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Black Food and Drink Shopper - US - December 2018

"Black consumers are estimated to spend $72 billion on food and drink in 2018, a 4.5% increase vs 2017. Falling market prices along with better economic conditions may lead this consumer to buy more of their favorite brand names in categories such as meats and center-of-store items to please everyone in the household. Amazon may be the disrupter in the grocery sector, but this shopper is enamored with Walmart, and the store experiences over three times the traffic vs their nearest competitor."
- Toya Mitchell, Multicultural Analyst

This report looks at the following areas:

  • Shopping location and product mix drive shopper segments
  • Walmart and traditional supermarkets are the leading primary shopping locations
  • Saving time in store is more valuable than shopping at home
  • Online ordering is of interest to shoppers that already visit the most stores
  • Better for you food and drink items are a draw for most Black shoppers
  • Buying favorite products on deal is the best aspect of food and drink shopping

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • The insights
            • Shopping location and product mix drive shopper segments
              • Figure 1: Black food and drink shopper segments, July 2018
            • Walmart and traditional supermarkets are the leading primary shopping locations
              • Figure 2: Food and drink primary and also shopped shopping locations, July 2018
            • Saving time in store is more valuable than shopping at home
              • Figure 3: Attitudes toward food and drink shopping – convenience, July 2018
            • Online ordering is of interest to shoppers that already visit the most stores
              • Figure 4: Food and drink shopping trends of interest, by food and drink segments, July 2018
            • Better for you food and drink items are a draw for most Black shoppers
              • Figure 5: Food and drink shopping trends of interest – Product based trends, July 2018
            • Buying favorite products on deal is the best aspect of food and drink shopping
              • Figure 6: Attitudes toward food and drink shopping – Deals and shopping multiple stores, July 2018
            • What it means
            • The Market – What You Need to Know

              • Black households will spend $72 billion on food and drink in 2018
                • More singles and kids in Black households impact where and how shoppers buy groceries
                  • Black household incomes on the rise, but still lag behind the average
                    • Average weekly grocery spend in Black households on par with total households
                      • Everyone is spending more money on food at and away from home
                      • The Black Population by the Numbers

                        • Black population growth forecast outpaces the total market
                          • Figure 7: US population by race, 2013-23
                        • Black household growth shows modest increases
                          • Figure 8: US household population estimates, by race and Hispanic origin, 2007-17
                        • Half of Black households are headed by a single person
                          • Figure 9: Household composition, by race and Hispanic origin, 2017
                        • More single adults drive down number of people in Black households
                          • Figure 10: Average number of people in US households, by race and Hispanic origin, 2017
                        • Black unemployment falls to historic lows; high underemployment remains
                          • Figure 11: Unemployment and underemployment rates, by total and Black workers aged 16+, 2000-17
                        • Black household income inches upward, but lags behind other groups
                          • Figure 12: Median household income, by race and Hispanic origin, in inflation adjusted dollars, 2002-17
                      • Market Size

                        • Higher incomes, low prices spur at-home food and drink spending increases
                          • Figure 13: Black household expenditures for food and drink at home, at current prices, 2013-18
                        • Black household expenditure share to total remains flat
                          • Figure 14: Black vs total household expenditures for food and drink, at current prices, 2013-18
                      • Market Perspective

                        • Average grocery spend reflects household size and composition
                          • Figure 15: Average weekly grocery spending, by total and Black households, April 2017-June 2018
                        • Walmart is the leading store among all grocery shoppers
                          • Figure 16: Leading supermarkets shopped in the last four weeks, by total and Black shoppers, April 2017-June 2018
                      • Market Factors

                        • Black consumer spending on food rises as prices fall
                          • Figure 17: Average annual expenditures on food at home and away from home, total and Black households 2007-17
                          • Figure 18: Percent change on consumer prices indexes, 2007-17
                        • Black consumers spend the greatest share of food budget on meats
                          • Figure 19: Percent share of annual spending on food at home, total and Black households, 2017
                      • Key Trends – What You Need to Know

                        • Store upgrades and product mix spur shopping visits across store types
                          • Distrust in online ordering services may stem use among Black shoppers
                            • Retailers look to in-store technology and image adjustments to expand shopping base
                            • What’s Working?

