Black Americans' Shopping and Spending Patterns - US

Published by: Mintel International Group Ltd.

Published: Mar. 1, 2008 - 66 Pages

Table of Contents

SCOPE AND THEMES

What you need to know

Definition

Data sources

Resources used for The Consumer sections

EXECUTIVE SUMMARY

Key demographics

Key issues: race, discrimination, life satisfaction

Hobbies and lifestyle

Spending patterns

Attitudes to advertising

DEMOGRAPHICS OF BLACK AMERICA

Key points

Black population growing faster than whites, slower than Hispanics/Asians

Figure 1: Population, by race and Hispanic origin, 2002-2012

Median black household incomes less than Hispanics/whites/Asians

Figure 2: Median household income, black, white Hispanic, 1980-2006

Figure 3: Trended distribution of median household incomes among blacks, 1980-2006

Blacks younger than whites, older than Hispanics

Figure 4: Total population and black population, by age, 2008

Household size: why black household incomes are smaller than Hispanics

Figure 5: Average household size, by race/Hispanic origin of householder, 2001and 2006

Blacks less likely to be married

Figure 6: Marital status of people aged 15+ years, by race and Hispanic origin, 2005

Black education on the rise, but lagging whites

Top 10 black metros

Figure 7: Top ten black population centers, 2006

RACE, DISCRIMINATION AND LIFE SATISFACTION

Key points

Most blacks believe themselves to be a single race

Figure 8: Perceptions of racial homogeneity among blacks, by gender, age and income, 2007

Values of middle class and poor blacks

Figure 9: Values gap between middle-class and poor blacks, by gender, age and income, 1986 and 2007

Perceived values gap between blacks and whites

Figure 10: Perceived values gap between whites and blacks. 1986 and 2007

Blacks share beliefs about discrimination

Figure 11: Evaluation of selected values by blacks, by household income, 2008

Young blacks slightly less concerned about discrimination

Figure 12: Evaluation of selected values by blacks , by age, 2008

Blacks more likely to sense discrimination

Figure 13: Incidence and occasion of perceived discrimination, by race, 2007

Black optimism has declined significantly over two decades

Figure 14: Perceived future of blacks among black adults, 1986 and 2007

Figure 15: Proportion of Black adults that believe the future will be better, by gender, age and education, 1986 and 2007

Most blacks are satisfied with their lives

Figure 16: Overall life satisfaction, by race, 2007

HOBBIES AND OTHER LIFESTYLE ATTRIBUTES

Key points

Rich and poor—important lifestyle differences

Figure 17: Lifestyle characteristics of blacks, by household income, 2006-07

Affluent blacks more physically, socially active

Figure 18: Hobbies of black adults, by popularity and annual household income, 2008

Figure 19: Hobbies of black adults, by age, 2008

SPENDING PATTERNS

Key points

Overall annual spending

Figure 20: Overall annual expenditures, by blacks and non-blacks, 2003-06

Apparel

Figure 21: Indexed apparel expenditures, by blacks and non-blacks, 2004 and 2006

Figure 22: Annual apparel expenditures, by blacks and non-blacks, 2003-06

Personal care and cleaning supplies

Figure 23: Indexed personal care expenditures, by blacks and non-blacks, 2004 and 2006

Figure 24: Annual personal care expenditures, by blacks and non-blacks, 2003-06

Food

Figure 25: Indexed food expenditures, by blacks and non-blacks, 2004-06

Figure 26: Annual food expenditures, by blacks and non-blacks, 2003-06

Healthcare

Figure 27: Indexed healthcare expenditures, by blacks and non-blacks, 2004-06

Figure 28: Annual healthcare expenditures, by blacks and non-blacks, 2003-06

SHOPPING PATTERNS

Key points

Shopping frequency and attitudes

Figure 29: Shopping frequency, by race, 2006-07

Figure 30: Affinity to shopping, by race, 2006-07

Blacks price sensitive, but loyal

Figure 31: Price sensitivity, by race, 2006-07

Figure 32: Store preference drivers and price sensitivity of blacks, by income, 2006-07

Black women more discerning shoppers

Figure 33: Shopping frequency and store preference drivers of blacks, by gender, 2006-07

Black women more price-sensitive

Figure 34: Price sensitivity of blacks, by gender, 2006-07

Blacks and Asians will travel in order to shop

Figure 35: Willingness to travel for desired retailers, by race, 2006-07

Blacks more likely to shop at drug stores

Figure 36: Type of store shopped at in the last four weeks, by race, 2006-07

Blacks visit clothing, footwear and children’s stores more frequently

Figure 37: Type of store shopped at in the last three months, by race, 2006-07

Affluent blacks shop for non-essential goods more frequently

Figure 38: Type of store blacks shopped at in the last 3 months, by income, 2006-07

