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Hispanics and Convenience Stores - US - February 2012

Both the number of Hispanics in the U.S. and their purchasing power are growing rapidly. With 51 million people in 2011 and purchasing power projected to reach more than $1.4 trillion by 2014 Hispanics are a key group for convenience stores (c-stores) to court. But Hispanics are not a homogenous group and the ways in which they shop at c-stores varies based on several factors. Using results from both the Experian Simmons NCS/NHCS and Mintel’s own exclusive survey, Mintel helps owners, operators, and marketers of convenience stores understand the Hispanic convenience store consumer. Insights include:

  • Which Hispanic groups are the most frequent shoppers at c-stores and what products are they purchasing
  • How levels of acculturation affect purchases of food and beverage
  • What keeps consumers from shopping at c-stores and what can be done to court these consumers
  • How mobile marketing is emerging as one of the most important methods of communication with Hispanic consumers
  • Which services Hispanics desire in c-stores.

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Table of contents

  1. Scope and Themes

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

                      • Defining Hispanic convenience store consumers
                        • The Hispanic teenage convenience store consumer
                          • The types of convenience stores preferred by consumers
                            • Products Hispanics are buying at convenience stores
                              • Marketing convenience stores to Hispanics
                                • Key facts about the U.S. Hispanic population
                                • Insights and Opportunities

                                  • Suburbanization of Hispanics
                                    • Mobile marketing and Spanish language television ads reach further
                                      • Focus marketing on large selection and lower prices
                                      • Inspire Insights

                                          • Trend: “Rebirth of Cities”
                                            • Trend: “Men Shopping Badly”
                                            • The Hispanic Convenience Store Consumer

                                              • Key points
                                                • Frequency of visiting convenience stores
                                                  • Singles are less frequent shoppers
                                                      • Figure 1: Frequency of visiting convenience stores, by number of person/people in the household, December 2011
                                                    • Young men are the most frequent shoppers
                                                        • Figure 2: Frequency of visiting convenience stores, by age and gender, December 2011
                                                      • Expenditure at convenience stores
                                                        • Lower-income households are big spenders on non-gasoline purchases
                                                            • Figure 3: Expenditure at a convenience store, on gasoline and other items, by household income, December 2011
                                                          • Spanish-dominants spend twice as much on non-gasoline purchases
                                                              • Figure 4: Expenditure at a convenience store, on gasoline and other items, by language preferred when watching television, December 2011
                                                            • Attitudes toward convenience stores
                                                              • Higher incomes use convenience stores while on the road
                                                                  • Figure 5: Attitudes towards convenience stores, by household income, December 2011
                                                                • Spanish-dominants look to convenience stores in emergencies
                                                                  • Figure 6: Attitudes towards convenience stores, by language spoken in the home, December 2011
                                                                • Consumers’ perception of convenience stores
                                                                  • Hispanics looking for more healthful food options at convenience stores
                                                                      • Figure 7: Hispanic consumers’ perception of convenience stores, by age and gender, December 2011
                                                                    • Spanish-dominants more interested in healthful food and alternative payment options
                                                                        • Figure 8: Consumer’s perception of convenience stores, by language spoken in the home, December 2011
                                                                      • What consumers would like to see at convenience stores
                                                                        • Young men show highest interest in video kiosks
                                                                            • Figure 9: What consumers would like to see at convenience stores, by age and gender, December 2011
                                                                          • English-dominants show interest in video rental
                                                                              • Figure 10: What consumers would like to see at convenience stores, by language spoken in the home, December 2011
                                                                            • Reasons for not shopping at convenience stores
                                                                              • Figure 11: Reasons for not shopping at convenience stores, by age, December 2011
                                                                          • The Teenage Convenience Store Consumer

                                                                            • Key points
                                                                              • Shopping at convenience stores
                                                                                • Figure 12: Convenience stores shopped at in the last four weeks, by race/Hispanic origin, April 2010-June 2011
                                                                              • Hispanic male teens more likely to shop at c-stores
                                                                                  • Figure 13: Convenience stores shopped at in the last four weeks by Hispanic teens, by gender, April 2010-June 2011
                                                                                  • Figure 14: Average number of times shopped at convenience stores in the last four weeks by Hispanic teens, April 2010-June 2011
                                                                              • Convenience Stores Preferred by Consumers

