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This NIQ Perspective uncovers how outcome‑driven value, channel missions, and algorithm‑guided choices are transforming African American baskets—and where premium‑value and stretch engines win.
SNAP gaps, GLP‑1 adoption, and new U.S. Dietary Guidelines are shifting demand now; brands that deliver stability and guidance will capture loyalty.
Why it matters
For CPG leaders, dependable outcomes—meal security, nutritional confidence, and channel “mission fit”—are eclipsing price as the driver of growth.
Stability over price:
Higher SNAP reliance and short pantry runways reward reliable, protein‑forward offers, packs, and formats that bridge food‑security gaps.
Channel missions split:
Upper‑income Black households drove +20.6% Club and +22.2% Dollar spend growth; eCommerce is capturing share—plan for premium‑value and stretch‑engine trips.
Algorithms guide trust:
Greater use of scanning apps and wearables means product truth and Better For™ signals—not messaging—decide the basket.
CPG leaders who understand these shifts early gain a competitive edge.
Discuss what this means for your business
Insights From NIQ Thought Leaders
Our market and consumer experts unpack the data behind the Perspective—highlighting what’s changing, why it matters, and where companies should focus next.
“For African American consumers, outcomes—not optics—are what decide the basket. This community faces more persistent food insecurity, so the right outcomes—meal security, trust, and nutritional confidence—are what bridge the gaps, not slogans or shelf talk. Where they choose to shop is increasingly shaped by whether a channel reliably delivers those outcomes, from premium‑value missions to everyday stretch. And as health awareness, scanning behaviors, and guideline literacy deepen, the brands and retailers that consistently deliver better outcomes will win. My prediction: by 2030, outcome‑driven value will be the single strongest predictor of loyalty in this consumer group.”
–Chris Costagli
Vice President, Thought Leadership F&B Insights Lead, NielsenIQ
Why Meet With NIQ?
In a short session with our team, we’ll take a closer look at your category and business priorities and help you identify the most relevant insights, tools, or next steps for your needs. Whether you’re exploring the findings from this Perspective or evaluating broader growth opportunities, our experts will point you toward the right path forward.
