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Hispanics and the Perimeter of the Grocery Store - US - February 2011

At 49.7 million as of 2010, the U.S. Hispanic population is the largest minority group in the U.S. and is projected to increase 33% to 66.3 million by 2020. With purchasing power expected to reach $1.4 trillion by 2013, now is a crucial time for grocery retailers and manufacturers to understand the needs and desires of this influential ethnic group.

Although accounting for only 16% of the U.S. population, Hispanics spend more on groceries weekly than any other ethnic group per consumer unit. While the current economy has limited the financial ability of Hispanics to dine out often, it is good news for the grocery sector, as it encourages Hispanics to cook more at home. This is especially true of less acculturated, Spanish-dominant Hispanics, more than 25% of whom have increased their expenditures on produce, dairy, meat and fish in the past year. This change calls for marketing strategies that speak to this group linguistically, culturally and emotionally.

In this report, marketers will gain insights into the Hispanic grocery consumer, including:

  • Hispanics’ frequency of consumption and change in expenditures on fresh produce, meat, fish and dairy products, and how grocery manufacturers and retailers can offer products that meet the current and future needs of Hispanics
  • New opportunities for product categories that have not extensively penetrated the Hispanic market, including organics, soy, shelf-stable dairy and frozen and canned produce
  • An analysis of Hispanics’ spending behaviors and attitudes when shopping for groceries, based on gender, age, level of acculturation and household income
  • An analysis of current food and drink campaigns targeting Hispanics, and where advertising is still lacking in marketing to this ethnic group
  • An overview of the U.S. Hispanic population, including demographic distribution and differing levels of acculturation, and how this affects the groceries they select

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Table of contents

  1. Scope and Themes

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

                    • Hispanics spend the most on groceries, but have cut spending on fresh meats and fish
                      • Hispanics favor specialty shops, farmers’ markets—and Walmart
                        • Hispanics prefer fresh produce
                          • Hispanics enjoy their cheeses and milk
                            • Spanish-dominants looking for natural and kosher meats
                              • Hispanics have cut spending on fish and seafood
                                • Marketing strategies
                                  • U.S. Hispanic population
                                    • Demographics
                                      • Acculturation
                                      • Insights and Opportunities

                                        • Toma leche … y tus frutas
                                          • Think positive
                                            • Go Natural
                                              • Fusion foods
                                              • Inspire Insights

                                                  • Trend: “Trading up, trading down, trading over”
                                                  • The Hispanic Consumer

                                                    • Key points
                                                      • Category expenditures
                                                        • Figure 1: Average annual expenditures—Hispanic households, by expenditure category, 2002-10
                                                        • Figure 2: Average annual expenditures—non-Hispanic households, by expenditure category, 2002-10
                                                      • Distribution of expenditures
                                                        • Figure 3: Average annual distribution of expenditures, by categories—Hispanics vs. non-Hispanics, 2008
                                                      • Consumers’ average weekly expenditure on groceries
                                                        • Hispanics spend more on groceries than other ethnic groups
                                                          • Figure 4: Amount spent on groceries in average week by race/Hispanic origin, April 2009-June 2010
                                                        • The Hispanic grocery shopper
                                                          • Lower-income Hispanics spend a lot in grocery bills
                                                            • Figure 5: Amount spent by Hispanics on groceries in average week, by household income, April 2009-June 2010
                                                          • Spanish-dominant and bilingual Hispanics spend the most on groceries
                                                            • Figure 6: Amount spent by Hispanics on groceries in average week, by language spoken in the home, April 2009-June 2010
                                                          • Changes in grocery expenditures in the Hispanic household
                                                            • Hispanics have cut spending on fresh meat and fish
                                                                • Figure 7: Change in expenditure in past year by grocery category, by household income, August 2010
                                                                • Figure 8: Change in expenditure in past year by grocery category, by language spoken in the home, August 2010
                                                            • Where Hispanics Shop for Groceries

