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Hispanics and Shopping for Groceries - US - November 2015

The majority of Hispanics are involved in grocery shopping for their households. Good prices, products they like, and convenient location are factors that influence where they shop. In this regard, there isn’t a single retailer type that meets all of Hispanics’ grocery shopping needs and therefore they visit multiple stores in a typical week. Hispanics know where to go to find the best value, and visit different types of stores based on what they need.

This report looks at the following areas:

  • Hispanics have a positive attitude toward shopping
  • Hispanics shop at multiple retailers
  • Price, product mix and location drive store selection

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Hispanics spend $79.8 billion on groceries
          • Figure 1: Expenditures by Hispanic households on groceries* and fan chart forecast of market, at current prices, 2010-20
        • The issues
          • Hispanics have a positive attitude toward shopping
            • Figure 2: Hispanics’ shopping behaviors – Liking, June 2015
          • Hispanics shop at multiple retailers
            • Figure 3: Hispanics’ frequency of shopping by location, June 2015
          • Price, product mix and location drive store selection
            • Figure 4: Factors influencing where Hispanics shop, June 2015
          • The opportunities
            • Going outside your comfort zone
              • Figure 5: Correspondence analysis – Grocery shopping location, June 2015
            • Connecting through Hispanic ingredients/foods
              • Figure 6: Hispanics’ shopping behaviors – Finding Hispanic ingredients/foods, June 2015
            • Using in-store marketing tactics to appeal to Hispanics
              • Figure 7: Factors consumers refer to for finding and choosing items, by Hispanic origin, April 2014 – June 2015
            • What it means
            • The Market – What You Need to Know

              • Market factors create fertile ground of Hispanics’ expenditures on groceries to grow
                • The majority of grocery expenditures go to food and drinks
                  • A variety of market factors point to a positive outlook
                  • Market Size and Forecast

                    • Hispanics’ expenditures on groceries projected to grow steadily
                      • Figure 8: Expenditures by Hispanic households on groceries* and fan chart forecast of market, at current prices, 2010-20
                      • Figure 9: Expenditures and forecast by Hispanic households on groceries*, at current prices, 2010-20
                  • Market Breakdown

                    • Food and drinks account for the majority of expenditures on groceries
                      • Figure 10: Expenditures by Hispanic households on groceries*, by segment, 2015
                    • Hispanics’ expenditures on food and drinks projected to grow steadily
                      • Figure 11: Expenditures by Hispanic households on food and drink* and fan chart forecast of market, at current prices, 2010-20
                    • Growth on Hispanics’ expenditures on general merchandise/household supplies to remain stable
                      • Figure 12: Expenditures by Hispanic households on general merchandise**/household supplies* and fan chart forecast of market, at current prices, 2010-20
                    • Hispanics’ expenditures on HBC see modest growth at MULO retailers
                      • Figure 13: Expenditures by Hispanic households on health and beauty care (HBC)* and fan chart forecast of market, at current prices, 2010-20
                  • Market Factors

                    • Improving labor market for Hispanics has a positive impact on their confidence
                      • Figure 14: Hispanic unemployment, January 2007- June 2015
                    • Hispanics’ purchasing power projected to reach $1.7 trillion by 2019
                      • Figure 15: Purchasing power, by race/Hispanic origin, 1990-2019
                    • Hispanic market becoming more bicultural
                      • Hispanics live in larger households
                        • Figure 16: Average household size and average number of adults and children in households, by race and Hispanic origin, 2014
                      • Hispanic households more likely to include children
                        • Figure 17: Presence of children in household, by race and Hispanic origin, 2014
                      • Being Hispanic and a Cooking Enthusiast often go hand-in-hand
                      • Key Players – What You Need to Know

                        • If you have something to say, don’t hesitate to say it
                          • It’s all about communicating…
                          • What’s Working?

                            • It’s all about communicating – Savings opportunities
                              • It’s all about communicating – How to get the most out of a visit
                                • Figure 18: H-E-B: How to use coupons video, April 2015
                              • It’s all about communicating – We get you
                                • It’s all about communicating – We have you need/want
                                  • Figure 19: Walmart: En Walmart queremos ayudarte a hacer tu dia un poquito mejor (At Walmart, we want to help you make your day a little better), October 2015
                              • What’s Important?

