Table of Contents
Executive Summary
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- Category expenditures
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- Figure 1: Black household expenditures and forecast for grocery perimeter food categories*, at inflation-adjusted prices, 2008-13 (est)
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- Figure 2: Black and Hispanic household share of expenditures for grocery perimeter food categories, by category, 2011 and 2013 (est)
- The consumer
- Where Blacks shop, store preferences, and shopping habits
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- Figure 3: Where Blacks most often purchase grocery perimeter food categories*, November 2013
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- Figure 4: Top supermarkets and food stores where Blacks shop, by US Census region, July 2012-September 2013
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- Figure 5: Factors influencing Blacks’ choice of where to shop for groceries, November 2013
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- Figure 6: Blacks’ attitudes toward shopping for groceries at specialty counters/departments, November 2013
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- Figure 7: Purchases organic or private label products, by race/Hispanic origin, November 2012
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- Figure 8: Factors Impacting where consumers shop for groceries, by race/Hispanic origin, November 2012
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- Figure 9: Appeal of loyalty reward cards, by race/Hispanic origin, November 2012
- The produce department
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- Figure 10: Blacks’ attitudes toward fresh fruit and vegetables, November 2013
- In the dairy case
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- Figure 11: Types of milk and non-dairy milk purchased, by race/Hispanic origin, December 2012
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- Figure 12: Blacks’ attitudes toward the benefits of yogurt, June 2013
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- Figure 13: Types of butter or margarine Blacks consume, June 2013
- The bakery
- Meat and seafood
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- Figure 14: Monthly consumption of fresh fish and seafood, by race/Hispanic origin, July 2013
- Marketing strategies
- What we think
Issues and Insights
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- What can the food industry do to promote healthy eating among Black consumers?
- The issues: A large number of Black consumers are lactose intolerant
- The implications:
- While Black consumers are changing what they eat, they still prepare foods in an unhealthy way
- The issues:
- The implications:
- An untapped market: How can grocery manufacturers and retailers attract Black consumers?
- The issues:
- The implications:
Trend Applications
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- Trend: Return to the Experts
- Trend: Make It Mine
- Mintel Futures: Access Anything, Anywhere
Grocery Expenditures
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- Key points
- Blacks spend significantly more on groceries than at restaurants
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- Figure 15: Share of total food expenditures by Black households for food at home and food away from home, 2008-13 (est)
- Blacks spent more than $24 billion on groceries, slight increase since 2008
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- Figure 16: Black household expenditures and forecast for grocery perimeter food categories*, at inflation-adjusted prices, 2008-13 (est)
- Blacks allocate more of their grocery budget to meat, fruit, and vegetables
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- Figure 17: Black household expenditures and forecast for grocery perimeter food categories, by category, at current prices, 2011 and 2013 (est)
- Spending is steady for fish and dairy, but increases in meat and produce
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- Figure 18: Black household expenditures for grocery perimeter food categories, by category, at current prices, 2008-13 (est)
- Blacks direct more of their budget toward fish, seafood, produce
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- Figure 19: Black and Hispanic household share of expenditures for grocery perimeter food categories, by category, 2011 and 2013 (est)
Where Blacks Shop for Groceries
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- Key points
- Perimeter items most likely purchased from large chain supermarkets
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- Figure 20: Where Blacks most often purchase grocery perimeter food categories*, November 2013
- Stores shopped varies based on what they’re buying
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- Figure 21: Where Blacks most often purchase grocery perimeter food categories, by category, November 2013
- Millennials shop a wide variety of stores, including online grocers
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- Figure 22: Where Blacks most often purchase grocery perimeter food categories*, by age, November 2013
- Higher-income Blacks more likely to shop club and specialty stores
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- Figure 23: Where Blacks most often purchase grocery perimeter food categories*, by household income, November 2013
- Walmart is top destination, especially among Blacks and Hispanics
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- Figure 24: Top stores consumers shop, by race/Hispanic origin, July 2012-September 2013
- Blacks in the Northeast shop Walmart less than those in other regions
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- Figure 25: Top supermarkets and food stores where Blacks shop, by US Census region, July 2012-September 2013
Grocery Shopping Habits
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- Key points
