In today’s minority driven culture a “one size fits all approach” to marketing is not viable. Within the Healthy Food Mom market alone, there are a variety of segments ranging from age, income level, age and number of children, lifestyle, race and ethnicity. This is a series of three blogs dedicated to assisting healthy food companies in developing a marketing strategy that will reach Multicultural Healthy Food Moms. Part 1 of the series, Ethnic Food Trends will review some of the current food and spending trends that correlate to the growing minority population in the United States.
Rise in Ethnic Cuisine
According to the United States Census Bureau, by the year 2050, less than 53 percent of Americans will be non-Hispanic White; 16 percent Black; 23 percent Hispanic origin; 10 percent Asian and Pacific Islander; and about 1 percent would be American Indian, Eskimo, and Aleut (U.S. Census, 2011). The growing minority population has a considerable impact on food trends and desired flavor profiles.
Current food and flavor trends indicate that most Americans are craving a more ethnic flavor profile. According to the 2013 What’s Hot survey by the National Restaurant Association the top five ethnic cuisines and flavors are Peruvian, regional ethnic, ethnic fusion, Korean and Southeast Asian (e.g. Thai, Vietnamese and Malaysian). Regional specialties such as American barbecue and Southern cuisine are gaining in popularity as well. In addition to trendy ethnic cuisines, Americans are interested in more bold flavors such as tangy, smoky, salty, herbal, sour and bitter (Sloan, 2013). New food product development should correlate with these trends and keep abreast with new ones, as they are expected to correlate with the growing minority population for years to come.
Sales and Spending Trends
From 2010 to 2012, sales of ethnic foods increased by 4.5 percent to $8.7 billion (Strom, 2013). Research marketing firm, Mintel Group, estimates that between 2012 and 2017 the sales of ethnic foods in grocery stores will grow more than 20 percent (Strom, 2013). Nielsen estimates that the consumer package goods spending among the African-American, Hispanic and Asian populations in the United States could rise as much as 25% by 2020 to $373 billion in today’s money (Scott, 2010). It is predicted that sales in the Hispanic food and beverage sector alone will reach $9.5 billion by 2014 (Scott, 2010).
Multiculturalism and Healthy Food Moms
Successful healthy food companies will improve their marketing and communications strategy in order to reach out to the various cultural segments of healthy food moms. In the 2011 report “Women of Tomorrow: US Multicultural Insights,” The Nielson Company found that value, rather than price is the key driver in sales among various multicultural segments. Healthy food companies offer something of great value to moms, the chance at raising a healthy family. Effectively communicating the value of your food product is paramount to capturing various segments within the Healthy Food Mom sector.
Stay tuned to find out how you can modify your marketing and brand strategy in order to communicate the value of your product to various Multicultural Healthy Food Moms.
Part 2: The Voices of Multicultural Moms
Part 3: Smarketing Case Study: Multicultural Marketing Through Co-branding