A study from Nielsen showed Millennials are more “multicultural” than any previous generation. In the U.S., approximately 40 percent of the generation identified themselves as Hispanic, African-American or Asian American. And over a quarter of all U.S. Millennials said they are first or second generation immigrants, many of whom have strong ties to their global origins. This diversity is shifting their attitudes—71 percent of all Millennials said they appreciate the influence of other cultures on American way of life. This multiculturalism is also shaping their consumer habits—from brand loyalty and product purchasing to language and media usage.
To better understand how the influence of other cultures affects Millennial shopping habits, a recent Nielsen study focused on the largest Millennial multicultural group—Hispanic Millennials. This group makes up more than half of all multicultural Millennials (21 percent of the generation’s total U.S. population). And some markets have an even higher concentration of young Hispanic consumers. For example, one quarter of Los Angeles’ population is Millennial, and half of these young consumers are Latino.
When it comes to grocery preferences, Latino Millennials are true to their heritage, attracted to smell, taste and familiarity. At the national level, 61 percent of Hispanic Millennials said they have shopped at Hispanic supermarkets at least once over the past year. But while these young Latinos value their roots, they are also open to other cultures—22 percent have shopped at an Asian supermarket. Language plays a key role in whether these young Latinos shop culturally specific stores. As would be expected, the majority of Spanish-dominant and bilingual Hispanic Millennials across the U.S. have shopped at Hispanic groceries. But almost half of English-dominant Hispanic Millennials have also visited these stores. English-dominant Hispanic Millennials’ desire to shop at Hispanic groceries stores—despite language barriers—also reflects this generation’s openness to different cultures.