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Hispanics and the Retail Experience - US - July 2009

Nothing could be more exciting to a retailer than to find customers who are spending more money, are not as price sensitive in certain channels, and are telling their friends about where they found the products they bought. Hispanic consumers, with their quickly growing population and economic power, are an excellent opportunity for those retailers that are able to uncover the key motivators to attract and stimulate purchases by these lucrative shoppers.

This report will cover many of those insights as it relates to the following key areas:

  • The factors involved in getting Hispanic consumers from couch to cash register, understanding the economic, social, geographic and psychographic dynamics of generating Hispanic foot traffic and ultimately generating revenue
  • The purchasing dynamics behind the channels that Hispanics most commonly use to purchase their groceries, toiletries and cosmetics, clothing, home electronics and home improvement items, as well as a unique source where they obtain products from their home country
  • The impact of Walmart, specifically the introduction of a new concept store geared toward Hispanic shoppers
  • Effectiveness of various marketing elements that help enhance a Hispanic shopper’s in-store experience and stimulate purchase
  • Important dynamics about the growth of Hispanic demographic segments that create tremendous economic opportunity for retailers and manufacturers
  • The impact of Hispanic acculturation on shopping behavior, including key attitudes developed throughout various lifestages and the acculturation process

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Table of contents

  1. Scope and Themes

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

                    • The Hispanic retail consumer
                      • Couch to cash register analysis
                        • Retail channels for groceries
                          • Retail channels for non-food items
                            • Drug store
                              • Clothing (department, discount, children's toys, clothing and footwear stores)
                                • Home electronics
                                  • Convenience store and Hispanic grocers
                                    • Bodegas
                                      • Understanding the consumer
                                        • Demographics
                                          • Acculturation
                                          • Insights and Opportunities

                                            • Demographics matter
                                              • Economics and priorities
                                                • Keeping it simple
                                                • Inspire Insights

                                                    • Trend: Trading Up, Trading Down, Trading Over
                                                      • What's it about?
                                                        • What we've seen
                                                          • Specifics
                                                            • Trend: Corner Store
                                                              • What's it about?
                                                                • What we've seen
                                                                  • Specifics
                                                                    • Implications
                                                                    • The Hispanic Consumer

                                                                        • Hispanics’ financial data
                                                                          • Hispanic purchasing power
                                                                            • Figure 1: Purchasing power, by race/ethnicity, 2008
                                                                            • Figure 2: Median household income, by race and Hispanic origin of householder, 2007
                                                                            • Figure 3: Household income distribution, by race and Hispanic origin of householder, 2007
                                                                          • Hispanic income levels
                                                                            • Figure 4: Largest Hispanic markets, by Hispanic disposable income, 2008
                                                                          • Hispanics’ economic growth
                                                                            • Hispanics in today’s economy
                                                                                • Figure 5: Hispanics now looking for deals/sales more than they did a year ago, by household income, December 2008
                                                                              • Hispanics’ economic outlook
                                                                                • Figure 6: Hispanics who describe the U.S. as a land of opportunity, by household income, December 2008
                                                                              • Hispanics by household income
                                                                                • Figure 7: Hispanic attitudes towards personal finances, by household income, December 2008
                                                                              • Hispanics by age group
                                                                                • Figure 8: Hispanic attitudes towards personal finances, by age, December 2008
                                                                              • Hispanics by place of birth
                                                                                • Figure 9: Hispanic attitudes towards personal finances, by place of birth, December 2008
                                                                              • The Hispanic household
                                                                                • Figure 10: Average household size, by Hispanic origin/race of householder, 2001 and 2006
                                                                                • Figure 11: Households, by number of persons in the household—Hispanics versus non-Hispanics, 2006
                                                                              • Children in the household
                                                                                • Figure 12: Households, by presence of children—Hispanics versus non-Hispanics, 2006
                                                                              • Hispanic household earners
                                                                                • Figure 13: Number of household earners, by income level, December 2008
                                                                              • Income earners by language preference at home
                                                                                • Figure 14: Number of household earners, by language preference, December 2008
                                                                              • Hispanics’ category expenditures
                                                                                  • Figure 15: Hispanic expenditures, by category, 2006-09
                                                                              • The Hispanic Retail Consumer

