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Multicultural Consumer

This research, made possible by a grant from General Mills, is part of a series that explores the attitudes and behaviors of US multicultural consumers. The publications are based on biannual online surveys of 2,000 US consumers with Asian, African American/Black, Hispanic/Latino, and White (Non-Hispanic/Latino) heritage. The surveys have covered topics such as people’s attitudes and behaviors related to a range of product and services categories, as well as current topics.

Report

How Race Affects Consumer Reactions to Recession

While many consumers perceive something amiss about the US economy, their perceptions differ somewhat by race/ethnicity and income.

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Charts

Food - the #1 Pandemic Good

The #1 product US consumers enjoyed purchasing during the pandemic was food, says a study on the Multicultural Consumer funded by a grant from General Mills.

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