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Published by: Mintel International Group Ltd.
Published: Mar. 1, 2009
Table of Contents
- SCOPE AND THEMES
- What you need to know
- Definition
- Sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
- Luxury brands
- EXECUTIVE SUMMARY
- Affluent segments of the Black community
- Black Affluents
- Black Aspirationals
- The history of Black wealth in America
- Representation of Blacks in the fashion industry
- Urban influences on the automotive industry
- Electronics, impulse-driven purchase
- Premium liquor
- THE BLACK CONSUMER
- BLACK? OR AFRICAN AMERICAN?
- COMPARING BLACK CONSUMERS TO WHITE
- DEMOGRAPHICS
- U.S. population is becoming more diverse
- Figure 1: Population, by race/ Hispanic origin, 1970-2020
- Figure 2: Asian/Pacific Islander, Black, and Hispanic populations, 1940-2020
- Figure 3: Population, by race and Hispanic origin, 2003-13
- U.S. Black population
- Black population by age
- Figure 4: U.S, Black population, by age, 2003-13
- Figure 5: U.S. population, by generation, 2008
- U.S. Black geographic concentration
- Figure 6: Black geographic concentration by region, 2007
- Black population by state
- Figure 7: Top 10 states, by total Black population, 2007
- Figure 8: Top 10 states, by Black population as a percentage of total population, 2007
- Black buying power by state
- Figure 9: Top 10 states, by Black buying power, 2007
- Generational insights among Black consumers
- Black generations
- Black metros
- Figure 10: Top 10 metropolitan areas with the largest number of Black residents, 2005-2007
- Black income and purchasing power
- Figure 11: Household income distribution for all households and Black households, 2007
- Figure 12: Purchasing power by race/ethnicity, 2007
- Income of Black households vs. total U.S. households
- Figure 13: Increase in percentage of Black households with incomes of $50K or more vs. total U.S. households . 15
- Black affluents
- Home ownership and household size
- Black home ownership
- Figure 14: Percentage of homeowners, Black vs. total homeowners, top 10 metros, 2007
- Average household size
- Figure 15: Average household size, by race/Hispanic origin of householder, 2001 and 2006
- Hip-Hop women
- Figure 16: Deferred marriage and childbearing among Black women, 2007
- Figure 17: Households with children, by race and Hispanic origin of householder, 2007
- COUNTRY OF ORIGIN/HERITAGE
- African immigrants
- Figure 18: U.S. Immigrants, Baccalaureate and advanced degrees, by continent/region of origin, 2000
- Caribbean immigrants
- Top five countries of origin
- Geographic location
- Neighborhood characteristics
- THE AFFLUENT BLACK CONSUMER
- HISTORY OF BLACK WEALTH IN AMERICA
- The pathway to Black wealth
- Madam C.J. Walker—first self-made woman millionaire
- Black affluence in the 20th century
- BLACK AFFLUENCE IN THE 21ST CENTURY
- Affluent Blacks
- Figure 19: Household income among Black Aspirationals and Affluents, by age, 2007 vs. 2002
- Attitudes towards wealth
- Hip-hop culture
- MEDIA REPRESENTATIONS OF AFFLUENT AFRICAN AMERICANS
- The P. Diddy crowd
- Figure 20: P. Diddy (Sean Combs) commercial for Ciroc ultra premium vodka—“Rat Pack,” 2008
- BLACK IS THE NEW GREEN
- Black Affluents and the economy
- BLACK REPRESENTATION IN THE WORLD OF FASHION
- Ebony Fashion Fair
- Black impact on fashion
- Haute couture and the African American market
- Luxury brand preferences
- Figure 21: Black consumer purchase of premium brands, by income, December 2008
- SHOPPING FOR PREMIUM BRANDS
- Attitudes towards shopping
- Figure 22: Attitudes towards brands, by race, July 2007-September 2008
- Figure 23: Black consumer attitudes towards brands, by gender, July 2007-September 2008
- Figure 24: Black consumer attitudes towards brands, by age, July 2007-September 2008
