Nov 292010

A recent article was posted by Caroline Scott-Thomas of food illustrating the importance of America’s multi-cultural makeup on the food industry. It was predicted by the Nielsen company that more than half of the U.S. population will be non-white by 2050, and that African-American and Hispanics currently make up $299 billion of consumer packaged goods spending.

The Association of Hispanic Adverising Agencies (AHAA) notes that many of the top food manufacturing companies have already captured this target market. They continuously spend more and more of their advertising dollars on them given that they have delivered positive results. Companies such as General Mills and McDonalds understand the value in marketing to these cultural groups and see a lifetime investment in that they grow with their brands across generations.

AHAA chair and COO of Bromley Communications Jessica Pantanini said: “Trying to be all things to all consumers not only waters down the communication but also waters down the results. The population is definitely more multicultural but that only reinforces the need for customized, one-to-one communication.”

The growing diversity of the United States requires marketers to understand cultural and ethnic nuances and the differences that drive shoppers’ behaviors, the AHAA said.

Driven by an increase in the Hispanic population, marketers of consumer packaged goods are definitely targeting Hispanics and are looking carefully into what their tastes and cultural differences say about what they consume. U.S. sales of Hispanic food and drink were nearly $7 billion in 2009 and is considered to grow at a staggering rate, it will be interesting to see how many more companies will realize that this target market is worth tapping into.