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Blacks and Food: Breakfast, Baking, and Beverages - US - September 2011

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
 PRINT
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

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