Description

Loyalty is harder to come by among multicultural consumers. Brands must dig deeper to foster emotional connections toward value, authenticity and cultural heritage.

Brittany Steiger, Senior Analyst, US Retail and eCommerce Reports

Table of Contents

    • Key Issues Covered in this Report
  1. Executive Summary

    • Consumer Insights

      • Consumer Fast Facts
      • Multicultural America By the Numbers
      • Graph 1: percent of US population, by Race, 2018-28
      • Graph 2: percent of US population, by Hispanic Origin, 2018-28
      • Graph 3: percent change in US population, by Race and Hispanic origin, 2018-28
      • Graph 4: distribution of US generations by Hispanic origin, 2023
      • Graph 5: distribution of US generations by race, 2023
      • Graph 6: Median household income, by race and Hispanic origin of householder, 2020
      • Graph 7: cultural expression, by race and Hispanic origin, 2023
      • Graph 8: languages spoken at home, by race and Hispanic origin, 2023
      • Graph 9: demographic characteristics of same-sex households, 2021
      • Shopper Identities
      • Graph 10: shopper identities, by race and Hispanic origin, 2023
      • Graph 11: shopper identities, by age and gender, 2023
      • Graph 12: adopter segments, by age and gender, 2023
      • Graph 13: Trendsetters and Early Adopters, by race and Hispanic origin, 2023
      • Purchase Priorities
      • Graph 14: factors consumers have paid more for in the past 12 months, 2023
      • Graph 15: factors consumers have paid more for in the past 12 months, by race and Hispanic origin, 2023
      • Graph 16: factors consumers have paid more for in the past 12 months, by household income, 2023
      • Graph 17: factors consumers have paid more for in the past 12 months, by generation, 2023
      • Drivers of Shopper Loyalty
      • Graph 18: important factors when deciding where to shop, 2023
      • Graph 19: important factors when deciding where to shop, by race and Hispanic origin, 2023
      • Graph 20: important factors when deciding chosen retailer, by household income, 2023
      • Graph 21: select factors when deciding where to shop, by generation, 2023
      • Graph 22: brand ethnics and environmental responsibility, by Race and Hispanic origin, 2023
      • Graph 23: brand ethics and environmental responsibility, by generation, 2023
      • Attitudes toward Shopping and Brand Loyalty
      • Graph 24: attitudes toward inflation and brand loyalty, by household financial situation, 2023
      • Graph 25: select attitudes toward shopping and brand loyalty, by race and Hispanic origin, 2023
      • Graph 26: attitudes toward shopping options, by generation, 2023
      • Role of Loyalty Programs
      • Graph 27: attitudes toward loyalty programs, 2023
      • Graph 28: loyalty behaviors, past six months, by household income, 2023
      • Graph 29: loyalty behaviors, past six months, by Race and Hispanic origin, 2023
      • Graph 30: select attitudes toward loyalty programs, by Race and Hispanic origin, 2023
      • Graph 31: select barriers to using loyalty programs, by Race and Hispanic origin, 2023
      • Graph 32: loyalty behaviors, past six months, by generation, 2023
      • Graph 33: attitudes toward loyalty rewards for charitable causes, by key demographics, 2023
      • Graph 34: attitudes toward paid loyalty memberships, by generation, 2023
      • Graph 35: select barriers to loyalty programs, by generation, 2023
    • Competitive Strategies

      • DEI in Marketing and Advertising
      • Loyalty Activations
      • Opportunities
    • The Market

      • Market Drivers
      • Graph 36: Consumer Sentiment Index, 2007-2023
      • Graph 37: Consumer Price Index change from previous period, 2007-2023
      • Graph 38: value-focused behaviors over the past two months, September 15 – October 2, 2023
      • Market Context
    • Appendix

      • Appendix – Multicultural America By The Numbers

    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.

    Market

    Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

    Consumer

    Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

    Brand/Company

    Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

    Data

    Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

    Below is a sample report, understand what you are buying.

    Click to show report

    Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Also, our reports come in PDF, Powerpoint, Word and Excel Databook formats.

    Trusted by companies. Big and small.

    Bell Logo - Mintel client
    Boots Logo - Mintel Client
    Kelloggs Logo - Mintel client
    Samsung Logo - Mintel client
    Nike Logo - Mintel client
    Walgreens Logo - Mintel client

    Want to speak to us directly?

    Contact us on via phone or fill out a form with your enquiry.

    Contact Us