- Figure 25: Black consumer attitudes towards brands, by household income, July 2007-September 2008
- Retail choices
- Figure 26: Premium retail preferences, by race, July 2007-September 2008
- Retail catalogues
- Figure 27: Premium retail catalogue purchases, by race, July 2007-September 2008
- Online shopping
- Figure 28: Frequency of online shopping and product information search among Black consumers, by age,December 2008
- Figure 29: Frequency of online shopping and product information search among Black consumers, by income,December 2008
- PREMIUM SHOPPERS AND ENTERTAINMENT
- Entertainment preferences
- By income
- Figure 30: Black consumer at cultural events, by income, December 2008
- By age
- Figure 31: Black consumer at cultural events, by age, December 2008
- RELIGION AND MONEY
- The church
- By age
- Figure 32: Black consumer religious service attendance, by age, December 2008
- By income
- Figure 33: Black consumer religious service attendance, by income, December 2008
- Philanthropy
- By age
- Figure 34: Philanthropy among African Americans, by age, December 2008
- By income
- Figure 35: Philanthropy among African Americans, by income, December 2008
- Black social and fraternal organizations
- COSMETICS AND TOILETRIES
- COLOR COSMETICS
- Color cosmetic challenges for Black women
- Foundation make-up
- Figure 36: Premium foundation brand preference by race/Hispanic origin, April 2007-June 2008
- By race and income
- Figure 37: Premium foundation brand preference, by income and race/Hispanic origin, April 2007-June 2008
- PERFUMES/WOMEN’S FRAGRANCES
- Brand preference by race
- Figure 38: Premium fragrance preferences, Black vs. non-Black respondents, April 2007-June 2008
- Figure 39: Premium brand women’s fragrance preference, by race, July 2007-September 2008
- Brand loyalty
- Figure 40: Loyalty to premium fragrance brands, Black vs. non-Black respondents, April 2007-June 2008
- Place of purchase
- Figure 41: Fragrance purchases, Black vs. non-Black respondents, April 2007-June 2008
- Purchasing influencers
- Figure 42: Influences on fragrance purchases, Black vs. non-Black respondents, April 2007-June 2008
- By age
- Figure 43: Black consumer premium brand women’s fragrance preference, by age, July 2007-September 2008
- MEN’S FRAGRANCES
- Aftershave lotion and cologne
- By age
- Figure 44: Black male consumers’ luxury aftershave lotion or cologne use, by age, July 2007-September 2008
- By income
- Figure 45: Black male consumers’ luxury aftershave lotion or cologne use, by household income, July 2007-September 2008
- MOISTURIZERS—CREAMS—LOTIONS
- By race/Hispanic origin
- Figure 46: Consumer use of premium brand lotions/Creams and moisturizers in the past 12 months, by race/Hispanic origin, July 2007-September 2008
- Blacks by gender
- Figure 47: Premium brand lotion, cream or moisturizer use among Black consumers, by gender, July 2007-September 2008
- APPAREL AND ACCESSORIES
- BRAND PREFERENCES
- Blacks by income
- Figure 48: Black consumer purchases of premium brand apparel, by household income, December 2008
- IMPORTANCE OF INCLUSION BY PREMIUM BRANDS
- Italian Vogue's Black issue breaks fashion barrier
- ACCESSORIES
- Watches
- By race/Hispanic origin
- Figure 49: Luxury brand watch purchases, by race, July 2007-September 2008
- Blacks by income
- Figure 50: Black consumer purchase of premium brand jewelry, watches and accessories, by income,December 2008
- By income
- Figure 51: Black consumer intent to purchase premium brand jewelry, watches and accessories, by income,December 2008
- ATTITUDES TOWARDS PREMIUM APPAREL
- By race/Hispanic origin
- Figure 52: Consumer attitudes towards clothing, by race/Hispanic origin, July 2007-September 2008
- ELECTRONICS
- THE CONSUMER
- By race/Hispanic origin
