methodology - amazon s3...latin american (net) european (net) southern/ soul food (including bbq)...

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Methodology

Quantitative Qualitative

• Fielded in October, 2019

• Topics:

• Worldviews and values; health and wellness attitudes and behaviors; food values and attitudes; food rituals and routines; food and beverage sourcing

• Sample:

• Total: n=2294, Gen Pop 18-73, English-speakers

Sample included the following quota groups and augments:

• Non-Hispanic White: n=871

• African American/Black: n=545

• Asian/Pacific Islander: n=549

• Hispanic: n=487

• 1st generation immigrants: n=401 (Self and parents born outside the U.S. or its territories)

• 2nd generation immigrants: n=685 (Born in the U.S. or its territories but with at least one parent not born in the U.S. or its territories)

• Fielded in October, 2019

• Engagements:

• 5-day ethnographic qualitative engagement via mobile app

• Respondents completed project tasks each day related to attitudes and behaviors around food and beverages.

• Sample:

• Aged 22-60

• Mix of gender, household income, children in household, race/ethnicity, immigrant status, and U.S. Census regions, with a focus on several key groups: Hispanic American, African American, Asian American, and 1st/2nd

generation immigrants

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The past 4 generations have seen increasing levels of diversity in the U.S., with large shifts in the population sizes of major racial and ethnic groups

*Racial groups include only single-race non-Hispanics. Hispanics are of any race. Asians include Pacific Islanders. The CPS did not separately identify Asians until 1988. Hispanic origin was not collected until 1971. The racial and ethnic composition of Boomers in 1968 was imputed on the basis of 8-23-year-olds in the 1970 Census. Source: Pew Research Center Analysis of 1986, 2002, 2018 Current Population Survey Annual Social and Economic Supplements and 1970 decennials census. 1. Pew Research Center.

52%

61%

70%

82%

25%

18%

12%

4%

14%

15%

15%

13%

6%

4%

4%

3%

White Hispanic African-American Asian Other

Boomers in 1968

Gen X in 1986*

Millennials in 2002

Gen Z in 2018

Racial and Ethnicity Composition of U.S. 6- to 21-year-olds by Generation (%)1

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Food NET (made at home or dining out)

51% 68% 59% 77%

Activities Done to Maintain Connection to Cultural BackgroundAmong those who feel at least somewhat connected to cultural background associated with race/ethnicity

For people of color in particular, making and consuming traditional foods is a key way to maintain connection to one’s cultural background

57%

46%

37%

30%

26%

25%

22%

20%

20%

16%

8%

Stay connected with extended family

Carry on cultural traditions at home

Make cultural/traditional foods at home

Eat out at restaurants that serve cultural/traditional foods

Attend religious services with community

Maintain social network who share my background

Teach history, language to children or others

Consume media that helps connect me to heritage or community

Learn about heritage by taking courses, reading, doing my own research, etc.

Work/volunteer with groups that serve my community

Participate in my heritage and community through music or dancing

53%

48%

55%

48%

19%

30%

29%

34%

29%

18%

23%

57%

50%

63%

57%

21%

40%

26%

29%

24%

18%

19%

54%

45%

44%

36%

29%

36%

31%

36%

27%

18%

23%

White Hispanic African American Asian/Pacific Islander

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America has many distinct culinary traditions, but its common food values are defined by convenience, choice, and incorporation

ConvenienceQuick, flexible,

immediate

IncorporationMarket driven,

syncretic, adaptive

ChoiceAbundance,

customizable,personal

FOOD VALUES

Personal PrioritiesPersonal happiness,

freedom, and expression should be celebrated

and encouraged

Societal PrioritiesDaily schedules should

prioritize work and other commitments

(not food)

Market PrioritiesConsumer goods

(including food) shouldbe abundant and

inexpensive

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Not only is the U.S. population more diverse than ever before, it is also more globally connected. The result is that learning about and exploring both one’s own background and others’ has become a value in and of itself, especially in food.

