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Hispanics and Brand Loyalty - US - December 2015

"The foundation for brand loyalty is very clear among Hispanics; it is based mainly on functional aspects of the brand such as quality as well as affordability, dependability, and trust. When targeting Hispanics, brands also need to be aware that brand loyalty can be fragile."

- Juan Ruiz, Director of Hispanic Insights

This report looks at the following areas:

  • Hispanics value functional aspects in brands
  • Meeting expectations is key
  • Brand loyalty breakers

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Half of Hispanics fall in brand loyal segments
          • Figure 1: Hispanic brand loyalty segments, October 2015
        • The issues
          • Hispanics value functional aspects in brands
            • Figure 2: Brand loyalty association, October 2015
          • Meeting expectations is key
            • Figure 3: Brand loyalty drivers, October 2015
          • Brand loyalty breakers
            • Figure 4: Switching triggers, October 2015
          • The opportunities
            • If life gives you lemons, make lemonade
              • Knowing me, knowing you
                • Figure 5: Hispanics’ perception of brand names – Well-known vs less-known, October 2015
              • Finding partners in Hispanic consumers
                • Figure 6: Hispanics’ brand advocacy – Telling others, October 2015
              • What it means
              • The Market – What You Need to Know

                • Hispanics approach brand loyalty in five ways
                  • Brand loyalty may not be affordable to all
                    • Larger households impact family dynamics
                      • Hispanics compare prices online
                      • The Hispanic Market and Brand Loyalty

                        • Brand loyalty segmentation
                          • Figure 7: Hispanic brand loyalty segments, October 2015
                        • Gained Loyalists (33%)
                          • Characteristics
                            • Opportunities
                              • Figure 8: Profile of Hispanic Gained Loyalists, October 2015
                            • Traditional Loyalists (20%)
                              • Characteristics
                                • Opportunities
                                  • Figure 9: Profile of Hispanic Traditional Loyalists, October 2015
                                • Value Consumers (15%)
                                  • Characteristics
                                    • Opportunities
                                      • Figure 10: Profile of Hispanic Value Consumers, October 2015
                                    • Occasional Consumers (16%)
                                      • Characteristics
                                        • Opportunities
                                          • Figure 11: Profile of Hispanic Occasional Consumers, October 2015
                                        • Distrustful Consumers (16%)
                                          • Characteristics
                                            • Opportunities
                                              • Figure 12: Profile of Hispanic Distrustful Consumers, October 2015
                                          • Market Factors

                                            • Improving labor market gives Hispanics the confidence to afford loyalty
                                              • Figure 13: Hispanic unemployment, January 2007-June 2015
                                            • Money issues can affect brand loyalty
                                              • Figure 14: Median household income for households headed by Hispanics, by age of householder, 2014
                                            • Hispanics live in larger households
                                              • Figure 15: Average household size and average number of adults and children in households, by race and Hispanic origin, 2014
                                            • Hispanic market becoming more bicultural
                                              • The internet is making Hispanics price savvy
                                              • Key Themes – What You Need to Know

                                                • Putting brand loyalty in the context of your category
                                                  • Different challenges depending on where brand is
                                                    • The market is poised to become more fragmented
                                                    • Category Studies in What’s Working

                                                        • Imported beer through the brand loyalty lens
                                                          • Cars through the brand loyalty lens
                                                            • Ready-to-eat cookies through the brand loyalty lens
                                                              • Shampoo through the brand loyalty lens
                                                              • What’s Challenging?

                                                                • Current positioning defines some of the challenges brands face
                                                                • What’s Next?

                                                                  • An increasingly fragmented market
                                                                  • The Consumer – What You Need to Know

                                                                    • Affordable + Dependable + Trustworthy = Quality
                                                                      • Loyalty is built on the basis of customer satisfaction
                                                                        • Unmet expectations erode brand loyalty
                                                                          • Brand availability may guide where Hispanics shop
                                                                            • Brand names don’t mean much without personal experience
                                                                              • Financial constraints can put pressure on brand loyalty
                                                                              • What Brand Loyalty Means to Hispanics

                                                                                  • Affordability, dependability, and trustworthiness feed quality perception
                                                                                    • Figure 16: Brand loyalty association, October 2015
                                                                                  • Household income influences the definition of quality
                                                                                    • Figure 17: Brand loyalty association, by level of acculturation, October 2015
                                                                                  • Looking beyond core factors
                                                                                    • Figure 18: Brand loyalty association, by level of acculturation, October 2015
                                                                                • Brand Loyalty Drivers

                                                                                    • Loyalty driven by satisfied expectations
                                                                                        • Figure 19: Brand loyalty drivers, October 2015
                                                                                      • Hispanic women are more pragmatic about loyalty
                                                                                        • Figure 20: Brand loyalty drivers, by age and gender, October 2015
                                                                                      • Unacculturated and bicultural Hispanics more open to look beyond the actual product
                                                                                        • Figure 21: Brand loyalty drivers, by age and gender, October 2015
                                                                                    • Switching Triggers

                                                                                        • It’s all about expectations
                                                                                          • Figure 22: Switching triggers, October 2015
                                                                                        • Older Hispanics less forgiving about changes in quality
                                                                                          • Figure 23: Switching triggers, by gender and age, October 2015
                                                                                        • Not every misstep is a mortal sin
                                                                                          • Figure 24: Switching triggers, by Hispanic brand loyalty segments, October 2015
                                                                                      • How Brand Loyal are Hispanics?