- Figure 53: Consumer attitudes about electronics, by race, July 2007-September 2008
- Blacks by gender
- Figure 54: Black consumer attitudes towards electronics, by gender, July 2007-September 2008
- Blacks by age group
- Figure 55: Black consumer attitudes towards electronics, by age, July 2007-September 2008
- Blacks by income
- Figure 56: Black consumer attitudes towards electronics, by income, July 2007-September 2008
- SHOPPING BEHAVIOR
- Purchased in the last year by age
- Figure 57: Electronics purchsed by Black consumers, by age, December 2008
- Purchases by income
- Figure 58: Electronics purchsed by Black consumers, by household income, December 2008
- PURCHASES OF PDAS AND HANDHELD ORGANIZERS
- By race/Hispanic origin
- Figure 59: PDA ownership, by race, July 2007-September 2008
- Blacks by gender
- Figure 60: Black consumer PDA ownership, by gender, July 2007-September 2008
- AUTOMOTIVE
- Brand preferences by race/Hispanic origin
- Figure 61: Strongest luxury brands/models among minority new vehicle buyers, 2007
- Brands purchased by race/Hispanic origin
- Figure 62: Luxury vehicle loyalty among minority new vehicle buyers, 2007
- Attitudes towards luxury cars
- By race/Hispanic origin
- Figure 63: Attitudes towards luxury cars, by race/Hispanic origin, July 2007-September 2008
- By gender
- Figure 64: Attitudes towards luxury cars, by gender, July 2007-September 2008
- By income
- Figure 65: Attitudes towards luxury cars, by household income, July 2007-September 2008
- Brand advertisement
- Figure 66: Infiniti ad
- Figure 67: Mercedes-Benz print ad
- Figure 68: Mercedes-Benz television commercial, 2008
- Figure 69: Cadillac CTS television commercial, 2007
- PREMIUM BRAND LIQUOR
- BRAND PREFERENCE
- By race/Hispanic origin
- Figure 70: Premium brand liquor preferences, by race/Hispanic origin, July 2007-September 2008
- Blacks by gender
- Figure 71: Premium brand liquor preferences of Black consumers, by gender, July 2007-September 2008
- By income
- Figure 72: Premium brand liquor preferences of Black consumers, by household income, July 2007-September 2008
- ADVERTISING OF PREMIUM BRANDS
- Figure 73: Tiffany Ad
- Figure 74: Lancôme Foundation ad
- Figure 75: Macy’s anniversary “Red” ad
- Figure 76: Macy’s I.N.C. ads
- Figure 77: Sephora Ad
- APPENDIX: CONSUMER TABLES
- Premium brand future purchase
- Figure 78: Black consumer future purchase of premium brands, by income, December 2008
- COLOR COSMETICS
- Foundation
- Black females by age
- Figure 79: Premium brand foundation use, by age, July 2007-September 2008
- Blusher
- By race/Hispanic origin
- Figure 80: Premium brand blusher preference, by race/Hispanic origin, July 2007-September 2008
- Black females by income
- Figure 81: Black consumer premium brand blusher preference, by income, July 2007-September 2008
- Black females by age
- Figure 82: Black consumer premium brand blusher preference, by age, July 2007-September 2008
- Mascara
- By race/Hispanic origin
- Figure 83: Premium brand mascara preference, by race/Hispanic origin, July 2007-September 2008
- Black females by age
- Figure 84: Black consumer premium brand mascara preference, by age, July 2007-September 2008
- Black females by income
- Figure 85: Black consumer premium brand mascara preference, by income, July 2007-September 2008
- Eye shadow
- By race/Hispanic origin
- Figure 86: Premium brand eyeshadow preference, by race/Hispanic origin, July 2007-September 2008
- Black females by age
- Figure 87: Black consumer premium brand eyeshadow preference, by age, July 2007-September 2008
- Eye liner
- By race/Hispanic origin
- Figure 88: Premium brand eye liner preference, by race/Hispanic origin, July 2007-September 2008
- Black females by age
- Figure 89: Premium brand eye liner preference, by age, July 2007-September 2008
- Eyebrow pencil
