Snack Preferences of the Black Consumer - US, September 2012

Published by: Mintel International Group Ltd.

Published: Sep. 1, 2012 - 123 Pages


Table of Contents

SCOPE AND THEMES
What you need to know
Definition
Data sources
Consumer survey data
Advertising
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Snack food preferences of the Black consumer
Preferred types of salty/savory snacks
Figure 1: Top five salty/savory snacks consumed by Black households on a regular basis, April 2012
Preferred types of sweet snacks
Figure 2: Top five sweet snacks consumed by Black households on a regular basis, April 2012
Retail preferences of salty/savory snack consumers
Figure 3: Frequency of purchase by Black consumers of salty/savory snacks, by retailer, April 2012
Retail preferences of sweet snack consumers
Figure 4: Frequency of purchase by Blacks of sweet snacks, by retailer, April 2012
Preferred flavors of salty/savory snacks
Figure 5: Preferred flavors of salty/savory snacks purchased by Black adults, April 2012
Preferred flavors of sweet snacks
Figure 6: Preferred flavors of sweet snacks purchased by Black consumers, April 2012
Likelihood of calorie-controlled snack pack consumption
Figure 7: Calorie-controlled snack packs, by race/Hispanic origin, October 2010-November 2011
The consumer
U.S. Black population
Figure 8: Population, by race/Hispanic origin, 2007-17
Presence and ages of children in the household
Figure 9: Presence and ages of children in the household, by race/Hispanic origin, 2011
What we think
ISSUES IN THE MARKET
How relevant are marketing messages that target Black consumers?
Are calorie-controlled snack packs hitting the mark with Black consumers?
Why aren’t breakfast snacks marketed as an anytime snack to Black consumers?
INSIGHTS AND OPPORTUNITIES
Snack food brands need to keep young Black men as their pilots
Snack food brands can do more to help Black consumers eat smarter
TREND APPLICATIONS
Trend: “Help Me Help Myself”
Trend: “A Simple Balance for Health”
2015 Trend: “Old Gold”
THE CONSUMER
Key points
Salty/savory snacks
Black households regularly consume potato chips and crackers
Figure 10: Types of salty/savory snacks consumed by Black households on a regular basis, April 2012
Figure 11: Types of salty/savory snacks consumed by Black households on a regular basis, by age, April 2012
Figure 12: Other types of salty/savory snacks consumed by Black households on a regular basis, by age, April
2012
Sweet snacks ..
Black households are particularly fond of ice cream and freshly baked goods
Figure 13: Types of sweet snacks consumed by Black households on a regular basis, April 2012
Figure 14: Types of sweet snacks consumed by household on a regular basis, by gender and age, April 2012
Figure 15: Other types of sweet snacks consumed by Black households on a regular basis, by gender and age,
April 2012
SALTY/SAVORY SNACKS
Key points
Retail preferences
Blacks regularly purchase salty/savory snacks at the supermarket
Figure 16: Frequency of purchase of salty/savory snacks, by retailer, April 2012
Young Black men most frequently purchase salty snacks
Figure 17: Frequency of purchasing savory snacks at grocery retailers and entertainment venues, by gender and
age, April 2012
Figure 18: Frequency of purchasing savory snacks where liquor is sold, by gender and age, April 2012
Favorite flavors and brands, plus pricing, guide Blacks’ salty snack purchases
Figure 19: Key factors among Black adults when choosing savory snacks, April 2012
Preferred flavors of salty/savory snacks
Barbeque and Cheddar cheese are favorite flavors among Black consumers of salty snacks
Figure 20: Blacks’ preferred flavors of savory snacks purchased, April 2012
Figure 21: Blacks’ preferred flavors of savory snacks purchased, by gender, April 2012
Potato chips
Blacks over index in their consumption of potato chips
Figure 22: Household consumption of potato chips, by race/Hispanic origin, October 2010-November 2011
Figure 23: Household consumption of potato chips, by presence of children in the home, October 2010-
November 2011
Regular potato chips are the dominant choice among Blacks
Figure 24: Preferred types of potato chips consumed in Black households, by race/Hispanic origin, October
2010-November 2011
Figure 25: Preferred types of potato chips consumed in Black households, by age, October 2010-
November 2011
Black households consume a wide variety of potato chip flavors
Figure 26: Preferred flavors of potato chips consumed in Black households, by race/Hispanic origin, October
2010-November 2011
Figure 27: Preferred flavors of potato chips consumed in Black households, by presence of children in the
household, October 2010-November 2011
Black households over index in their consumption of major potato chip brands
Figure 28: brand preference of potato chips in Black households, by race/Hispanic origin, October 2010-
November 2011
Pretzels
Black households with children are most likely to consume pretzels
Figure 29: Likelihood of pretzel consumption, by race/Hispanic origin, October 2010-November 2011
Figure 30: Likelihood of pretzel consumption in Black households, by presence of children in the household,
October 2010-November 2011
Black households prefer Rold Gold, but cost likely trumps brand loyalty
Figure 31: Household brand preference of pretzels, by race/Hispanic origin, October 2010-November 2011
Popcorn
Black households are the most likely to consume popcorn
