USA: Beverage Firms Lead in Race to Asian American Market; Promar Study Cites First-Mover Opportunities Plentiful in Both Food and Beverage

Most popular

Hard seltzers pave the way for 'soft seltzer'?

What will Coca-Cola Co's priorities be? - analysis

The rise of adaptogens in soft drinks

The Coca-Cola Co Performance Trends 2016-20 - data

Constellation Brands in fiscal-2021 - preview

Alcoholic beverage companies are ahead of food companies in marketing to Asian American consumers in the United States, but not by much, according to a new study by Promar International entitled "Orienting the US food and beverage market: Strategies for targeting Asian Americans to 2010."

"Beverage companies understand the importance of cultivating loyal customers and are willing to invest," says Tracy Carlson, Director of the Strategic Marketing Group at Promar International. "For example, Remy Martin Cognac has grown a successful business by targeting Chinese Americans, but there are few examples of proactive ethnic marketing to this fast-growing and affluent segment-even within beverage," continued Carlson. "This is surprising, considering how attractive the Asian American market is."

The ability to address emerging consumer segments is fast becoming a key success factor for branded food and beverage companies. Promar's study helps companies to understand the complexities of the Asian American market and dissects the factors that shape whom to target-as well as where, why and how. "Orienting the US food and beverage market" is designed to unleash the hidden profit opportunities in a market that will soon encompass 15 million consumers with exceptional spending power.

"It's not everyday that food and beverage marketers can discover a large, educated, and affluent market still uncluttered by competitors in virtually every category," says Carlson. "Smart companies will act now, rather than waiting till the 2000 US Census results are complete. By then, early movers will have pulled ahead and built a substantial lead that may be lasting." To review study details-including sample pages-please see:

About The Company: Promar International specializes in providing strategic marketing assistance to the food, beverage, and agribusiness sectors. We are global in our reach, with offices in North America, Latin America, Europe, and Asia. For more information about Promar, please visit

Related Content

US trade group demands stronger rules in

US trade group demands stronger rules in "Wild West" CBD market...

Are beverage firms paying enough attention to deforestation? - sustainability spotlight

Are beverage firms paying enough attention to deforestation? - sustainability spotlight...

FDA must lead CBD out of the legal shadows - Comment

FDA must lead CBD out of the legal shadows - Comment...

UK delivers food safety deadline to CBD beverages

UK delivers food safety deadline to CBD beverages...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..

Forgot your password?