya Roberts, Multicultural Analyst
Some questions answered in this report include:
- What can the food industry do to promote healthy eating among Black consumers?
- How can companies encourage Black consumers to prepare foods in healthier ways?
- How can grocery manufacturers and retailers attract Black consumers?
In 2014, African-Americans represent about 13% of the total US population and their numbers are expected to increase from 2014-19. Black consumers tend to be younger than the average, and from larger and female-headed households compared with the general market. Despite lower household incomes and higher unemployment rates, Black spending power is projected to reach $1.3 trillion in 2017. Black consumers are more likely than White consumers to buy fresh produce, poultry, and fish.
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