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Black Consumers and the Perimeter in the Grocery Store - US - February 2014

SCOPES AND THEMES
What you need to know
Definition
Data sources
Consumer survey data
Expenditure data
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Category expenditures
Figure 1: Black household expenditures and forecast for grocery perimeter food categories*, at inflation-adjusted prices, 2008-13 (est)
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
Figure 3: Where Blacks most often purchase grocery perimeter food categories*, November 2013
Figure 4: Top supermarkets and food stores where Blacks shop, by US Census region, July 2012-September 2013
Figure 5: Factors influencing Blacks’ choice of where to shop for groceries, November 2013
Figure 6: Blacks’ attitudes toward shopping for groceries at specialty counters/departments, November 2013
Figure 7: Purchases organic or private label products, by race/Hispanic origin, November 2012
Figure 8: Factors Impacting where consumers shop for groceries, by race/Hispanic origin, November 2012
Figure 9: Appeal of loyalty reward cards, by race/Hispanic origin, November 2012
The produce department
Figure 10: Blacks’ attitudes toward fresh fruit and vegetables, November 2013
In the dairy case
Figure 11: Types of milk and non-dairy milk purchased, by race/Hispanic origin, December 2012
Figure 12: Blacks’ attitudes toward the benefits of yogurt, June 2013
Figure 13: Types of butter or margarine Blacks consume, June 2013
The bakery
Meat and seafood
Figure 14: Monthly consumption of fresh fish and seafood, by race/Hispanic origin, July 2013
Marketing strategies
What we think
ISSUES AND INSIGHTS
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
Trend: Return to the Experts
Trend: Make It Mine
Mintel Futures: Access Anything, Anywhere
GROCERY EXPENDITURES
Key points
Blacks spend significantly more on groceries than at restaurants
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
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
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
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
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
Key points
Perimeter items most likely purchased from large chain supermarkets
Figure 20: Where Blacks most often purchase grocery perimeter food categories*, November 2013
Stores shopped varies based on what they’re buying
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
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
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
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
Figure 25: Top supermarkets and food stores where Blacks shop, by US Census region, July 2012-September 2013
GROCERY SHOPPING HABITS
Key points
Blacks enjoy grocery shopping, prefer one-stop shopping
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
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
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
Figure 29: Shopping occasions and Blacks’ attitudes toward grocery shopping, November 2013
Younger Blacks prefer shopping at the last minute for groceries
Figure 30: Shopping occasions and Blacks’ choice of where to shop for groceries, by age, November 2013
ATTITUDES TOWARD SPECIALTY COUNTERS
Key points
Ability to customize, freshness, value drive Blacks to specialty counters
Figure 31: Blacks’ attitudes toward shopping for groceries at specialty counters/departments, November 2013
Specialty counters hold greater appeal among higher-income Blacks
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
Figure 33: Purchases organic or private label products, by race/Hispanic origin, November 2012
IN-STORE GROCERY EXPERIENCES
Key points
Proximity to home and fast and easy checkout are a major plus
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
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
Figure 36: Types of food choices consumers want more of, by race/Hispanic origin, November 2012
Interactions with staff are important to Black shoppers
Figure 37: Customer service enhancements needed, by race/Hispanic origin, November 2012
GROCERY PROMOTIONS
Key points
Grassroots efforts can win the hearts of Blacks and Hispanics
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
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
Figure 40: Saving strategies when grocery shopping, by race/Hispanic origin, November 2012
Loyalty cards are a huge winner among Blacks
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
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
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
Figure 44: Impact of price on shopping, by race/Hispanic origin, March 2013
Quality is more important than low cost
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
Figure 46: Attitudes toward impact of grocery price increases, by race/Hispanic origin, March 2013
FRESH FRUIT AND VEGETABLES
Key points
Blacks are twice as likely as Whites to eat 5+ servings of vegetables a day
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
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
Figure 49: Blacks’ attitudes toward fruits and vegetables, November 2013
Low income would eat more if cost less, higher income concerned about pesticides
Figure 50: Blacks’ attitudes toward fruits and vegetables, by household income, November 2013
Blacks receptive to programs like Let’s Move!
