The importance of connecting
Consumers from ethnic minorities will feel a greater affinity to brands that respect their culture and make an effort to engage with them, says Euromonitor. This could be through promoting certain celebrations or engaging with local community groups.
British supermarket chains have done this well, says Raheja. "Major supermarkets like Tesco and Asda have realised that in order to improve their reach and relationship with ethnic consumers, they need to highlight core products used by each community and market these directly to them, using community celebrations and festivals like Diwali and Eid as a core time to promote their ranges."