                                • Stores need to understand mix of Hispanics in their areas
                                • What’s Next?

                                  • Grocery retailing is becoming increasingly competitive
                                  • The Consumer – What You Need to Know

                                    • Hispanic women still more likely to be responsible for grocery shopping
                                      • Hispanics are shopping at multiple locations in a typical week
                                        • Hispanics associate different store types with different categories
                                          • Good, nice and cheap (Bueno, bonito y barato)
                                            • Hispanics have a clear understanding of where to go and what to get
                                              • Besides price, value is also important
                                                • All for buying fresh; it depends for buying in bulk and brand names
                                                  • We the family
                                                    • Effectiveness of on-site tactics depends on level of acculturation
                                                    • Grocery Shopping Responsibility

                                                        • Hispanic men do shop for groceries, but women still in charge
                                                          • Figure 20: Grocery shopping responsibility among Hispanics, by gender and age, June 2015
                                                        • Children change roles
                                                          • Figure 21: Grocery shopping responsibility among Hispanics, by parental status and gender, June 2015
                                                      • Frequency of Shopping by Location

                                                          • Hispanics are shopping at multiple locations in a typical week
                                                            • Figure 22: Hispanics’ frequency of shopping by location, June 2015
                                                          • Not all Hispanics go to the same stores
                                                              • Figure 23: Hispanics’ frequency of shopping by location, by level of acculturation, June 2015
                                                          • Grocery Shopping Destinations

                                                              • Hispanics associate Walmart with multiple categories
                                                                  • Figure 24: Correspondence analysis – Grocery shopping location, June 2015
                                                                • Mass merchandisers expanding reach in food categories
                                                                  • Figure 25: Difference of Hispanics shopping at mass merchandisers minus Hispanics shopping at supermarkets, June 2015
                                                              • Factors Influencing Shopping Location

                                                                  • Product, price and place still top reasons
                                                                    • Figure 26: Factors influencing where Hispanics shop, June 2015
                                                                  • Less-acculturated Hispanics are less demanding
                                                                    • Figure 27: Selected factors influencing where Hispanics shop, by level of acculturation, June 2015
                                                                • Grocery Shopping Planning

                                                                    • Based on what they need, Hispanics know where to go
                                                                      • Figure 28: Hispanics’ shopping behaviors – Knowing where to go, June 2015
                                                                    • Hispanic women more familiar with where to go
                                                                      • Figure 29: Hispanics’ shopping behaviors – Knowing where to go, by gender and age, June 2015
                                                                    • Grocery shopping becomes more specific with acculturation
                                                                      • Figure 30: Hispanics’ shopping behaviors – Knowing where to go, by gender and age, June 2015
                                                                    • Lists guide Hispanics at the store
                                                                      • Figure 31: Hispanics’ shopping behaviors – Use of lists, June 2015
                                                                    • Acculturated Hispanics more attached to a plan
                                                                      • Figure 32: Hispanics’ shopping behaviors – Use of lists, by level of acculturation, June 2015
                                                                    • Finding Hispanic ingredients/foods is no problem
                                                                      • Figure 33: Hispanics’ shopping behaviors – Finding Hispanic ingredients/foods, June 2015
                                                                    • It is harder to find Hispanic ingredients/foods for some countries
                                                                      • Figure 34: Hispanics’ shopping behaviors – Knowing where to go, by country of origin, June 2015
                                                                  • Grocery Shopping Appeal

                                                                      • Hispanics like or are indifferent toward grocery shopping
                                                                        • Figure 35: Hispanics’ shopping behaviors – Liking, June 2015
                                                                      • Grocery shopping is more appealing among Hispanic women
                                                                        • Figure 36: Hispanics’ shopping behaviors – Liking, by gender and age, June 2015
                                                                      • Unacculturated Hispanics find grocery shopping more enjoyable
                                                                        • Figure 37: Hispanics’ shopping behaviors – Liking, by level of acculturation, June 2015
                                                                      • Coupons and promotions – Yes, but with caveats
                                                                        • Figure 38: Hispanics’ shopping behaviors – Coupons and promotions, June 2015
                                                                      • Coupons and promotions loose appeal as household income increases
                                                                        • Figure 39: Hispanics’ shopping behaviors – Coupons and promotions, by household income, June 2015
                                                                      • In-store sampling effectiveness depends on many factors
                                                                        • Figure 40: Hispanics’ shopping behaviors – In-store sampling, June 2015
                                                                      • Receptiveness for in-store samples changes by acculturation
                                                                        • Figure 41: Hispanics’ shopping behaviors – In-store sampling, by level of acculturation June 2015
                                                                    • Considerations When Deciding What To Buy

