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

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METHODOLOGIES Insights utilized in this report were sourced from the following Nielsen analytical tools and solutions. All tools offer their own representative levels of consumer insights and behavior across Hispanic, Asian- American, African-American and NHWhite respondents (based on data collection, survey/ panel design and/or fusion approaches). Electronic Mobile Measurement (EMM): EMM is an observational, usercentric approach that uses passive metering technology on smartphones to track device and application usage on an opt-in convenience panel. There are approximately 5,000 panelists in the U.S. across both iOS and Android smartphone devices, and this method provides a holistic view of all activity on a smartphone, as the behavior is being tracked without interruption. The EMM data used for this report is a special fusion that was created crossing Nielsen EMM and Nielsen Homescan CPG for the period of May 1–31, 2014, to extract the top 33% of buying households consumers in 183 specific Homescan categories. These categories were selected due to their high multicultural composition. Percentages are based on the segment total intab weight. Homescan Panel Data: The Homescan national panel consists of a randomly dispersed sample of households that is intended to be representative of, and projectable to, the Total U.S. market. Panel members use handheld scanners to record items with a UPC which they purchase from any outlet. Data for this report is based on Homescan panel data from 10/13/13 through 10/11/14. Nielsen Scarborough USA+ 2014 R1, GfK/MRI Attitudinal Insights Module: Feb 2013 - Mar 2014. (Base: Age of respondent summaries: Adults 18 or older—Projected: 241,532,596, Respondents: 204,604). By integrating 400+ attitudinal statements and segmentations with Nielsen Scarborough’s syndicated data set, this analysis reflects consumer psychographics in the studied categories. The Scarborough study is sample balanced for the Asian population only in Honolulu; the survey is not offered in an Asian language. The Scarborough study is weighted for Hispanics in 44 Hispanic markets and the survey is offered in Spanish in 40. Eight of these markets include additional Hispanic Spanish dominant sample as well. Super Consumer Data: Super Consumer data consists of further analysis of the top 10% of category buying households based on Homescan panel data from 10/13/13 through 10/11/14. The top 10% of households who drive at least 30% of sales, 40% of growth and 50% of profits were analyzed for multicultural composition in the preparation of this report. 34 THE MULTICULTURAL EDGE: RISING SUPER CONSUMERS
CONTRIBUTORS Thank you to all the contributors to this report: NIELSEN: Vanna Tran - Manager, Multicultural Growth and Strategy Danielle Karmel - Senior Manager, Consumer & Shopper Analytics Eddie Yoon - Principal, The Cambridge Group Kathleen Mancini - Senior Vice President, Global Communications Lara Colton - Senior Research Analyst, Client Services Linda Deeken - Chief Content Officer, The Cambridge Group Michael Mancini - Thought Leadership, Consumer Activation Patrick Godefroy - Research Executive, Media Analytics Rebecca Roussell - Senior Director, Diverse Intelligence Series NIELSEN EXTERNAL Advisory Council MEMBERS: Alice Lee ETHNIFACTS: Deborah Gray-Young Guy Garcia Ernest Bromley Mike Lakusta Jenny Alonzo Adrienne Pulido Nita Song Dr. Carlos Arce, Ph.D. Rev. Jacques De Graff About Nielsen Nielsen N.V. (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services across all devices where content—video, audio and text—is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen provides its clients with both world-class measurement as well as analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries that cover more than 90 percent of the world’s population. For more information, visit www.nielsen.com. Copyright © 2015 The Nielsen Company. All rights reserved. Nielsen and the Nielsen logo are trademarks or registered trademarks of CZT/ACN Trademarks, L.L.C. Other product and service names are trademarks or registered trademarks of their respective companies.15/8444 Copyright © 2015 The Nielsen Company
Page 1 and 2: THE MULTICULTURAL EDGE: RISING SUPE
Page 3 and 4: EXECUTIVE SUMMARY Multicultural con
Page 5 and 6: contents EXECUTIVE SUMMARY.........
Page 7 and 8: SECTION I THE NEW MAINSTREAM Growth
Page 9 and 10: Majority of future Growth is driven
Page 11 and 12: Years of Effective Buying Power Str
Page 13 and 14: The American Quilt of Diversity Nie
Page 15 and 16: SECTION II MULTICULTURAL BUYING AND
Page 17 and 18: Multicultural Mind-set These attitu
Page 19 and 20: SAVVY about the multicultural Super
Page 21 and 22: Cross Category Super Consumers Rese
Page 23 and 24: Market index for Vegetables & DRIED
Page 25 and 26: THIS TRUBLEND AD is an excellent ex
Page 27 and 28: Ramen noodles, hip-hop/rap music an
Page 29 and 30: Multicultural Consumers: Culturally
Page 31 and 32: Multicultural heavy consumers over-
Page 33: CONCLUSION Due to unprecedented gro

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