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 summarized 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 behaviors.
  • 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


Stefanie Kundakjian
Multicultural Insights Analyst

Table of Contents

    • Key issues covered in this Report
  1. Executive summary

  2. Consumer Insights

    • The customs and traditions consumer: fast facts
    • The customs and traditions consumer: fast facts
    • Consumer segments – dominant culture
    • Graph 1: dominant culture, 2023
    • Graph 2: dominant culture – NETs, by key demographics, 2023
    • Graph 3: dominant culture – NETs, by generation, 2023
    • Graph 4: dominant culture – NETs, by age and race/Hispanic origin, 2023
    • Graph 5: dominant culture – NETs, by parental status, 2023
    • The Role of Culture and Heritage
    • Graph 6: importance of cultural traditions, by race/Hispanic origin, 2023
    • Graph 7: views on learning about holiday celebrations of consumers’ cultural heritage, by race, 2023
    • Graph 8: views on learning about holiday celebrations of consumers’ cultural heritage, by generation, 2023
    • Graph 9: parents’ views on culture/heritage transmission to children, by gender and generation, 2023
    • Influence of heritage
    • Graph 10: life aspects on which influence of heritage is most strongly felt, 2023
    • Graph 11: culture of heritage influences food/recipes, by dominant culture – NETs, 2023
    • Graph 12: culture of heritage influences religious/spiritual practices, by dominant culture – NETs, 2023
    • Holiday celebrations
    • Graph 13: holidays typically celebrated, 2023
    • Graph 14: ways of celebrating select holidays – gatherings/parties and decorating, 2023
    • Graph 15: ways of celebrating select holidays, 2023
    • Graph 16: prepare a specific food or a meal to eat at home to celebrate winter holidays, Easter, Thanksgiving, by age, 2023
    • Graph 17: prepare a specific food or a meal to eat at home to celebrate winter holidays, Easter, Thanksgiving, by gender, 2023
    • Graph 18: ways celebrating winter holidays and Valentine’s Day – buying gifts and greeting cards, by gender, 2023
    • Graph 19: ways of celebrating Thanksgiving and winter holidays – hosting a gathering/party, by gender and age, 2023
    • Graph 20: ways of celebrating winter holidays – decorate and festive attire, by age, 2023
    • Graph 21: ways of celebrating Halloween – decorate and festive attire, by gender, 2023
    • Attitudes toward holidays
    • Graph 22: attitudes toward holidays (any agree), 2023
    • Graph 23: parents’ attitudes toward holidays – children and childhood traditions, 2023
    • Graph 24: attitudes toward holidays – costs and spending, 2023
    • Graph 25: attitudes toward holidays – brands, 2023
    • Graph 26: attitudes toward holidays – brands (any agree), by generation, 2023
  3. Competitive strategies

    • Marketing, advertising and innovation
    • Opportunities
  4. The Market

    • Market context
    • Graph 27: Disposable Personal Income change from year ago, 2019-23
    • Graph 28: Consumer Sentiment Index, 2019-23
    • Market drivers
    • Graph 29: population share (%), by race and Hispanic origin, 2018-28
    • Graph 30: population size (thousands), by race and Hispanic origin, 2018-28
    • Graph 31: distribution of US generations, by Hispanic origin, 2023
    • Graph 32: distribution of US generations, by race, 2023
    • Graph 33: Asian population, by country of origin/heritage, 2022
    • Graph 34: number of immigrants (thousands) and immigrants as share of the US population (%), 1850 to 2022
  5. Appendix

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.


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.


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


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.


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.

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