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Facts About the Hispanic Shopping Behavior  -2-

Behavior-Based Research Provides Retailers Real In-Store Solutions

Unilever’s Hispanic Market Study Uncovers New Shopper Insights Into the Nation’s Fastest Growing Consumer Group

  This research focused on four of the largest Hispanic markets in the U.S.: Houston, Los Angeles, Miami and New York. 799 participants took part and nearly 9 out of every 10 respondents were born outside of the U.S., either in Mexico, Central or South America, or the Caribbean.

The study also reveals that because food plays such a dominant role in a Hispanic woman’s life, all shopping activities are highly planned.

“From family to community, food for Hispanic Americans has an emotional and cultural significance that extends beyond eating. Hence, the Hispanic shopper thinks about every aspect of food shopping and preparation,” added Mike Twitty, Sr. Group Research Manager, Shopper Insight, Unilever United States. “She plans her trips carefully – apparently more so than the general market shopper – and not only around what she has at home and what she needs, but around the value she can obtain.”

Although much has been said about how different Hispanic shoppers are from each other depending on their countries of origin, this study points out that while they may be different in the foods they want, they’re the same in their shopping behavior. This includes the frequency and type of shopping trips they take.

Routine trips are not characterized by any specific item; Hispanic shoppers have different routines for different product categories, but they happen where they find the convenience and service appealing.

The study also warns that the Hispanic consumer is a highly food-involved, smart, efficient and value-oriented shopper; one that retailers ignore at their own peril.

Additional key findings include:

-- The Hispanic Shopper makes a higher number of bigger trips, Fill-In and Major Stock-Up, and far fewer Quick Trips than the general market consumer.

-- Quick Trips are just 44% of all trips she makes vs. 62% for general market shoppers. Non-food items drive Quick Trips for the Hispanic Shopper.

-- Hispanic women are significantly more aware (by a 48% to 36% margin) of “specials” before going to the store than are general market shoppers. Even within the store, Hispanics’ awareness of specials is higher than the general markets.

-- Nearly 1 in 4 Hispanic shoppers walk or take public transportation (22%) compared to just 1 in 33 of general market consumers. Geography is responsible for choice, as is value.

-- She knows her needs beforehand, hence a full 56% of her trips are routine vs. 26% in the general market.

-- The Hispanic Shopper may spend less per routine trip, but a full 54% of her total grocery spending occurs on routine trips vs. 22% in the general market.

-- Even more dramatic, only 2% of her trips are urgent, vs. 19% for the general market – that’s 1 in 50 compared to 1 in 5.

-- More than half surveyed use cash, one quarter used a debit card and 11% paid with a credit card. Only 2% paid by check.

-- 35% of all Hispanic shopping trips occur after 6 p.m. compared to only 18% in the general market.

-- Hispanic shoppers are shopping with someone else – most frequently with kids – on 29% of all trips, compared to 23% in the general market.

-- They’re nearly twice as likely to be shopping with a non-family member, such as a friend, than is the general market.

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Facts About the Hispanic Shopping Behavior  -1-

How Hispanic Shopping Behavior is Different that their Anglo Counterparts

Unlike their Anglo counterparts, Hispanics are in no hurry to get in and get out of a grocery store.
A recent study released by TNS entitled the Hispanic Shopper 360 Study confirmed what most retailers in Hispanic communities already know - for Hispanics, shopping is an experience, not a sport. Unlike their Anglo-counterparts, Hispanics are in no hurry to get in and get out. As a matter of fact, only 16 percent of Hispanics felt speed was important, compared to 39 percent of non-Hispanic shoppers.
For marketers and retailers alike, this is good to know since Hispanics visit their area retailers on average 26 times a month, that's 3 times more often than their general market counterparts!

