In 2014, African-Americans represent about 13% of the total US population and their numbers are expected to increase by another 5% from 2014-19, compared with just a 3% growth rate among Whites. Black consumers tend to be younger than the average, and from larger and female-headed households compared with the general market. Despite lower household incomes and higher unemployment rates, Black spending power is projected to reach $1.3 trillion in 2017. Black consumers are more likely than White consumers to buy fresh produce, poultry, and fish.

This report meets the following objectives related to the perimeter of the grocery store:

• Identify the types of groceries Black consumers buy in the departments within the perimeter of the grocery store.

• Identify where Black consumers shop for groceries, specifically for items typically found in the perimeter of the grocery store.

• Evaluate the attitudes and preferences for shopping at larger chains versus local grocers and specialty stores (bakery, meat market, etc).

• Understand what’s most important when shopping in each department and the factors that influence where they shop (store staff/specialist, cost, etc).

• Determine how their shopping may differ by occasion, time of the day/week/month, and meals prepared.

• Determine the level of affinity they have toward ethnic foods, and uncover how Black consumers define and/or perceive organic, fresh, locally grown, and healthy foods.

This report focuses on the following categories that fall in the perimeter of the grocery store:

• Produce

• Meat/Poultry

• Fish and Seafood

• Dairy

• Deli (including ready-made meals)

• Bakery

Related reports include:

• Hispanics and the Perimeter of the Grocery Store – US, January 2011

• Hispanics and the Grocery Store Experience – US, December 2012

• Grocery Retailing – US, February 2013

• The Food and Drink Shopping Experience – US, February 2013

• In-Store Bakeries – US, March 2013

• Dairy and Non-Dairy Milk – US, April 2013

• Grocery Pricing and Promotion – US, June 2013

• Lunch Meat – US, June 2013

• Butter, Margarine and Oils – US, August 2013

• Yogurt and Yogurt Drinks – US, August 2013

• Red Meat – US, September 2013

• Cheese – US, October 2013

• Fish and Seafood – US, October 2013

• Fruit and Vegetables – US, October 2013

• Poultry – US, November 2013

• The Private Label Food Consumer – US, November 2013

Value figures throughout this report are at rsp (retail selling prices) excluding sales tax unless otherwise stated.

For the purposes of this report, Mintel commissioned exclusive consumer research through GMI to explore Black consumers’ shopping habits and preferences as they pertain to the perimeter of the grocery store. Mintel was responsible for the survey design, data analysis, and reporting. Fieldwork was conducted in November 2013 among a sample of 965 Black adults aged 18+ with access to the internet who shop for groceries.

Mintel selects survey respondents so that they are proportionally balanced to the entire US adult population based on the key demographics of gender, age, household income, and region. Mintel also slightly oversamples, relative to the population, respondents that are Hispanic or Black to ensure an adequate representation of these groups in our survey results. Please note that our surveys are conducted online and in English only. Hispanics who are not online and/or do not speak English are not included in our survey results.

Mintel has also analyzed data from Experian Marketing Services, using the NHCS (National Hispanic Consumer Study). The NHCS was carried out July-September 2013 and the results are based on the sample of 24,219 adults aged 18+, with results weighted to represent the US adult population, including 1,857 Black adults aged 18+.

While race and Hispanic origin are separate demographic characteristics, Mintel often compares them to each other. Please note that the responses for race (White, Black, Asian, Native American, or other race) will overlap those that also are Hispanic, because Hispanics can be of any race.

Expenditure estimates are derived from the CEX (Consumer Expenditure Survey), which is conducted annually by the US Bureau of Labor Statistics. The estimates are calculated using three-year rolling averages to reduce the volatility that can result from relatively small subsamples and items that are infrequently purchased.

• Market size estimates in this report are based on consumer data (estimated average expenditures aggregated to the total market), and may not be comparable to estimates in other reports that are based on point-of-sale data or retailer revenues.

• Note that the CEX measures spending by “consumer units” rather than households or individuals. See the Terms section for a definition of “consumer unit.”

The following abbreviations are used in this report:

Generations are discussed within this report, and they are defined as:

* Also known as Generation Y or Echo Boomers

The terms Black and African-American have been used interchangeably in this report.

Consumer Unit (CU): The US BLS (Bureau of Labor Statistics) CEX measures spending by consumer units rather than households. A consumer unit is all related members of a household or financially independent members of a household. A household may include more than one consumer unit. A CU may comprise of (1) all members of a household related by blood, or by a legal arrangement such as marriage or adoption, (2) a financially independent individual living alone, sharing a house, as a roomer in a private home, or in living quarters of a hotel or motel, or (3) two or more individuals living together, pooling their income, and jointly making expenditure decisions. There are slightly more CUs than there are households in the US.