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2016-05-11T00:00:00.000Z

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Eva Gonzalez M.

Executive Director of Diverse Consumer Insights

The Nielsen Company

Direct Phone: +52 **********       

Email: e***@***.com

The Nielsen Company

85 Broad Street

New York, New York 10004

United States

Company Description

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... more

Find other employees at this company (26,746)

Background Information

Employment History

Senior Manager

Ernst & Young LLP

Senior De Auditor?a

KPMG LLP

Web References (196 Total References)


CPG markets influenced by multi-cultural consumers | 2016-05-11 | Beverage Industry

www.bevindustry.com [cached]

"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 says.
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. Citing Nielsen's 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 says.
...
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 adds.
...
"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 added.
...
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 says.


Eva M. Gonzalez, Executive ...

www.henrystewartpublications.com [cached]

Eva M. Gonzalez, Executive Director, Diverse Consumer Insights, Nielsen


"Retailers and manufacturers can't afford ...

shoppingcenters.com [cached]

"Retailers and manufacturers can't afford to ignore multicultural consumers such as Hispanics," Eva Gonzalez of Nielsen told Advertising Age.


Nielsen España - Noticia - Kit informativo - Contactos

es.nielsen.com [cached]

Eva González (México)


Nielsen - Tiedotusvälineet - Tietoa tiedotusvälineille - Yhteystiedot

www.fi.nielsen.com [cached]

Eva Gonzalez (Mexico)) Manager of Communications and Public Relations tel. +52 55 5387 1102 mexico@nielsen.com

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