the-multicultural-edge-rising-super-consumers-march-2015

Market index for Vegetables & DRIED grains
In general, there is high correlation among high-indexed and multicultural markets
With some exceptions,
the top markets for
Vegetables & Dried
Grains (as percent of
total spend) are also
the top markets for
high multicultural
concentration
Nielsen DMAs
1 dot = 10,000
Multicultural population
MARKET INDEX
Hot!
Avg.
Below
Low
121 to 149
93 to 120
70 to 92
39 to 70
Category Spend as Percent
of Total. Red is hot,
Blue is not!
Source: Nielsen Homescan 10/13/13 to 10/11/14
Multicultural Super Consumers can heavily influence NHWhite
consumers in these Super Geo areas. Proximity to other cultures
and the sharing of cultural influences, attitudes and behaviors in
these Super Geo clusters magnifies the multicultural opportunity.
Just as Super Consumers have a network effect on those
around them and on other categories, living near or in a high
multicultural-density area can have a big influence on what nonmulticultural
consumers watch and buy. Very often the first place
to find broader, demand-driven multicultural opportunities are
majority multicultural cities/markets as well as the mainstream
grocer that is closest to an ethnic one.
Super Geo clustering can
provide an efficient tool
for building effective
demand-based strategies.
Solid multicultural
insights provide the basis
for appealing to the
underlying motivations
of each market segment
within these Super Geos.
Copyright © 2015 The Nielsen Company
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