Numerator Shares Insights on Black Consumers in New Report

Numerator found that Black consumers are 33% more likely than the average consumer to grocery shop online, among other insights.
Zachary Russell
Associate Editor
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grocery shopping

As Black History Month nears its end, market research firm Numerator has released its Food Culture in the Black Community report, which found that almost seven in 10 Black consumers “express their cultural identity through food and cooking.”

The survey of over 500 Black shoppers revealed several other insights that can be of use to retailers when marketing and offering promotions on private label products.

Compared to all consumers, Black consumers are more likely to purchase foods “soul food” ingredients such as fresh mustard greens (191% more likely to buy than all consumers), fresh okra (89% more likely), black-eyed peas (72% more likely), white rice (14% more likely) and fresh yams (12% more likely). Among Black consumers, the average spend per trip with soul food products in the basket is $79.17, compared to just $25.37 when these items are not present.

During the summer months, when cookouts and family gatherings are most likely to occur, soul food grocery categories also see a spike in sales. Black consumers are also 29% more likely to make Labor Day purchases and 18% more likely to make Memorial Day purchases compared to the average shopper.

“Soul foods are often purchased together and lead to higher spending,” said Numerator in the report. “Promoting culturally significant foods together in-store can help brands and retailers capture these valuable trips.”

Three-quarters (75%) of Black consumers surveyed said good value is an important aspect when choosing a grocery store, followed by budget-friendly (62%), variety (59%), convenience (52%) and proximity to home (45%). More than one-third (35%) of Black consumers said they prefer to shop at stores that carry culturally relevant foods and ingredients. 

Walmart captures 13.8% of all grocery trips among Black consumers according to Numerator, and that figure jumps to 31.7% of grocery trips with soul food items in the basket. Walmart is followed by Kroger (10.2% of soul food grocery trips), Ahold Delhaize (7.5%), Albertsons (4.7%) and Publix (3.5%).

The full report can be found here.