Hispanic Food Shoppers in the U.S.

Packaged Facts
119 Pages - MSPF10101
$3,500.00

Spending by Hispanic consumers for food at grocery and other food stores has grown more than 80% over the past decade, more than twice the growth rate registered by consumers on average. Hispanic consumers have long been a key element in the growth strategies of food marketers. With the continuing dispersal of Latinos into areas not traditionally known for substantial Hispanic populations, Hispanic food shoppers represent a rapidly growing segment of the customer base of grocers throughout the country.

Hispanic food shoppers offer a rich but potentially bewildering opportunity for food marketers and retailers. In Los Angeles, for example, stocking the shelves for the “Hispanic” food shopper means understanding the preferences and traditions of shoppers who are mainly Mexicans but also include a substantial population of Salvadorans and Guatemalans. In Miami food stores need to satisfy the expectations of Cubans, Colombians, Venezuelans, Hondurans and Nicaraguans. In New York they need to cater to Puerto Ricans and Dominicans along with shoppers from a wide variety of other countries in Central and South America.

Hispanic Food Shoppers in the U.S. offers critical insights into what food marketers and grocers can do to attract and retain the loyalty of Hispanic food shoppers. One key issue addressed by the report is whether new generations of U.S.-born Latinos have already changed the ground rules for connecting with Hispanic consumers through Spanish-language media and advertisements that appeal to their Latino heritage. Another thread running throughout the report demonstrates how the national heritage of Hispanic shoppers affects what they buy—and don’t buy—in food stores. The report also takes an in-depth look at how the diet, culinary preferences, shopping patterns and buying habits of Hispanic food shoppers create significant opportunities for marketers and retailers.

Scope of the Report

Hispanic food shoppers are defined as Hispanic respondents to Simmons National Consumer Study (NCS) who report that they shopped at any supermarket or food store within the past four weeks. Hispanic food shoppers number 31.6 million and represent 88% of the total population of Hispanic adults.

The report uses the terms “Hispanic” and “Latino” interchangeably. According to a 2012 report by Washington, D.C.-based Pew Hispanic Research Center (“When Labels Don’t Fit: Hispanics and Their Views of Identity,”) 51% of those self-identifying as “Hispanic” or “Latino” have no preference for either term. Those expressing a preference choose Hispanic over Latino by 33% to 14%.

However, it is important to note that neither term fully captures how Hispanics see themselves. A majority (51%) of respondents to the Pew survey said they most often use their family’s country of origin to identify themselves (for example, “Mexican” or “Dominican”). Only 24% use either “Hispanic” or “Latino” most often, while 21% use the term “American” to identify themselves.

The size of the market is defined as expenditures by Hispanic consumer units on food at grocery and other food stores, or “food at home,” as measured by the Consumer Expenditures Survey of the U.S. Bureau of Labor Statistics (BLS). As defined by BLS, a consumer unit is functionally equivalent to the “household” category of the Census Bureau. According to BLS, a consumer unit comprises either: (1) all members of a particular household who are related by blood, marriage, adoption, or other legal arrangements; (2) a person living alone or sharing a household with others or living as a roomer in a private home or lodging house or in permanent living quarters in a hotel or motel, but who is financially independent; or (3) two or more persons living together who use their income to make joint expenditure decisions. Financial independence is determined by the three major expense categories: Housing, food, and other living expenses. To be considered financially independent, at least two of the three major expense categories have to be provided entirely, or in part, by the respondent.

Methodology

The consumer data in this report come from several sources. These include Packaged Facts National Online Consumer Surveys conducted in January/February 2014 and April/May 2014, which reflect a panel of 2,000 U.S. adults (age 18+) that is balanced to the national population on the primary demographic measures of gender, age bracket, race/ethnicity, geographic region, marital status, presence or absence of children in the household and household income.

Another source is Simmons NCS for Fall 2013 from Experian Marketing Services, which was fielded from November 2012 through November 2013. (The report uses the Fall 2004 NCS in the case of 10-year-trend tables and figures.) On an ongoing basis, Experian Marketing Services conducts booklet-based surveys of a large and random sample of consumers (approximately 25,000 for each 12-month survey compilation) who in aggregate represent a statistically accurate cross-section of the U.S. population. The report also includes data from Simmons National Hispanic Consumer Study (NHCS) for Winter 2014, which was fielded from January 2013 through March 2014. Simmons NHCS includes an additional set of questions specifically geared toward Hispanic consumers.