Due to food’s role in how consumers connect to their identity and learn about other cultures, global flavors are a large market opportunity

34% of 2018 restaurant eating occasions involved global

cuisines, up 15pp since 2012

Some brands that combine desire for exploration and other American food values while still feeling authentic:

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Cost & Convenience H+W & Indulgence Meals Snacking

Eat whatever takes the least time/effort to make

Choose foods based on how nutritious they are

Eat meals cooked at home from scratch

Snack in between meals

Eat whatever is the least expensive

Treat myself or family/kids to something fun or indulgent

Eat meals together with other people

Replace meals with snacks

Consumers tend to behave similarly with regard to general eating approaches

Typical Eating Approaches% once a week or more


41%

24%

60%

29%40%

32%

54%

33%35%23%

41%31%35% 31%

51%

28%

53% 58%

74% 70%

44%51%

66% 61%47% 49%

64% 63%53% 58%

70% 66%

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Consumers generally share positive attitudes about cooking, with African American consumers showing the most enjoyment in cooking

63%55% 54%

31%39%

60%53%

62%

33%43%

69%63% 60%

27%39%

61%50%

63%

26%32%

Attitudes Aspirations

Cooking Attitudes, Aspirations, and Realities% top two box describes me

I enjoy cooking I am a good cook compared to other

people I know

I would love to learn how to cook more

I don't have time to cook as much as I would like

I rely on shortcuts and quick meal helpers to get dinner on the table most

nights

Reality


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Despite a variety of other differences, people of color are similar in seeing the ingredients, spices, brands, and stores they use as a point of cultural difference.

Spices, condiments, and flavorings are go-to staples perceived to make flavor less bland and more authentic

Spices, condiments, and preserves are usually

nonperishable, thus easy to import.

The “Standard American Diet” is perceived to be bland.

Ingredients are often not the key to authenticity — spices

and flavor are.

My cultural background influences the types of spices or condiments I use

White Hispanic AfricanAmerican

Asian/PacificIslander

29% 41% 43% 45%

Why are spices and condiments so important?

These ingredients are pretty popular, so almost all markets have them, so [to make char siu pork], you would basically just put the right amounts of soy hoisin sauce and ketchup together.

—JY, 30, Asian (Hong Kong)

For a more festive meal, a local European Delight store has a variety of pickled vegetables and mushrooms, spicy stewed vegetables, and traditional sweets and preserves uncommon elsewhere.

—MB, 60, White (Former USSR)

Fresh ingredients and seasonings are extremely important. Lefty’s is good for chicken or fish, and Wee Willy’s makes amazing flavor chili. I like to use Grill Mates to marinate my ground beef for really good and tasty burgers.

—FB, 45, African American (USA)

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Purchase CriteriaI look for food and beverages that…

% describes me well

Hispanic and African American consumers show more engagement with contemporary markers of H+W, sustainability, and quality than others

Taste the best

Are fresh

Have inherent healthy ingredients

Are minimally processed

Are free from all artificial ingredients

Are hormone- and antibiotic-free

Contain only ingredients I recognize

Are locally grown or produced

Are non-GMO certified

Have the shortest list of ingredients

Are sustainably produced

Are grass-fed (for animal products)

Have added healthy nutrients

Are labeled "organic"

Are "heritage" or "heirloom"

65%

57%

37%

34%

30%

29%

28%

27%

27%

27%

24%

23%

21%

19%

13%

64%

57%

36%

33%

34%

37%

39%

35%

36%

32%

32%

36%

37%

32%

27%

65%

62%

42%

39%

36%

35%

42%

30%

35%

37%

31%

27%

37%

29%

24%

57%

54%

34%

37%

32%

36%

31%

26%

28%

28%

27%

25%

31%

24%

16%


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Given their heightened interest in particular product attributes, shopping can take more time for Hispanics and African Americans

White Hispanic African American

Asian/ Pacific

Islander

35% 29% 33% 26%

43%37% 36% 44%

22%34% 32% 30%

Always/ usually

Sometimes

Never/not very often

Frequency of Considering Sustainability in Purchasing

White Hispanic African American

Asian/ Pacific

Islander

20% 17% 15% 15%

60%55% 55%

66%

19% 27% 30%19%More

The same

Less

Time Spent Planning and Doing the ShoppingRelative to the average American household

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• An essential stop for one-stop shopping

• Appeals to consumer eating and cooking behavior

• Aligns with how consumers have been trained to shop

• Often a source of inspiration

• Can turn a conventional store into an international destination

Although international aisles have their drawbacks, a good one can make a conventional retailer a destination by solving needs related to selection

The Potential of the International Aisle

• Breadth rather than depth

• Lower quality than specialty stores in some categories

• Feels like an afterthought

• Some retailers are not perceived to support or welcome minority communities

• Aisle signage is not always sensitive

• Positions the food as not American enough

InauthenticConvenient but…

Importantly, while consumers from a variety of backgrounds use the international aisle, many still want to support international stores—especially consumers of color

and different cultural backgrounds.

