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Hispanic Consumers and the Perimeter of the Grocery Store - US - February 2014

“Hispanics are far from being a homogeneous group; in addition to differences by country of origin, country of birth, age, and gender to name a few, the role that the American or Hispanic culture plays in the life of any Hispanic adds complexity to this market. However, something that Hispanics have in common is their passion for food. Preparing nutritious dishes using fresh ingredients is a priority to many of them; it’s here where grocers can partner with them by offering the right ingredients and value that they are looking for.”

– Juan Ruiz, Senior Multicultural Analyst

Some questions answered in this report include:

  • What role do children play in grocery shopping?
  • How will better educated Hispanics impact sales of perimeter foods?

Hispanics are the largest and fastest growing minority group with a purchasing power projected to reach $1.7 trillion by 2017. Because Hispanics tend to live in larger households, in a typical week they spend more than non-Hispanics on groceries despite having lower household income. Hispanics are naturally attracted toward products sold at the perimeter of the grocery store. They are more likely than non-Hispanics to prepare foods from scratch using fresh ingredients. Freshness and nutritional value resonate strongly among these consumers. They are making efforts to eat healthier, but at the same time they are facing challenges coming up with healthy options that the entire family likes. Readers of this report will gain new insight on how to attract members of this important demographic to products sold at the perimeter of the grocery store.

This report builds on the analysis presented in Mintel’s Hispanics and the Perimeter of the Grocery Store – US, February 2011.

For the purposes of this report, “perimeter of the grocery store” describes products that are typically fresh and sold at specialty counters along the edge of the store or in the produce section. Categories include fresh fruits and vegetables, dairy products, fresh fish and seafood, as well as poultry, red meat, and pork.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Expenditure data
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                      • Hispanics spent nearly $30 billion on perimeter foods in 2013
                        • Figure 1: Hispanic household expenditures for grocery perimeter food categories*, at current prices, 2008-13
                      • Expenditures rise in each category of grocery perimeter foods
                        • Figure 2: Hispanic household expenditures for grocery perimeter food categories, by category, at current prices, 2011 and 2013
                      • Overall, Hispanics most likely to shop at supermarkets
                        • Figure 3: Where Hispanics most often purchase grocery perimeter food categories*, November 2013
                      • Hispanics shop at specialty counters for the variety and choice
                        • Figure 4: Hispanics’ attitudes toward shopping at specialty counters/departments, November 2013
                      • Hispanics agree they need to eat more fruits and vegetables
                        • Figure 5: Hispanics’ attitudes toward fruits and vegetables, by gender, November 2013
                      • Spanish-dominant Hispanics want more Hispanic varieties of dairy
                        • Figure 6: Hispanics’ attitudes toward dairy products, by languages spoken in home, November 2013
                      • Hispanic men are pro fish and seafood
                        • Figure 7: Hispanics’ attitudes toward fish and seafood, by gender, November 2013
                      • Older Hispanics more likely to consider meats a healthy part of a balanced diet
                        • Figure 8: Hispanics’ attitudes toward red meat, poultry, and pork, by age, November 2013
                      • What we think
                      • Issues and Insights

                          • What role do children play in grocery shopping?
                            • Issues:
                              • Insight: Hispanic children significantly influence what goes into the shopping cart
                                • Insight: When shopping, nostalgia plays among many Hispanics
                                  • Perimeter foods sales will benefit as Hispanics become more educated
                                    • Issues:
                                      • Insight: Market the perimeter as a haven of flavorful, healthy options
                                      • Trend Application

                                          • Trend: Return to the Experts
                                            • Trend: Buydeology
                                              • Mintel futures trend: Human
                                              • Grocery Expenditures

                                                • Key points
                                                  • Hispanic share of expenditures for food at home rising
                                                    • Figure 9: Share of total food expenditures by Hispanic households for food at home and food away from home, 2008-13 (est)
                                                  • Hispanics spent nearly $30 billion on perimeter foods in 2013
                                                    • Figure 10: Hispanic household expenditures for grocery perimeter food categories*, at current prices, 2008-13
                                                • Segment Overview

