By at least 2025 more than half of all families with children will be multicultural, according to the Nielsen Company. Less than half will be native born non-Hispanic white. Within this multicultural marketplace, Hispanics will be the largest group, but Asian, African and Caribbeans will provide substantial opportunity for marketers who can navigate diverse cultures, tastes and languages.

One area of opportunity is ethnic foods, already becoming a staple in many consumers’ diets. Food Technology reported that 96 percent of households with kids regularly eat ethnic foods. Today’s school menus also feature items such as Mexican tacos, burritos and quesadillas (98 percent), and Asian sir fry, sushi and egg rolls (65 percent).

Another ethnic food trend that has become part of the U.S. dining mainstream is fusion cuisine, in which elements of two or more culinary traditions are combined. The hottest new form is Latino Fusion. Mex Italian is also making headway in people’s hearts. Bistros are featuring cannelloni alongside poblano peppers or tacos alla florentina. Others are blending Mexican and soul food, such as refried black-eyed peas, Mexican-barbecued tacos and jalapeno-spiced slaw.

According to Nielsen, by 2020 multicultural marketing will be a necessity rather than an option for doing business. This shift will impact product selections, product flavors and the methods marketers use to reach their new target audiences. Companies that anticipate demographic shifts could have an advantage. It will be critical for consumer packaged goods companies to adapt in order to gain the attention and brand loyalty of multicultural families of the future. Those who keep doing what they’re doing today will be left behind.

Sources:
  • The Nielsen Company, “The United States in 2020 a Very Different Place,” NielsenWire, www.nielsenwire.com, July 1, 2009
  • Center for Marketing Intelligence, “Trends in Kids’ Meals,” CMI Brief, September 2009
  • Iconoculture, “Beyond the Ground Beef Taco,” June 25, 2009
  • The Nielsen Company, “Nielsen Projects Older, Multicultural and Low-Income Consumers Driving Consumer Packaged Goods Trends in 2020,” May 12, 2009
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