North America, 2002
North America Council, 2002: The ethnic composition of the American marketplace is changing. Today, nearly one-third of the U.S. population is represented by Hispanics, Asian-Americans and African-Americans. By 2040, these groups are projected to account for half of the American market. Retailers who compete effectively for these customers will be in a position to profit from this growth. The grocery industry is in its infancy with regard to ethnic merchandising. The present challenge for food retailers is to develop practices that build flexibility into their organizations to respond to consumers on a local level – to become more market-driven in an increasingly diverse marketplace.