                                                  • Key points
                                                    • Hispanics spend most on meat and poultry
                                                      • Figure 11: Hispanic household expenditures for grocery perimeter food categories, by category, at current prices, 2011 and 2013
                                                  • Segment Performance – Fruits and Vegetables

                                                    • Key points
                                                      • Hispanic households spend $8.6 billion on fruits and vegetables
                                                        • Figure 12: Hispanic household expenditures for fruits and vegetables, at current prices, 2008-13
                                                      • Hispanics account for 10% of fresh fruit and vegetable expenditures
                                                        • Figure 13: Expenditures by Hispanic households and all households for fresh fruits and vegetables, at current prices, 2008-13
                                                    • Segment Performance – Dairy Products

                                                      • Key points
                                                        • Hispanic households spend $6.5 billion on dairy
                                                          • Figure 14: Hispanic household expenditures for grocery dairy products, at current prices, 2008-13
                                                        • Hispanic households account for 13.3% of dairy expenditures
                                                          • Figure 15: Expenditures by Hispanic households and all households for dairy products, at current prices, 2008-13
                                                      • Segment Performance – Fish and Seafood

                                                        • Key points
                                                          • Hispanic households spend $2.3 billion on fresh fish and seafood
                                                            • Figure 16: Hispanic household expenditures for fish and seafood, at current prices, 2008-13
                                                          • Hispanic households account for 15.5% of fish and seafood expenditures
                                                            • Figure 17: Expenditures by Hispanic households and all households for fish and seafood, at current prices, 2008-13
                                                        • Segment Performance – Meat and Poultry

                                                          • Key points
                                                            • Hispanic households spend $12 billion on meat and poultry
                                                              • Figure 18: Hispanic household expenditures for meat and poultry, at current prices, 2008-13
                                                            • Hispanic households account for 15% of meat and poultry expenditures
                                                              • Figure 19: Expenditures by Hispanic households and all households for meat and poultry, at current prices, 2008-13
                                                          • The Hispanic Grocery Consumer

                                                            • Key points
                                                              • Hispanics spend more than non-Hispanics on groceries
                                                                  • Figure 20: Amount spent on groceries in average week, by Hispanic origin, July 2012-September 2013
                                                                • Lower-income Hispanics spending a lot on grocery bills
                                                                    • Figure 21: Amount Hispanics spend on groceries in average week, by household income, July 2012-September 2013
                                                                  • Hispanics with children spend much more on groceries
                                                                    • Figure 22: Amount Hispanics spend on groceries in average week, by presence of children in household, July 2012-September 2013
                                                                  • Spanish-dominant Hispanics spend the most on groceries
                                                                      • Figure 23: Amount Hispanics spend on groceries in average week, by languages spoken in home, July 2012-September 2013
                                                                    • When shopping for food, Hispanics stick to the basics
                                                                      • Figure 24: Hispanics’ attitudes/opinions about shopping for food, by gender, July 2012-September 2013
                                                                    • Younger Hispanics are more likely to use coupons to try new products
                                                                        • Figure 25: Hispanics’ attitudes/opinions about shopping for food, by age, July 2012-September 2013
                                                                      • Organic foods more popular among Spanish-dominant Hispanics
                                                                          • Figure 26: Hispanics’ attitudes/opinions about shopping for food, by languages spoken in home, July 2012-September 2013
                                                                        • Hispanic women slightly more concerned about diet
                                                                            • Figure 27: Hispanics’ attitudes/opinions about food and health, by gender, July 2012-September 2013
                                                                          • Older Hispanics looking for more fiber
                                                                              • Figure 28: Hispanics’ attitudes/opinions about food and health, by age, July 2012-September 2013
                                                                            • Affluent Hispanics are more conscious about eating healthier
                                                                              • Figure 29: Hispanics’ attitudes/opinions about food and health, by household income, July 2012-September 2013
                                                                            • Hispanic women enjoy cooking and use fresh ingredients
                                                                                • Figure 30: Attitudes/opinions about cooking, by gender, July 2012-September 2013
                                                                              • Spanish-dominant Hispanics less likely to try new recipes
                                                                                  • Figure 31: Hispanics’ attitudes/opinions about cooking, by languages spoken in home, July 2012-September 2013
                                                                              • Marketing Strategies

