(NNPA)—With multicultural consumer spending in the United States today at $3.4 trillion, this “super consumer” group has tremendous impact on U.S. mainstream culture, according to a Nielsen report released today. The report, The Multicultural Edge: Rising Super Consumers, identifies multicultural consumers as the most dynamic and fasting growing segment of the U.S. consumer economy.
“The Multicultural Edge: Rising Super Consumers report builds on Nielsen’s previous series of reports on the attitudes and spending behaviors of African-American, Asian American and Hispanic consumers,” says Monica Gil, senior vice president and general manager of Multicultural Growth and Strategy, Nielsen. “The unprecedented influence of multicultural consumers on the behavior of non-multicultural shoppers is upending outdated assumptions and enlarging and expanding the multicultural market opportunity, which may be the key to the future.”
The report identifies multicultural Super Consumers, which refer to the top 10 percent of households who drive at least 30 percent of sales, 40 percent of growth and 50 percent of profits of any consumer product category. The report suggests that by understanding the cultural essence that drives multicultural super consumer behavior today, marketers and advertisers can better understand future market trends.
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