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Nielsen Releases First Multicultural ‘Super Consumer’ Report

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Special to the NNPA from the San Diego Voice & Viewpoint

(NNPA) – With multicultural consumer spending in the United States today at $3.4 trillion, this “super consumer” group has tremendous impact on U.S. mainstream culture, according to a Nielsen report released today. The report, The Multicultural Edge: Rising Super Consumers, identifies multicultural consumers as the most dynamic and fasting growing segment of the U.S. consumer economy.

The Multicultural Edge: Rising Super Consumers report builds on Nielsen’s previous series of reports on the attitudes and spending behaviors of African-American, Asian American and Hispanic consumers,” says Monica Gil, senior vice president and general manager of Multicultural Growth and Strategy, Nielsen. “The unprecedented influence of multicultural consumers on the behavior of non-multicultural shoppers is upending outdated assumptions and enlarging and expanding the multicultural market opportunity, which may be the key to the future.”

The report identifies multicultural Super Consumers, which refer to the top 10% of households who drive at least 30% of sales, 40% of growth and 50% of profits of any consumer product category.

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