Some general reasons for this shopping behavior include:
    •    Hispanics tend to shop larger numbers, in other words with family members in tow
    •    Although Hispanic shoppers are much more likely to know which brands of products they are going to buy before shopping, they are also more likely to be influenced by in-store price reductions and in-store ads. In other words, they are actively paying attention to what's happening in the store.
    •    Hispanics frequent stores they find trustworthy. Like all of us, Hispanic shoppers want to feel comfortable and welcome.
A few recommendations for brands:
    •    Make your merchandising efforts matter - to both your consumer and your retailer, help create a welcome and exciting environment through relevant and unique POP that pops!
    •    Use retailtainment events, sampling opportunities & in-store demos to initiate a conversation with Hispanic consumers. Make a personal connection. Give them something to talk about.
And finally, work with your retail partners to come up with new branding opportunities that actually encourage browsing and spending more time at retail. Maybe it's branded benches or tables, childcare areas, lost & found kiosks that double as displays. Be creative. Remember, it's an experience, not a sport.

Published by Mercury Mambo:


10 more reasons to advertise to Hispanics

By Alvaro Cabrera
Executive director of integration,  Dieste, Inc.

1. U.S. Hispanic spending power growth has significantly outpaced non-Hispanic with an average of $5 more per basket.

On average, Hispanics spend 13% more than GM consumer in the CPG category. As food plays an important role in Latino culture and they tend to have higher monthly food expenditures than non-Hispanics.

Hispanics also spend more than the GM on clothing because of their higher proportion of children and their younger demographic more prone to keep up with the latest trends. The average Latina has 11 pairs of jeans, while the average Caucasian female has nine.

2. Hispanics are quickly becoming the savviest of shoppers.

Hispanic women are significantly more aware (by a 48% to 36% margin) of “sales” before going to the store than GM shoppers.

Hispanics have always been savvy consumers and yet, the economic downfall has forced Latina moms to add new tactics to their repertoire like usage of coupons and in-store communications.

Although the current crisis hasn’t affected Hispanics shopping patterns as drastically as the GM, Latinos are looking for partners that will help them navigate their current reality. Going forward, the key challenge for merchants is to redefine the consumer’s value equation from “value = price” to “value = price + something else” (e.g., customer service, product’s healthy attributes, designer exclusives).

3. Hispanic research and plan for each trip.

Hispanics plan their trips well — more so than the GM population — not only for what’s needed, but also for the value that can be attained.

For Hispanics, the planning phase is important in organizing the shopping trip and controlling impulse purchases and budgets, not eliminating additional fill-in shopping (the general market’s primary motivation is limiting the number of trips in a given time frame).

4. Hispanics are macro shopping.

Hispanic consumers are almost four times more likely than GM consumers to make their grocery shopping at mass merchandisers and mega stores.

Hispanic consumers travel significant distances to shop in these channels and spend considerable time and money in each visit, thus making large purchases and family-sized items a top priority for those shopping trips. Also, these mass merchandisers allow the consumers to shop for multiple-product categories.

5. Hispanics are not one-stop shoppers.

Hispanics significantly outpace the national spending averages across nearly every channel in CPG spending. The shopping experience plays a far more important role in their lives than for their non-Hispanic peers, making them a highly attractive segment for retailers. Hispanics are not only shopping to fulfill a list, but to fulfill different needs and experiences as well.

6. Hispanics enjoy the shopping experience.

37% of Hispanics “enjoy any kind of shopping” (vs. 25% of non-Hispanics).

No matter where, Hispanics report that shopping is a “feel good” experience. 53% of Hispanics evaluate their trip satisfaction on being “a fun place to shop.” While, 43% of Hispanics “enjoy shopping even when they are not buying,” vs. 37% of non-Hispanics. For retailers it is important to embrace the market by making store investments to become a FUN-shopping destination for Hispanics.

7. Shopping is not a chore.

“The store is a place where I can spend time with friends and family.” Department – 50% Hisp. vs. 28% GM; Grocery – Hisp. 48% vs. 19% GM; Mass – Hisp. 46% vs. 24% GM; Drugstore – Hisp. 41% vs. 25% GM.

For Hispanics, shopping is a destination for meeting with friends and family, an opportunity to catch up and spend time together. Offering a more interactive environment allows retailers to become a preferred destination.

8. Advertising impacts and attracts Hispanics

36% of Hispanics say that they remember advertised products while shopping. 31% say that ads help them pick products for their kids.