- By race/Hispanic origin
- Figure 90: Premium brand eyebrow pencil preference, by race/Hispanic origin, July 2007-September 2008
- Black females by age
- Figure 91: Black consumer premium brand eyebrow pencil preference, by age, July 2007-September 2008
- Black females by income
- Figure 92: Black consumer premium brand eyebrow pencil preference, by income, July 2007-September 2008
- Lipstick / lip gloss
- By race/Hispanic origin
- Figure 93: Premium brand lipstick/lip gloss preference, by race/Hispanic origin, July 2007-September 2008
- Black females by age
- Figure 94: Black consumer premium brand lipstick/lip gloss preference, by age, July 2007-September 2008
- Black females by income
- Figure 95: Black consumer premium brand lipstick/lip gloss preference, by income, July 2007-September 2008
- NAIL POLISH
- By race/Hispanic origin
- Figure 96: Premium brand nail polish preferences by race/Hispanic origin, July 2007-September 2008
- Black females by age
- Figure 97: Premium brand nail polish preferences of Black women, by age, July 2007-September 2008
- PERFUME AND FRAGRANCE
- Blacks by income
- Figure 98: Black consumer premium brand perfume preference, by income, July 2007-September 2008
- Blacks by gender
- Figure 99: Black consumer premium brand perfume preference, by gender, July 2007-September 2008
- Men’s fragrances
- Figure 100: Black consumer luxury aftershave lotion or cologne use, by gender, July 2007-September 2008
- By race/Hispanic origin
- Figure 101: Luxury aftershave lotion or cologne use, by race/Hispanic origin, July 2007-September 2008
- MOISTURIZERS, LOTIONS OR CREAMS
- Figure 102: Premium brand lotion, cream or moisturizer use among Black consumers by gender, July 2007-September 2008
- RETAIL SHOPPING
- By age
- Figure 103: Premium retail preferences of Black consumers, by age, July 2007-September 2008
- By gender
- Figure 104: remium retail preferences of Black consumers, by gender, July 2007-September 2008
- By income
- Figure 105: remium retail preferences of Black consumers, by household income, July 2007-September 2008
- PREMIUM RETAIL CATALOGUES
- Preference by gender
- Figure 106: Black consumer premium retail catalogue purchases by gender, July 2007-September 2008
- By age
- Figure 107: Black consumer premium retail catalogue purchases, by age, July 2007-September 2008
- By income
- Figure 108: Black consumer premium retail catalogue purchases, by household income, July 2007-September
- 2008
- APPENDIX: PROMINENT BLACK CHURCHES AND ORGANIZATIONS
- PROMINENT BLACK CHURCHES
- BLACK FRATERNAL AND SOCIAL ORGANIZATIONS
- APPENDIX: EBONY FASHION FAIR DESIGNERS
AbstractPower Purchase
In spite of achieving wealth and success, the majority of Affluents are not inclined to flaunt their wealth and have very strong opinions about excessive displays and ostentatious fashion. This does not mean that Affluents are not attracted to luxury brands per se, rather that their sense of personal value is not tied to the possession of a specific brand. Aspirationals, on the other hand are strongly attracted to more affordable badge items like luxury cars, fashion and accessories as a symbol of their success—sometimes to the detriment of their long-term savings goals.
Unfortunately, the media and marketers tend to focus on the most extreme manifestations of the successful Black lifestyle represented by today’s professional athletes, rappers and other celebrities. Affluent and middle-class Black families belong to yacht clubs, travel internationally, golf, ski, go to church, raise money for good causes and socialize with their Black counterparts. They may live a suburban lifestyle while their children attend private schools, take music lessons, and have access to all the latest technology.
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