2021
9
US Black Consumers: Feeding the Family Market Report 2021
2021-12-29T03:03:10+00:00
OX1045657
3695
146537
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Report
en_GB
“The secret ingredient to cooking for the family lies in the emotional aspect. Attitude toward cooking has made all the difference as those who enjoy making meals for their family…

US Black Consumers: Feeding the Family Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

This report provides comprehensive and current information and analysis of the US Black Consumers: Feeding the Family market including market size, anticipated market forecast, relevant market segmentation, and industry trends for the Black Consumers: Feeding the Family market in the US.

Current market landscape

Understanding the mindset and attitudes Black consumers hold toward feeding their families represents a significant growth opportunity, as this is a population that is continually developing, is more likely to have children at home, and is projected to grow at a higher rate than average. Finding ways to spark interest among Black parents is vital, as those who are engaged with the task of cooking for their families are proactively seeking ways to keep things interesting and are not only open to trying new products, ingredients, and recipes but are also attuned to messaging surrounding better-for-you claims.

Future market trends in US Black Consumers: Feeding the Family

Black parents are interested in doing it their way – they are less inclined to report the influence of their parents or friends in what they serve their families, meaning that brand influence can play a bigger role in shaping their cooking habits.

Read on to discover more about the consumer market, read our US Black Consumers and Shopping for Groceries Market Report 2020, or take a look at our other African American Consumer Market research reports. Findings in this report can be supplemented by analysis presented in Cooking in America – US, 2021 and Hispanics: Feeding the Family – US, 2021 as well as other reports from Mintel’s Multicultural, Lifestyles and Culture and Identity categories.

Quickly understand

  • The impact of COVID-19 on Black parents’ approach to feeding their families.
  • Which aspects influence what Black parents feed their families.
  • How Black parents perceive different meal occasions.
  • What factors are most important to Black parents when choosing food and drinks for their families.

Covered in this report

Brands include: Publix, Walmart, Aldi, Heinz, Food Lion, Seeds of Change, McCormick, Nestlé, Campbell’s, Hidden Valley Ranch, Kraft.

Expert analysis from a specialist in the field

This report, written by Juan Ruiz, a leading analyst in the Hispanic Insights sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The secret ingredient to cooking for the family lies in the emotional aspect. Attitude toward cooking has made all the difference as those who enjoy making meals for their family proactively find ways to keep themselves engaged and their children happy – even after two years of cooking more from home. Conversely, those who do not enjoy cooking for the family are more inclined to have grown tired of the task, seeing it as a chore. Since attitudes significantly shape Black parents’ experiences in the kitchen, brands must focus on the positives and make their products part of a rich experience.
Juan Ruiz, Director Hispanic Insights
Juan Ruiz
Director, Hispanic Insights

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas
        • Definition
          • COVID-19: market context
            • Economic and other assumptions
            • Executive Summary

                • Top takeaways
                  • Market overview
                    • Impact of COVID-19 on Black consumers and feeding the family
                      • Figure 1: Short-, medium- and long-term impact of COVID-19 on Black consumers and feeding the family, 2021
                    • Opportunities and challenges
                      • Encourage Black dads to participate
                        • Figure 2: Responsibility for preparing meals for the family, by gender and living situation, 2021
                      • Focus on the positives – the secret ingredient are the emotional benefits
                        • Figure 3: Attitudes toward feeding the family – Dynamics around mealtimes, 2021
                      • Lean into health and wellness
                        • Figure 4: Interest in claims, by household income, 2021
                    • Market Factors – Key Takeaways

                      • Black families will continue gaining significance in most brands’ core target markets
                        • The pandemic continues to condition Black households
                        • Black Families by the Numbers

                          • The Black population plays a critical role in the diversification of the US
                            • Figure 5: US population, by race and Hispanic origin, 2016-26
                          • A third of Black households include children
                            • Figure 6: Households with related children under 18 in the household, by race and Hispanic origin of householder, 2020
                            • Figure 7: Average number of people per household, by race and Hispanic origin, 2020
                        • Market Factors

