Table of Contents
Scope and Themes
-
- What you need to know
- Definition
- Sources
- Consumer survey data
- Advertising
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
-
- Food expenditure of the Black consumer
- The Black consumer and breakfast
- Breakfast foods
- Baking and baked goods
- Beverages
- Marketing strategies
- U.S. Black population
Insights and Opportunities
-
- Soul food to garden food
- Inspirational marketing
- Black wealth
Inspire Insights
-
- Trend: “Girly Men”
Food Expenditure of the Black Consumer
-
- Key points
- Blacks spend the same amount on groceries as the average consumer
-
- Figure 1: Average spent on groceries per household, by race/Hispanic origin, February 2010-March 2011
- Household income affects Blacks’ spending on groceries
-
- Figure 2: Average spent on groceries per Black household, by household income, February 2010-March 2011
- Cereals, cereal products, and bakery goods appeal to Black consumers
-
- Figure 3: Average annual expenditures by Black consumer units on selected foods and non-alcoholic beverages, 2005-09
-
- Figure 4: Average annual expenditures by all consumer units on selected foods and non-alcoholic beverages, 2005-09
- Blacks spend more than average consumers on several cereal products
-
- Figure 5: Average annual expenditures on cereal and bakery products, by all CUs and Black CUs
- Opportunities remain for boosting Blacks’ spending on beverages
-
- Figure 6: Average annual expenditures on non-alcoholic beverages, by all CUs and Black CUs
The Black Consumer and Breakfast
-
- Key points
- Attitudes toward breakfast
- Blacks are trying to dine out less for breakfast
-
- Figure 7: Black consumers’ attitudes toward breakfast, by gender and age, June 2011
- Young Black men eat breakfast the fewest times per week
-
- Figure 8: Number of times eaten breakfast in the past week, by gender and age, June 2011
- Where breakfast is eaten during the week
- Young Black men most likely to dine out or purchase prepared foods for breakfast
-
- Figure 9: Where breakfast is eaten during the week, by gender and age, June 2011
- Many middle-income Blacks use drive-throughs, coffeehouses, and donut shops
-
- Figure 10: Where breakfast is eaten during the week, by household income, June 2011
- Where breakfast is eaten on the weekends
- Young Black men most likely to eat out for breakfast on weekends
-
- Figure 11: Where breakfast is eaten during the weekend, by gender and age, June 2011
- Lower income Blacks eat breakfast at quick-service restaurants and coffeehouses on weekends
-
- Figure 12: Where breakfast is eaten during the weekend, by household income, June 2011
Breakfast Foods
-
- Key points
- Breakfast food consumption
- Black households purchase most breakfast food items at a higher rate than other races
-
- Figure 13: Types of breakfast foods consumed by households, by race/Hispanic origin, February 2010-March 2011
- Types of foods eaten for breakfast during the week
- Black men prefer meats for breakfast, but Black women prefer fruit
-
- Figure 14: Types of foods eaten for breakfast during the week, by gender and age, June 2011
- Blacks’ food preferences vary by region
-
- Figure 15: Types of foods eaten for breakfast during the week, by region, June 2011
- Types of foods eaten for breakfast on the weekend
- Young Black women eat the widest variety of breakfast foods
-
- Figure 16: Types of foods eaten for breakfast during the weekend, by gender and age, June 2011
- Middle to upper-income Blacks eat widest variety of breakfast foods on weekend
-
- Figure 17: Types of foods eaten for breakfast during the weekend, by household income, June 2011
- Product claims of breakfast foods consumed during the week
- Older Black women seek healthy breakfast foods, but younger Black women seek organic
-
- Figure 18: Product claims of breakfast foods consumed during the week, by gender and age, June 2011
- Product claims of breakfast foods consumed on the weekend
- Older Black women seek high fiber, but young Black men seek high protein
-
- Figure 19: Product claims of breakfast foods consumed during the weekend, by gender and age, June 2011
Baking and Baked Goods
-
- Key points
- Consumption of foods used for baking
- Blacks consume most baking products at a higher rate than other ethnic groups
-
- Figure 20: Types of foods used for baking consumed by households, by race/Hispanic origin, February 2010-March 2011
- Types of baking mixes purchased
- Young Blacks most likely to purchase baking mixes
-
- Figure 21: Type of mixes purchased by Black consumers in the past three months, by gender and age, June 2011
- A significant percentage of Blacks buy dessert mixes
-
- Figure 22: Type of mixes purchased by Black consumers in the past three months, by household income, June 2011
- Frequency of baked or dessert items consumed
- Young Blacks index highest for purchasing desserts and dessert mixes from retailers
-
- Figure 23: Purchase, made, and/or ate the following bakery or dessert items in the last three months, by gender and age, June 2011
- Reason for purchase
- Convenience is most common reason for buying prepared bakery items