                                                                                • Produce Marketing Association partners with first lady, Sesame Street
                                                                                  • Real California Milk creates children’s fantasy
                                                                                    • Figure 32: California Milk Processing Board, “Batalla,” television ad, 2013
                                                                                  • V&V Supremo Foods highlights (and even trademarks) Hispanic cheeses
                                                                                    • Figure 33: V&V Supremo, “Chiles Rellenos How to Make (English)” educational video, 2012
                                                                                  • Unified Grocers Inc. attempts largest “virtual” Hispanic chain in country
                                                                                    • Smaller chains keep up with mass merchandisers
                                                                                    • Where Hispanics Shop for Groceries

                                                                                      • Key points
                                                                                        • Hispanics most likely to shop at supermarkets
                                                                                          • Figure 34: Where Hispanics most often purchase grocery perimeter food categories*, by gender, November 2013
                                                                                        • Half of young Hispanics shop at local Hispanic stores
                                                                                          • Figure 35: Where Hispanics most often purchase grocery perimeter food categories*, by age, November 2013
                                                                                        • Club store use increases with household income
                                                                                          • Figure 36: Where Hispanics most often purchase grocery perimeter food categories*, by household income, November 2013
                                                                                        • Non-supermarket outlets more popular with less-acculturated Hispanics
                                                                                          • Figure 37: Where Hispanics most often purchase grocery perimeter food categories*, by languages spoken in home, November 2013
                                                                                        • Where Hispanics shop is often driven by perimeter food category
                                                                                          • Figure 38: Where Hispanics most often purchase grocery perimeter food categories*, by category, November 2013
                                                                                      • Attitudes toward Specialty Counters

                                                                                        • Key points
                                                                                          • Hispanics shop at specialty counters for the variety and choice
                                                                                            • Figure 39: Hispanics’ attitudes toward shopping at specialty counters/departments, by gender, November 2013
                                                                                          • 25-34-year-old Hispanics good target for expanded specialty counters
                                                                                            • Figure 40: Hispanics’ attitudes toward shopping at specialty counters/departments, by age, November 2013
                                                                                          • Hispanics of all incomes prefer buying food frequently to buying in bulk
                                                                                            • Figure 41: Hispanics’ attitudes toward shopping at specialty counters/departments, by household income, November 2013
                                                                                          • Spanish-dominant Hispanics enjoy shopping for groceries
                                                                                            • Figure 42: Hispanics’ attitudes toward shopping at specialty counters/departments, by languages spoken in home, November 2013
                                                                                        • Attitudes toward Fruits and Vegetables

                                                                                          • Key points
                                                                                            • Supermarkets most popular for fruit/vegetables; young Hispanics going natural
                                                                                              • Figure 43: Where Hispanics most often purchase fresh fruit and vegetables, by age, November 2013
                                                                                            • Lower-income Hispanics buy fruits and vegetables at Hispanic grocery stores and bodegas
                                                                                              • Figure 44: Where Hispanics most often purchase fresh fruit and vegetables, by household income, November 2013
                                                                                            • Hispanics agree they need to eat more fruits and vegetables
                                                                                                • Figure 45: Hispanics’ attitudes toward fruits and vegetables, by gender, November 2013
                                                                                              • Majority of 25-34s wish stores carried more Latin American produce
                                                                                                • Figure 46: Hispanics’ attitudes toward fruits and vegetables, by age, November 2013
                                                                                              • Low-income Hispanics are very price sensitive regarding produce
                                                                                                • Figure 47: Hispanics’ attitudes toward fruits and vegetables, by household income, November 2013
                                                                                              • Concern for nutrition present for both English- and Spanish-dominant Hispanics
                                                                                                • Figure 48: Hispanics’ attitudes toward fruits and vegetables, by languages spoken in home, November 2013
                                                                                            • Attitudes toward Dairy Products

