The “for us by us” trend of Black-owned brands is profoundly impacting the African American path to purchase and consumer marketplace. Black consumers support brands that align with their lifestyles and values.
● African Americans dominate the ethnic hair and beauty aids category, accounting for almost 90% of the overall spend.
● 42% of Black adults expect brands they purchase to support social causes (16% higher than the total population).
● 35% of African American shoppers are more likely to agree, “when a celebrity designs a product, I am more likely to buy it.”
● Procter & Gamble (P&G) is the largest advertiser in African American media, spending more than a half-billion dollars ($544.3 million). Five of the top 20 baby care category products come from P&G’s Pampers and Luvs brands.
Soul food drives African American consumers’ top grocery purchases. These consumers are also passionate about the environment, wanting to buy safe, locally sourced food items.
● African Americans outpace the general market on: Quaker grits ($19 million); Louisiana Fish Fry ($11 million); Glory Greens (frozen and fresh, $9.5 million combined) and Jay’s Potato Chips (nearly $2.7 million).
● 61% say produce is the most important category to buy local, followed by bakery and prepared foods (56%), eggs (55%) and dairy (52%).
● Blacks over-index the total population concerned about food safety issues: antibiotic use in animal production (by 20%); artificial ingredients (by 19%) and GMO crop development due to climate change. The biggest worry is rising prices due to trade tariffs (68% Blacks vs. 56% total population).
“Nielsen continues to unearth undeniable data and insights that highlight both the agency and power of Black consumers, and the plethora of opportunities that exist for companies that are focused on nurturing and empowering how they move through the world,” said Jonathan Jackson, former 2019 Nieman-Berkman Klein Fellow in Journalism Innovation at The Nieman Foundation for Journalism and member of Nielsen’s African American External Advisory Council.
Nielsen uses U.S. Census data to determine population estimates that inform its U.S. panels and its understanding of consumer behavior. Given the rapid diversification of the U.S. population, an accurate census has never been more important. That’s why Nielsen has signed on as a 2020 Census Official Partner with the U.S. Census Bureau and utilized census data to show the economic and demographic impact of African American consumers. This is the second time the company has leveraged this partnership for the Diverse Intelligence Series, after the 2019 Latinx consumer report, released in August.
For more data and insights, download It’s In the Bag: Black Consumers Path to Purchase at Nielsen’s African American community site. Nielsen invites consumers to weigh in on the discussion using the hashtag #TruthBeTold on social media. Follow Nielsen on Facebook (NielsenCommunity) and Twitter (@NielsenKnows).
About Nielsen’s Diverse Intelligence Series In 2011, Nielsen launched the Diverse Intelligence Series, a robust portfolio of comprehensive reports which focuses solely on diverse consumers’ unique consumption and purchasing habits. The series has become an industry resource to help brands better understand and reach diverse customers.