                              • Upgraded options from discount retailers spur shopping visits
                                • Figure 20: Black shopper visits at leading grocery and food stores, 2014-18
                            • What’s Struggling?

                              • Meal kits move in store to stave off sagging sales
                                • Online grocery shopping slowly catching on among Black shoppers
                                • What’s Next?

                                  • Aldi revamps all US stores to compete against Walmart
                                    • Traditional grocers introduce cashier-less shopping
                                      • Dollar Tree store expansion in jeopardy
                                      • The Consumer – What You Need to Know

                                        • Black shopper segments show differences in food and drink needs
                                          • Moms assume food and drink shopping for the entire house
                                            • Walmart tops supermarkets as the #1 food and drink shopping location
                                              • Natural, healthy food and drink trends hold Black shoppers’ interest
                                                • Black shoppers are happy with their preferred store locations
                                                  • Few Black shoppers shop online, but most will try with the right incentives
                                                    • Product mix at stores close to home influences where Black shoppers buy
                                                      • Convenience is a nice to have, but not a necessary factor when shopping for groceries
                                                      • Food and Drink Shopping Responsibility

                                                        • More single-headed households translates to greater share shopping on their own
                                                          • Figure 21: Grocery shopping responsibility, total and Black, July 2018
                                                        • Single consumers shop on their own; women assume most responsibility after marriage
                                                          • Figure 22: Grocery shopping responsibility by gender and marital/partnered status, July 2018
                                                        • Moms least likely to get, or accept, help in buying household groceries
                                                          • Figure 23: Grocery shopping responsibility, parental status and gender, July 2018
                                                      • Black Food and Drink Shopper Segmentation

                                                        • Shopper segments highlight category innovation vs personal lifestyle
                                                          • Figure 24: Black food and drink shopper segments, July 2018
                                                        • The Variety Shopper is always on the hunt for the next new product or service
                                                          • Figure 25: Profile of Variety Shopper segment, July 2018
                                                        • The Traditional Shopper needs the sensorial, in-person experience
                                                          • Figure 26: Profile of Traditional Shopper segment, July 2018
                                                        • Chore Shopper makes the process as easy as possible
                                                          • Figure 27: Profile of Chore Shopper segment, July 2018
                                                      • Food and Drink Shopping Locations

                                                        • Product mix and low prices make Walmart the store to beat
                                                          • Figure 28: Food and drink shopping locations, any shopping, July 2018
                                                        • Black shoppers over index for primarily shopping at Walmart vs the general market
                                                          • Figure 29: Food and drink primary shopping locations, July 2018
                                                        • Price- and brand-conscious shoppers look to discount stores for bargains
                                                          • Figure 30: Food and drink shopping locations, primary and secondary, July 2018
                                                        • Parents see Walmart as the go-to store for food and drink
                                                          • Figure 31: Demographic profile of traditional supermarket and Walmart food and drink shoppers, July 2018
                                                        • Product selection and habit drive Traditional Shoppers to supermarkets
                                                          • Figure 32: Primary food and drink shopping locations, by food and drink segments, July 2018
                                                        • Variety Shoppers don’t have a strong retail preference beyond Walmart
                                                          • Figure 33: Secondary food and drink shopping locations, by food and drink segments, July 2018
                                                      • Food and Drink Trends of Interest

                                                        • Better-for-you food and drink is a viable segment among Black consumers
                                                          • Figure 34: Food and drink trends of interest, July 2018
                                                        • Variety Shoppers engaged in the experience more open to all trends
                                                          • Figure 35: Food and drink trends of interest, by food and drink segments, July 2018
                                                        • Young shoppers focus on meal ingredients; older shoppers focus on convenience
                                                          • Figure 36: Food and drink trends of interest, by age group, July 2018
                                                        • Married parents with kids want to make meal time easier
                                                          • Figure 37: Food and drink trends of interest, by parental and marital/partnership status, July 2018
                                                      • Food and Drink Shopping Behavior

