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The Six Biggest Mistakes to Avoid When Targeting the Multicultural Market

The Five Biggest Mistakes to Avoid When Targeting the Multicultural Market

The U.S. multicultural consumer market is one of the most significant sales growth opportunities of the 21st Century. Not only do they have larger families--which translates into larger basket rings--they are also much younger, resulting in longer lifetime value as consumers (at least 15 years longer vs. the non-Hispanic white shopper). However, attracting sales from Hispanics, Asian Americans, Arabic, African, and African-American consumers is still unfamiliar territory for many food retailers.

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