                                                              • Key points
                                                                • Fresh fruits and vegetables
                                                                  • Lower-income Hispanics purchase at farmers’ markets
                                                                    • Figure 9: Retail preferences when purchasing fresh fruits and vegetables, by household income, August 2010
                                                                  • Spanish-dominants purchase at Walmart
                                                                    • Figure 10: Retail preferences when purchasing fresh fruits and vegetables, by language spoken in the home, August 2010
                                                                  • Dairy products
                                                                    • Lower-income and Spanish-dominant Hispanics purchase at Walmart
                                                                      • Figure 11: Retail preferences when purchasing dairy products, by household income, August 2010
                                                                      • Figure 12: Retail preferences when purchasing dairy products, by language spoken in the home, August 2010
                                                                    • Fresh meat and poultry
                                                                      • Lower-income and Spanish-dominant Hispanics prefer butcher shops
                                                                        • Figure 13: Retail preferences when purchasing fresh meat and poultry, by household income, August 2010
                                                                        • Figure 14: Retail preferences when purchasing fresh meat and poultry, by language spoken in the home, August 2010
                                                                      • Fresh fish and seafood
                                                                        • Lower-income and Spanish-dominant Hispanics prefer seafood markets and Walmart
                                                                          • Figure 15: Retail preferences when purchasing fresh fish and seafood, by household income, August 2010
                                                                          • Figure 16: Retail preferences when purchasing fresh fish and seafood, by language spoken in the home, August 2010
                                                                      • Fresh Fruits and Vegetables

                                                                        • Key points
                                                                          • Hispanics prefer fresh produce
                                                                            • Figure 17: Use of fruits, vegetables, and salad, by race/Hispanic origin, February 2009-March 2010
                                                                          • Spanish-dominants spending more on fresh produce
                                                                            • Figure 18: Changes in expenditure on fresh fruits and vegetables in the Hispanic household, by language spoken in the home, August 2010
                                                                          • Consumption of fresh fruits and vegetables
                                                                            • Hispanic men eat more fruits and vegetables than women
                                                                              • Figure 19: Average number of servings of fresh fruits and vegetables consumed on a daily basis, by age and gender, August 2010
                                                                            • Spanish-dominants eat the most fruits and vegetables
                                                                              • Figure 20: Average number of servings of fresh fruits and vegetables consumed on a daily basis, by language spoken in the home, August 2010
                                                                            • Attitudes toward fruits and vegetables
                                                                              • Young Hispanic men eat the fewest fruits and vegetables, but feel they should eat more
                                                                                • Figure 21: Attitude toward fruits and vegetables, by age and gender, August 2010
                                                                              • Spanish-dominants feel frozen and canned vegetables are less nutritious
                                                                                • Figure 22: Attitude toward fruits and vegetables, by language spoken in the home, August 2010
                                                                            • Dairy Products

                                                                              • Key points
                                                                                • Consumption by race
                                                                                  • Hispanics most likely to buy natural/imported cheeses
                                                                                    • Figure 23: Use of dairy products, by race/Hispanic origin, April 2009-June 2010
                                                                                  • Daily servings
                                                                                    • Older Hispanic women consume more dairy than older Hispanic men
                                                                                      • Figure 24: Number of daily servings of dairy products, by age and gender, August 2010
                                                                                    • Bilingual Hispanics consume the least dairy
                                                                                      • Figure 25: Number of daily servings of dairy products, by language spoken in the home, August 2010
                                                                                    • Cheese
                                                                                      • Spanish-dominants less likely to eat non-Hispanic cheeses
                                                                                        • Figure 26: Types of cheese consumed by Hispanics, by language spoken in the home, August 2010
                                                                                      • How milk is consumed
                                                                                        • Middle-aged Hispanics use milk in coffee
                                                                                          • Figure 27: How Hispanics consume milk, by age and gender, August 2010
                                                                                        • Spanish-dominants use milk in smoothies
                                                                                          • Figure 28: How Hispanics consume milk, by language spoken in the home, August 2010
                                                                                        • Children and milk
                                                                                          • Is it for children or adults?
                                                                                            • Figure 29: Likelihood of purchasing milk for kids but not for oneself, by language spoken in the home, August 2010
                                                                                          • Serving milk to children
                                                                                            • Figure 30: Attitudes toward serving milk to children, by language spoken in the home, August 2010
                                                                                        • Meats and Poultry

