US Customs and Traditions Consumer Report 2023

Explore consumer culture, customs, and traditions with this extensive report. Mintel has gathered key consumer insights with statistics that shed light on how individuals and groups are integrating culture into their daily lives. Below, we’ve summarised the key topics covered and offer hand-selected findings from the report.

Key Topics Covered

• Consumers’ dominant culture and how this differs by demographics.
• The role of culture and heritage in consumers’ everyday life.
• The influence heritage plays on attitudes and behaviours.
• Holidays celebrated, how consumers celebrate and the role of heritage in holiday celebrations.
• Overview of current market conditions impacting how consumers approach holiday celebrations.
• Competitive strategies to target consumers of various cultures.

Diversity and Cultural Exposure in the US

According to the US Census Bureau, a new immigrant moves to the US every 666 seconds. The US is one of the most diverse countries in the world, and with this, different cultures and traditions gain wider visibility and acceptance. Importantly, double the share of consumers want to learn about new cultures than want to learn about their own cultural holiday heritage, with the potential for adopting these new cultures into their own lives.

Consumer Culture, Customs, and Traditions

Gen Z prefers to culturally stand out compared to overall demographics

This may explain why they look to their heritage culture more, as both Gen Z and Millennials raise children to be proud of who they are. With Gen Z such a diverse generation, creating marketing materials that speak to commonalities as well as celebrating heritage will be key to engaging this demographic.

Parents are proud to pass on their culture

Hispanic parents feel connected to their roots when buying snacks from Latin America. With almost half of parents believing it’s important for their children to know about their ancestors and cultural heritage, food brands can set the stage by uplifting parents who transmit their culture.

Holidays and celebrations require targeting

With budget constraints, consumers are spending more on fewer items when it comes to gifts, particularly over the winter holiday season and Valentine’s Day. With increased scrutiny over purchases made, brands need to appeal in a targeted way. For example, as women more often purchase gifts and greeting cards, and more often cook, convenience will be a key value proposition.

For a complete exploration of consumer culture in the US, buy the full report. You may also be interested in browsing our other consumer lifestyles research.

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Expert Analysis

Mintel’s multicultural insights analyst Stefanie Kundakjian delivers expert commentary on customs and traditions in the US with this report.

Brands are already a link to preserving customs and traditions. Celebrations are important buying occasions; particular holidays dictate spending preferences.

Stefanie Kundakjian
Multicultural Insights Analyst