                          • Impact of COVID-19 on Black consumers and feeding the family
                            • Immediate impact (2020)
                              • Short term (2021)
                                • Recovery (2022-25)
                                  • Deep dive into the current period:
                                    • Lower income and inflationary trends put pressure on Black households
                                      • Figure 8: Median household income, by race and Hispanic origin of householder, 2019
                                      • Figure 9: Household income distribution, by race and Hispanic origin of householder, 2019
                                      • Figure 10: Consumer Price Index change from previous year, 2020-2021
                                  • Marketing Opportunities and Competitive Strategies

                                    • Mintel Global Trend Drivers
                                      • Figure 11: Mintel Global Trend Drivers, 2021
                                    • Identity: embrace Black parents’ identity as parents and as cooks
                                      • Figure 12: Recent cuisine experience, by race and Hispanic origin, 2020
                                    • Strategy: inspire Black parents to embrace their identities and be culinary role models
                                      • Figure 13: Publix Super Markets – Paths Forward, 2021
                                    • Value: communicating connections beyond price
                                      • Strategy: show the value of convenience
                                        • Figure 14: Walmart Facebook post, 2021
                                      • Strategy: be on the consumer’s side
                                        • Figure 15: Aldi USA Instagram post, 2021
                                      • Experiences: feeding the family is not just a chore
                                        • Strategy: focus on the positive
                                          • Figure 16: Heinz Creative, 2021
                                        • Wellbeing: provide guidance
                                          • Strategy: combining areas of wellness
                                          • The Consumer – Key Takeaways

                                            • Black parents take ownership of feeding the family
                                              • Spouses and kids have the most influence on what families eat
                                                • Partnerships between grocery stores and foodservice vendors will appeal to engaged home cooks
                                                  • Taste trumps all, other aspects need to be communicated in tandem
                                                    • COVID-19 prompted Black parents to cook comfort foods
                                                      • Context surrounding meal occasions matters
                                                        • Black parents’ interest in wellbeing claims is fragmented
                                                        • Responsibility for Preparing Meals for Family

                                                          • Most Black parents are heavily involved preparing meals
                                                            • Figure 17: Black parents’ responsibility for preparing meals for the family, 2021
                                                          • Black moms have a hard time delegating, creating a need for brands to engage Black dads
                                                              • Figure 18: Responsibility for preparing meals for the family, by gender and living situation, 2021
                                                            • Strategy to connect with dads: consider tapping into existing shortcuts to simplify the cooking process
                                                              • Strategy to connect with Black dads: give a sense of control
                                                                • Strategy to connect with Black dads: help them move beyond lingering traditional notions surrounding home chores
                                                                • Attitudes toward Cooking for the Family

                                                                  • Enjoyment matters: Black parents who enjoy cooking are a critical target
                                                                      • Figure 19: Attitudes toward feeding the family – Enjoy cooking, 2021
                                                                      • Figure 20: Feeding the family dynamics – Children’s involvement, by attitudes toward feeding the family – Enjoy cooking most of the time vs other, 2021
                                                                    • Don’t count out those who are less enthusiastic as they are also an important audience
                                                                      • Figure 21: Food Lion video ad, 2021
                                                                    • Age and household income impact Black parents’ joy for cooking
                                                                      • Figure 22: Attitudes toward feeding the family – Enjoy cooking most of the time, by key demographics, 2021
                                                                  • Factors Influencing What the Family Eats

                                                                    • Above all, spouses and kids have the most influence
                                                                      • Figure 23: Factors influencing what the family eats, 2021
                                                                    • Black parents want to feed their families their way
                                                                      • Children’s influence matters as they have an active role in feeding the family
                                                                        • Figure 24: Feeding the family dynamics – Children’s involvement, 2021
                                                                        • Figure 25: Feeding the family dynamics – Children’s involvement, by gender and age, 2021
                                                                        • Figure 26: Publix Super Markets Creative, 2021
                                                                      • Children’s involvement sparks enjoyment, sparking inspiration
                                                                        • Figure 27: Factors influencing what the family eats, by attitudes toward feeding the family – Enjoy cooking most of the time vs other, 2021
                                                                        • Figure 28: Feeding the family dynamics – Children’s involvement, by gender, 2021
                                                                        • Figure 29: Feeding the family dynamics – Children’s involvement, by attitudes toward feeding the family – Enjoy cooking most of the time vs other, 2021
                                                                      • Affluent Black parents have a wider range of influences
                                                                        • Figure 30: Factors influencing what the family eats, by household income, 2021
                                                                    • Food and Drink Choice Drivers