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Restaurant Visitation Past 3 months

While each group is more likely to eat at restaurants serving foods from their background, they also eat across a broad range of other restaurants

70% 68% 59% 49% 45% 25% 63% 53% 29% 28% 20%0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Average # of restaurant

channels visited


6.4 6.3 5.8 7.0

Casual full service (NET)

Fast food/ drive-

through

Delivery or

takeaway pizza

Fast casual

Coffee shop

Fine dining

Asian (NET)

Latin American

(NET)

European (NET)

Southern/ soul food (including

BBQ)

African/ Middle Eastern (NET)

American Cuisine International/Regional Cuisines

White Hispanic African American Asian/Pacific IslanderGen Pop

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Immigrants generally feel a closer connection to their cultural heritage —particularly 1st generation — and food is a key way they maintain it

Top Activities Done to Maintain Connection to Cultural BackgroundAmong those who feel at least somewhat connected to cultural background associated with race/ethnicity

62% 59%53%

48%

36% 35%30%

19% 19%

55% 54%46%

51%

30% 33%26% 22%

30%

1st generation 2nd generation

% Extremely/Very Connected to Cultural Heritage and Traditions

(indexed to Gen Pop)

Gen Pop 1st Generation 2nd Generation

38% 51% (135) 47% (126)

Make cultural foods at home

Stay connected

with extended family

Carry on cultural

traditions at home

Eat out at restaurants that serve

cultural foods

Maintain a social network who share my

background

Consume media that connects

to my community

Teach history/ language to

my children or to others

Attend religious services with my

community

Learn about/ research my

heritage on my own

Food (NET) 75% 72%

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Although basic approaches to eating are similar, recent immigrants differ from the general population in what they choose to eat

Gen Pop 1st Generation 2nd Generation

54%

72%

65%

30%

52%

40%

12%

25%

17%Daily

Weekly

Monthly

Recent immigrants share American eating habits—in terms of cooking at home, sharing meals, and snacking—when they prioritize expediency, indulgence, or H+W.

Their key difference from the general population is in what they choose to eat, rather than when or with whom.

The combinations, ingredient swaps, and resourceful experiments that characterize immigrant foodways are a key source of innovation.

I eat foods I associate with my

cultural background…

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Understanding food through the lens of diversity is key to understanding consumers’ needs as well as how to drive innovation and communications

1

32

Building a business strategy that is steeped in and caters to a diverse consumer base requires an understanding of how consumers identify with, understand, and celebrate their backgrounds.

Regardless of consumers’ background, three food values are entrenched in American food culture: convenience, choice, and incorporation.

4

When it comes to consumers’ actual eating habits and behaviors, racial and ethnic groups differ more in the specifics of what they eat (and where/how they source it) than in how they eat.

5

Consumers of color tend to be more engaged with food shopping, shopping more retailers and channels, often looking for the optimal combinations of price, quality, selection, and quantity.

The lens of immigration is a different and effective way to illuminate how culture affects foodways, as immigrants adapt to life in the U.S., maintaining some food traditions, adapting others, and adopting new ones.

ABOUT THE HARTMAN GROUP

The Hartman Group is the premier food and beverage consultancy in the world. Companies and brands across all segments of the food and beverage industry benefit from our unparalleled depth of knowledge on consumers, culture, trends, and demand-side market strategy. We listen closely to understand our clients’ business challenges and tailor solutions that deliver transformative results. Through a unique suite of integrated custom, primary research capabilities, market analytics, and business strategy services, weuncover opportunity spaces and avenues for growth. We deliver more compelling insights that fuel inspiration and ideas for innovation.

3150 Richards Road, Ste. 200 Bellevue, WA 98005Tel (425) 452 0818 Fax (425) 452 9092www.hartman-group.com

methodology - amazon s3...latin american (net) european (net) southern/ soul food (including bbq)...

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