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The Nielsen Company
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Nielsen Holdings plc (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 servic...
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CPG markets influenced by multi-cultural consumers | 2016-05-11 | Beverage Industry
"Multi-cultural consumers are transforming the U.S. mainstream," says Eva Gonzalez, executive director of diverse consumer insights for New York-based Nielsen.
"Propelled by the twin engines of population growth and expanding buying power, they are at the leading edge of converging demographic and social trends that are reshaping how marketers and advertisers use culture to connect with increasingly diverse customers."
Classifying a multi-cultural consumer with more than one culture or ethnic heritage or background (Asian Americans, African Americans, Hispanics, etc.), Gonzalez
explains that these shoppers have taken on an ambicultural identity, which allows them to competently function in both cultures by maintaining their heritage but seeing themselves as Americans.
"Multi-cultural consumers are expressive and inclusive, which very often allows multi-cultural consumers to simultaneously maintain their cultural heritage and see themselves as part of the new mainstream, allowing them to mix and match endless choices and products to suit their effortless duality in lifestyles and tastes," she
Strength in numbers
Their increasing share of the population has contributed to the influence that multi-cultural consumers have had as they enter the consumer marketplace.
study "The Multicultural Edge: Rising Super Consumers," Gonzalez
says that multi-cultural consumers rapidly are becoming the core of the U.S. population.
"Today, African American, Asian American and Hispanic consumers account for more than 120 million people combined (38 percent of the total population)," she
And across the Top 15 CPG categories - which include carbonated soft drinks, beer and malt-based beverages, wine, and coffee - these consumers led the growth for all, according to Gonzalez
"Depending on the category, Hispanic volume helped to grow or at least stem some of the declines," she
"Hispanics contributed with 13.3 percent (dollar sales Hispanic Share) to alcoholic beverages in February 2016 and 12.8 [percent] to non-alcoholic beverages, according to Nielsen Target Track," Gonzalez
Given multi-cultural consumers' estimated growth in the years to come, Gonzalez
says marketers and advertisers' ability to understand the cultural essence that drives these consumers will give them a glimpse into future market trends as well as an opportunity to build long-lasting consumer-brand relationships.
"Multi-cultural shoppers may be the key to the future, not just because of their numbers, youth and economic clout, but because their unprecedented influence on the attitudes and consumption habits of non-multi-cultural consumers is upending outdated assumptions and enlarging and expanding the multi-cultural market opportunity," she
Eva M. Gonzalez, Executive ...
Eva M. Gonzalez, Executive Director, Diverse Consumer Insights, Nielsen
"Retailers and manufacturers can't afford ...
"Retailers and manufacturers can't afford to ignore multicultural consumers such as Hispanics," Eva Gonzalez of Nielsen told Advertising Age.
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Eva González (México)
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Eva Gonzalez (Mexico))
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