Thyme Natural Market is located on 8122 Lefferts Blvd in Kew Gardens. In examining the neighborhood, I examined demographic data from the last five years and census data from 1980. In both cases, I looked at tracts 134, 136, 138, 140, and 216 in Queens County. These tracts include both the location of the store itself and parts of the surrounding neighborhood (138 contains the store itself). Specifically, I looked at three critical pieces of demographic data that would most likely pertain to a health food store: Race, age, and income.
From the most recent census data, it was determined that the area is predominantly white and secondly Asian. Tracts 134, 136, 138, 140, and 216 are 60.1%, 74.9 %, 41.0 %, 72.7%, 40.1 % white respectively and 15.3 %, 8.8%, 34.3 %, 13.7%, 20.6% Asian respectively with the rest of population being Black, American Indian or Alaskan Native, two or more races, or some other race.
Meanwhile, the variety of ages is relatively well distributed with most of the population being centered in the young adult to middle ages group. Those aged 25 to 34, 35 to 44, and 45 to 54 years of age each make up between 10% and 20% of the population with the rest of the age groups making up less than 10% each. Since 1980, these figures have not drastically varied.
The majority of the neighborhood reports that it is doing well with regards to the poverty level, reporting that around 60% to 80% of residents believe they are doing okay. Additionally, the median household income hovers around $60,000, indicating a middle class population. These statistics suggest that the residents would be more willing to purchase products from a more expensive, hipstery oriented store like Thyme. Additionally, Kew Garden’s proximity to Forest Hills, which in itself is an affluent neighborhood, means that some residents from surrounding neighborhoods might consume goods from stores in Kew Gardens, especially ones like Thyme. Having lived in the neighborhood my whole life, I can attest to seeing that Thyme and similar small businesses deal with local customers for the most part and develop a relationship with the community. Since Kew Gardens has the feel of a small town in a big city, it’s shops appeal to individuals who are loyal customers.
Overall, the 1980’s data suggests that the neighborhood hasn’t changed demographically save the fact that the neighborhood has drastically become less white. In the 1980s, the percentage of white people living within the neighborhood was around 90% with no outstanding minority population. The large influx of Asian residents most likely was due to the large wave of Asian immigration in the later part of the 20th century.
While the neighborhood of Kew Gardens is a middle class neighborhood with a small minority population, the store, according to the owner, has to compete with the prices of a Trader Joe’s two miles down the road. So while the products of Thyme may be of interest to the population of the neighborhood, it struggles to compete with big chains.
Current Census data: http://www.socialexplorer.com/tables/ACS2015_5yr/R11394369
1980 Census data: http://www.socialexplorer.com/tables/C1980/R11394375
