African American Market Market Research Reports & Industry Analysis

African Americans are people who have origins in any of the Black racial groups of Africa, and are a key segment in an American economy that increasingly depends upon the needs and preferences of multicultural consumers. Currently the African American populations consist of over 45 million individuals accounting for over 15% of the U.S population. The US Census Bureau projects by year 2060 the African American population will grow to over 74 million individuals, making up 17.9% of the U.S population.

Comparing African American spending habits to non-Blacks spending habits may conclude that Black Americans spend less than non-Black Americans. However, the Black American household income medium is only 66% of the all-household medium. A key contributor to a lower medium income may be due to lower marriage rates and only one wage earners. Despite a lower average income, Black Americans contribute to many product and service purchases; Blacks’ overall spending was more stable through the Great Recession than non-Blacks. With the growing Black American population, marketers can expect an expanding Black American consumer market.

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African American Market Industry Research & Market Reports

  • Marketing to Black Moms - US - September 2019

    ... in her home out of necessity, and the sacrifices she makes now drive her to redirect her dreams toward herself in the future. But for now, her main concern is instilling a sense of happiness, ... Read More

  • Black Haircare - US - August 2019

    ... is no longer the big story, but rather how Black consumers’ beliefs and perceptions of their hair impacts their personal maintenance, style choices and product selection." - Toya Mitchell, Multicultural Analyst This report looks at ... Read More

  • Black Consumers and Quick Service Restaurants - US - July 2019

    ... that is okay to eat on occasion. As QSRs introduce menu and technological innovations to compete with other restaurants and drive in foot traffic, Black consumers are drawn to regular, consistently prepared meals as well ... Read More

  • Marketing to Black Millennials - US - June 2019

    ... This generation believes in their ability to be successful – one day, but works just to maintain their current situation. Black Millennials take ownership of their lives where they can have control – their image, ... Read More

  • Digital Trends - Black Consumers - US - May 2019

    ... entertainment center. Desired innovations for this consumer are rooted in a desire for better accessibility through the internet and wireless technology rather than by way of devices." Toya Mitchell, Multicultural Analyst This report will look ... Read More

  • Black Consumers' Snacking Preferences - US - February 2019

    ... the goal, but taste is equally important, especially when this consumer eats snacks in the moment to temporarily reset their mood to their happy place. Brands and retailers that drive awareness of new snacks that ... Read More

  • Black Consumers' Diet and Wellness - US - January 2019

    ... everyday habits are sometimes in conflict with one other. Most Black adults are concerned that their efforts to maintain or improve their health status do not yield desired results. Brands that offer unbiased, yet culturally ... Read More

  • The African-American and Hispanic Markets: Wealth, Banking, and Payment Trends

    ... household finances by demographic; analyzing net worth, asset, and debt trends; highlighting banking relationships and attitudes toward money management, financial institutions, and discrimination; and researching payment preferences and mobile banking, app, and wallet use. Heavy ... Read More

  • The Financial Services Market: African Americans

    ... is up 49%since 2010. Compared to 2010, African American household wealth is expected to be up 70% in 2019. Yet that’s only part of the picture. There exists opportunity and need for financial institutions to ... Read More

  • Black Consumers and Cleaning the House - US - August 2018

    ... a relaxing environment away from the outside world. Product and brand considerations, budget constraints, and routines impact Black consumers’ desire and approach to cleaning the house." - Toya Mitchell, Multicultural Analyst This report looks at ... Read More

  • Black Consumers and the Car Purchasing Process - US - July 2018

    ... best deal that maximizes car value within their budget. Gathering as much information as possible on car attributes, performance, and most importantly price helps to alleviate concerns for most shoppers in the market. Car manufacturers ... Read More

  • Black Consumers and Social Media - US - May 2018

    ... consumers to new ideas and information while simultaneously serving as a public platform to create and maintain agency over their identity and beliefs. Brand communication that is integrated in Black users’ social media experience may ... Read More

  • Black Consumers and Convenience Stores - US - April 2018

    ... the store as well as the shopping experience itself. Black men are the main c-store shoppers and they use these outlets as one-stop shopping locations, mostly at gas stations and chain stores, where they buy ... Read More

  • Black Beauty Consumer - US - March 2018

    ... her knowledge of expected benefits, and most importantly, her ability to find products in the right shades to create her desired look. Her beauty product choices are influenced by a variety of sources, but all ... Read More

  • Black Consumers and Alcoholic Beverages - US - February 2018

    ... the party started with their peers. Black consumers’ consumption of alcoholic beverages by type is similar to the general market. Beer and wine are the most consumed, but fruity flavors, sweetness level, and most importantly ... Read More

  • Black Consumers' Content Consumption and Sharing - US - January 2018

    ... interest in sharing thoughts and experiences, consumption of content seems to be a preference over creation. Live TV is a particularly important element of a Black adult’s media diet, while the expansion of online content ... Read More

  • Black Consumers and Shopping for Groceries - US - October 2017

    ... budget while buying the brands and products they want on their list. Retailers that offer a pleasant atmosphere and convenience are included in their shopping routine, but incentives created just for them on top of ... Read More

  • Black Consumers and Personal Care - US - July 2017

    ... produced brands for basic maintenance, but will use prestige an Black consumer targeted brands that have products specially formulated to treat their skin care issues." - Toya Mitchell, Multicultural Analyst This Report discusses the following ... Read More

  • Black Consumers' Perceptions of Auto Brands - US - March 2017

    ... opinions are driven by pragmatic criteria, but subjective characteristics shape their preferences and desire to upgrade to something better within their price range." - Toya Mitchell, Multicultural Analyst This report is looking at the following ... Read More

  • Snacking Preferences of Black Consumers - US - February 2017

    ... women with kids are the primary decision maker when it comes to buying snacks, since she is doing so as part of her regular grocery shopping trip to mass merchandisers, such as Walmart or the ... Read More

  • The Black Premium Brand and Luxury Consumer - US - November 2016

    ... Several factors drive luxury brand purchase including the need to have agency of their identity, the desire for elevated status among their peers, and a connection to quality product craftsmanship. This report examines the following ... Read More

  • Black Consumers - Feeding Their Kids - US - October 2016

    ... she is in control when raising her kids, she is soft at heart and likes to give in to what her children want to eat…within reason. Her kids are vocal about what they want and ... Read More

  • African-Americans: Demographic and Consumer Spending Trends, 10th Edition

    ... in the United States. Packaged Facts defines the African-American population as including individuals who identify in Census Bureau data as “black or African-American alone,” regardless of whether they also identify as Hispanic. This definition is ... Read More

  • Black Consumers and Beauty Products - US - July 2016

    ... engaged consumer segments will also be important for market growth." - Fiona O’Donnell, Director – Multicultural, Lifestyles, Travel and Leisure This report looks at the following areas: Black women rate their skills using beauty products ... Read More

  • Black Consumers and the Car Purchasing Process - US - June 2016

    ... seek information from multiple sources in their determination of type, make, and model to purchase. Demographics play a role in which resources are most likely to help guide them toward their choice." - Fiona O'Donnell, ... Read More

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