Multicultural consumers were early adopters of online grocery pickup and delivery. In a 2019 ACOSTA survey, 57% of U.S. Hispanics, 44% of Asian Americans and 41% of African Americans said they had bought groceries in the last 30 days. The average for all U.S. shoppers was only 33%.1 But their online orders were supplementing, not replacing, their in-store grocery purchases.
Multicultural shoppers enjoy going to the grocery store more than their Caucasian counterparts.1 This is due in part to the importance of fresh meat and produce to these consumers’ cultures. In 2019, Mintel found that 90% of U.S. Hispanics like to select their own fresh food – something they simply can’t do when using an online shopping service.2 Similarly, only 38% of African American shoppers said they trust the grocer to pick out their food when ordering online.3
Another common theme among ethnic consumers is taking advantage of deals when shopping for groceries.3 U.S. Hispanics spend more time than the average shopper searching for coupons online and checking prices at multiple stores. Be sure your online grocery platform lets customers see and take advantage of the same deals available in-store.
Finally, one of the top cultural touchpoints for multicultural young adults is food. More than 90% of U.S. Hispanic, Asian American and African American young people have learned to cook a dish representative of their family’s ethnic background.5
Make it easy for these shoppers to find what they’re seeking by ensuring all in-store offerings are also available in-app or online. It also may be time to increase the number of ethnic products and items with bilingual labels and recipe suggestions carried in-store and online.
2 Mintel, Hispanics and Shopping the Perimeter of the Store. 2019.
3 Mintel, Black Consumers and Shopping for Groceries. January 2020.
4 Power of Meat © 2018
5 Mintel, Lifestyles of Multicultural Young Adults, US. October 2019.
This content originally appeared in The Shelby Report.
Get additional COVID-19 Insights here