Since Hispanics currently represent 16% of the total U.S. population, have a predominately larger household, and spend more money on groceries than non-Hispanic households, it is critical that marketers understand the role that food plays in the lives of Latinas. In order to gain deeper insight into the changing food consumption behaviors in the Latina marketplace, the research department at Hispanic Ventures tapped into their "Entre Nosotras" ("Between Us") database of 5,000 loyal and influential subscribers to conduct the food trend report.
"The trend report clearly shows that the Hispanic consumer has a diverse palette, yet many food manufacturers do not think to target this growing segment with their product offerings," states Enedina Vega -Amaez, vice president and publisher at Meredith Hispanic Ventures. "They are missing an opportunity to connect with a potentially high consuming, loyal customer."
Among the survey's key findings:
- Nutrition matters to Latinas, with nearly 4 in 5 respondents reading nutrition labels. Hispanics care about purchasing foods low in fat, high in fiber, and low in sugar; and more than half of respondents buy organic products.
- Latinas said they are not only shopping the Hispanic aisle -- they have eclectic palettes and enjoy cooking a wide variety of foods. These aspiring epicureans want to learn more about global cuisines, and they continue to seek samples and coupons to learn about new products.
- Similar to the general market, convenience is very important to Latinas. Respondents said they use disposable plates, towels and utensils, and they buy frozen vegetables, canned soups, and protein bars.
- Latinas are connected online, with nearly half of respondents saying they use a mobile or smart phone to assist them while shopping. The report showed that 55% of Latinas who use recipes get them from the internet, and 60% search for recipes in Spanish. Smart phones, tablets and computers provide Latinas with the convenience and simplicity they crave.
Online survey responses were received from November 16 through December 14, 2012.