- Blacks enjoy grocery shopping, prefer one-stop shopping
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- Figure 26: Factors influencing Blacks’ choice of where to shop for groceries, November 2013
- Younger people love to shop – will go out of their way to get what they want
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- Figure 27: Factors influencing Blacks’ choice of where to shop for groceries, by age, November 2013
- Higher-income Blacks are willing to shop multiple stores
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- Figure 28: Factors influencing Blacks’ choice of where to shop for groceries, by household income, November 2013
- Mobile apps may drive use of grocery lists; bulk buying is also common
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- Figure 29: Shopping occasions and Blacks’ attitudes toward grocery shopping, November 2013
- Younger Blacks prefer shopping at the last minute for groceries
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- Figure 30: Shopping occasions and Blacks’ choice of where to shop for groceries, by age, November 2013
Attitudes toward Specialty Counters
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- Key points
- Ability to customize, freshness, value drive Blacks to specialty counters
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- Figure 31: Blacks’ attitudes toward shopping for groceries at specialty counters/departments, November 2013
- Specialty counters hold greater appeal among higher-income Blacks
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- Figure 32: Blacks’ attitudes toward shopping for groceries at specialty counters/departments, by household income, November 2013
- Black consumers are less likely than Whites to buy private label
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- Figure 33: Purchases organic or private label products, by race/Hispanic origin, November 2012
In-store Grocery Experiences
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- Key points
- Proximity to home and fast and easy checkout are a major plus
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- Figure 34: Impact of convenience on where consumers shop for groceries, by race/Hispanic origin, November 2012
- Blacks are eager for new ideas and may turn to grocery staff for guidance
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- Figure 35: Impact of store experience on where consumers shop for groceries, by race/Hispanic origin, November 2012
- Black consumers want more locally grown foods
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- Figure 36: Types of food choices consumers want more of, by race/Hispanic origin, November 2012
- Interactions with staff are important to Black shoppers
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- Figure 37: Customer service enhancements needed, by race/Hispanic origin, November 2012
Grocery Promotions
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- Key points
- Grassroots efforts can win the hearts of Blacks and Hispanics
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- Figure 38: Importance of grocers to support local charities/organizations, by race/Hispanic origin, November 2012
- Mobile technology important, traditional methods can still be effective
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- Figure 39: Attitudes toward grocery store technology, by race/Hispanic origin, March 2013
- Fewer Blacks use coupons; instead, they shop around for the best deals
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- Figure 40: Saving strategies when grocery shopping, by race/Hispanic origin, November 2012
- Loyalty cards are a huge winner among Blacks
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- Figure 41: Appeal of loyalty reward cards, by race/Hispanic origin, November 2012
- Personalized coupons, gas rewards, and mobile technology are ways to increase store traffic
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- Figure 42: Types of promotions consumers want more of, by race/Hispanic origin, November 2012
- BOGO offers are highly effective, special promotions a way to lure new customers
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- Figure 43: Attitudes toward grocery specials and promotions, by race/Hispanic origin, March 2013
- Blacks get a thrill out of shopping, low prices throughout the store is a turn-on
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- Figure 44: Impact of price on shopping, by race/Hispanic origin, March 2013
- Quality is more important than low cost
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- Figure 45: Impact of price on quality perceptions, by race/Hispanic origin, March 2013
- Blacks less likely to blame economic factors, willing to make sacrifices to offset increases
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- Figure 46: Attitudes toward impact of grocery price increases, by race/Hispanic origin, March 2013
Fresh Fruit and Vegetables
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- Key points
- Blacks are twice as likely as Whites to eat 5+ servings of vegetables a day
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- Figure 47: Frequency of incorporating vegetables into daily diet, by race/Hispanic origin, August 2013
- Blacks are three times as likely as Whites to eat 5+ servings of fruit
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- Figure 48: Frequency of incorporating fruit into daily diet, by race/Hispanic origin, August 2013
- Blacks want to eat more, opportunity exists for fresh and organic produce
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- Figure 49: Blacks’ attitudes toward fruits and vegetables, November 2013
- Low income would eat more if cost less, higher income concerned about pesticides
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- Figure 50: Blacks’ attitudes toward fruits and vegetables, by household income, November 2013
- Blacks receptive to programs like Let’s Move!