                                                                                          • Hispanics tend to know the brands they want
                                                                                            • Figure 25: Share of brand loyalty – summary of means, October 2015
                                                                                          • The importance of brand varies among Hispanic brand loyalty segments
                                                                                            • Figure 26: Share of brand loyalty – Summary of means, by Hispanic brand loyalty segments, October 2015
                                                                                        • Hispanics’ Perception of Brand Names

                                                                                            • Well-known brands don’t always mean better quality
                                                                                              • Figure 27: Hispanics’ perception of brand names – Well-known vs less-known, October 2015
                                                                                            • Unacculturated Hispanics more open to see less-known brand names positively
                                                                                              • Figure 28: Hispanics’ perception of brand names – Well-known vs less-known, by level of acculturation, October 2015
                                                                                            • Hispanic Gained Loyalists more impressed with well-known brand names
                                                                                              • Figure 29: Hispanics’ perception of brand names – Well-known vs less-known, by Hispanic brand loyalty segments, October 2015
                                                                                            • Value is a function of price and quality
                                                                                              • Figure 30: Hispanics’ perception of brand names – Brand name vs price, October 2015
                                                                                            • Financial constraints can trump brand loyalty
                                                                                              • Figure 31: Hispanics’ perception of brand names – Brand name vs price, by household income, October 2015
                                                                                            • Brand name is important for Hispanic Gained Loyalists
                                                                                              • Figure 32: Hispanics’ perception of brand names – Brand name vs price, by Hispanic brand loyalty segments, October 2015
                                                                                            • Trust is built over time
                                                                                              • Figure 33: Hispanics’ brand trust – Older brands vs new brands, October 2015
                                                                                            • New brands more trusted by less acculturated Hispanics
                                                                                              • Figure 34: Hispanics’ brand trust – Older brands vs new brands, by level of acculturation, October 2015
                                                                                          • Finding Brands that Hispanics Like

                                                                                              • Brand availability prompts Hispanics to shop at multiple stores
                                                                                                • Figure 35: Hispanics’ attitudes toward brands – Brands and stores, October 2015
                                                                                              • Higher household incomes allow Hispanics to shop for the brands they want
                                                                                                • Figure 36: Hispanics’ attitudes toward brands – Brands and stores, by household income, October 2015
                                                                                              • Hispanics know where to find the brands they want
                                                                                                • Figure 37: Hispanics’ attitudes toward brands – Ease of finding brands, October 2015
                                                                                            • Factors Influencing Brand Selection

                                                                                                • Hispanics underestimate the influence of their families on their purchases
                                                                                                  • Figure 38: Factors influencing brand selection – Family influence, October 2015
                                                                                                • Larger families are more democratic
                                                                                                  • Figure 39: Factors influencing brand selection – Family influence, October 2015
                                                                                                • Not all sales are created equal
                                                                                                  • Figure 40: Factors influencing brand selection – Sales, October 2015
                                                                                                • Attitudes toward sales do not differ by household income
                                                                                                  • Figure 41: Factors influencing brand selection – Sales, by household income, October 2015
                                                                                                • Coupons and promotions can move Hispanics to action
                                                                                                  • Figure 42: Factors influencing brand selection – Coupons and promotions, October 2015
                                                                                                • Coupons and promotions more appealing to women
                                                                                                  • Figure 43: Factors influencing brand selection – Coupons and promotions, by gender and age, October 2015
                                                                                              • Brand Advocacy

                                                                                                  • Hispanics vocal about brands they like
                                                                                                    • Figure 44: Hispanics’ brand advocacy – Telling others, October 2015
                                                                                                  • More affluent Hispanics talk more
                                                                                                    • Figure 45: Hispanics’ brand advocacy – Telling others, by household income, October 2015
                                                                                                  • Hispanics as brand advocates
                                                                                                    • Figure 46: Hispanics’ brand advocacy – Buying brands for others, October 2015
                                                                                                  • Hispanics promote brands they like as an appreciation to others
                                                                                                    • Figure 47: Hispanics’ brand advocacy – Buying brands for other, by level of acculturation, October 2015
                                                                                                • Appendix: Data Sources and Abbreviations

                                                                                                  • Data sources
                                                                                                    • Consumer survey data
                                                                                                      • Abbreviations and terms
                                                                                                        • Abbreviations
                                                                                                          • Terms
                                                                                                            • A note on acculturation

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                                                                                                            Hispanics and Brand Loyalty - US - December 2015

                                                                                                            US $3,995.00 (Excl.Tax)