Figure 32: Likelihood of popcorn consumption in Black households, by race/Hispanic origin, October 2010-
November 2011
Figure 33: Likelihood of household consumption of popcorn products, by presence of children in household,
October 2010-November 2011
Figure 34: Household popcorn product consumption in the last 30 days, by race/Hispanic origin, October 2010-
November 2011
Black households, like all popcorn-consuming homes, prefer Orville Redenbacher
Figure 35: Household brand preference of popcorn products, by race/Hispanic origin, October 2010-November
2011
Corn and tortilla chips and cheese snacks
Black households with children lead in corn, tortilla chip and cheese snack use
Figure 36: Household consumption of corn and tortilla chips and/or cheese snacks, by race/Hispanic origin,
October 2010-November 2011
Figure 37: Household consumption of corn and tortilla chips and/or cheese snacks, by presence of children in
household, October 2010-November 2011
Doritos dominate in Black households
Figure 38: Household brand preference of corn and tortilla chips and/or cheese snacks, by race/Hispanic origin,
October 2010-November 2011
Figure 39: Household consumption of corn and tortilla chips and/or cheese snacks in the last 30 days, by
race/Hispanic origin, October 2010-November 2011
Nuts
Black households are most likely to eat nuts as snacks
Figure 40: Likelihood of household consumption of nuts, by race/Hispanic origin, October 2010-November 2011
Figure 41: Preferred household use of nuts, by race/Hispanic origin, October 2010-November 2011
Blue Diamond is a preferred brand by Black consumers
Figure 42: Household brand preference of nuts consumed for snacks, by race/Hispanic origin, October 2010-
November 2011
Meat snacks and beef jerky
Black households with children drive consumption of meat snacks
Figure 43: Likelihood of household consumption of meat snacks and beef jerky, by race/Hispanic origin, October
2010-November 2011
Figure 44: Likelihood of household use of meat snacks and beef jerky, by presence of children in household,
October 2010-November 2011
Slim Jim is most popular among Black households
Figure 45: Household brand preference of meat snacks and beef jerky, by race/Hispanic origin, October 2010-
November 2011
Crackers
Black households are on par with total households in their consumption of crackers
Figure 46: Household consumption of snack crackers, saltine crackers, and graham Crackers, by race/Hispanic
origin, October 2010-November 2011
Figure 47: Snack crackers, saltine crackers, and graham crackers, by presence of children in household,
October 2010-November 2011
Figure 48: Preferred types of snack crackers, saltine crackers, and graham Crackers consumed, by
race/Hispanic origin, October 2010-November 2011
Other types of salty/savory snacks
Pork rinds, onion rings are most popular in Black households
Figure 49: Household consumption of other salty/savory snacks, by race/Hispanic origin, October 2010-
November 2011
Figure 50: Household brand preference of other salty/savory snacks, by race/Hispanic origin, October 2010-
November 2011
SWEET SNACKS
Key points
Retail preferences
Blacks are most likely to buy sweet snacks at a supermarket
Figure 51: Frequency of purchase of sweet snacks by Black consumers, by retailer, April 2012
Young Black men are the most frequent sweet snack buyers
Figure 52: Incidence of Blacks’ purchase of sweet snacks, by retailer, by gender and age, April 2012
Favorite flavors drive Black consumers’ sweet snacks purchases
Figure 53: Key factors among Black adults when choosing sweet snacks, April 2012
Older Black adults look for “low in” claims when selecting sweet snacks
Figure 54: Influencers when choosing sweet snacks, by gender and age, April 2012
Preferred flavors of sweet snacks
Black adults hold a strong preference for chocolate flavored snacks
Figure 55: Preferred flavors of sweet snacks purchased by Black adults, April 2012
Women prefer chocolate and men enjoy apple flavored snacks
Figure 56: Preferred flavors of sweet snacks purchased in the past month, by gender, April 2012
Ice cream and frozen novelty treats
Black households are heavy consumers of frozen novelty items
Figure 57: Likelihood of household consumption of ice cream and sherbet or frozen novelty treats, by
race/Hispanic origin, October 2010-November 2011
Figure 58: Household consumption of ice cream and sherbet, by presence of children in the household, October
2010-November 2011
Figure 59: Consumption of frozen novelty treats, by presence of children in household, October 2010-November
2011
Figure 60: Household consumption of frozen novelty treats, by age, October 2010-November 2011
Cookies
Black households are most likely to enjoy cookies as a between-meals snack
Figure 61: Likelihood of household consumption of cookies, by race/Hispanic origin, October 2010-
November 2011
Figure 62: Cookies, by age, October 2010-November 2011
Figure 63: Cookies, by presence of children in household, October 2010-November 2011
Figure 64: Blacks’ preferred types of cookie, by race/Hispanic origin, October 2010-November 2011
Snack cakes
Younger Black adults and households with children drive snack cake consumption
Figure 65: Likelihood of household consumption of snack cakes, by race/Hispanic origin, October 2010-
November 2011
Figure 66: Likelihood of household consumption of snack cakes, by age, October 2010-November 2011
Figure 67: Snack cakes, by presence of children in household, October 2010-November 2011