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- Figure 51: Attitudes toward labeling and communications for produce, by race/Hispanic origin, August 2013
- Products that offer some conveniences are sure to do well among Blacks
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- Figure 52: Attitudes toward convenience of produce, by race/Hispanic origin, August 2013
Dairy Products
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- Key points
- Most don’t feel they need to cut down on dairy
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- Figure 53: Blacks’ attitudes toward dairy products, November 2013
- Milk
- Lactose intolerance may tarnish perceptions of milk’s health benefits
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- Figure 54: Blacks’ attitudes toward dairy products, November 2013
- Cow’s milk is the type of milk the majority of Black consumers drink
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- Figure 55: Types of milk and non-dairy milk purchased, by race/Hispanic origin, December 2012
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- Figure 56: Attitudes toward non-dairy milk, by race/Hispanic origin, December 2012
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- Figure 57: Things that would increase milk purchases, by race/Hispanic origin, December 2012
- Cheese
- Blacks are less concerned about sodium and fat content in natural cheese
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- Figure 58: Attitudes toward natural cheese, by race/Hispanic origin, July 2013
- Yogurt
- Blacks consume regular yogurt and Greek yogurt similarly
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- Figure 59: Types of yogurt consumed, by race/Hispanic origin, June 2013
- Yogurt’s all-around health benefits and dessert-like appeal win among Blacks
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- Figure 60: Benefits of yogurt, by race/Hispanic origin, June 2013
- Butter and margarine
- Blacks say butter is better for them than margarine
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- Figure 61: Blacks’ attitudes toward dairy products, November 2013
- Butter is preferred over margarine, but more Blacks eat margarine than White consumers
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- Figure 62: Types of butter, margarine or oil consumed, by race/Hispanic origin, June 2013
- Blacks are less loyal to butter brands, receptive to flavored butter
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- Figure 63: Receptivity of trying different types of butter, by race/Hispanic origin, June 2013
Bakery Items
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- Blacks buy bread equally from bakery counter or bakery aisle in grocery stores
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- Figure 64: Where bakery items are purchased, by race/Hispanic origin, November 2012
- Better ingredients, ability to customize order, and freshness drive Blacks to bakery counter
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- Figure 65: Why consumers prefer in-store bakeries, by race/Hispanic origin, November 2012
- Blacks interested in breakfast bakery items and mini or single-serve items
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- Figure 66: Types of bakery items interested in purchasing, by race/Hispanic origin, November 2012
Fish and Seafood
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- Key points
- Blacks eat fish and seafood to balance diet and get additional nutrients
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- Figure 67: Blacks’ attitudes toward fish and seafood – diet/health benefits, November 2013
- Blacks prefer fresh fish over canned or frozen
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- Figure 68: Blacks’ attitudes toward fish and seafood – quality/availability, November 2013
- Blacks buy more fresh fish and seafood than White consumers
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- Figure 69: Monthly consumption of fresh fish and seafood, by race/Hispanic origin, July 2013
- Blacks tend to buy the same type of fish
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- Figure 70: Fish shopping behaviors, by race/Hispanic origin, July 2013
Meat and Poultry
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- Key points
- Blacks are skeptical about meat, want more FDA oversight and labeling
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- Figure 71: Blacks’ attitudes toward red meat, November 2013
- Blacks consume less pork and beef than Whites and Hispanics
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- Figure 72: Types of meat consumed, by race/Hispanic origin, July 2013
- Red meat and pork
- Blacks are brand loyal when it comes to beef, labels guide them on what to buy
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- Figure 73: Attitudes toward red meat, by race/Hispanic origin, July 2013
- Blacks are less likely to read labels on pork than beef
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- Figure 74: Attitudes toward pork, by race/Hispanic origin, July 2013
- Poultry
- Blacks are much more likely to buy poultry than White consumers
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- Figure 75: Types of poultry consumed, by race/Hispanic origin, July 2013
- Blacks are highly selective about where they buy poultry
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- Figure 76: Attitudes toward brand loyalty for poultry, by race/Hispanic origin, July 2013
- Lunch/deli meat
- Turkey and chicken are the top lunch meats Blacks purchase
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- Figure 77: Types of lunch/deli meat consumed, by race/Hispanic origin, February 2013
- Meat purchased at deli counter is considered fresher and higher quality