                                                                                  • Hispanic mindset
                                                                                    • Figure 16: Attitudes towards shopping—Hispanics versus non-Hispanics, October 2007-December 2008
                                                                                    • Figure 17: Attitudes towards shopping—Hispanics versus non-Hispanics, by gender, October 2007-December 2008
                                                                                  • By language
                                                                                    • Figure 18: Hispanic attitudes towards shopping and shopping behavior, by language spoken at home, October 2007-December 2008
                                                                                  • A social shopper is born
                                                                                      • Figure 19: Attitudes towards shopping—Hispanics versus non-Hispanics, October 2007-December 2008
                                                                                      • Figure 20: Hispanic attitudes and behaviors about shopping with family and children, by language preference at spoken at home, October 2007-December 2008
                                                                                    • Marital status affects enjoyment of shopping with kids
                                                                                      • Figure 21: Attitudes towards shopping with children—Hispanics versus non-Hispanics, by marital status, October 2007-December 2008
                                                                                    • Macho shopping
                                                                                        • Figure 22: Attitudes towards shopping—Hispanics versus non-Hispanics, by gender, October 2007-December 2008
                                                                                      • Key motivations to go shopping
                                                                                        • Figure 23: Motivations to shop—Hispanics versus non-Hispanics, October 2007-December 2008
                                                                                      • Selecting where to go shopping
                                                                                        • Figure 24: Motivators for where to shop—Hispanics versus non-Hispanics, October 2007-December 2008
                                                                                      • Coupons as a traffic driver
                                                                                        • By language preference
                                                                                          • Figure 25: Coupons as a foot traffic generator, by language preference spoken at home, October 2007-December 2008
                                                                                        • By education
                                                                                          • Figure 26: Coupons as a foot traffic generator, by education levels, October 2007-December 2008
                                                                                        • Attracting those who live alone
                                                                                            • Figure 27: Hispanic motivators for shopping, by household size, October 2007-December 2008
                                                                                          • Price sensitivity in selecting retail destinations
                                                                                            • Hispanics and non-Hispanics
                                                                                              • Figure 28: Attitudes towards shopping—Hispanics versus non-Hispanics, October 2007-December 2008
                                                                                            • By language preference
                                                                                                • Figure 29: Hispanics attitudes towards price, by language preference spoken at home, October 2007-December 2008
                                                                                              • Bilingual retail communicators
                                                                                                • Figure 30: Store preference based on bilingual employees and signage, by Hispanic acculturation and non-Hispanic, September 2007
                                                                                              • Geographic considerations
                                                                                                • Figure 31: Hispanic distance tolerance, by acculturated Hispanic and non-Hispanics, September 2007
                                                                                                • Figure 32: Hispanic distance tolerance, by store type, May 2009
                                                                                                • Figure 33: Hispanic distance tolerance, by store type, May 2009
                                                                                              • When location does not matter
                                                                                                • Figure 34: Willingness to travel to favorite stores or outlet stores—Hispanics versus non-Hispanics, October 2007-December 2008
                                                                                              • Shopping on a budget
                                                                                                • Figure 35: Hispanics and non-Hispanics shopping on a budget, by level of acculturation, September 2007
                                                                                              • In-store shopping behaviors
                                                                                                • Hispanics and non-Hispanics
                                                                                                  • Figure 36: Attitudes towards shopping—Hispanics versus non-Hispanics, October 2007-December 2008
                                                                                                • Race/Hispanic origin and gender
                                                                                                  • Figure 37: Shopping behavior in-store—Hispanics versus non-Hispanics, by gender, October 2007-December 2008
                                                                                                • By language
                                                                                                  • Figure 38: Hispanic shopping behavior in-store, by language preference when reading, October 2007-December 2008
                                                                                                • By place of birth
                                                                                                    • Figure 39: Hispanic shopping behavior, by place of birth, October 2007-December 2008
                                                                                                  • Green shopping
                                                                                                    • Figure 40: Shopping for environmentally friendly products—Hispanics versus non-Hispanics, October 2007-December 2008
                                                                                                  • More acculturation means less green
                                                                                                    • Figure 41: Hispanic shopping for environmentally friendly products, by language preference spoken at home, October 2007-December 2008
                                                                                                    • Figure 42: Hispanic shopping for environmentally friendly products, by place of birth, October 2007-December 2008
                                                                                                  • Children’s effect on shopping
                                                                                                      • Figure 43: Effect of children on shopping—Hispanics versus non-Hispanics, October 2007-December 2008
                                                                                                    • By place of birth
                                                                                                      • Figure 44: Hispanic effect of children on shopping, by place of birth, October 2007-December 2008
                                                                                                    • By language
                                                                                                      • Figure 45: Hispanic effect of children on shopping, by language preference when watching television, October 2007-December 2008
                                                                                                  • Retail Channels for Groceries

