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Hispanics Are Prime Grocery Shoppers: Study

Research from Acosta and Univision finds demographic embracing new products, tech

Hispanic shoppers are more profitable than total U.S. shoppers, according to the latest research from Acosta and Univision Communications Inc. Although Hispanics’ spending per trip is comparable, the sixth edition of “The Why? Behind The Buy U.S. Hispanic Shopper Study” reveals Hispanics shop more frequently across all grocery trip types, and those with children spend over $150 more each year compared to total U.S. shoppers.

Acosta and UCI also found that 72% of this demographic enjoys grocery shopping compared to 61% of total U.S. shoppers—a difference that has increased two percentage points from the year prior.

“Hispanic shoppers bring family members to the grocery store, and often, their companions are their children,” said Marianne Quinlan-Sacksteder, director of insights, Acosta, in a statement. “In fact, Hispanic children are more likely to influence grocery purchase decisions across many categories compared to children in total U.S. shopper households, creating opportunities for brands and retailers to speak to both parents and their kids.”

These latest insights add fuel to the rapidly-growing Hispanic grocery sector, where major retailers are beginning to steer their focus, like Albertsons Cos., which acquired an equity stake in Garland, Texas-based Latino grocery chain El Rancho Supermercado in November.

“Hispanic consumers are key drivers in the CPG and grocery retail categories. When marketing to them, it is essential for brands to understand the role family plays in the grocery shopping experience,” said Liz Sanderson, SVP, strategy and insights, UCI. “Bringing a family member along, particularly children, is more than likely to influence Hispanic consumers’ purchasing decision, helping to introduce new products, which translates to an exploration of new items.”

Key highlights from the sixth edition of “The Why? Behind The Buy U.S. Hispanic Shopper Study” include:

Shopping with families

  • 79% of Hispanic shoppers shop with someone else, including a spouse (49%) or children (35%).
  • Hispanic shoppers with kids spend significantly more on monthly groceries (+$100) than Hispanic shoppers without kids.
  • Hispanic children are more likely to influence grocery purchase decisions in many categories, including cereal (30%), salty snacks (28%) and chocolate candy (24%), compared to kids in U.S. shopper households (18%, 15% and 18%, respectively).

Grocery shopping more often

  • Hispanic shoppers make an average of 3.1 stock-up trips at the grocery store, compared to 2.7 trips for total U.S. shoppers
  • 16% of Hispanic shoppers and 20% of Hispanic shoppers with children indicated they are making more routine grocery trips compared to last year (versus 12% of total U.S. shoppers making more routine trips).
  • 62% of Hispanic shoppers report enjoying the experience of shopping for ingredients to prepare meals compared to 52% of total U.S. shoppers

Exploring new products

  • 65% of Hispanic shoppers enjoy preparing new dishes (versus 62% of total U.S. shoppers), and 61% enjoy the experience of planning meals for themselves or their households (versus 54% of total U.S. shoppers).
  • 55% of Hispanic shoppers report trying new flavors and products frequently compared to 51% of total U.S. shoppers.
  • 47% of Hispanic shoppers agreed they purchase grocery brands that are authentic to their ethnic heritage compared to just 25% of total U.S. shoppers

Engaging with digital grocery tools

  • 45% of Hispanic shoppers agreed they feel comfortable using digital and online tools to assist in with grocery shopping.
  • 39% report reading their retailer’s digital flyer/circular.
  • While only 54% of Hispanic shoppers report having access to online grocery shopping solutions—compared to 61% of total U.S. shoppers— 65% of those who did have access indicated they have ordered grocery items online in the past year.

To access the full report, click here.

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