A number of other surveys are cited in the report including data from reports published by Pew Hispanic Research Center, The MSL Group/The Hartman Group, AMG Advisors and McKinsey & Company. The report is also based upon data collected from a wide range of industry sources, including company websites, trade publications, business newspapers and magazines, consumer blogs and releases from public companies.

'

Executive Summary
Scope of the Report
Methodology
Market Overview
(Table) Food Expenditures by Hispanic Consumer Units at Grocery and Other Food Stores, 2007-2012 (in million $)
(Table) Projected Growth in Expenditures by Hispanic Consumer Units on Food in Grocery and Other Food Stores, 2013-2018 (in million $)
Insights and Opportunities
English Language Gains Ground, Spanish Language Still Important
Many Hispanic Food Shoppers Don't Relate to Spanish-Language Ads
Marketers Face Significant Differences across National Groups
Diversity Affects Regional Markets
In-Store Experience Key to Success
Supermarkets Face Stiff Competition for Hispanic Food Dollars
Successful Grocers Respond to Diversity Among Hispanics
and to Pan-Hispanic Commonalities
Food in Hispanic Households
Family Meals of Paramount Importance to Latinos
Lunch Remains a Key Meal for Many Latinos
Hispanics Spend More Time Preparing Meals
Kitchen Is Centerpiece of Latino Home Life
Cooking Is a Family Affair
Hispanic Style Meal Assembly
At-Home Food Consumption Patterns
Overview of the Hispanic Food Shopper
Youth Prevails
30% Have Household Income of $75K or More
Hispanics Shop for Large Households
Profile of Food Shoppers Varies Across Different Regions
Neighborhood Grocers and Natural Channels Favored by Hispanics
Independent Channel Captures $18 Billion in Grocery Sales from Hispanics
Convenience Stores Attract Latino Food Shoppers
Hispanics Prefer Community-Minded Food Stores
Latina Moms Are More Positive Toward Food Shopping
Simpler Shopping Lists Mean More Buying Decisions Made in the Store
Hispanic Food Shoppers in the Store
Latinos Prefer National Brands, but Store Brands Still a Factor
Hispanics Concerns about Source and Safety of Meat and Poultry
Latinos Spend More on All Types of Meat, Poultry and Seafood
Hispanic Food Shoppers Say No to Hamburger Patties, Yes to Steak
Hispanic Dairy Product Consumption
Bilingual/English Dominant Hispanics Go for Store-Made Meals
Deli Meats Popular with Latinos
Snacking More Prevalent among Bilingual/English Dominant Latinos
Beverages Take Up Greater Share of Hispanic Shopping Carts
Marketing and Merchandising Strategies
Gaps in Hispanic Food Shopping Data Raise Obstacles
Retailers Benefit by Offering Variety of Foods by Country of Origin
Marketing and Promotions Should Acknowledge Shared Decision-Making
Shopping Cart Ads Get Attention of Latino Shoppers
Smartphones Ubiquitous
Insights and Opportunities
Responding to a Changing Cultural Context
English Language Gains Ground
Spanish Language Use Prevails
(Table) Percent of Hispanic Food Shoppers Agreeing "I believe it is important to teach Spanish to Hispanic children as a way to help preserve Hispanic culture" by Language Use
Connection with Hispanic Heritage Does Not Require Speaking Spanish
(Table) Relationship between Language Use and Ethnic Identification with Original Culture for Hispanic Food Shoppers
Dealing with Change and Diversity
Many Hispanic Food Shoppers Don't Relate to Spanish-Language Ads
(Table) Importance of Spanish-Language Marketing Communications to Hispanic Food Shoppers
(Table) Attitudes of Hispanic Food Shoppers toward Spanish-Language Media and Advertising by Language Use and Ethnic Identification with Original Culture
Marketers Face Significant Differences Across National Groups
(Table) Attitudes of Hispanic Food Shoppers toward Spanish-Language Marketing Communications by National Heritage
Diversity Affects Regional Markets