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
Figure 52: Attitudes toward convenience of produce, by race/Hispanic origin, August 2013
DAIRY PRODUCTS
Key points
Most don’t feel they need to cut down on dairy
Figure 53: Blacks’ attitudes toward dairy products, November 2013
Milk
Lactose intolerance may tarnish perceptions of milk’s health benefits
Figure 54: Blacks’ attitudes toward dairy products, November 2013
Cow’s milk is the type of milk the majority of Black consumers drink
Figure 55: Types of milk and non-dairy milk purchased, by race/Hispanic origin, December 2012
Figure 56: Attitudes toward non-dairy milk, by race/Hispanic origin, December 2012
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
Figure 58: Attitudes toward natural cheese, by race/Hispanic origin, July 2013
Yogurt
Blacks consume regular yogurt and Greek yogurt similarly
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
Figure 60: Benefits of yogurt, by race/Hispanic origin, June 2013
Butter and margarine
Blacks say butter is better for them than margarine
Figure 61: Blacks’ attitudes toward dairy products, November 2013
Butter is preferred over margarine, but more Blacks eat margarine than White consumers
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
Figure 63: Receptivity of trying different types of butter, by race/Hispanic origin, June 2013
BAKERY ITEMS
Blacks buy bread equally from bakery counter or bakery aisle in grocery stores
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
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
Figure 66: Types of bakery items interested in purchasing, by race/Hispanic origin, November 2012
FISH AND SEAFOOD
Key points
Blacks eat fish and seafood to balance diet and get additional nutrients
Figure 67: Blacks’ attitudes toward fish and seafood – diet/health benefits, November 2013
Blacks prefer fresh fish over canned or frozen
Figure 68: Blacks’ attitudes toward fish and seafood – quality/availability, November 2013
Blacks buy more fresh fish and seafood than White consumers
Figure 69: Monthly consumption of fresh fish and seafood, by race/Hispanic origin, July 2013
Blacks tend to buy the same type of fish
Figure 70: Fish shopping behaviors, by race/Hispanic origin, July 2013
MEAT AND POULTRY
Key points
Blacks are skeptical about meat, want more FDA oversight and labeling
Figure 71: Blacks’ attitudes toward red meat, November 2013
Blacks consume less pork and beef than Whites and Hispanics
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
Figure 73: Attitudes toward red meat, by race/Hispanic origin, July 2013
Blacks are less likely to read labels on pork than beef
Figure 74: Attitudes toward pork, by race/Hispanic origin, July 2013
Poultry
Blacks are much more likely to buy poultry than White consumers
Figure 75: Types of poultry consumed, by race/Hispanic origin, July 2013
Blacks are highly selective about where they buy poultry
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
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
Figure 78: Attitudes toward lunch/deli meat, by race/Hispanic origin, February 2013
MARKETING STRATEGIES
Key points
Overview of the brand landscape
Brand Analysis: Walmart
Low Price Guarantee Campaign
Figure 79: Walmart, “Low Price Guarantee” campaign, August 2013
Neighborhood Grocer Campaign
Figure 80: Walmart, “Neighborhood Grocer” Campaign, January 2013
Supplier Diversity
Figure 81: Supplier Diversity at Walmart: Positively Perfect Dolls by World of EPI
US BLACK POPULATION
Key points
US population by race/Hispanic origin
Figure 82: Population, by race/Hispanic origin, 2009-19
Figure 83: Asian, Black, and Hispanic populations, 1970-2020
Age
Generations by race
Figure 84: US population by race and generation, 2014
Black population by age
Figure 85: US Black population, by age, 2009-19
Figure 86: US Population, by age, 2009-19
US Black geographic concentration
Figure 87: Black geographic concentration, by region, 2010
Black population by state
Figure 88: States with largest Black population, 2011
Figure 89: States with largest Black population, by distribution, 2008
Population by geographic concentration
Figure 90: States (including District of Columbia) ranked with the highest share of Black residents, 2011
Black metro areas
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
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
Figure 95: Marital status, by race and Hispanic origin, 2011
APPENDIX – ADDITIONAL TABLES
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
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
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
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
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
Figure 106: Blacks’ attitudes toward dairy products, by household income, November 2013
Figure 107: Blacks’ attitudes toward shopping at specialty counters/departments, November 2013
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
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
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
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
Figure 116: Blacks’ attitudes toward shopping at specialty counters/departments, November 2013
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
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
APPENDIX – TRADE ASSOCIATIONS

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