                                                                                          • Key points
                                                                                            • Hispanics consume chicken, but not turkey
                                                                                              • Figure 31: Use of meats and poultry, by race/Hispanic origin, April 2009-June 2010
                                                                                            • Frequency of consumption
                                                                                              • “Everyday” meats will be a desirable product
                                                                                                • Figure 32: Frequency of consumption of beef, pork and poultry, by household income, August 2010
                                                                                              • Spanish-dominants most likely to consume beef and pork
                                                                                                • Figure 33: Hillshire Farm Deli Select Hams, TV ad, October 2010
                                                                                                • Figure 34: Frequency of consumption of beef, pork and poultry, by language spoken in the home, August 2010
                                                                                              • Changes in expenditure
                                                                                                • Hispanics spending less on beef and pork
                                                                                                  • Figure 35: Changes in expenditure of fresh meats and fresh poultry, by household income, August 2010
                                                                                                • Spanish-dominant and bilingual Hispanics spending more on meats
                                                                                                  • Figure 36: Changes in expenditure of fresh meats and fresh poultry, by language spoken in the home, August 2010
                                                                                                • Meats
                                                                                                  • Consumption by Hispanics
                                                                                                    • Spanish-dominants most likely to consume sausage
                                                                                                      • Figure 37: Use of meats and poultry, by language spoken in the home, April 2009-June 2010
                                                                                                    • Attitudes toward red meat and pork
                                                                                                      • Spanish-dominant Hispanics question pork but believe in soy
                                                                                                        • Figure 38: Attitudes toward read meat and pork, by language spoken in the home, August 2010
                                                                                                      • Hispanic women question pork but believe in soy
                                                                                                        • Figure 39: Attitudes toward red meat and pork, by gender, August 2010
                                                                                                      • Poultry
                                                                                                        • Spanish-dominants prefer natural, low-fat, and additive-free
                                                                                                          • Figure 40: Product attributes Hispanic consumers look for when purchasing poultry, by language spoken in the home, August 2010
                                                                                                        • Spanish-dominant and bilingual Hispanics would like more kosher
                                                                                                          • Figure 41: Product attributes Hispanic consumers would like to see more of when purchasing poultry, by language spoken in the home, August 2010
                                                                                                        • Poultry products consumers prefer
                                                                                                          • Spanish-dominant and bilingual Hispanics want shelf-stable, frozen, and precooked poultry
                                                                                                            • Figure 42: Type of poultry Hispanic consumers are interested in or are currently purchasing, by language spoken in the home, August 2010
                                                                                                        • Fish and Seafood

                                                                                                          • Key points
                                                                                                            • Consumption
                                                                                                              • Frequency
                                                                                                                • Spanish-dominants consume the most seafood
                                                                                                                  • Figure 43: Frequency of consumption of fish/seafood, by language spoken in the home, August 2010
                                                                                                                • Changes in consumption
                                                                                                                  • Hispanic women most likely to be eating more fish
                                                                                                                    • Figure 44: Changes in consumption of fish and shellfish, by gender, August 2010
                                                                                                                  • Hispanics increase consumption for better health
                                                                                                                    • Figure 45: Reasons for an increase in the consumption of fish and shellfish, by gender, August 2010
                                                                                                                  • Spanish-dominants have cut back on fish consumption
                                                                                                                    • Figure 46: Changes in consumption of fish and shellfish, by language spoken in the home, August 2010
                                                                                                                  • Changes in expenditure
                                                                                                                    • Hispanics want safer and less expensive fish
                                                                                                                      • Figure 47: Changes in expenditure on fresh fish and shellfish, by language spoken in the home, August 2010
                                                                                                                    • Affluent Hispanics have also cut spending on fish
                                                                                                                      • Figure 48: Changes in expenditure on fresh fish and shellfish, by household income, August 2010
                                                                                                                  • Marketing Strategies

                                                                                                                    • Key points
                                                                                                                      • Television
                                                                                                                        • Ads targeting the Hispanic consumer
                                                                                                                          • Albertsons
                                                                                                                            • Figure 49: Albertsons, TV ad, May 2010
                                                                                                                          • Dannon
                                                                                                                            • Figure 50: Dannon Dan-O-Nino, TV ad, May 2010
                                                                                                                          • Winn-Dixie
                                                                                                                            • Figure 51: Winn Dixie, August 2010
                                                                                                                          • Perdue Chicken
                                                                                                                            • Figure 52: Perdue Chicken, September 2010
                                                                                                                          • Tillamook Cheeses
                                                                                                                            • Figure 53: Tillamook Cheeses, September 2010
                                                                                                                          • Yoplait
                                                                                                                            • Figure 54: Yoplait Light, October 2010
                                                                                                                          • Online
                                                                                                                            • Got Milk? (Toma Leche)
                                                                                                                              • Lactaid
                                                                                                                                • Dannon Activia
                                                                                                                                  • Perdue Chicken
                                                                                                                                    • Knorr Chicken Bouillon
                                                                                                                                    • Cluster Analysis

