Commentary

Intercultural Asian American Women

According to Nielsen’s fifth report on Asian American consumers, Asian American women are embracing new products, trends and experiences. They over index on travel to the Middle East, Latin America and Canada as compared to non-Hispanic white women. They are fast to adopt new technologies, particularly apps that are popular with Millennials, such as Snapchat for social, Venmo for digital wallet and Waze for navigation. Their love of discovery is also true in music, with Asian American women subscribing to online music services 30% more than the total population,

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In this report, new insights are revealed about this young, emerging consumer force in America, says the report. Different from multicultural, which refers to a society that contains several cultural or ethnic groups, Asian American women are intercultural, which describes a deep understanding and affinity for all cultures. With 26% of Asian American women marrying outside the Asian community, they are creating biracial families and showing new preferences for what they eat, watch and how they use technology.

For marketers and advertisers, this combination of youth, digital fluency and an intercultural mindset, makes Asian American women a powerful consumer segment, says the report.

Although 82% of Asian American women say they enjoy trying different types of foods, 67% agree cultural heritage is an important part of who they are, and 69% agree that their children continuing their family’s traditions is important to them. Asian American woman’s shopping cart often contains traditional foods from her ancestral homeland.

Asian Inspired Foods Are Cross-Cultural

Food Product

Asian Purchasers

Non-Hispanic White Purchasers

Dry noodles and dumplings

39%

44%

Asian frozen entrees

34

44

Rice mixes

27

49

Instant rice

5

25

Dry rice dinners

3

6

Chow mein

0

2

Source: Homescan Total Outlets, January 14, 2017(Read as: 34% of Asian American buying HH purchase frozen inspired entrees, vs. 44% of non-Asian white HH.)

Asian food products that were traditionally available only at Asian specialty stores are now available at select mainstream grocery stores, concludes the report.

For additional information from Nielsen, please visit here.

1 comment about "Intercultural Asian American Women".
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  1. Jonathan Hutter from EMHS (Eastern Maine Healthcare Systems), May 15, 2017 at 8:34 a.m.

    Before they fall all over themselves in congratulations over a new term, "intercultural," how are Asian American women not multicultural? Wouldn't the group, Asian American, include backgrounds like Japanese, Chinese, Thai, Afghan, Lao, Indian, Cambodian, Pakistani, Korean, and a dozen more? Or should I just fall in line with a stereotype based on how people appear? 

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