What you need to know

While convenience is important, grocery shopping is also a sport for most Black consumers, who are engaged in finding the best deals at the best stores. Shopper segments are based on their attitudes on convenience and further distinguished by how they balance product value between trusted brand names and price. Walmart is the leading retailer that delivers the best deals to this consumer, but competitive retailers have an opportunity to offer other means of what they consider to be valuable, in particular, high(er) quality products.


This Report offers analysis and consumer insights on retail channels that provide groceries including mass merchandisers (eg Walmart, Target), traditional supermarkets (Kroger), warehouse clubs (eg Costco, Sam’s Club), natural supermarkets (Whole Foods, Trader Joe’s), dollar stores (Family Dollar, Dollar Tree), convenience stores (eg 7-Eleven, gas-station stores) and online-only grocers (eg Amazon).

Groceries are defined as products such as food, beverages, cleaning products and household goods (eg toilet paper, garbage bags), and personal care products (eg lotions, vitamins, and pharmacy products).

Expenditure estimates are based on the estimate of sales through IRI’s MULO retailers as presented and updated from Mintel’s Grocery Retailing – US, May 2019. This includes sales through supermarkets, drug stores, mass merchandisers including Walmart, select warehouse clubs (Sam’s Club and BJ’s), select dollar stores (Dollar General, Family Dollar, Fred’s), and Defense Commissary Agency stores.

This Report builds on the analysis presented in Mintel’s Black Consumers and Shopping for Groceries – US, October 2017 and Black Consumers and Shopping the Perimeter of the Store – US, November 2019. Readers may also be interested in Hispanic Consumers and Shopping for Groceries – US, January 2020, and other relevant titles in Mintel’s Food, Retail and Multicultural libraries.

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