Hispanics tend to be more receptive to advertising and marketing efforts than GM. Another important aspect of advertising is retail promotions that in most cases will influence their decision to visit a particular store.

They are actively seeking choices that allow them to increase their brand selection with new and better products and advertising plays an important role in getting brands noticed and differentiated.

9. It is a myth that Hispanics, overall, are more loyal.

Only those Hispanics who are recent arrivals (fewer than four years in the US) display above average brand loyalty.

There is no conclusive proof to say, in general, that Hispanics are more loyal shoppers. Retailer loyalty is strong among Hispanics but it pertains mainly to the store of choice, based on the need. Continued loyalty relies on value offer, product quality, and experience consistency.

10. Hispanics are quickly adopting online shopping.

Nearly two-thirds (62%) of Hispanic Internet users are buying online.

Retail initiatives for Hispanics have been primarily focused on brick and mortar, but the time has come to expand initiatives to the virtual shopping world.

In 2007, Hispanic online purchases accounted for $12.8 billion, 11% of all online retail spending. Furthermore, Hispanics are more likely to provide online feedback: 34% vs. 27% of non-Hispanics.

Now it is imperative that brands and retailers offer the opportunity for online purchases. Additionally, this will open up a whole new avenue for building a brand relationship through online activations and promotions. It also multiplies the impact through digital word of mouth via consumer feedback.

Story courtesy MediaPost Engage:Hispanics


Yes, latinos are Online, and you should join the conversation

Latinos narrowed online gap between 2006-2008


As published in Hispanic PR Blog:

A new research from the Pew Hispanic Center shows that from 2006 to 2008, internet use among Latino adults rose by 10 percentage points, from 54% to 64%.  In comparison, the rates for whites rose four percentage points, and the rates for blacks rose only two percentage points during that time period.  Though Latinos continue to lag behind whites, the gap in internet use has shrunk considerably.  

For Latinos, the increase in internet use has been fueled in large part by increases in internet use among groups that have typically had very low rates of internet use.  In particular, foreign-born Latinos, Latinos with less than a high school education, and Latinos with household incomes of less than $30,000 experienced particularly large increases in internet use.

Whereas Latinos gained markedly in overall internet use, the pattern of home internet access changed very little.  In 2006, 79% of Latinos who were online had internet access at home, while in 2008, this number was 81%.  White and black internet users show a similar leveling off.  In 2006, 92% of white internet users had a home connection, compared with 94% in 2008. In 2006, 84% of African American internet users had a home connection, compared with 87% in 2008.

While there was little increase in the likelihood of having a home connection among internet users from 2006 to 2008, rates of broadband connection increased dramatically for Hispanics, as well as for whites and blacks.  In 2006, 63% of Hispanics with home internet access had a broadband connection; in 2008 this number was 76%.  For whites, there was a 17 percentage point increase in broadband connection from 65% to 82%, and for blacks, the increase was from 63% in 2006 to 78% in 2008.

These results are derived from a compilation of eight landline telephone surveys conducted by the Pew Hispanic Center and the Pew Internet & American Life Project from February to October 2006, and from August to December 2008.  In total, the Pew Hispanic Center surveys included 7,554 adults, and the Pew Internet & American Life Project surveys interviewed 13,687 adults.


Courtesy of Hispanic PR Blog  Hispanic Market Facts/Research, Hispanic Social Marketing/Web Insights


Embrace the conversation


  1. Markets are conversations.


  2. Markets consist of human beings, not demographic sectors.


  3. Conversations among human beings sound human. They are conducted in a human voice.


  4. Whether delivering information, opinions, perspectives, dissenting arguments or humorous asides, the human voice is typically open, natural, uncontrived.


  5. People recognize each other as such from the sound of this voice.


  6. The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.


  7. Hyperlinks subvert hierarchy.


  8. In both internetworked markets and among intranetworked employees, people are speaking to each other in a powerful new way.


  9. These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge.


  10. As a result, markets are getting smarter, more informed, more organized. Participation in a networked market changes people fundamentally.


  11. People in networked markets have figured out that they get far better information and support from one another than from vendors. So much for corporate rhetoric about adding value to commoditized products.


  12. There are no secrets. The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone.