Dive Brief:
- About one-third of U.S. households include a person self-identifying as having a disability, which comprises a group with more than $1 billion in spending power, according to a recent Nielsen report.
- Disabled consumers spend more per shopping trip than non-disabled consumers and complete an average of five more trips annually.
- Disabled consumers spend more than the typical consumer in certain retail channels, including convenience/gas stores (82% more), dollar stores (53%) and mass merchandisers (17%).
Dive Insight:
The demographics manufacturers should consider when developing products and marketing strategies for target groups stretch well beyond age, gender and race. The country's diversified population could create a number of notable trends among groups with other commonalities, such as disability, that manufacturers could identify and capitalize on.
The demographic of disabled consumers includes a variety of disabilities that can impact consumers' primary nutritional needs. These can range from physical limitations, such as trouble walking or taking stairs, to difficulties with vision, hearing, learning and intellectual functioning. As more manufacturers explore medical foods and personalized nutrition, products developed for consumers with disabilities could be a promising market for growth.
However, these disabilities can impact the channels in which consumers shop. Convenience stores and gas stations may be a more likely destination for someone with a physical impairment. It could be easier to maneuver around a smaller-format store with a more limited selection than a large grocery store with thousands of SKUs and higher store traffic.
But products like medical foods and personalized nutrition may not naturally assimilate into the selection of products consumers typically find at convenience stores. This could inspire further development of e-commerce and meal kit delivery services so manufacturers can increase the convenience and availability of their products to more consumers.