It's no secret that U.S. minority populations are growing. The question is, what are food retailers doing about it?
According to a new SN survey (Page 13), one-third of retailers are strengthening their ethnic-marketing initiatives.
Such efforts range from the simple to the elaborate. Some examples begin on Page 4. Take Publix, which is targeting Hispanics with floral bouquets packaged in yellow and purple sleeves that bear the message “Pura Vida” (The Good Life).
Then there's online retailer Amazon.com, whose expanding grocery assortment includes a wide range of ethnic specialties ranging from Mexican spiced cocoa to Thai curry paste.
Other chains take it a step further by sponsoring major cultural festivals, like Food City's annual Fiestas Patrias.
Another takeaway from SN's second annual Ethnic Sourcebook is that some chains, including Meijer, carry international products not only to appeal to ethnic shoppers, but also mainstream consumers.
In doing so, they cater to those yearning for flavors from their homeland, while differentiating themselves in a highly competitive market.
