US Hispanic Shopper Behavior Study
Hispanic shoppers are more engaged than US shoppers with many digital tools — including social media — along the grocery path to purchase
As the US Hispanic population continues to grow in size and influence, Acosta, a full-service sales and marketing agency in the consumer packaged goods (CPG) industry, and Univision Communications Inc. (UCI), a media company serving Hispanic America, have released the 5th Edition of The Why? Behind The Buy™ US Hispanic Shopper Study. This new research explores the buying patterns and behaviors of these highly experiential shoppers and provides insights CPG brands and retailers can leverage to better appeal to and connect with this important shopper segment.
“Data clearly shows Hispanics are the driving force behind sales growth across many key grocery categories, but the bigger challenge is to look more intently at Hispanic shoppers’ path to purchase to identify their specific attitudes and behaviors,” said Marianne Quinlan-Sacksteder, Director of Insights, Acosta.
“At its roots, Hispanic culture is vibrant, engaging and community-centric, and we are seeing those same characteristics manifest themselves in the way US Hispanics approach grocery shopping,” added Liz Sanderson, Vice President, Strategy and Insights, Univision Communications Inc. “For Hispanic shoppers, it’s about far more than bringing home food to feed the family — it’s an opportunity to spend time with loved ones while exploring and experiencing something new.”
The Why? Behind the Buy US Hispanic Shopper Study, 5th Edition reveals:
Shopping is an enjoyable social experience for Hispanics. Hispanic shoppers enjoy grocery shopping significantly more than their US counterparts, in part, because they consider the experience a social endeavor.
• 68% of Hispanic shoppers — and an even higher 7 in 10 Hispanic Millennials — say they enjoy grocery shopping versus 59% of total US shoppers.
• While 39% of US shoppers report shopping alone, 79% of Hispanic shoppers go grocery shopping with someone else, such as a spouse, child or friend. Eighty-eight% of Hispanic Millennials do the same, making them the most likely of all the generations to go grocery shopping with companions.
• More Hispanic shoppers indicated they enjoyed shopping many of the departments found in the perimeter of the store, including the bakery, fresh meat, service deli counter, fresh produce and prepared foods sections.
Hispanic shoppers are highly engaged in store and digitally along the path to purchase. With a positive outlook, Hispanic shoppers are more interactive and take better advantage of opportunities to enhance their experience before, while and after grocery shopping.
• Hispanic shoppers are utilizing their stores’ special departments, services and areas more than total US shoppers: ◦ 38% of US Hispanic shoppers use the in-store cafeteria area for eating ready-to-go foods versus 27% of total US shoppers.
◦ 34% use the coffee bar or in-store coffeehouse, a full 10% more than total US shoppers.
◦ 22% participate in cooking demonstrations or lessons versus 16% of total US. shoppers.
• Significantly more Hispanic shoppers’ purchases are often impacted by in-store merchandising and promotions:
◦ 26% of US Hispanic shoppers indicate that coupons available at the shelf impact their purchase decision versus 21% of total US shoppers.
◦ 18% indicate that product tastings or demonstrations influence what they bought versus 11% of total US shoppers.
• Hispanic shoppers are more engaged than US shoppers with many digital tools — including social media — along the grocery path to purchase.
◦ 33% of US Hispanic shoppers research a new grocery item online versus 22% of total US shoppers.
◦ 35% of US Hispanic shoppers read their grocery retailer’s digital circular versus 30% of total US shoppers.
◦ 32% of US Hispanic shoppers sign up for contests and sweepstakes after shopping versus 21% of total US shoppers.