                                                                        • Not all brands are created equal
                                                                          • Figure 42: Hispanics’ shopping behaviors – Brand names vs private label brands, June 2015
                                                                        • Private label brands more appealing among less-affluent Hispanics
                                                                          • Figure 43: Hispanics’ shopping behaviors – Brand names vs private label brands, by household income, June 2015
                                                                        • Fresh is important
                                                                          • Figure 44: Hispanics’ shopping behaviors – Fresh vs packaged foods, June 2015
                                                                        • Hispanic men more likely to make compromises regarding freshness
                                                                          • Figure 45: Hispanics’ shopping behaviors – Fresh vs packaged foods, by gender and age, June 2015
                                                                        • Buying in bulk saves money, but may not always be the right thing to do
                                                                          • Figure 46: Hispanics’ shopping behaviors – Buying in bulk, June 2015
                                                                      • Grocery Shopping Stake Holders

                                                                          • What to buy is decided based on consensus
                                                                            • Figure 47: Hispanics’ grocery shopping stake holders – Me vs family, June 2015
                                                                          • Ask mom for it
                                                                            • Figure 48: Hispanics’ grocery shopping stake holders – Me vs family, by gender and age, June 2015
                                                                          • Like it or not, family participates
                                                                            • Figure 49: Hispanics’ grocery shopping stake holders – Alone vs with family, June 2015
                                                                          • Acculturated Hispanics prefer to shop alone
                                                                            • Figure 50: Hispanics’ grocery shopping stake holders – Alone vs with family, by level of acculturation, June 2015
                                                                          • There is no rule about giving in to requests from children
                                                                            • Figure 51: Hispanics’ grocery shopping stake holders – Children’s requests, June 2015
                                                                        • Marketing Tactics for Finding and Choosing Items

                                                                          • Hispanics less likely to respond to in-store tactics
                                                                            • Figure 52: Factors consumers refer to for finding and choosing items, by Hispanic origin, April 2014 – June 2015
                                                                          • On-site tactics more effective as Hispanics become more acculturated
                                                                            • Figure 53: Factors Hispanics refer to for finding and choosing items, by language spoken at home, April 2014 – June 2015
                                                                        • Appendix – Data Sources and Abbreviations

                                                                          • Data sources
                                                                            • Expenditures data
                                                                              • Definition
                                                                                • Fan chart forecast
                                                                                  • Consumer survey data
                                                                                    • Correspondence analysis methodology
                                                                                      • Abbreviations and terms
                                                                                        • Abbreviations
                                                                                          • Terms
                                                                                            • A note on acculturation
                                                                                            • Appendix – Market

                                                                                                • Figure 54: Expenditures by Hispanic households on groceries*, at inflation-adjusted prices, 2010-20
                                                                                                • Figure 55: Expenditures by Hispanic households on food and drink*, at inflation-adjusted prices, 2010-20
                                                                                                • Figure 56: Expenditures by Hispanic households on general merchandise/household supplies*, at inflation-adjusted prices, 2010-20
                                                                                                • Figure 57: Expenditures by Hispanic households on health and beauty care products*, at inflation-adjusted prices, 2010-20
                                                                                            • Appendix – Consumer

                                                                                                • Figure 58: Factors Hispanics refer to for finding and choosing items, by gender, April 2014 – June 2015
                                                                                                • Figure 59: Factors Hispanics refer to for finding and choosing items, by age, April 2014 – June 2015
                                                                                                • Figure 60: Factors Hispanics refer to for finding and choosing items, by household income, April 2014 – June 2015

                                                                                            Companies Covered

                                                                                            • Walmart Stores (USA)

                                                                                            Hispanics and Shopping for Groceries - US - November 2015

                                                                                            £3,174.67 (Excl.Tax)