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Hispanics and the Grocery Store Experience - US - December 2012

“More than two in 10 Hispanics say it would be easier for them to make purchase decisions if the packaging for grocery items was in Spanish. Providing Spanish-language packaging not only makes it easier for less acculturated Hispanics to choose products, but in a more general sense acknowledges the culture of all Hispanics and fosters a more inclusive store atmosphere. Steps like these will likely help retailers attract more Hispanic shoppers.”


– Leylha Ahuile, Senior Analyst, Multicultural Reports


Some questions answered in this report include:
  • Will Hispanics gravitate toward products with bilingual packaging?
  • Should healthy Hispanic-centric products have a higher profile?
  • Will stocking more locally grown food attract Hispanic shoppers?

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Table of contents

  1. Scope and Themes

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

                      • The consumer
                        • Hispanics frequently shop for groceries at supermarkets, Walmart
                          • Figure 1: Frequency of grocery shopping from various retailers, July 2012
                        • Majority of Hispanics are spending about the same or more over last year
                          • Figure 2: Changes in spending habits for household products among Hispanic adults, July 2012
                        • Hispanics least likely to refer to brochures, signs, displays, promotions
                          • Figure 3: Items consumers refer to when shopping, by race/Hispanic origin, April 2011-June 2012
                        • Spanish-only respondents least likely to use various coupons
                          • Figure 4: Top five sources of coupons, by language spoken in home, April 2011-June 2012
                        • Less than half of Hispanics say brand/price is important in buying groceries…
                          • Figure 5: Hispanic attitudes toward shelf-stable, household, and personal care products, July 2012
                        • …but most Hispanics would still like to see better prices and coupons
                            • Figure 6: Innovations and improvements Hispanics would like to see at grocery stores, July 2012
                          • U.S. Hispanic population
                            • Hispanic population grows more quickly than other races from 2007-17
                              • Figure 7: Population, by race/Hispanic origin, 2007-17
                            • Hispanic households are largest, meaning more grocery spending
                              • Figure 8: Average household size, by Hispanic origin/race of householder, 2001, 2008, and 2011
                              • Figure 9: Purchasing power, by race/Hispanic origin, 1990-2017
                            • What we think
                            • Issues in the Market

                                • Will Hispanics gravitate toward products with bilingual packaging?
                                  • Should healthy Hispanic-centric products have a higher profile?
                                    • Will stocking more locally grown food attract Hispanic shoppers?
                                    • Insights and Opportunities

                                      • Spanish-language self-checkouts for smartphones
                                        • More Spanish-language signage and labeling
                                          • Improving private label
                                          • Trend Applications

                                              • Trend: Help Me Help Myself
                                                • Trend: Moral Brands
                                                  • 2015 trend: Brand Intervention
                                                  • Retailer Preferences and Frequency of Use

                                                    • Key points
                                                      • More than half of Hispanics shop for groceries at supermarkets
                                                        • Figure 10: Frequency of grocery shopping from various retailers, July 2012
                                                      • $75K+ most likely to shop weekly at most types of retailers
                                                        • Figure 11: Frequency of grocery shopping from various retailers, by household income, July 2012
                                                      • Spanish-dominant and bilingual Hispanics most likely to shop weekly
                                                        • Figure 12: Frequency of grocery shopping from various retailers, by language spoken in the home, July 2012
                                                    • How Products Are Chosen While Grocery Shopping

                                                      • Key points
                                                        • Items consumers refer to when grocery shopping
                                                          • Hispanics least likely to refer to fliers, signage, displays, and floor ads
                                                            • Figure 13: Items consumers refer to when shopping, by race/Hispanic origin, April 2011-June 2012
                                                          • Spanish-only speakers least likely to refer to in-store signage/promotions
                                                            • Figure 14: Items Hispanic consumers refer to when shopping, by language spoken in home, April 2011-June 2012
                                                          • Preparedness prior to grocery shopping
                                                            • Nearly two thirds of Hispanics grocery shop with lists of items needed
                                                                • Figure 15: Frequency of shopping habits among Hispanics, July 2012
                                                              • English-dominant Hispanics most likely to look for coupons, use self-checkout
                                                                • Figure 16: Frequency of shopping habits among Hispanics, by language spoken in the home, July 2012
                                                            • Changes in Spending Habits

                                                              • Key points
                                                                • Changes in expenditure
                                                                  • Most are spending about the same on groceries compared to last year
                                                                    • Figure 17: Changes in spending habits for household products among Hispanic adults, July 2012
                                                                  • Language impacts changes in expenditure of various categories
                                                                    • Figure 18: Changes in spending habits for grocery products among Hispanic adults, by language spoken in the home, July 2012
                                                                  • Hispanic men with household income of $50K+ spend the same/more on alcohol
                                                                    • Figure 19: Changes in spending habits for alcohol among Hispanic adults, by gender and household income, July 2012
                                                                • Use of Coupons

