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Estimating the value of the US multicultural shopper in the independent retail channel: An In-Culture™ analysis
Journal of Cultural Marketing Strategy,
1
(2),
138-147
(2016)
Abstract
The purpose of this study was two-fold: (1) to estimate the economic contribution of the multicultural population (ie Hispanic, African American and Asian) in the independent retail grocery channel; and (2) to conduct an In-Culture™ analysis of 2012 National Grocers Association data to uncover key shopper insights and purchasing patterns among multicultural consumers. This paper publishes key findings across three units of analysis (national, state and city). The main finding is that US Hispanics spent an estimated US$22.9bn, African Americans US$14.8bn, Asians US$6.7bn and non- Hispanic Whites US$86.9bn in the US independent retail grocery channel in 2012. This study is considered the first to estimate the economic contribution of the US multicultural population among independent retail grocers, but acknowledges that more research is needed to estimate the full economic value of this population in this channel. Because the US multicultural spend in the independent retail grocery channel is poorly measured by leading syndicated research companies, this study will help improve ROI estimates for leading corporations, which consider multicultural shoppers important growth segments — today and in the future.
Keywords: independent retail grocer; Hispanics; African Americans; Asians; multicultural; shopper marketing; In-Culture™ marketing; National Grocers Association
The full article is available to subscribers to the journal.
Author's Biography
M. Isabel Valdés is recognised as one of the nation’s leading multicultural marketing experts and researchers. A former CEO, she developed the In-Culture Marketing™ methodology, which continues to be the gold standard in multicultural marketing today. For over two decades, Isabel has consulted in virtually every business category for Fortune 100 and 1000 companies in the USA and abroad. She has collaborated with a number of syndicated research companies, including AC Nielsen for whom she developed the Hispanic Panel (Los Angeles) in the 1990s. Presently, she heads Isabel Valdés Consulting (IVC), advising corporations on a broad range of business- and marketing-related issues. She is the chairperson at the Center for Multicultural Science, vice president of the Chile California Council, a member of the Brain Trust of the Billion People Project, and a member of the Board of Governors of the San Francisco Symphony. Isabel is the published author of five best-selling books on Hispanic marketing, as well as many articles. A frequent speaker at conferences and TEDx, she is the recipient of numerous awards; among these, she was named ‘ahead of the wave in multicultural research’ by American Demographics Magazine. Isabel holds graduate degrees in communications, research and education from Stanford University.
Jake Beniflah is the Executive Director of the Center for Multicultural Science, a leading US non-profit, non-partisan multicultural marketing research think tank and data science accelerator dedicated to increasing the representation of women, and ethnic and racial minorities in the USA. Dr Beniflah is the founder and editor-in-chief of the Journal of Cultural Marketing Strategy and author of ‘The Big Shift: Redefining Marketing in a Multicultural America’. He has a doctorate in business administration from Golden Gate University.
