Multiculturals as the ‘super consumer’

by Dan Malovany
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A group of people diverse in ethnicity and age
Multiculturals maintain their native heritage while seeing themselves as equally American, and they choose brands and products that reinforce their cultural roots.

When it comes to marketing in the New Year, think beyond millennials. Think beyond boomers. Think beyond the homogeneous, stereotypical descriptions of age groups.

A recent report from Nielsen, New York City, recently identified the multicultural “super consumer” group that wields $3.4 trillion dollars of buying power. Multiculturals maintain their native heritage while seeing themselves as equally American, and they choose brands and products that reinforce their cultural roots, according to the report “The Multicultural Edge: Rising Super Consumers.” Their preferences affect the behavior of non-multicultural consumers. Some ethnic foods became more mainstream as non-ethnic consumers adopted food choices such as churros or flatbread sandwiches.

Another group? Packaged Facts, Rockville, Md., recognized the “trendsetter foodie” segment, consisting of millennials, Gen-Xers and baby boomers — all three age groups, not just one. According to the report “Foodies in the U.S.: Opportunities for Restaurants and Retail, 2nd Edition,” trendsetter foodies seek out not only new food experiences but also new products of all kinds. Millennials represent 36% of trendsetter foodies; however, baby boomers account for 32% of this segment. While marketing to millennials makes sense, it is important to recognize that they are not the only influential segment among foodies.

For more information on how to market more effectively in 2016, check out the December 2015 issue of Baking & Snack.

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