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5 Things You Should Know About the Hispanic Grocery Shopper

By Liz Sanderson, SVP - Strategy and Insights

It’s no secret that the Hispanic population is among the fastest growing minority groups in the U.S. According to Census projections, it’s expected to double over a 50-year period (from 2010-2060) to 28.6% of the total population. And with increased population growth comes increased consumption, which is great news for marketers.

In our latest Hispanic 411 webinar, The Why? Behind the Buy, I was joined by Marianne Quinlan-Sacksteder from Acosta to highlight new research that reveals how and why Hispanic consumers are making an indelible impact on the grocery retail and consumer packaged goods industries. Here are five things you should know about the Hispanic Grocery Shopper.

1. Hispanic Shoppers are driving grocery spending across important trip types, and driving sales growth in many grocery categories. 

According to Nielsen Target Track, Hispanics out-spend the national average by $175 annually on produce. This could be because Hispanics continue to be committed to fresh foods, and also because 68% of them actually enjoy shopping and make it a social experience, with almost 8 out of 10 Hispanic Shoppers going to the grocery store with another person. Retailers need to take advantage of these experiential shoppers who enjoy grocery shopping, and keep them going down ‘each and every’ aisle.

2. Hispanic Shoppers are trying to eat healthier and checking labels, primarily for sugar and calories.

According to Nielsen Target Track, Hispanic organic product dollar sales has  risen 69% vs 52% for Non-Hispanics (from 2012-2015). Help these shoppers and their families to eat healthier by delivering product selections and information that communicates key health benefits to address their concerns about calories and sugars in the store and at the shelf.

3. More Hispanic Shoppers are engaged with in-store tactics found in the aisle and at the shelf and they’re looking for these in Spanish as well.

Make certain that your promotional support plan reaches these valuable shoppers by leveraging the mix of tactics that will gain their attention and favor. And reaching this valuable consumer means having in-store communications in Spanish, too, since more than half of Hispanic Shoppers indicated this was important to them.

4. Engage with digital, mobile and social solutions that effectively speak to the Hispanic Shopper. 

7 out of 10 Hispanic Shoppers who researched a grocery product online ended up purchasing the item. Tactics like family meal ideas (recipes, preparation information, meal solutions, etc.) and digital tools will aid them in shopping so leverage digital circulars, coupons and promotional emails to reach this Hispanic Shopper.

5. Online grocery shopping is a growth area for retailers.

7 out of 10 U.S. Hispanics were unaware of online grocery options available to them, but 69% would consider using online grocery services if available. This interest in and penchant for online shopping is apparent when we look at Hispanic Shoppers that did have online grocery options; nearly 2/3 of those consumers had ordered grocery items online in the past year.

WBTB-Infographic

For more insights into the Hispanic grocery shopper, click here to watch the webinar in its entirety.

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