Figure 68: Household brand preference of snack cakes, by race/Hispanic origin, October 2010-November 2011
FROZEN SNACK FOODS
Key points
Household consumption of frozen snack foods
Black households are more likely to consume frozen hot snacks
Figure 69: household consumption of frozen snack foods, by race/Hispanic origin, October 2010-November
2011
Figure 70: Household consumption of frozen hot snacks, by presence of children in household, October 2010-
November 2011
Black households with children drive brand loyalty of frozen hot snacks
Figure 71: Household brand preference of frozen hot snacks, by presence of children in household, October
2010-November 2011
DIPS
Key points
Household consumption of snack and vegetable dips
Black households that eat dips prefer ready-to-serve varieties
Figure 72: Likelihood of household use of dips for snacks and vegetables, by race/Hispanic origin, October
2010-November 2011
Dip use is highest in Black homes with children
Figure 73: Household consumption of dips for snacks and vegetables, by presence of children in household,
October 2010-November 2011
Black households prefer dips from Frito-Lay and Hidden Valley Ranch
Figure 74: Household brand preference of dips used for snacks and vegetables, by race/Hispanic origin,
October 2010-November 2011
NUTRITIONAL, DIET, AND CALORIE-CONTROLLED SNACKS
Key points
Blacks’ consumption of nutritional snacks
Black adults eat fewer nutritional snacks but show brand loyalty
Figure 75: Likelihood of personal consumption of nutritional snacks, by race/Hispanic origin, October 2010-
November 2011
Black men are less likely than Black women to eat nutritional snacks
Figure 76: Nutritional snacks (granola, fruit, etc.), by gender, October 2010-November 2011
Black households with children are greater consumers of nutritional snacks
Figure 77: Nutritional snacks (granola, fruit, etc.), by presence of children in household, October 2010-
November 2011
Low-fat and fat-free products
Black households consume fewer low-fat or fat-free products
Figure 78: Likelihood of household use of low-fat/fat-free products, by race/Hispanic origin, October 2010-
November 2011
Figure 79: Low-fat/fat-free products, by age, October 2010-November 2011
Calorie-controlled snack packs
One in four Black households consume calorie-controlled snacks
Figure 80: Calorie-controlled snack packs, by race/Hispanic origin, October 2010-November 2011
Figure 81: Calorie-controlled snack packs, by gender, October 2010-November 2011
MARKETING STRATEGIES
Key points
TV advertising
Lay’s Potato Chips
Figure 82: Lay’s potato chips, TV ad, September
Special K Cracker Chips
Figure 83: Kellogg’s Special K Cracker Chips, TV ad, July 2012
Little Debbie Snacks
Figure 84: Little Debbie Snacks, TV ad, September 2011
Betty Crocker Fruit Snacks
Figure 85: Betty Crocker Fruit Roll-Ups, TV ad, January 2012
Online strategies
Hostess Snacks
Totino’s
U.S. BLACK POPULATION
Key points
Figure 86: Population, by race and Hispanic origin, 2007-17
Figure 87: Population, by race/Hispanic origin, 1970-2020
Figure 88: Asian, Black, and Hispanic populations, 1970-2020
Age
Generations by race
Figure 89: Generations, by race/Hispanic origin, 2011
Black population by age
Figure 90: U.S. Black population, by age, 2007-17
Figure 91: U.S. Population, by age, 2007-17
U.S. Black geographic concentration
Figure 92: Black geographic concentration, by region, 2007
Black population by state
Figure 93: States with largest Black population, 2011
Figure 94: States with largest Black population, by distribution, 2008
Population by geographic concentration
Figure 95: States (including District of Columbia) ranked with the highest share of Black residents, 2011
Black metros
Figure 96: Metropolitan status of Black households, 2006 and 2011
Figure 97: States ranked by change in black population, 2000-10
Figure 98: Top 10 metropolitan areas with the largest number of Black residents, 2010
Black purchasing power
Black income
Figure 99: Median household income, by race and Hispanic origin of householder, 2011
Figure 100: Household income distribution for all households and Black households, 2011
Income of Black households versus total U.S. households
Figure 101: Share of Black households with incomes of $50K or more versus total U.S. households, 2001, 2006,
and 2011
Purchasing power by race/Hispanic origin
Figure 102: Purchasing power, by race/Hispanic origin, 1990-2015
Figure 103: Purchasing power, by race/Hispanic origin, 1990-2015
Figure 104: Top 10 states/regions with the largest share of Black buying power, 2012
Figure 105: Top 10 states, by rate of growth of Black buying power, 2000-12
Affluent Blacks
Black households
Figure 106: Average household size, by race/Hispanic origin/race of householder, 2001 and 2011
Figure 107: Presence and ages of children in the household, by race/Hispanic origin, 2011
Figure 108: Marital status, by race and Hispanic origin, 2011
APPENDIX—ADDITIONAL CONSUMER TABLES
Figure 109: Types of sweet snacks consumed by Black households on a regular basis, by household size, April
2012
Figure 110: Additional sweet snacks consumed by Black households on a regular basis, by household size, April
2012
Figure 111: Key factors among Black adults when choosing savory snacks, by gender and age, April 2012
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:
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Mintel GNPD
Mintel Inspire
Mintel Beauty Innovation
Mintel Menu Insights
Mintel Research Consultancy
Mintel Comperemedia