                                                                                                                                        • Unchanged Spenders
                                                                                                                                          • Demographics
                                                                                                                                            • Characteristics
                                                                                                                                              • Opportunities
                                                                                                                                                • Less Than Last Year
                                                                                                                                                  • Demographics
                                                                                                                                                    • Characteristics
                                                                                                                                                      • Opportunities
                                                                                                                                                        • More, Fruit-Snackers
                                                                                                                                                          • Demographics
                                                                                                                                                            • Characteristics
                                                                                                                                                              • Opportunities
                                                                                                                                                                • Characteristic tables
                                                                                                                                                                  • Figure 55: Hispanic grocery clusters, August 2010
                                                                                                                                                                  • Figure 56: Mean number of fruits and vegetables consumed on a daily basis, by Hispanic grocery clusters, August 2010
                                                                                                                                                                  • Figure 57: Attitudes about fruits and vegetables, by Hispanic grocery clusters, August 2010
                                                                                                                                                                  • Figure 58: Change in expenditures on grocery products, by Hispanic grocery clusters, August 2010
                                                                                                                                                                  • Figure 59: Mean number of servings of dairy consumed on a daily basis, by Hispanic grocery clusters, August 2010
                                                                                                                                                                  • Figure 60: Attitudes toward dairy products, by Hispanic grocery clusters, August 2010
                                                                                                                                                                  • Figure 61: Attitudes toward health, diet, red meat, and pork; by Hispanic grocery clusters, August 2010
                                                                                                                                                                • Demographic tables
                                                                                                                                                                  • Figure 62: Hispanic grocery clusters, by gender, August 2010
                                                                                                                                                                  • Figure 63: Hispanic grocery clusters, by age, August 2010
                                                                                                                                                                  • Figure 64: Hispanic grocery clusters, by household income, August 2010
                                                                                                                                                                  • Figure 65: Hispanic grocery clusters, by language in which survey was taken, August 2010
                                                                                                                                                                  • Figure 66: Hispanic grocery clusters, by language primarily spoken in home, August 2010
                                                                                                                                                                  • Figure 67: Hispanic grocery clusters, by household internet access, August 2010
                                                                                                                                                                • Cluster methodology
                                                                                                                                                                • U.S. Hispanic Population

                                                                                                                                                                    • Key facts
                                                                                                                                                                      • U.S. population by race/Hispanic origin
                                                                                                                                                                        • Figure 68: Population, by race/Hispanic origin, 1970-2020
                                                                                                                                                                        • Figure 69: Asian, Black, and Hispanic populations, 1970-2020
                                                                                                                                                                        • Figure 70: Population, by race and Hispanic origin, 2005-15
                                                                                                                                                                      • The Hispanic and non-Hispanic population
                                                                                                                                                                        • The Hispanic and total U.S. population by age
                                                                                                                                                                          • Figure 71: U.S. Hispanic population, by age, 2005-15
                                                                                                                                                                          • Figure 72: Total U.S. population, by age, 2005-15
                                                                                                                                                                        • The Hispanic and total U.S. population by gender
                                                                                                                                                                          • Women
                                                                                                                                                                            • Figure 73: Hispanic women, by age, 2005-15
                                                                                                                                                                            • Figure 74: Total U.S. female population, by age, 2005-15
                                                                                                                                                                          • Men
                                                                                                                                                                            • Figure 75: Hispanic men, by age, 2005-15
                                                                                                                                                                            • Figure 76: Total U.S. male population, by age, 2005-15
                                                                                                                                                                          • Hispanic purchasing power
                                                                                                                                                                            • Figure 77: Purchasing power, by race/Hispanic origin, 2008
                                                                                                                                                                          • U.S. household income distribution
                                                                                                                                                                            • Figure 78: Median household income, by race and Hispanic origin of householder, 2008
                                                                                                                                                                          • Hispanic income levels
                                                                                                                                                                            • Figure 79: Largest Hispanic states, by Hispanic disposable income, 2005
                                                                                                                                                                          • The Hispanic household
                                                                                                                                                                            • Figure 80: Average household size, by Hispanic origin/race of householder, 2001 and 2008
                                                                                                                                                                            • Figure 81: Households, by number of persons in the household—Hispanics vs. all households, 2009
                                                                                                                                                                            • Figure 82: Households with children, by race/Hispanic origin of householder, 2009
                                                                                                                                                                            • Figure 83: Hispanic households, by presence and ages of children, 2009
                                                                                                                                                                          • Generations
                                                                                                                                                                            • Hispanics by generation
                                                                                                                                                                              • Figure 84: Generations—Hispanics vs. non-Hispanics, 2009
                                                                                                                                                                              • Figure 85: Fertility rate, by race and Hispanic origin of mother, 1998-2008
                                                                                                                                                                            • Hispanics by country of origin/heritage
                                                                                                                                                                              • Figure 86: Hispanic population, by country of origin/ancestry, 2006-08
                                                                                                                                                                              • Figure 87: Graph: Hispanics, by country of origin/heritage, 2006-08
                                                                                                                                                                            • Hispanics by geographic concentration
                                                                                                                                                                              • Figure 88: Hispanic population, by region, by country of origin/ancestry, 2006-08
                                                                                                                                                                              • Figure 89: Graph: Hispanic population, by region, 2006-08
                                                                                                                                                                              • Figure 90: Hispanic population in top five states, by country of origin, 2006-08
                                                                                                                                                                            • States with greatest Hispanic population growth
                                                                                                                                                                              • Figure 91: Hispanic population, states with greatest percentage increase, 2000 and 2006
                                                                                                                                                                            • Key Hispanic metropolitan areas
                                                                                                                                                                              • Figure 92: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2006-08
                                                                                                                                                                            • Acculturation
                                                                                                                                                                              • What is acculturation?
                                                                                                                                                                                • Why is level of acculturation important?
                                                                                                                                                                                  • Levels of acculturation
                                                                                                                                                                                      • Figure 93: Hispanics, by acculturation and assimilation level, 1998-2008
                                                                                                                                                                                    • What is retro-acculturation?
                                                                                                                                                                                      • Retro-acculturation
                                                                                                                                                                                      • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                          • Figure 94: Average annual expenditures of CU reference person on key product categories—Hispanics vs. non-Hispanics, 2008
                                                                                                                                                                                          • Figure 95: Average annual expenditures on key product categories, indexed to all CUs—Hispanics vs. non-Hispanics, 2008
                                                                                                                                                                                          • Figure 96: Share of aggregate expenditures on key product categories—Hispanics vs. non-Hispanics, 2008
                                                                                                                                                                                          • Figure 97: Types of frozen seafood consumed by Hispanics, by household income, April 2009-June 2010
                                                                                                                                                                                          • Figure 98: Types of beef and pork consumed by Hispanics, by household income, April 2009-June 2010
                                                                                                                                                                                          • Figure 99: Product attributes Hispanic consumers look for when purchasing poultry, by household income, August 2010
                                                                                                                                                                                      • Appendix: Trade Associations