(Table) Attitudes of Hispanic Food Shoppers toward Spanish-Language Marketing Communications by Major Metropolitan Area
Leveraging Opportunities
Hispanics Spend More in Grocery Stores
In-Store Experience Key to Success
Supermarkets Face Stiff Competition for Hispanic Food Dollars
Successful Grocers Acknowledge Hispanic Diversity
(Table) Selected Products More and Less Likely to Be Used by Hispanic Food Shoppers by National Heritage
Pan-Hispanic Commonalities
(Table) Selected Products Least Likely to Be Used by Hispanic Food Shoppers Regardless of National Heritage
Spending Patterns Reveal Opportunities
Market Trends
Market Driver: Hispanic Population Trends
Hispanic Population Remains Highly Concentrated
(Table) States with Largest Hispanic Populations, 2012 (in thousands)
Hispanic Diaspora Continues
(Table) States Ranked by Rate of Growth in Hispanic Population, 2010-2012 (in thousands)
Market Driver: National Origins of Latino Food Shoppers
Mexicans at 64% of Latino Population
(Table) Hispanic Population by Country of Origin, 2012
More Diversity Beyond the West and Southwest
(Table) States with Largest Hispanic Populations Ranked by Percent Mexican Population, 2012 (in thousands)
(Table) Hispanic Population in California, Florida, New York and New Jersey by Country of Origin, 2012 (in thousands)
Market Driver: Acculturation Trends
U.S.-Born Latinos Come to the Fore
(Table) Nativity of Hispanics Five Years Old and Over, 2000 vs. 2012 (in thousands)
(Table) Growth in Number of U.S.- and Foreign-Born Hispanics Five Years Old and Over, 2000 vs. 2012 (in thousands)
Spanish Language Still Dominant but English Picks Up Ground
(Table) Percent of Hispanics Five Years Old and Over Speaking Spanish at Home, 2012 (in thousands)
(Table) English-Language Ability of Hispanics Five Years Old and Over, 2000 vs. 2012 (in thousands)
(Table) Percent Growth in Hispanics Five Years Old and Over by Language Use, 2000 vs. 2012
Recent Market Trends
Hispanics Spend $64 Billion on Food in Grocery Stores
(Table) Food Expenditures by Hispanic Consumer Units at Grocery and Other Food Stores, 2007-2012 (in million $)
(Table) Trends in Food Expenditures at Grocery and Other Food Stores by Hispanic and Other Consumer Units, 2002 vs. 2012
Hispanic Food Shoppers Trending to Packaged Foods
(Table) Hispanic Food Expenditures at Grocery and Other Food Stores by Percent Allocated to Each Food Category, 2002 vs. 2012
(Table) Aggregate Expenditures at Grocery and Other Food Stores by Hispanic Consumer Units Ranked by Percent Growth, 2002 vs. 2012
Projected Market Growth
Hispanic Base Will Continue to Grow at Above-Average Rate
(Table) Projected Population Growth 2013-2018, Hispanics vs. Non-Hispanics (in thousands)
Improved Merchandising Will Spur Growth
Hispanic Food Shoppers Exude Confidence
(Table) Consumer Confidence, Hispanic vs. All Food Shoppers
Hispanic Food Shoppers Still Face Constraints
(Table) Mean Household Income 2007-2012, Hispanic vs. All U.S. Households (in thousand $)
Hispanic Spending on Food in Grocery Stores to Reach $86 Billion in 2018
(Table) Projected Growth in Expenditures by Hispanic Consumer Units on Food in Grocery and Other Food Stores, 2013-2018 (in million $)
Food in Hispanic Households
The Importance of Meals
Family Meals of Paramount Importance to Latinos
Lunch Remains a Key Meal for Many Latinos
(Table) Perceived Importance of Meals, Hispanic Food Shoppers by Degree of Identification with Original Culture and Language Use vs. All Food Shoppers
Hispanics Spend More Time Preparing Meals
(Table) Amount of Time Spent Cooking Meals at Home Weekdays and Weekends, Hispanic vs. All Consumers
Snacking Less Important
(Table) Snacking Habits, Hispanic Food Shoppers by Degree of Identification with Original Culture and Language Use vs. All Food Shoppers
Cooking Styles
Kitchen Is Centerpiece of Latino Home Life