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- Figure 78: Attitudes toward lunch/deli meat, by race/Hispanic origin, February 2013
Marketing Strategies
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- Key points
- Overview of the brand landscape
- Brand Analysis: Walmart
- Low Price Guarantee Campaign
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- Figure 79: Walmart, “Low Price Guarantee” campaign, August 2013
- Neighborhood Grocer Campaign
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- Figure 80: Walmart, “Neighborhood Grocer” Campaign, January 2013
- Supplier Diversity
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- Figure 81: Supplier Diversity at Walmart: Positively Perfect Dolls by World of EPI
US Black Population
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- Key points
- US population by race/Hispanic origin
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- Figure 82: Population, by race/Hispanic origin, 2009-19
- Figure 83: Asian, Black, and Hispanic populations, 1970-2020
- Age
- Generations by race
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- Figure 84: US population by race and generation, 2014
- Black population by age
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- Figure 85: US Black population, by age, 2009-19
- Figure 86: US Population, by age, 2009-19
- US Black geographic concentration
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- Figure 87: Black geographic concentration, by region, 2010
- Black population by state
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- Figure 88: States with largest Black population, 2011
- Figure 89: States with largest Black population, by distribution, 2008
- Population by geographic concentration
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- Figure 90: States (including District of Columbia) ranked with the highest share of Black residents, 2011
- Black metro areas
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- Figure 91: Metropolitan status of Black households, 2006 and 2011
- Figure 92: Top 10 metropolitan areas with the largest number of Black residents, 2010
- Black households
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- Figure 93: Average household size, by race/Hispanic origin/race of householder, 2001 and 2011
- Figure 94: Presence and ages of children in the household, by race/Hispanic origin, 2011
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- Figure 95: Marital status, by race and Hispanic origin, 2011
Appendix – Additional Tables
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- Figure 96: Blacks’ attitudes toward shopping at specialty counters/departments, by age, November 2013
- Figure 97: Blacks’ attitudes toward shopping occasions, by household income, November 2013
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- Figure 98: Where Blacks most often purchase grocery perimeter food categories*, November 2013
- Figure 99: Where Blacks most often purchase grocery perimeter food categories*, by age, November 2013
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- Figure 100: Where Blacks most often purchase grocery perimeter food categories*, by household income, November 2013
- Figure 101: Blacks’ attitudes toward fruits and vegetables, by age, November 2013
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- Figure 102: Blacks’ attitudes toward shopping at specialty counters/departments, November 2013
- Figure 103: Where Blacks most often purchase fresh fruit and vegetables, by age, November 2013
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- Figure 104: Where Blacks most often purchase fresh fruit and vegetables, by household income, November 2013
- Figure 105: Blacks’ attitudes toward dairy products, by age, November 2013
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- Figure 106: Blacks’ attitudes toward dairy products, by household income, November 2013
- Figure 107: Blacks’ attitudes toward shopping at specialty counters/departments, November 2013
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- Figure 108: Where Blacks most often purchase dairy products, by age, November 2013
- Figure 109: Where Blacks most often purchase dairy products, by household income, November 2013
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- Figure 110: Blacks’ attitudes toward fish and seafood, by age, November 2013
- Figure 111: Where Blacks most often purchase fresh seafood and fish, by age, November 2013
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- Figure 112: Where Blacks most often purchase fresh seafood and fish, by household income, November 2013
- Figure 113: Blacks’ attitudes toward red meat, poultry, and pork, by age, November 2013
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- Figure 114: Blacks’ attitudes toward dairy products, by household income, November 2013
- Figure 115: Blacks’ attitudes toward fish and seafood, by household income, November 2013
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- Figure 116: Blacks’ attitudes toward shopping at specialty counters/departments, November 2013
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- Figure 117: Blacks’ attitudes toward red meat, poultry, and pork, by household income, November 2013
- Figure 118: Blacks’ attitudes toward shopping at specialty counters/departments, November 2013
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- Figure 119: Where Blacks most often purchase fresh meat, by age, November 2013
- Figure 120: Where Blacks most often purchase fresh meat, by household income, November 2013
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Appendix – Trade Associations
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