Page 17 - The Case For Change
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16 THE CASE FOR CHANGE
the University of Georgia, offers an in-depth analysis of the Multicultural dollar by category
across the three core Multicultural consumer groups.
Where do Hispanics spend more? UGA/Terry found food and groceries, clothing, cell phone
services, and automobile insurance to be categories where Latinxs over-index against the
total population.
As shown above, half of the total spend ($941.2 million) on dry grains and vegetables in the
U.S. in 2017 came from Multicultural consumers. In particular, African-American consumers
represented $147 million of the total spend in this category, Nielsen notes.
African-Americans make up 12 percent of the U.S. population but have outsized infl uence over
spending on essential items such as personal soap and bath needs ($573 million), feminine
hygiene products ($54 million), and men’s toiletries ($61 million). This 2018 Nielsen research
also shows African-American consumers spent $810 million on bottled water (15 percent of
overall sales) and $587 million on refrigerated drinks (17 percent of overall sales). Luxury,
