The purpose of the project is analyze the multi-cultural market and diversity at work places in order to contribute to the development of social sustainable consumption of groceries.The research project intends to develop knowledge about consumption patterns and consumer's decision making in the multi-cultural market. Focus is placed on analysis of consumption in families, more specifically consumption of groceries in families from a multi-cultural perspective. The project studies also how grocery retail stores organize their business based on the idea of diversity, both regarding recruting and management of employees. The project studies religious holidays, more specifically Ramadan. Besides interviews with families and employees, observation studies are also conducted. Both companies and consumers are expected to benefit from a clarification of the potential in the multi-cultural market.