Marketing prepared food to multicultural consumers can be a challenge, especially if the target
consumer is an immigrant, and accustomed to preparing traditional meals from scratch. If the
product is one that is familiar to consumers and part of their traditional diet, marketers often
find that the biggest competitor is the homemade recipe passed on from generation to
generation. For non-traditional foods, there is the additional challenge of convincing moms to
add what may be an unfamiliar food to their cooking repertoire.
At New American Dimensions, we have worked with some of the largest food manufacturers in
America, as well as niche companies offering a more limited range of products. Additionally,
we have garnered years of experience in the Food Service sector. We have helped these
companies to develop desirable products, positioning strategies that set them apart from their
competitors, packaging that will win garner attention at retail, and communications messages
Hispanic moms often present a unique challenge. For the first-generation mom, so often her
identity is tied up in offering her family a traditional, home-cooked meal, prepared with fresh
ingredients and made with love. More acculturated Hispanic moms often wrestle with the
need to balance work and home; in our experience, we find that while they are more driven by
convenience, they are often plagued by the guilt that they are not investing the time or energy
in meals as their own moms had done.
The first order of business is often to define, very specifically, who the target consumer is. Was
she born in the United States? Is she driven more by convenience or authenticity? What
products is she currently using to fulfill her mealtime needs? How much is she willing to pay?
Next is to get the product right. It is only then that companies should work to develop winning
marketing strategies and, ultimately, executions.
New American Dimensions, as a full-service consumer insights company, offers a complete
menu of products, both qualitative and quantitative. To obtain qualitative insights, we
frequently conduct in-home cooking ethnographies, in-store shop along interviews and
traditional focus groups to help our clients understand what makes consumers tick.
Additionally, we offer a full range of quantitative services, from market segmentations to brand
trackers, from Attitude, Awareness & Usage (AA &U) studies to conjoint analysis. Our goal is to
work with you and your budget to ensure your success in the multicultural marketplace.