Progressive Grocer - June/July 2009 - (Page 44)

Multicultural Marketing Ethnic opportunities from the inside 2050 is Today Multicultural marketing is still in its infancy in comparison to the sheer force the ethnic market represents to consumer sales. By Armando L. Martín you may believe that 2040 is so far away that you have no cause to worry; do you? The Great Debate 2050 is the year demographers forecast that minorities will be the majority. Indeed, minority markets are growing so rapidly that some projections say 2040 is the likely date for a minority majority. Like most people, A couple of years ago, I ran the multicultural efforts for one of the largest grocery chains in the country. I was part of a roadshow team visiting the large manufacturers of some of the most powerful brands on the planet. The visit included Procter & Gamble, Coca-Cola, Unilever, Pepsi, Kraft and Campbell, among others. I was impressed by the grasp that some of these CPGs had of the future and their reaction to a dynamic and diverse world. A few, not all, were highly engaged in testing new formulae to appeal to younger palates, packaging designs that resonate with a changing consumer base and pricing models that fit a new economic structure. I was equally impressed by the over-indexing of minority consumers to these famed brands in mul- 44 • Progressive Grocer • June/July 2009 A H E A D O F W H AT ’ S N E X T www.progressivegrocer.com http://www.worldpantry.com/cgi-bin/ncommerce/ExecMacro/anniechun/home.d2w/report http://www.progressivegrocer.com

Table of Contents for the Digital Edition of Progressive Grocer - June/July 2009

Progressive Grocer - June/July 2009
Table of Contents
Nielsen’s Shelf Stoppers/ Spotlight: Cheese/Shredded Cheese
Market Snapshot: Sacramento-Stockton-Modesto, Calif.
Independents Report: The Advantages of Older Associates
Lempert Report: Food Experts Tackle the Economy
Industry Achievement: The Top 100 Women in Grocery
Multicultural Marketing: 2050 is Today
Retailer of the Year: Celebrating Kroger
2009 Deli/Bakery Operations Review: Shrink-Wrapped
Fresh Developments: Consumer Shifts Create New Complexities for Fresh Food Trading Partners
Produce: Brimming With Possibilities
Meat: Fired Up!
Store of the Month: Giant Eagle’s Express-Ohhh!
Cheese: Cooked Cheese and Other Spiritual Revelations
Beverage Alcohol: A Cup of Cheer
Frozen Foods: Frozen Vegetable Sales are Steaming
Real Estate: Bigger is not Always Better
Technology: At Your Service
Equipment Innovations
What’s Next: Editors’ Picks for Innovative Products

Progressive Grocer - June/July 2009