                                                                                                      • Household grocery spending
                                                                                                        • By race/Hispanic origin
                                                                                                          • Figure 46: Average spent on groceries per week, by race/Hispanic origin, October 2007-December 2008
                                                                                                        • By household income
                                                                                                          • Figure 47: Household grocery expenditure—Hispanics versus non-Hispanics, by income level, October 2007-December 2008
                                                                                                        • By language preference
                                                                                                          • Figure 48: Hispanic average spent on groceries, by language preference when reading, October 2007-December 2008
                                                                                                        • Hispanic attitude toward grocery shopping
                                                                                                          • Figure 49: Attitudes towards grocery shopping—Hispanics versus non-Hispanics, October 2007-December 2008
                                                                                                          • Figure 50: Television ad for Publix Supermarket, May 2009
                                                                                                        • By language preference
                                                                                                          • Figure 51: Hispanic attitudes towards grocery shopping, by language preference spoken at home, October 2007-December 2008
                                                                                                        • Channel analysis
                                                                                                          • The communal shopping cart
                                                                                                            • Figure 52: Hispanic and non-Hispanic spending on CPGs, by retail channel, August 2007
                                                                                                            • Figure 53: Hispanic spending on CPGs—Hispanics versus non-Hispanics, August 2007
                                                                                                          • More cha-ching at the register
                                                                                                            • Figure 54: Hispanic and non-Hispanic dollars spent per trip, by channel, August 2007
                                                                                                            • Figure 55: Dollars spent per trip—Hispanics versus non-Hispanics, by retail channel, August 2007
                                                                                                          • So what’s in the basket?
                                                                                                              • Figure 56: Top five categories in the Hispanic basket indexing >20% above non-Hispanic, by all outlets, August 2007
                                                                                                              • Figure 57: Top five categories in the Hispanic basket indexing >20% above non-Hispanic, by all outlets, August 2007
                                                                                                            • See you mañana, maybe…
                                                                                                              • Figure 58: Hispanic and non-Hispanic shopping trip frequency, by channel, August 2007
                                                                                                              • Figure 59: Shopping trip frequency—Hispanics versus non-Hispanics, by channel, August 2007
                                                                                                            • Supermercado de Walmart
                                                                                                              • Supermarket/food store usage
                                                                                                                • Usage by Hispanics and non-Hispanics
                                                                                                                  • Figure 60: Usage of supermarkets—Hispanics versus non-Hispanics, October 2007-December 2008
                                                                                                                • Supermarket/food store usage by acculturation
                                                                                                                  • Figure 61: Hispanic usage of supermarkets, by age and gender, October 2007-December 2008
                                                                                                                • Affluence reduces shopping at supermarkets
                                                                                                                  • Figure 62: Usage of supermarkets—Hispanics versus non-Hispanics, by household income, October 2007-December 2008
                                                                                                                  • Figure 63: Hispanic usage of supermarkets, by household income, October 2007-December 2008
                                                                                                                  • Figure 64: Non-Hispanic usage of supermarkets, by household income, October 2007-December 2008
                                                                                                                • Affluent exceptions
                                                                                                                  • Figure 65: Hispanic usage of supermarkets, by household income, October 2007-December 2008
                                                                                                                • Key traffic drivers and in-store behaviors
                                                                                                                  • Figure 66: Hispanic traffic driving shopping behaviors, May 2009
                                                                                                                  • Figure 67: Hispanic traffic driving shopping behaviors, by language spoken at home, May 2009
                                                                                                                • What’s in the grocery channel basket?
                                                                                                                  • Figure 68: Top five categories in grocery items in grocery Hispanic basket indexing >20% above non-Hispanic, August 2007
                                                                                                                  • Figure 69: Top five categories in grocery items in the grocery Hispanic basket, August 2007
                                                                                                                • In-store influencers
                                                                                                                  • Signage by language
                                                                                                                    • Figure 70: Signage language preference, by language spoken at home, May 2009
                                                                                                                  • Signage by place of birth
                                                                                                                    • Figure 71: Language preference for signage, by place of birth, May 2009
                                                                                                                  • In-store shopper marketing
                                                                                                                    • Figure 72: Effectiveness of various in-store shopper marketing mediums—Hispanics versus non-Hispanics, October 2007-December 2008
                                                                                                                  • Other services attracting Hispanics
                                                                                                                    • Financial conveniences
                                                                                                                      • Figure 73: Financial services used at supermarkets, by Hispanic rate of usage, May 2009
                                                                                                                    • Financial conveniences by acculturation
                                                                                                                      • Figure 74: Additional services used at supermarkets by Hispanics, by language preference, May 2009
                                                                                                                  • Retail Channels for Non-Food Items

