America's New (Minority) Mainstream Has Arrived... 4 decades ahead of forecasts

By now, all Americans are aware of the stunning 2000 Census data citing that minorities—groups  spanning Hispanics, African-Americans and Asians—currently represent 1 in 3 Americans and will grow to constitute 50% of the U.S. population by 2050.

But what many companies may not yet know is that in much of the country these forecasts are already a reality… 4 decades ahead of schedule.

Recent Census data heralds that a new “majority-minority” has arrived in 1 out of every 10 of the nation’s 3,000+ counties. In other words, 303 of the nation’s counties already have more than 50% minority-status residents, with cities like Los Angeles already totaling over 70%.

In explaining the sheer gravity of these shifts, Census Bureau Director Louis Kincannon drew this comparison, “To put this into perspective, there are more minorities in this country today than there were people in the United States in 1910. In fact, the minority population in the U.S. is larger than the total population of all but 11 countries.”

Indeed, markets are changing at remarkable clips, and well ahead of schedule. As brands struggle in this economy, the good news is that the cultural markets that are sweeping the nation are opening a host of new opportunities for today’s food and beverage marketers.

Just look at the other trends fueling more demand for specialty and ethnic offerings...

•    Purchasing Power Rises… and Surprises
Due to their numbers, Hispanics control more disposable income than any other minority group—a figure expected to hit $1.3 trillion by 2012. But surprisingly, Asian Americans hold more clout than ALL groups. Even more affluent than White Americans, 1 in 3 Asian Americans (36%) possess an income of at least $100,000, compared to only 25% of American families as a whole. More stats here.

•    Critical Mass Leads To New Niches
Having reached such critical mass, the Hispanic population is now fragmenting into smaller segments. According to Advertising Age, "The reality is that the Hispanic consumer is not a homogeneous group and therefore broad statements won't work for most brands in today's changing environment…we must understand that there are sub-segments united by common interests that make the whole. Let's say there are niches within the niche.”  More here.

•    Home-Based Food Preparation On the Rise
 An uncertain economy equates to consumers turning to home-based food preparation that is 2/3 less costly than eating out. But consumers are seeking the variety that they no longer receive from restaurants and will look to fill that void with ethnic and artisan food offerings at their supermarkets. More here.

What does this mean for specialty foods, importers and ethnic brand companies?
The time to develop new brands and build brand loyalty from the nation’s new customers is NOW (not later). With today's cultural markets on an unprecedented growth tear, America is no longer a melting pot, but a veritable “salad bowl” of unique cultures.

These markets want more choice (not less) and are wielding tremendous influence over the tastes of mainstream consumers, too. So the brands you want them buying are yours… that’s where Salad Bowl Branding can help.

Packaging design is often a brand's primary sales tool. With today's rich mix of growing cultural markets, packaging must communicate much more effectively and speak directly to the audience it is targeting.If you're looking to uncover strategies to improve the performance of your specialty, imported, or ethnic brand packaging--email us to set up a discussion with a Salad Bowl Branding Expert.

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