                                                                                              • Key points
                                                                                                • The dairy market is quite competitive
                                                                                                  • Figure 49: Where Hispanics most often purchase dairy products, by age, November 2013
                                                                                                • Household income doesn’t drive where Hispanics shop dairy products
                                                                                                  • Figure 50: Where Hispanics most often purchase dairy products, by household income, November 2013
                                                                                                • Less-acculturated Hispanics buy dairy at mass merchandisers
                                                                                                  • Figure 51: Where Hispanics most often purchase dairy products, by languages spoken in home, November 2013
                                                                                                • Hispanics consider milk healthiest drink choice for their family
                                                                                                  • Figure 52: Hispanics’ attitudes toward dairy products, by gender, November 2013
                                                                                                • Preference for organic dairy products increases with household income
                                                                                                  • Figure 53: Hispanics’ attitudes toward dairy products, by household income, November 2013
                                                                                                • Spanish-dominant Hispanics want more Hispanic varieties and brands
                                                                                                  • Figure 54: Hispanics’ attitudes toward dairy products, by languages spoken in home, November 2013
                                                                                              • Attitudes toward Fish and Seafood

                                                                                                • Key points
                                                                                                  • Hispanic men buying more fish
                                                                                                    • Figure 55: Where Hispanics most often purchase fresh seafood and fish, by gender, November 2013
                                                                                                  • Store preference for fresh seafood and fish market is fragmented by age
                                                                                                    • Figure 56: Where Hispanics most often purchase fresh seafood and fish, by age, November 2013
                                                                                                  • Less-acculturated Hispanics look to specialty shops
                                                                                                    • Figure 57: Where Hispanics most often purchase fresh seafood and fish, by languages spoken in home, November 2013
                                                                                                  • Hispanic men are pro fish and pro seafood
                                                                                                    • Figure 58: Hispanics’ attitudes toward fish and seafood, by gender, November 2013
                                                                                                  • Older Hispanics see health benefits of eating more fish
                                                                                                    • Figure 59: Hispanics’ attitudes toward fish and seafood, by age, November 2013
                                                                                                  • Half of Spanish-dominant Hispanics looking for more seafood varieties
                                                                                                    • Figure 60: Hispanics’ Attitudes toward fish and seafood, by languages spoken in home, November 2013
                                                                                                • Attitudes toward Red Meat, Poultry, and Pork

                                                                                                  • Key points
                                                                                                    • Nearly half of Hispanics buy meat at supermarkets
                                                                                                      • Figure 61: Where Hispanics most often purchase fresh meat, by household income, November 2013
                                                                                                    • More acculturated Hispanics shop supermarkets, others prefer variety
                                                                                                      • Figure 62: Where Hispanics most often purchase fresh meat, by languages spoken in home, November 2013
                                                                                                    • Regarding health benefits, Hispanics rank poultry, red meat, then pork
                                                                                                        • Figure 63: Hispanics’ attitudes toward red meat, poultry, and pork, by gender, November 2013
                                                                                                      • Young Hispanics less likely to consider any meats healthy
                                                                                                        • Figure 64: Hispanics’ attitudes toward red meat, poultry, and pork, by age, November 2013
                                                                                                      • Concern for meat safety spans all household income levels
                                                                                                        • Figure 65: Hispanics’ attitudes toward red meat, poultry, and pork, by household income, November 2013
                                                                                                      • Spanish-dominant Hispanics question red meat but believe in poultry, soy
                                                                                                        • Figure 66: Hispanics’ attitudes toward red meat, poultry, and pork, by languages spoken in home, November 2013
                                                                                                    • Appendix – Overview of the Hispanic Consumer

