Table 3.
Demographic profiles of celebrities (n = 542) who endorsed food and beverage products or brands in the US between 1990 and 2017.
| Demographic Profile | Celebrities, n (%) |
|---|---|
| Profession category | |
| Sports/athlete | 202 (37.3) |
| Entertainment | 320 (59.0) |
| Other (e.g., chefs, political figures) | 20 (3.7) |
| Age 1 | |
| Generation Z (17–22 years) | 10 (1.8) |
| Millennials (23–36 years) | 211 (38.9) |
| Generation X (37–51 years) | 215 (39.7) |
| Baby Boomers (52–66 years) | 76 (14.0) |
| Silent Generation (67+ years) | 30 (5.5) |
| Sex | |
| Male | 332 (61.3) |
| Female | 210 (38.7) |
| Race/ethnicity | |
| Black | 138 (25.5) |
| White | 338 (62.4) |
| Latino(a) | 32 (5.9) |
| Asian | 14 (2.6) |
| Multi-racial | 20 (3.7) |
1 Celebrity age was calculated according to the marketing age segment classification in 2017 [41].