Multicultural CPG Buying Trends

Multicultural CPG Buying Trends

When compared to the general population, on average…



Hispanic Shoppers
Tend to spend more on categories for babies and children. Hispanic households represent 11.8% of CPG total spending, but 16.6% of disposable diaper sales.
Tend to spend more in traditional mass merchandise and warehouse clubs.
Tend to spend more on food consumed at home.

African American Shoppers
Tend to spend more on health and beauty products, such as fragrance. African Americans represent 11% of CPG total spending, but 20.3% of dollars spent in beauty supply stores.
Tend to spend more in drug and dollar stores.
Tend to spend more on ingredients used to cook from scratch.
Tend to buy fewer items on deals or with coupons.
Tend to spend more on food consumed at home



Asian American Shoppers
Tend to spend more in club stores. Asian Americans represent 3% of CPG total spending, but 5.5% of dollars spent in warehouse clubs.
Tend to spend more on categories for babies and children.
Are more likely to eat outside of the home.




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