Consumers of color believe that their cultural background has a larger influence on their shopping patterns than White consumers do. For White Americans, who are more likely to eat typical American food on almost any occasion, the average grocery store likely represents their cultural food needs quite well. In comparison, the needs and desires of people of color may not be as well represented at a typical grocery store, and so their background appears to play a larger role in their shopping in that they need to search out different brands, ingredients, and retailers.