                                                                                • Key points
                                                                                  • The U.S. convenience store shopper
                                                                                    • 7-Eleven dominates among Hispanics
                                                                                      • Figure 15: Convenience stores where consumers have shopped at in the last four weeks, by race/Hispanic origin, April 2010-June 2011
                                                                                    • Frequency of shopping at c-stores
                                                                                      • Figure 16: Frequency of shopping at convenience stores in the last four weeks, by race/Hispanic origin, April 2010-June 2011
                                                                                    • Where Hispanic consumers have shopped at
                                                                                      • Figure 17: Likelihood of shopping at convenience stores and shop at more frequently in the past three months and frequency by Hispanic consumers, December 2011
                                                                                      • Figure 18: Convenience stores Hispanics have shopped at in the past three months and frequency by age and gender, December 2011
                                                                                      • Figure 19: Likelihood of shopping at convenience stores in the past three months and frequency by Hispanic consumers, by language spoken at home, December 2011
                                                                                    • Convenience stores
                                                                                      • English-dominants shop at a range of gas station convenience chains
                                                                                        • Figure 20: Convenience stores where Hispanic consumers have shopped at in the last four weeks, by language spoken in the home, April 2010-June 2011
                                                                                      • Young men are the core of 7-Eleven business
                                                                                          • Figure 21: Convenience stores where Hispanic consumers have shopped at in the last four weeks, by gender and age, April 2010-June 2011
                                                                                        • High income Hispanics shop at 7-Eleven
                                                                                            • Figure 22: Convenience stores where Hispanic consumers have shopped at in the last four weeks, by household income, April 2010-June 2011
                                                                                          • Hispanics in the West utilize a wide range of convenience store chains
                                                                                              • Figure 23: Convenience stores where Hispanic consumers have shopped at in the last four weeks, by region, April 2010-June 2011
                                                                                            • Frequency
                                                                                                • Figure 24: Frequency of shopping at convenience stores in the last four weeks by Hispanic consumers, by language spoken in the home, April 2010-June 2011
                                                                                                • Figure 25: Frequency of shopping at convenience stores in the last four weeks by Hispanic consumers, by age and gender origin, April 2010-June 2011
                                                                                                • Figure 26: Frequency of shopping at convenience stores in the last four weeks by Hispanic consumers, by household income, April 2010-June 2011
                                                                                            • Items Purchased at Convenience Stores

                                                                                              • Key points
                                                                                                • Gasoline and household items
                                                                                                  • Figure 27: Gasoline and household items purchased at convenience stores by Hispanic consumers, by language spoken at home, December 2011
                                                                                                  • Figure 28: Gasoline and household items purchased at convenience stores by Hispanic consumers, age and gender, December 2011
                                                                                                • Likelihood of purchasing food and drink items
                                                                                                  • Figure 29: Likelihood of purchasing food and drink items at convenience stores by Hispanic consumers, by age and gender, December 2011
                                                                                                • Purchases of food and beverage are high among all groups, especially English-dominants
                                                                                                  • Figure 30: Likelihood of purchasing food and drink items at convenience stores by Hispanic consumers, by language spoken at home, December 2011
                                                                                                • Food items
                                                                                                  • English-dominants focus on snacks, while Spanish-dominants purchase food to be cooked
                                                                                                    • Figure 31: Food items purchased at convenience stores by Hispanic consumers, by language spoken at home, December 2011
                                                                                                  • Larger household means more trip to the c-store
                                                                                                    • Figure 32: Food items purchased at convenience stores by Hispanic consumers, by number of people in the household, December 2011
                                                                                                  • Non-alcoholic beverages purchased at convenience stores
                                                                                                    • Larger households means wider array of beverages purchased
                                                                                                      • Figure 33: Non-alcoholic beverages purchased at convenience stores by Hispanic consumers, by number of people in the household, December 2011
                                                                                                    • English-dominants lean toward soft drinks
                                                                                                      • Figure 34: Non-alcoholic beverages purchased at convenience stores by Hispanic consumers, by language spoken at home, December 2011
                                                                                                    • Alcoholic beverages
                                                                                                      • Men are main purchasers of beer/wine at convenience stores
                                                                                                        • Figure 35: Alcoholic beverages purchased at convenience stores by Hispanic consumers, by age and gender, December 2011
                                                                                                      • Spanish-dominants more likely to purchase beer/wine at c-stores
                                                                                                        • Figure 36: Alcoholic beverages purchased at convenience stores by Hispanic consumers, by language spoken at home, December 2011
                                                                                                      • Other items
                                                                                                        • Print media favored by older Hispanics
                                                                                                          • Figure 37: Other items purchased at convenience stores by Hispanic consumers, by age and gender, December 2011
                                                                                                        • Spanish-dominants look for calling cards
                                                                                                          • Figure 38: Other items purchased at convenience stores by Hispanic consumers, by language spoken at home, December 2011
                                                                                                      • Marketing Strategies

                                                                                                        • Television
                                                                                                          • ampm
                                                                                                            • Figure 39: ampm, July 2011
                                                                                                          • Circle K
                                                                                                            • Figure 40: Circle K, February 2011
                                                                                                          • Online
                                                                                                            • 7-Eleven
                                                                                                              • ampm
                                                                                                                • Circle K
                                                                                                                  • Stripes
                                                                                                                    • Hispanic marketing strategies
                                                                                                                      • 7-Eleven
                                                                                                                        • ampm
                                                                                                                        • U.S. Hispanic Population