(Table) Perceived Size of Kitchen, Hispanic vs. All Consumers
Food Plays Central Role in Latino Lifestyle
(Table) Attitudes toward Cooking, Hispanic vs. All Consumers
Cooking Is a Family Affair
Recipes Less Important to Spanish Dominant Cooks
(Table) Use of Recipes, Hispanic Food Shoppers by Degree of Identification with Original Culture and Language Use vs. All Food Shoppers
Hispanic Cooks Assemble Meals Their Own Way
Spicy Food Gets Short Shrift
(Table) Attitudes toward Spicy Foods, Hispanic Food Shoppers by Degree of Identification with Original Culture and Language Use vs. All Food Shoppers
Impact of Tradition on Diet
Tradition Still Drives Many Food Choices
At-Home Food Consumption Patterns Differ
(Table) Average Number of Grams Consumed at Home Per Capita Per Day by Category of Commodity, Hispanic vs. All U.S. Consumers, 2012
Importance of Healthy Eating
Hispanic Food Shoppers Have Health Concerns on Mind
(Table) Attitudes toward Buying Foods Addressing Health Conditions and Concerns, Hispanic vs. All Consumers
Natural and Organic Foods Appeal
(Table) Attitudes toward Natural and Organic Foods, Hispanic vs. All Consumers
Whole Grain and High Fiber Popular
(Table) Percent of Hispanic Food Shoppers Who Especially Seek Out and Buy Foods with Certain Healthy Characteristics
Overview of the Hispanic Food Shopper
Demographic Profile of Hispanic Food Shoppers
Youth Prevails
(Table) Hispanic vs. All Food Shoppers by Age Group, 2014
60% Live in Southwest and Pacific Regions
(Table) Region and Place of Residence, Hispanic vs. All Food Shoppers, 2014
30% Have Household Income of $75K or More
(Table) Educational Attainment, Employment Status and Household Income, Hispanic vs. All Food Shoppers, 2014
Hispanics Shop for Large Households
(Table) Households by Size and Presence of Children, Hispanic vs. All Food Shoppers, 2014
Profile of Food Shoppers Varies Across Regions
(Table) Demographic Highlights of Hispanic Food Shoppers by Selected Geographic Area
Where Hispanics Shop for Food
Neighborhood Grocers and Natural Channels Favored by Hispanics
(Table) Where Hispanic and Non-Hispanic Food Shoppers Shopped in Last Three Months, 2014
Independent Channel Captures $18 Billion in Grocery Sales from Hispanics
Convenience Stores Attract Latino Food Shoppers
Hispanics Like Community-Minded Food Stores
Food Shopping Patterns
Latina Moms Are More Positive Toward Food Shopping
Hispanics Spend More in Grocery Stores
(Table) Hispanic Food Shoppers: Amount Spent per Week Grocery Shopping
43% of Hispanics Are Frequent Food Shoppers
(Table) Frequency of Grocery Shopping, Hispanic vs. All Food Shoppers
Simpler Shopping Lists Mean More Buying Decisions Made in the Store
Hispanic Food Shoppers in the Store
Hispanic Food Shoppers and Brand Names
Latinos Prefer National Brands, but Store Brands Still a Factor
(Table) Attitudes toward Store Brands, Hispanic vs. All Consumers
National Brand Preferences Analyzed
(Table) Use of Store Brands by Type of Product, Hispanic vs. All Food Shoppers (% of those in households using the product)
In the Meat Department
Hispanics Concerned about Source and Safety of Meat and Poultry
(Table) Concerns about Source and Safety of Meat and Poultry, Hispanic vs. All Food Shoppers
Seasoned/Further Prepared Meats and Poultry Favored
Latinos Spend More on All Types of Meat, Poultry and Seafood
(Table) Average Annual Expenditures by Type of Meat, Poultry and Seafood, Hispanic vs. All Consumer Units, 2012
Hispanic Food Shoppers Say No to Hamburger Patties, Yes to Steak
(Table) Types of Meat/Fish/Poultry Used in Last 7 Days, Hispanic vs. All Food Shoppers (percent of those using any meat/fish/poultry in last 7 days)
Specialty Meats Appeal to Spanish Dominant Food Shoppers
(Table) Types of Meat Most Preferred by Hispanic Food Shoppers by Degree of Identification with Original Culture and Language Use
At the Dairy Case
Hispanic Dairy Product Consumption Varies