                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                        • Albertsons Inc.
                                                                                                                                                                                        • Amazon North America
                                                                                                                                                                                        • American Heart Association, Inc.
                                                                                                                                                                                        • American Meat Institute (AMI)
                                                                                                                                                                                        • BP p.l.c.
                                                                                                                                                                                        • CBS Corporation
                                                                                                                                                                                        • Centers for Disease Control and Prevention
                                                                                                                                                                                        • Chipotle Mexican Grill Inc.
                                                                                                                                                                                        • Coca-Cola Company (The) (USA)
                                                                                                                                                                                        • Costco Wholesale Corporation
                                                                                                                                                                                        • Financial Times Group
                                                                                                                                                                                        • Food Marketing Institute
                                                                                                                                                                                        • FreshDirect Inc
                                                                                                                                                                                        • Grocery Manufacturers Association (GMA)
                                                                                                                                                                                        • Grocery Manufacturers of America (GMA)
                                                                                                                                                                                        • Groupe Danone
                                                                                                                                                                                        • Häagen-Dazs
                                                                                                                                                                                        • International Dairy Foods Association
                                                                                                                                                                                        • International Dairy·Deli·Bakery Association
                                                                                                                                                                                        • International Food Information Council Foundation (IFIC)
                                                                                                                                                                                        • Lifeway Foods Inc.
                                                                                                                                                                                        • McKinsey & Company
                                                                                                                                                                                        • National Cattlemen's Beef Association
                                                                                                                                                                                        • National Chicken Council
                                                                                                                                                                                        • National Institute of Arthritis and Musculoskeletal and Skin Diseases (NIAMS)
                                                                                                                                                                                        • National Pork Board
                                                                                                                                                                                        • National Turkey Federation (The)
                                                                                                                                                                                        • Natural Products Association
                                                                                                                                                                                        • Peapod
                                                                                                                                                                                        • Perdue Farms Incorporated
                                                                                                                                                                                        • Southwest Airlines Co.
                                                                                                                                                                                        • Telemundo Communications Group, Inc.
                                                                                                                                                                                        • The New York Times Company
                                                                                                                                                                                        • Tillamook County Creamery Association
                                                                                                                                                                                        • Trader Joe's Company Inc
                                                                                                                                                                                        • U.S. Bureau of Labor Statistics
                                                                                                                                                                                        • U.S. Bureau of the Census
                                                                                                                                                                                        • U.S. Department of Agriculture
                                                                                                                                                                                        • Walmart Stores (USA)
                                                                                                                                                                                        • Whole Foods Market Inc
                                                                                                                                                                                        • Winn-Dixie Stores
                                                                                                                                                                                        • Yoplait USA

                                                                                                                                                                                        Hispanics and the Perimeter of the Grocery Store - US - February 2011

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