                                                                                                                            • Key facts
                                                                                                                              • U.S. population by race/Hispanic origin
                                                                                                                                • Figure 41: Population, by race/Hispanic origin, 1970-2020
                                                                                                                                • Figure 42: Asian, Black, and Hispanic populations, 1970-2020
                                                                                                                                • Figure 43: Population by race and Hispanic origin, 2006-16
                                                                                                                              • The Hispanic and non-Hispanic population
                                                                                                                                • The Hispanic and total U.S. population by age
                                                                                                                                  • Figure 44: U.S. Hispanic population, by age, 2006-16
                                                                                                                                  • Figure 45: Population by age, 2006-16
                                                                                                                                • The Hispanic and total U.S. population by gender
                                                                                                                                  • Women
                                                                                                                                    • Figure 46: U.S. female Hispanic population, by age, 2006-16
                                                                                                                                    • Figure 47: U.S. female population, by age, 2006-16
                                                                                                                                  • Men
                                                                                                                                    • Figure 48: U.S. male Hispanic population, by age, 2006-16
                                                                                                                                    • Figure 49: U.S. male population, by age, 2006-16
                                                                                                                                  • Hispanic purchasing power
                                                                                                                                    • Figure 50: U.S. purchasing power, by race/Hispanic origin, 1990-2015
                                                                                                                                    • Figure 51: Graph: Purchasing power, by race/Hispanic origin, 1990-2015
                                                                                                                                  • U.S. household income distribution
                                                                                                                                    • Figure 52: Median household income, by race and Hispanic origin of householder, 2010
                                                                                                                                  • Hispanic income levels
                                                                                                                                    • Figure 53: Largest Hispanic states, by Hispanic disposable income, 2010
                                                                                                                                  • Generations
                                                                                                                                    • Hispanics by generation
                                                                                                                                      • Figure 54: U.S. population Hispanic origin, and by generation, 2011
                                                                                                                                      • Figure 55: Fertility rate, by race and Hispanic origin of mother, 1998-2008
                                                                                                                                    • The Hispanic household
                                                                                                                                      • Figure 56: Average household size, by Hispanic origin/race of householder, 2001 and 2008
                                                                                                                                      • Figure 57: Households, by number of persons in the household—Hispanics vs. all households, 2009
                                                                                                                                      • Figure 58: Households with children by race and Hispanic origin of householder, 2011
                                                                                                                                      • Figure 59: Households, by race of householder and presence and ages of children, 2011
                                                                                                                                    • Hispanics by country of origin/heritage
                                                                                                                                      • Figure 60: Hispanic population by type, 2000-10
                                                                                                                                      • Figure 61: Graph: Hispanics, by country of origin/heritage, 2010
                                                                                                                                    • Hispanics by geographic concentration
                                                                                                                                      • Figure 62: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
                                                                                                                                      • Figure 63: Hispanic population by region of residence, 2000-10
                                                                                                                                      • Figure 64: Graph: Hispanic population, by region, 2010
                                                                                                                                      • Figure 65: 10 places* with highest number of Hispanics, 2010
                                                                                                                                      • Figure 66: 10 places* with the largest share of Hispanics, 2010
                                                                                                                                    • States with the most Hispanic population growth
                                                                                                                                      • Figure 67: Five states with the greatest percentage of Hispanic growth, 2000-10
                                                                                                                                    • Key Hispanic metropolitan areas
                                                                                                                                      • Figure 68: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2006-08
                                                                                                                                      • Figure 69: U.S. Hispanic households, by metropolitan status, 2006-11
                                                                                                                                    • Acculturation
                                                                                                                                      • What is acculturation?
                                                                                                                                        • Why is level of acculturation important?
                                                                                                                                          • Levels of acculturation
                                                                                                                                              • Figure 70: Hispanics, by acculturation and assimilation level, 1998-2008
                                                                                                                                            • What is retro-acculturation?
                                                                                                                                            • Appendix: Other Useful Consumer Tables

                                                                                                                                                • Figure 71: Frequency of visiting convenience stores, by language spoken in the home, December 2011
                                                                                                                                                • Figure 72: Convenience stores where Hispanic consumers have shopped at in the last four weeks, by age, April 2010-June 2011
                                                                                                                                            • Appendix: Trade Associations

                                                                                                                                              Companies Covered

                                                                                                                                              • American Petroleum Institute (API)
                                                                                                                                              • Anheuser Busch-InBev
                                                                                                                                              • Food Marketing Institute
                                                                                                                                              • Grocery Manufacturers of America (GMA)
                                                                                                                                              • MillerCoors LLC
                                                                                                                                              • Petroleum Marketers Association of America (PMAA)
                                                                                                                                              • Walgreen Co

                                                                                                                                              Hispanics and Convenience Stores - US - February 2012

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