Affluent blacks more likely to go ethnic, organic and online

Figure 39: Non-traditional food shopping channels, income, 2008

Figure 40: Non-food shopping channels, by income, 2008

Blacks less inclined to e-shop, phone shop, mail order

Figure 41: Type of shopping order completed in the past 12 months, by race, 2006-07

Food shopping

Figure 42: Food choice drivers of blacks, by income, 2008

Blacks spend less on groceries

Figure 43: Average weekly grocery expenditures, by race, 2006-07

Young blacks dine out with greater frequency

Figure 44: Dining out patterns, by age, 2008

ADVERTISING ATTITUDES AND PREFERENCES

Key points

Blacks more receptive to advertising

Figure 45: Advertising attitudes, by race, 2006-07

Ad recall helps in making purchase decisions

Figure 46: Efficacy of advertising, by race, 2006-07

Blacks less resistant to children’s advertising

Figure 47: Children’s advertising attitudes, by race, 2006-07

Blacks more likely to review magazine ads

Figure 48: Magazine advertising attitudes, by race, 2006-07

Blacks (and other minorities) notice outdoor advertising…

Figure 49: Effect of bus, train and taxi ads, by race, 2006-07

…and ads in movie theatres

Figure 50: Effect of movie theatre ads, by race, 2006-07

The higher the income, the higher the impact of advertising

Figure 51: Advertising and media attitudes of blacks, by income, 2006-07

APPENDIX: OTHER USEFUL CONSUMER TABLES

Overall expenditures

Figure 52: Overall annual expenditures, blacks and non-blacks, 2003-06

Food and drink expenditures

Figure 53: Trended food at home expenditures, blacks and non-blacks, 2003-06

Figure 54: Trended food away from home expenditures, blacks and non-blacks, 2003-06

Figure 55: Trended cereals and bakery products expenditures, blacks and non-blacks, 2003-06

Figure 56: Trended meats, poultry, fish, and eggs expenditures, blacks and non-blacks, 2003-06

Figure 57: Trended dairy products expenditures, blacks and non-blacks, 2003-06

Figure 58: Trended fruits and vegetables expenditures, blacks and non-blacks, 2003-06

Figure 59: Trended other food at home expenditures, blacks and non-blacks, 2003-06

Figure 60: Trended alcoholic beverages expenditures, blacks and non-blacks, 2003-06

House and transport related expenditures

Figure 61: Trended housing expenditures, blacks and non-blacks, 2003-06

Figure 62: Trended shelter expenditures, blacks and non-blacks, 2003-06

Figure 63: Trended transportation expenditures, blacks and non-blacks, 2003-06

Figure 64: Trended utilities, fuels, and public service expenditures, blacks and non-blacks, 2003-06

Figure 65: Trended entertainment expenditures, blacks and non-blacks, 2003-06

Figure 66: Trended household operation expenditures, blacks and non-blacks, 2003-06

Figure 67: Trended housekeeping supplies expenditures, blacks and non-blacks, 2003-06

Figure 68: Trended household furnishings and equipment expenditures, blacks and non-blacks, 2003-06

Other/miscellaneous expenditures

Figure 69: Trended reading expenditures, blacks and non-blacks, 2003-06

Figure 70: Trended education expenditures, blacks and non-blacks, 2003-06

Figure 71: Trended tobacco products and smoking supplies expenditures, blacks and non-blacks, 2003-06

Figure 72: Trended miscellaneous expenditures, blacks and non-blacks, 2003-06

Figure 73: Trended cash contributions expenditures, blacks and non-blacks, 2003-06

Figure 74: Trended personal insurance and pensions expenditures, blacks and non-blacks, 2003-06

Income

Figure 75: Trended money before income taxes, blacks and non-blacks, 2003-06

Figure 76: Trended personal taxes, blacks and non-blacks, 2003-06

Figure 77: Trended income after taxes, blacks and non-blacks, 2003-06

Figure 78: Trended gifts of goods and services expenditures, blacks and non-blacks, 2003-06

Abstract

This report provides critical insight on the shopping and spending patterns of Black Americans. This demographic has unique buying behavior that needs to be understood in order to optimize marketing and product development efforts.

Black Americans represent about 13% of the US population, and the segment is growing at a relatively rapid pace. This growth, combined with that of the Hispanic population, is helping fuel the rise of a “multicultural economy,” shaping consumer markets in a variety of ways. More specifically, our research addresses the following questions about Black Americans:

• How are their shopping patterns similar to and distinct from other groups?
• How do their values, beliefs and lifestyles compare and contrast with other groups?
• What subgroups exist within the segment, and how should marketing and product development be tailored to these subgroups?
• What types of retail experiences are favored and how can retail be used to build brand equity and loyalty within the segment?
• How does a company build strong relationships with this unique group?
• How do Black Americans feel about discrimination and how do these perceptions affect the way that they view companies?

As businesses enter a new age of multiculturalism, it will be more important to communicate in culturally relevant ways. Tailoring marketing and product development to Black Americans will open doors to new, profitable opportunities.


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