                                                                      • Taste trumps other factors
                                                                        • Figure 31: Important factors when choosing food and drinks for family (any rank), 2021
                                                                      • Strategy: Combine attributes
                                                                        • Figure 32: Seeds of Change Instagram post, 2021
                                                                      • Younger Black parents are less inclined to report focus on most factors
                                                                        • Figure 33: Important factors when choosing food and drinks for family, by age, 2021
                                                                      • Younger parents tend to face the challenges of being less affluent with choosier eaters
                                                                        • Figure 34: McCormick Facebook post, 2021
                                                                      • Consider connecting cooking to other areas of wellness
                                                                        • Convenience is more important to parents with younger children
                                                                          • Figure 35: Important factors when choosing food and drinks for family (any rank), by age of children, 2021
                                                                        • Strategy: Contextualize convenience
                                                                          • Figure 36: Nestlé Toll House Refrigerated Cookie Dough Instagram post, 2021
                                                                      • How COVID-19 Changed Behaviors

                                                                        • COVID-19 created a need for more comfort food
                                                                          • Figure 37: Changes in feeding behaviors due to COVID-19, 2021
                                                                        • Enjoyment of the task influences current attitudes toward preparing meals for the family
                                                                          • Figure 38: Changes in feeding behaviors due to COVID-19, by attitudes toward feeding the family – Enjoy cooking most of the time vs other, 2021
                                                                        • As familiarity brings comfort, consider tapping into the nostalgia of classic comfort foods to inspire home cooks
                                                                          • Figure 39: Campbell’s Facebook post, 2021
                                                                        • Older Black parents are more open to trying new recipes and foods
                                                                          • Figure 40: Changes in feeding behaviors due to COVID-19 – New recipes/foods trial, by gender and age, 2021
                                                                        • Parents with young children equipped their kitchens
                                                                          • Figure 41: Changes in feeding behaviors due to COVID-19 – Purchased kitchen tools/appliances, by age of children, 2021
                                                                      • Perceptions of Meal Occasions

                                                                        • Context around meal occasions matter
                                                                          • Figure 42: Perceptions of feeding occasions, 2021
                                                                        • Dinner is the most important meal of the day as a time for bonding
                                                                          • There’s opportunity to transcend occasions, consider looking for opportunities beyond your turf
                                                                            • Figure 43: Hidden Valley Ranch Dressing video, 2021
                                                                            • Figure 44: Kraft Mac & Cheese Instagram post, 2020
                                                                          • Younger Black parents are less inclined to place importance on health across all core occasions
                                                                            • Figure 45: Importance of healthy for each feeding occasions, by age, 2021
                                                                          • Strategy: provide guidance and support
                                                                          • Interest in Claims for Family Meals

                                                                            • Better-for-you options resonate with Black parents
                                                                              • Figure 46: Interest in claims, 2021
                                                                            • Three types of claims can reach most Black parents
                                                                                • Figure 47: TURF Analysis – Food trends, 2021
                                                                              • Black parents may associate health and wellness claims with higher prices
                                                                                • Figure 48: Interest in claims, by household income, 2021
                                                                            • Appendix – Data Sources and Abbreviations

                                                                              • Data sources
                                                                                • Consumer survey data
                                                                                  • Abbreviations and terms
                                                                                    • Abbreviations
                                                                                      • TURF methodology
                                                                                      • Appendix – The Consumer

                                                                                          • Figure 49: Table – TURF Analysis – Food trends, 2021

                                                                                      About the report

                                                                                      This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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