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04 August 2021 / Report
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Copy LinkThis research uncovers key insights with significant implications to help consumer-facing corporations win in an increasingly multicultural America. Using a nationally representative sample, the study examines consumer attitudes about and behaviors involving prepandemic and postpandemic spending, with a particular focus on the US' most rapidly growing consumer populations. This research and report are made possible by a grant from General Mills, which partnered with The Conference Board to offer unique economic and marketing insights on an ethnically diverse America.
The COVID-19 pandemic had a significant impact on all Americans and their buying habits. Moreover, these buying habits were different depending upon ethnicity. In this report, we examine how households coped with food shopping and preparation during the pandemic.
Census Bureau Household Pulse Survey data indicate that food insecurity was a major challenge for many households, especially households of color, particularly given the greater likelihood of negative labor and income dynamics for these groups. Nonetheless, our survey of 2,000 US multicultural consumers indicates that, of goods that consumers report they enjoy buying, they prefer purchasing food the most.
In the second quarter of 2021, an outsized 81 percent of respondents stated that they most enjoyed buying food compared to clothing (72 percent), footwear (69 percent), and high-tech gadgets (63 percent). This su
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