-
- Figure 24: Reasons for buying fresh bread, cakes, pies, and/or brownies at grocery stores or bakeries, by household income, June 2011
- Young Black men are the most concerned with seeing nutritional information on desserts
-
- Figure 25: Reasons for buying fresh bread, cakes, pies, and/or brownies at grocery stores or bakeries, by gender and age, June 2011
- Attributes about baking and dessert mixes that are important
- Older Blacks look for healthy dessert mixes, but young Black men look for indulgent and nutritious
-
- Figure 26: Attributes about baking and dessert mixes that are important to Black consumers, by gender and age, June 2011
Beverages
-
- Key points
- Dairy and non-dairy
- Blacks index the highest for most dairy and dairy-substitute products
-
- Figure 27: Dairy and non-dairy milks consumed by households, by race/Hispanic origin, February 2010-March 2011
- Juices
- Blacks consume most juices at above-average rates
-
- Figure 28: Fruit and vegetable juices consumed by households, by race/Hispanic origin, February 2010-March 2011
- Beverages
- Blacks prefer bottled water, regular sodas, and powdered soft drinks
-
- Figure 29: Non-alcoholic beverages consumed by households, by race/Hispanic origin, February 2010-March 2011
- Type of non-alcoholic beverages purchased
- Household income impacts beverage preferences
-
- Figure 30: Type of non-alcoholic beverages purchased in the past month by Black consumers, by household income, June 2011
- Young Black men prefer caffeinated and carbohydrate-rich drinks
-
- Figure 31: Type of non-alcoholic beverages purchased in the past month, by gender and age, June 2011
- What consumers look for when purchasing beverages
- Men look for “more” in beverages, whereas women look for “less”
-
- Figure 32: What consumers look for when purchasing non-alcoholic beverages, by gender and age, June 2011
- Attitudes and opinions towards artificial and natural sweeteners
- Older Black women concerned with possible risks of artificial sweeteners
-
- Figure 33: Opinion on possible health risks of artificial sweeteners and natural sweeteners that are used in low-calorie non-alcoholic beverages, by gender and age, June 2011
- Few Blacks like artificial sweeteners, but agree with reduced-sugar drinks
-
- Figure 34: Attitudes toward artificial sweeteners and natural sweeteners that are used in low-calorie non-alcoholic beverages, by gender and age, June 2011
Marketing Strategies
-
- Key points
- Television
- McDonald’s McCafé
-
- Figure 35: McDonald’s McCafé Real Fruit Smoothie, Television ad, May 2011
- Dunkin’ Donuts
-
- Figure 36: Dunkin’ Donuts Smoked Sausage Breakfast Sandwich, Television ad, May 2011
- Mountain Dew
-
- Figure 37: Mountain Dew Code Red, Television ad, April 2011
- Sun Drop
-
- Figure 38: Sun Drop, Television ad, July 2011
- Sprite
-
- Figure 39: Sprite, Magazine ad
- McDonald’s McCafé
-
- Figure 40: McDonald’s McCafé real fruit smoothie, Magazine ad
- Crystal Light
-
- Figure 41: Crystal Light, Magazine ad
- Online
- First Lady Michelle Obama’s Let’s Move campaign
- McDonald’s 365 Black
- Obama Foodorama
U.S. Black Population
-
- Key points
- U.S. population by race/Hispanic origin
-
- Figure 42: Population, by race and Hispanic origin, 2000-15
- Figure 43: Population, by race/Hispanic origin, 1970-2020
-
- Figure 44: Asian, Black, and Hispanic populations, 1970-2020
- U.S. Black population
- Black population by age
-
- Figure 45: U.S. Black population, by age, 2005-15
- Figure 46: Total U.S. population, by age, 2005-15
- U.S. Black geographic concentration
-
- Figure 47: Black geographic concentration, by region, 2007
- Black population by state
-
- Figure 48: States with largest Black population, 2008
- Figure 49: States with the highest share of Black residents, 2008
- Black metros
-
- Figure 50: Metropolitan status of Black households, 2001 and 2007
- Figure 51: Top 10 metropolitan areas with the largest number of Black residents, 2006-08
- Black purchasing power
- Black income
-
- Figure 52: Median household income, by race and Hispanic origin of householder, 2008
- Figure 53: Household income distribution for all households and Black households, 2008
- Income of Black households versus total U.S. households
-
- Figure 54: Share of Black households with incomes of $50K or more versus total U.S. households, 2002 and 2008
- Purchasing power by race/Hispanic origin
-
- Figure 55: Purchasing power, by race/Hispanic origin, 2008
- Figure 56: Top 10 states with the largest share of Black buying power, 2008
-
- Figure 57: Top 10 states, by rate of growth of Black buying power, 1990-2008
- Black Affluents
- Black households
-
- Figure 58: Average household size, by race/Hispanic origin/race of householder, 2001 and 2008
- Figure 59: Black households and all households, by presence and ages of children, 2009
- Country of origin/heritage
- African immigrants
-
- Figure 60: U.S. immigrants, baccalaureate and advanced degrees, by continent/region of origin, 2000
- Caribbean immigrants
- Top five countries of origin
- Geographic location
- Neighborhood characteristics
Appendix—Trade Associations
Back to top