                                                                                                      • Key points
                                                                                                        • Hispanic purchasing power projected to reach $1.7 trillion in four years
                                                                                                          • Hispanic household income lags that of Whites and Asians
                                                                                                            • Figure 67: Median household income, by race/Hispanic origin of householder, 2011
                                                                                                          • Hispanic male median personal income improved in 2011
                                                                                                              • Figure 68: Median personal incomes of people aged 15 or older, by Hispanic origin and gender, in inflation-adjusted dollars, 2001-11
                                                                                                            • Hispanic unemployment rates declining
                                                                                                              • Figure 69: Percent unemployment at end of third quarter, by race/Hispanic origin, 2007-12
                                                                                                            • Hispanics among the fastest growing population segments in the US
                                                                                                              • Figure 70: Population by race and Hispanic origin, 2009-19
                                                                                                            • Hispanics are overwhelmingly young
                                                                                                              • Figure 71: Distribution of generations by Hispanic origin, 2014
                                                                                                              • Figure 72: Population by Hispanic origin and generation, 2014
                                                                                                            • Hispanic households larger than non-Hispanic households
                                                                                                              • Figure 73: Average household size, by Hispanic origin/race of householder, 2001, 2008, and 2011
                                                                                                              • Figure 74: Number of households, by number of people in the household – Hispanics versus all, 2011
                                                                                                            • Hispanic households have younger children
                                                                                                              • Figure 75: Number of households with children, by race and Hispanic origin of householder, 2012
                                                                                                              • Figure 76: Number of households, by race of householder and presence and ages of children, 2011
                                                                                                            • Hispanic educational attainment generally high school or lower
                                                                                                              • Figure 77: Educational attainment of Hispanic men, by age, 2011
                                                                                                              • Figure 78: Educational attainment of Hispanic women, by age, 2011
                                                                                                            • Hispanics overwhelmingly reside in Southern and Western America
                                                                                                              • Figure 79: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
                                                                                                          • Appendix – Other Consumer Tables

                                                                                                            • Where produce/dairy/meats are purchased
                                                                                                              • Figure 80: Where Hispanics most often purchase fresh fruit and vegetables, by gender, November 2013
                                                                                                              • Figure 81: Where Hispanics most often purchase fresh fruit and vegetables, by languages spoken in home, November 2013
                                                                                                              • Figure 82: Where Hispanics most often purchase dairy products, by gender, November 2013
                                                                                                              • Figure 83: Where Hispanics most often purchase fresh seafood and fish, by household income, November 2013
                                                                                                              • Figure 84: Where Hispanics most often purchase fresh meat, by gender, November 2013
                                                                                                              • Figure 85: Where Hispanics most often purchase fresh meat, by age, November 2013
                                                                                                            • Attitudes toward dairy products
                                                                                                              • Figure 86: Hispanics’ attitudes toward dairy products, by age, November 2013
                                                                                                            • Attitudes toward fish and seafood
                                                                                                              • Figure 87: Hispanics’ attitudes toward fish and seafood, by household income, November 2013
                                                                                                            • Attitudes about food
                                                                                                              • Figure 88: Hispanics’ attitudes/opinions about food, by Hispanic origin, July 2012-September 2013
                                                                                                            • Attitudes about shopping for food
                                                                                                              • Figure 89: Hispanics’ attitudes/opinions about shopping for food, by household income, July 2012-September 2013
                                                                                                            • Attitudes about food and health
                                                                                                              • Figure 90: Hispanics’ attitudes/opinions about food and health, by language spoken in home, July 2012-September 2013
                                                                                                            • Attitudes about cooking
                                                                                                              • Figure 91: Hispanics’ attitudes/opinions about cooking, by age, July 2012-September 2013
                                                                                                              • Figure 92: Hispanics’ attitudes/opinions about cooking, by household income, July 2012-September 2013
                                                                                                          • Appendix – Trade Associations

                                                                                                            Companies Covered

                                                                                                            To learn more about the companies covered in this report please contact us.

                                                                                                            Hispanic Consumers and the Perimeter of the Grocery Store - US - February 2014

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