                                                        • Make a list. Head to the stores. Repeat.
                                                          • Figure 38: Food and drink shopping behavior, July 2018
                                                        • Variety Shoppers prioritize retail environment and product selection over convenience
                                                          • Figure 39: Food and drink shopping behavior, by food and drink segments, July 2018
                                                        • Moms do not deviate from their grocery shopping plan
                                                          • Figure 40: Food and drink shopping behavior, by gender and parental status, July 2018
                                                      • Online Grocery Shopping Trial Incentives

                                                        • Most Black shoppers don’t shop online, but can be convinced to try
                                                          • Figure 41: Online grocery shopping trial incentives, July 2018
                                                        • Value of online ordering for first-time users balanced between expected added convenience and cost
                                                          • Figure 42: TURF Analysis – Online grocery shopping trial incentives, July 2018
                                                          • Figure 43: Table – TURF Analysis – Online grocery store shopping trial incentives, July 2018
                                                        • Upper-middle-income households measure the value of online shopping with potential added benefits
                                                          • Figure 44: Online grocery shopping trial incentives, by household income, July 2018
                                                        • Variety Shoppers looking for optimal product selection more open to online shopping
                                                          • Figure 45: Online grocery shopping trial incentives, food and drink shopping segments, July 2018
                                                      • Food and Drink Shopping Influences

                                                        • Convenience and product mix top price for Black food and drink shoppers
                                                          • Figure 46: Food and drink shopping influences, July 2018
                                                        • Low food prices may shift value from price to product mix
                                                          • Figure 47: Food and drink shopping influences, by food and drink shopping segments, July 2018
                                                        • Moms travel to their preferred stores to find specific items on their lists
                                                          • Figure 48: Food and drink shopping influences, by gender and parental status, July 2018
                                                        • “Also shopped” stores offer complementary product mix as preferred stores
                                                          • Figure 49: Food and drink shopping influences, by secondary locations, July 2018
                                                      • Attitudes toward Food and Drink Shopping

                                                        • Price and product mix surpass convenience for most Black shoppers
                                                          • Figure 50: Attitudes toward food and drink shopping, July 2018
                                                        • Sales promotions on must-have brands more important than low prices on alternatives
                                                          • Figure 51: Attitudes on food and drink shopping – Price and promotion, by food and drink segments, July 2018
                                                        • Convenience holds greatest value to engaged shoppers
                                                          • Figure 52: Attitudes on food and drink shopping – Convenience, by food and drink segments, July 2018
                                                        • Specialty stores are appealing, but only for certain occasions and products
                                                          • Figure 53: Attitudes on food and drink shopping – Store and product, by food and drink segments, July 2018
                                                      • Appendix – Data Sources and Abbreviations

                                                        • Data sources
                                                          • Sales data
                                                            • Consumer survey data
                                                              • Abbreviations and terms
                                                                • Abbreviations
                                                                  • Terms
                                                                  • Appendix – The Market

                                                                      • Figure 54: Black household expenditures for groceries, at current prices, 2013-18
                                                                      • Figure 55: Black household expenditures for groceries, at inflation-adjusted prices, 2013-18
                                                                      • Figure 56: Black and total household expenditures for groceries at current prices, 2013-18
                                                                  • Appendix – The Consumer

                                                                      • Figure 57: Average weekly grocery spending, by total and Black households, April 2017-June 2018
                                                                      • Figure 58: Leading supermarkets shopped in the last four weeks, by total and Black shoppers, April 2017-June 2018
                                                                      • Figure 59: Black shopper visits at leading grocery and food stores, 2014-18

                                                                  Black Food and Drink Shopper - US - December 2018

                                                                  US $4,395.00 (Excl.Tax)