Black Dollars Matter. New Nielsen Report States That Black Buying Power at $1.2 Trillion Dollars.





Black People are responsible for some $1.2 trillion in purchases annually. Further, consumers of color are showing an outsized influence in several key consumer categories, and are increasingly demanding that businesses do and be better.




In some cases, Black consumers make up over 50% of overall spending, such as the category of dry grains and vegetables. But other categories are stand-outs as well, like baby food (42.76%) personal soap and bath needs (41.64%) and air fresheners and deodorizers (38.29%).




“Our research shows that Black consumer choices have a ‘cool factor’ that has created a halo effect, influencing not just consumers of color but the mainstream as well,” says Cheryl Grace, Senior Vice President of U.S. Strategic Community Alliances and Consumer Engagement, Nielsen. 



“These figures show that investment by multinational conglomerates in R&D to develop products and marketing that appeal to diverse consumers is, indeed, paying off handsomely.”