Abstract

The types of snack foods consumed by Blacks and the snack flavors they prefer are among the key issues discussed in this report. Blacks are more likely than other ethnic groups to consume a wide array of salty/savory snacks and sweet snacks. Brand and flavor preference trump price, suggesting a high level of loyalty to the snack products Black consumers prefer. At the same time, consumption of calorie-controlled packs is limited. Thus, marketers possess opportunities to promote smart snacking to Black consumers.”

– Adam Jacobson, Multicultural Analyst

Some questions answered in this report include:
  • How relevant are marketing messages that target Black consumers?
  • Are calorie-controlled snack packs hitting the mark with Black consumers?
  • Why aren’t breakfast snacks marketed as an anytime snack to Black consumers?
  • According to the U.S. Census Bureau, the Black population is expected to surpass 43 million by 2017, an 11% increase from 2007. Currently at $1 trillion, Black spending power is expected to climb to $1.3 trillion by 2015. Higher education levels, and the resulting higher paying jobs, are the primary drivers behind this increasing purchasing power. Blacks are an increasingly influential consumer group, with a higher-than-average consumption of a variety of snack foods. Although there is much discussion about healthy eating, Black consumers—like all consumers—have been slow in making those changes in their eating habits. Marketers will need to maintain a careful balance between offering the types of snack food most enjoyed by Black consumers and promoting healthy alternatives.


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