                                                                  • Key points
                                                                    • Cents-off coupons
                                                                      • Hispanics are much less likely than average to use cents-off coupons
                                                                        • Figure 20: Likelihood of using cents-off coupons in household, by race/Hispanic origin, April 2011-June 2012
                                                                      • Those earning less than $25K least likely to use cents-off coupons
                                                                        • Figure 21: Likelihood of using cents-off coupons in Hispanic households, by household income, April 2011-June 2012
                                                                      • Spanish-only Hispanics least likely to use cents-off coupons
                                                                        • Figure 22: Likelihood of using cents-off coupons in Hispanic households, by language spoken in the home, April 2011-June 2012
                                                                      • Hispanics least likely to get coupons from a range of sources
                                                                        • Figure 23: Source of coupons, by race/Hispanic origin, April 2011-June 2012
                                                                      • Spanish-dominant households least likely to use coupons in English
                                                                        • Figure 24: Language of printed coupons used by Hispanic households, by language spoken in the home, April 2011-June 2012
                                                                      • On-shelf coupon machines
                                                                        • Hispanics least likely ethnic group to use on-shelf coupon machines
                                                                          • Figure 25: Likelihood of household using an on-shelf coupon machine, by race/Hispanic origin, April 2011-June 2012
                                                                        • Language a barrier to on-shelf coupon machine use among Spanish-dominant Hispanics
                                                                          • Figure 26: Likelihood of Hispanic household using an on-shelf coupon machine, by language spoken in home, April 2011-June 2012
                                                                        • Language impacts where coupons are redeemed
                                                                          • Figure 27: Types of retailer where Hispanic households redeem coupons, by language spoken in home, April 2011-June 2012
                                                                        • Coupon usage by category
                                                                          • Language the primary barrier in use of coupons for specific grocery items
                                                                            • Figure 28: Product category for which coupons are used by Hispanic households, by language spoken in home, April 2011-June 2012
                                                                          • Language impacts reason for using cents-off coupons
                                                                            • Figure 29: Reasons for using coupons in Hispanic households, by language spoken in home, April 2011-June 2012
                                                                        • Attitudes toward Products

                                                                          • Key points
                                                                            • Brand vs. price
                                                                              • Price is most important for household products
                                                                                  • Figure 30: Hispanic attitudes toward shelf-stable, household, and personal care products, by age, July 2012
                                                                                • Bilingual Hispanics most likely to say brand is important
                                                                                    • Figure 31: Hispanic attitudes toward shelf-stable, household, and personal care products, by language spoken in the home, July 2012
                                                                                • Innovations and Improvements

                                                                                  • Key points
                                                                                    • Women are more likely than men to seek better prices, discounts, and coupons
                                                                                        • Figure 32: Innovations and improvements Hispanics would like to see at grocery stores, by gender, July 2012
                                                                                      • Spanish-dominants seek healthier foods
                                                                                        • Figure 33: Innovations and improvements Hispanics would like to see at grocery stores, by language spoken in the home, July 2012
                                                                                    • Marketing Strategies