Milk Marketers Depend on Hispanics
(Table) Consumption of Milk by Hispanic and Non-Hispanic Food Shoppers' Households, 2004 vs. 2013 (in thousands)
(Table) Growth in Consumption of Milk by Hispanic and Non-Hispanic Food Shoppers' Households, 2004 vs. 2013
Hispanic Food Shoppers Generate Significant Sales at Dairy Case
(Table) Use of High Volumes of Dairy Products by Households of Hispanic Food Shoppers by Type of Product
Hispanic Food Shoppers at the Deli
Bilingual/English Dominant Hispanics Go for Store-Made Meals
Deli Meats Work for Latinos
(Table) Attitudes toward Buying Meats in the Deli Department, Hispanic vs. All Food Shoppers
In the Produce Department
Hispanics Spend More on Fresh Fruits and Vegetables
(Table) Average Annual Expenditures for Fresh and Processed Fruits and Vegetables, Hispanic vs. All Consumer Units, 2012
Citrus Accounts for Half of Fruits Consumed
Hispanics and Snacks
Snacking More Prevalent Among Bilingual/English Dominant Latinos
(Table) Attitudes toward Snacking, Hispanic Food Shoppers by Degree of Identification with Original Culture and Language Use
Healthy Snacks Favored
(Table) Favorite Snacks, Hispanic vs. All Consumers
Corn/Tortilla Chips Most Popular
(Table) Use of High Volumes of Snacks by Households of Hispanic Food Shoppers by Type of Product
Hispanic Food Shoppers and Beverages
Beverages Take Up Greater Share of Hispanic Shopping Carts
(Table) Changes in Expenditures for Nonalcoholic Beverages by Hispanic Consumer Units, 2002 vs. 2012
Acculturation Affects Beverage Choices
(Table) Consumption of Relatively Large Quantities of Nonalcoholic Beverages, Hispanic Food Shoppers by Degree of Identification with Original Culture and Language Use
Marketing and Merchandising Strategies
Overview
Gaps in Hispanic Food Shopping Data Raise Obstacles
Retailers Benefit by Offering Variety of Foods by Country of Origin
Merchandisers Need to Acknowledge "Shopping With Your Senses"
Grocers Learn How to Target Hispanic Food Shoppers
Marketing and Promotions Should Acknowledge Shared Decision-Making
(Table) Attitudes toward Influence of Children on Shopping Behavior of Food Shoppers with Children, Hispanic vs. Non-Hispanic
(Table) Influence on Food Purchasing Decisions of Food Shoppers by Presence of Children, Hispanic vs. Non-Hispanic
Latinos Less Likely to Use Cents-Off Coupons in Grocery Stores
(Table) Use of Cents-Off Coupons, Hispanic vs. All Food Shoppers
Shopping Cart Ads Get Attention of Latino Shoppers
(Table) Receptivity to In-Store Promotional Activities, Hispanic Food Shoppers by Degree of Identification with Original Culture and Language Use vs. All Food Shoppers
Smartphones Ubiquitous
(Table) Use of Digital Media, Hispanic Food Shoppers by Degree of Identification with Original Culture and Language Use vs. All Food Shoppers
Younger Latinos Heavily Involved in Social Media
(Table) Attitudes toward Social Media, Hispanic Food Shoppers by Age Group vs. All Food Shoppers
Marketing Approaches
Kellogg's Launches Digital Platform to Reach Hispanic Families
Bumble Bee Partners with Celebrity Latina Chef
Campbell's Targets Hispanic Market
Kraft Mac & Cheese Looks to Hispanic Families
Merchandising Approaches
Nestlé USA and Superior Grocers "Set the Table" for Healthier Meals
Northgate Expands Viva La Salud Program
Unified Grocers Targets Latino Community

$3,500.00

Research Assistance

We can help you find
data and analyses
relevant to your needs,
or prepare a custom report.

[email protected]
+1 212 564 2838
+1 212 564 8133 fax

Custom Research

Need a custom report
tailored to your goals and budget? 

E-mail us your project outline
or call Client Services to speak
with your industry analyst.

[email protected]
+1 212 564 2838
+1 212 564 8133 fax

Discount Codes

Request Discount Codes
for reports of interest to you.

[email protected]
+1 212 564 2838
+1 212 564 8133 fax