                                                                                                                      • Drug stores
                                                                                                                        • Which stores do consumers choose
                                                                                                                          • Hispanics and non-Hispanics
                                                                                                                            • Figure 75: Drug store usage—Hispanics versus non-Hispanics, October 2007-December 2008
                                                                                                                          • What Hispanics are buying at drug stores
                                                                                                                            • Figure 76: Top five categories in drug store Hispanic basket indexing >20% above non-Hispanic, August 2007
                                                                                                                            • Figure 77: Top five categories in drug store Hispanic basket indexing >20% above non-Hispanic, August 2007
                                                                                                                          • Attitude toward toiletries and cosmetic expenditures
                                                                                                                            • By Hispanics and non-Hispanics
                                                                                                                              • Figure 78: Attitudes towards toiletries and cosmetic expenditures—Hispanics versus non-Hispanics, October 2007-December 2008
                                                                                                                            • Clothing retailers
                                                                                                                              • From shopping to purchasing
                                                                                                                                • Figure 79: Clothing stores used—shopped last three months versus purchased last four weeks—Hispanics versus non-Hispanics, October 2007-December 2008
                                                                                                                              • Clothes shopping by acculturation
                                                                                                                                • Figure 80: Hispanic clothing store usage—shopped last three months versus purchased last four weeks, by language prefered to watch TV, October 2007-December 2008
                                                                                                                              • In-store shopping behaviors by acculturation
                                                                                                                                • Figure 81: Hispanic shopping behavior in-store, by language preference when watching television, October 2007-December 2008
                                                                                                                              • Shopper marketing merchandising
                                                                                                                                • Figure 82: Effectiveness of various in-store shopper marketing media—Hispanics versus non-Hispanics, January 2009
                                                                                                                              • Retail shopping for the home
                                                                                                                                • Home electronics
                                                                                                                                  • From shopping to purchasing
                                                                                                                                    • Figure 83: Home electronic store usage—shopped last three months versus purchased last four weeks—Hispanics versus non-Hispanics, October 2007-December 2008
                                                                                                                                  • Shopping and purchases by acculturation
                                                                                                                                    • Figure 84: Hispanic home electronic store usage—shopped last three months versus purchased last four weeks, by language prefered when watching television, October 2007-December 2008
                                                                                                                                  • Home improvement
                                                                                                                                    • From shopping to purchasing
                                                                                                                                      • Figure 85: Home improvement store usage—shopped last three months versus purchased last four weeks—Hispanics versus non-Hispanics, October 2007-December 2008
                                                                                                                                      • Figure 86: Television ad for The Home Depot, May 2009
                                                                                                                                  • Convenience Store and Hispanic Grocers

                                                                                                                                      • Figure 87: Incidence of visiting convenience stores, by race/Hispanic origin, July 2007-September 2008
                                                                                                                                    • Preferences by race/Hispanic origin
                                                                                                                                      • Figure 88: Convenience stores shopped most frequently, by race/Hispanic origin, January 2009
                                                                                                                                    • Convenience stores and the Hispanic shopper
                                                                                                                                      • Figure 89: Products bought at convenience stores, by race/Hispanic origin, January 2009
                                                                                                                                    • Healthy snacks or junk food favorites
                                                                                                                                      • Figure 90: Food and drink items bought at convenience stores, by race/Hispanic origin, January 2009
                                                                                                                                    • An unexpected anomaly
                                                                                                                                      • Figure 91: Top five categories in convenience store Hispanic basket indexing >20% above non-Hispanic, August 2007
                                                                                                                                      • Figure 92: Top five categories in convenience store Hispanic basket, August 2007
                                                                                                                                    • Race/Hispanic origin and age
                                                                                                                                      • Figure 93: Frequency of visiting convenience stores, by race/Hispanic origin and age, January 2009
                                                                                                                                    • What is being purchased and by whom
                                                                                                                                      • Figure 94: Products bought at convenience stores, by race/Hispanic origin and age, January 2009
                                                                                                                                    • Indicated areas of growth
                                                                                                                                        • Figure 95: Interest in products/services at convenience stores, by race/Hispanic origin and age, January 2009
                                                                                                                                      • In-store advertising
                                                                                                                                        • Figure 96: Effectiveness of various in-store shopper marketing mediums—Hispanics versus non-Hispanics, January 2009
                                                                                                                                      • Bodegas/Tienditas
                                                                                                                                        • Advantages of a bodega
                                                                                                                                          • Figure 97: Hispanic preference for products from home country, by language preference spoken at home, October 2007-December 2008
                                                                                                                                          • Figure 98: Phone cards used or would be used by Hispanics at grocery establishments, by language preference, May 2009
                                                                                                                                        • Challenges
                                                                                                                                        • Cluster Analysis