                                                                                      • Overview of the brand landscape
                                                                                        • Overview
                                                                                            • Figure 34: Likelihood of using manufacturer incentive offer by household, by race/Hispanic origin, April 2011-June 2012
                                                                                          • TV advertising
                                                                                            • Albertsons
                                                                                              • Figure 35: Albertsons television ad, 2012
                                                                                            • Chavez Supermarket
                                                                                              • Figure 36: Chavez Supermarket television ad, 2012
                                                                                            • Fiesta
                                                                                              • Figure 37: Fiesta television ad, 2012
                                                                                            • Food City
                                                                                              • Figure 38: Food City television ad, 2012
                                                                                            • Target
                                                                                              • Figure 39: Target television ad, 2012
                                                                                            • Walmart
                                                                                              • Figure 40: Walmart television ad, 2012
                                                                                            • Online initiatives
                                                                                            • 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/Hispanic origin, 2008-18
                                                                                                  • The Hispanic and non-Hispanic population
                                                                                                    • The Hispanic and total U.S. population by age
                                                                                                      • Figure 44: U.S. Hispanic population, by age, 2008-18
                                                                                                      • Figure 45: U.S. Population, by age, 2008-18
                                                                                                    • The Hispanic and total U.S. population by gender
                                                                                                      • Women
                                                                                                        • Figure 46: Hispanic women, by age, 2008-18
                                                                                                        • Figure 47: Total U.S. women population, by age, 2008-18
                                                                                                      • Men
                                                                                                        • Figure 48: Hispanic men, by age, 2008-18
                                                                                                        • Figure 49: Total U.S. men population, by age, 2008-18
                                                                                                      • Generations
                                                                                                        • Hispanics by generation
                                                                                                          • Figure 50: Generations—Hispanics vs. non-Hispanics, 2011
                                                                                                          • Figure 51: Fertility rate, by race and Hispanic origin of mother, 2000-10
                                                                                                        • Hispanic purchasing power
                                                                                                          • Figure 52: Purchasing power, by race/Hispanic origin, 1990-2017
                                                                                                          • Figure 53: Purchasing power, by race/Hispanic origin, 1990-2017
                                                                                                          • Figure 54: Top 10 states ranked by share of Hispanic buying power, 2012
                                                                                                          • Figure 55: Top 10 states ranked by value of Hispanic buying power, 2012
                                                                                                        • U.S. household income distribution
                                                                                                          • Figure 56: Median household income, by race/Hispanic origin of householder, 2011
                                                                                                        • Hispanic income levels
                                                                                                          • Figure 57: Largest Hispanic states, by Hispanic disposable income, 2010
                                                                                                        • The Hispanic household
                                                                                                          • Figure 58: Average household size, by Hispanic origin/race of householder, 2001, 2008 and 2011
                                                                                                          • Figure 59: Households, by number of people in the household—Hispanics vs. all households, 2011
                                                                                                          • Figure 60: Households with children, by race/Hispanic origin of householder, 2011
                                                                                                          • Figure 61: Households, by race of householder and presence and ages of children, 2011
                                                                                                        • Hispanics by country of origin/heritage
                                                                                                          • Figure 62: Hispanic population, by type, 2000-10
                                                                                                          • Figure 63: Graph: Hispanics, by country of origin/heritage, 2010
                                                                                                        • Hispanics by geographic concentration
                                                                                                          • Figure 64: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
                                                                                                          • Figure 65: Hispanic population, by region of residence, 2000-10
                                                                                                          • Figure 66: Graph: Hispanic population, by region, 2010
                                                                                                          • Figure 67: 10 places* with highest number of Hispanics, 2010
                                                                                                          • Figure 68: 10 places* with the largest share of Hispanics, 2010
                                                                                                        • States with the most Hispanic population growth
                                                                                                          • Figure 69: States ranked by change in Hispanic population, 2000-10
                                                                                                          • Figure 70: Five states with the greatest percentage of Hispanic growth, 2000-10
                                                                                                        • Key Hispanic metropolitan areas
                                                                                                          • Figure 71: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2010
                                                                                                          • Figure 72: U.S. Hispanic households, by metropolitan status, 2006-11
                                                                                                        • Acculturation
                                                                                                          • What is acculturation?
                                                                                                            • Why is level of acculturation important?
                                                                                                              • Levels of acculturation
                                                                                                                  • Figure 73: Hispanics, by acculturation and assimilation level, 1998-2008
                                                                                                                • What is retro-acculturation?
                                                                                                                • Appendix – Other Useful Consumer Tables

                                                                                                                  • How products are chosen while grocery shopping
                                                                                                                      • Figure 74: Frequency of shopping habits among Hispanics, by language spoken in the home, July 2012
                                                                                                                    • Changes in spending habits
                                                                                                                      • Figure 75: Changes in spending habits for household products among Hispanic adults, by household income, July 2012
                                                                                                                      • Figure 76: Changes in spending habits for household products among Hispanic adults, by language spoken in the home, July 2012
                                                                                                                      • Figure 77: Changes in spending habits for household products among Hispanic adults, by language spoken in the home, July 2012
                                                                                                                      • Figure 78: Changes in spending habits for grocery products among Hispanic adults, by household income, July 2012
                                                                                                                    • Use of coupons
                                                                                                                      • Figure 79: Language of printed coupons used by Hispanic households, by household income, April 2011-June 2012
                                                                                                                      • Figure 80: Types of retailer where households redeem coupons, by race/Hispanic origin, April 2011-June 2012
                                                                                                                      • Figure 81: Product category for which coupons are used by household, by race/Hispanic origin, April 2011-June 2012
                                                                                                                      • Figure 82: Reasons for using coupons in household, by race/Hispanic origin, April 2011-June 2012
                                                                                                                  • Appendix – Trade Associations

                                                                                                                    Companies Covered

                                                                                                                    • Albertsons Inc.
                                                                                                                    • Association of Hispanic Advertising Agencies
                                                                                                                    • Food Marketing Institute
                                                                                                                    • Grocery Manufacturers Association (GMA)
                                                                                                                    • López Negrete Communications
                                                                                                                    • Mexican American Grocers Association (MAGA)
                                                                                                                    • Target Corporation
                                                                                                                    • Trader Joe's Company Inc
                                                                                                                    • Walgreen Co
                                                                                                                    • Walmart Stores (USA)
                                                                                                                    • Whole Foods Market Inc

                                                                                                                    Hispanics and the Grocery Store Experience - US - December 2012

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