Report: Black consumers wield significant influence

Though African Americans make up 14 percent of the United States population, the group accounts for a large amount of last year’s purchases in several categories.

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When considering consumer needs, PR and marketing pros should seek to embrace diversity.

A recent study from Nielsen revealed that minorities, particularly African Americans, have a big effect on consumer markets—and brand managers would be wise to pay attention.

The study showed that minorities including African-American, Hispanic and Asian consumers not only spend considerable amounts on consumer goods, they also make up a large portion of overall purchases in several categories.

In 2017, roughly half of the money spent on dry vegetables and grains—$941.2 million—came from multicultural consumers. Of that amount, black consumers spent $147 million.

Other top categories where multicultural consumers comprised a large amount of money spent include baby food (42.76 percent), soap and bath products (41.64 percent), fresheners and deodorizers (38.29 percent) and self-stable drinks (37.51 percent).

Though African Americans make up 14 percent of the population in the United States, their spending power carries large influence.

Of the $63 million ethnic hair and beauty market, black consumers accounted for $54 million.

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