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

Published by: Mintel International Group Ltd.

Published: Sep. 1, 2011 - 95 Pages

Table of Contents

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 lowcalorie

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 nonalcoholic

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

APPENDIX: RESEARCH METHODOLOGY

CONSUMER RESEARCH

Primary Data Analysis

Sampling

Global Market Insite (GMI)

Secondary Data Analysis

Experian Simmons National Consumer Studies

Statistical Forecasting

Statistical modelling

Qualitative insight

The Mintel fan chart

Weather analogy

APPENDIX: WHAT IS MINTEL?

Mintel provides industry-leading market intelligence

Mintel Solutions:

Mintel Oxygen Reports

Mintel GNPD

Mintel Inspire

Mintel Beauty Innovation

Mintel Menu Insights

Mintel Research Consultancy

Mintel Comperemedia

Abstract

The very term “soul food” implies something that is more than physical. Soul food is comfort food, and comfort food usually means more than satisfying hunger, namely it is a part of social events and special occasions. Based on the deep-fried dishes of the South, soul food is in part to blame for the higher than average rates of obesity and related diseases among African Americans. As of 2009, the Centers for Disease Control and Prevention reported that 71.7% of Black men and 78% of Black women are overweight or obese.

However, only 33% of Black women and 18% of Black men consider themselves overweight, according to Mintel’s Black Diet and Wellness—U.S., December 2009. Though hard to believe, overweight individuals are often undernourished, and this is especially true of those living in food deserts where the only available foods are packaged and/or highly processed. Yet, Mintel’s survey for this report revealed the notable number of Black respondents who are interested in nutritious and vitamin-fortified foods, ranging from breakfast foods, to bottled waters, to dessert mixes. In fact, vitamin-fortification of packaged products could be the answer to providing the nutrition necessary for Blacks in food deserts. Such fortification could allow Blacks to enjoy these foods while not suffering from the effects of malnutrition, thus earning brands long-term rather than short-term loyalty from individuals who will live longer and happier lives.

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