                                                                                                                                            • The Underserved
                                                                                                                                              • Who they are
                                                                                                                                                • Opportunity
                                                                                                                                                  • Uninterested
                                                                                                                                                    • Who they are
                                                                                                                                                      • Opportunity
                                                                                                                                                        • Utilizers
                                                                                                                                                          • Who they are
                                                                                                                                                            • Opportunity
                                                                                                                                                              • Cluster characteristics
                                                                                                                                                                • Figure 99: Hispanics and retail clusters, May 2009
                                                                                                                                                                • Figure 100: Additional services used at supermarkets by Hispanics, by retail clusters, May 2009
                                                                                                                                                                • Figure 101: Additional services offered at supermarkets that Hispanics would use if offered, by retail clusters, May 2009
                                                                                                                                                                • Figure 102: Additional services offered by supermarkets that Hispanics have not used or would use, by retail clusters, May 2009
                                                                                                                                                                • Figure 103: What are Hispanic consumers looking for from their retailer, by retail clusters, May 2009
                                                                                                                                                              • Cluster demographics
                                                                                                                                                                • Figure 104: Hispanics and retail clusters, by gender, May 2009
                                                                                                                                                                • Figure 105: Hispanics and retail clusters, by age, May 2009
                                                                                                                                                                • Figure 106: Hispanics and retail clusters, by household income, May 2009
                                                                                                                                                                • Figure 107: Hispanics and retail clusters, by language dominance, May 2009
                                                                                                                                                                • Figure 108: Hispanics and retail clusters, by place of birth, May 2009
                                                                                                                                                              • Cluster methodology
                                                                                                                                                              • U.S. Hispanic Population

                                                                                                                                                                  • Demographic data
                                                                                                                                                                    • U.S. Hispanic population
                                                                                                                                                                      • U.S. population by race/Hispanic origin
                                                                                                                                                                        • Figure 109: Population, by race/Hispanic origin, 1970-2020
                                                                                                                                                                        • Figure 110: Asian/Pacific Islander, Black, and Hispanic populations, 1940-2020
                                                                                                                                                                        • Figure 111: Population, by race and Hispanic origin, 2004-14
                                                                                                                                                                      • Age
                                                                                                                                                                        • The Hispanic and non-Hispanic population by age
                                                                                                                                                                          • Figure 112: U.S. Hispanic population, by age, 2004-14
                                                                                                                                                                          • Figure 113: Total U.S. population, by age, 2004-14
                                                                                                                                                                        • Generations
                                                                                                                                                                          • Hispanics by generation
                                                                                                                                                                            • Figure 114: Generations, by Hispanic origin, 2008
                                                                                                                                                                            • Figure 115: Fertility rate, by race and Hispanic origin of mother, 1996-2006
                                                                                                                                                                          • Country of origin/heritage
                                                                                                                                                                            • Figure 116: Hispanic population, by country of origin/heritage, 2007
                                                                                                                                                                            • Figure 117: Hispanics, by country of origin/heritage, 2007
                                                                                                                                                                          • Geographic location
                                                                                                                                                                            • Hispanics by geographic concentration
                                                                                                                                                                              • Figure 118: Hispanic population, by region and by country of origin/heritage, 2007
                                                                                                                                                                              • Figure 119: Hispanic population, by region and by country of origin/heritage, 2007
                                                                                                                                                                              • Figure 120: Hispanic population in top five states, by country of origin, 2006
                                                                                                                                                                            • States with greatest Hispanic population growth
                                                                                                                                                                              • Figure 121: Hispanic population greatest percentage increase, 2000-06
                                                                                                                                                                            • Key Hispanic metropolitan areas
                                                                                                                                                                              • Figure 122: Metropolitan areas with the largest number of Hispanic residents, by country of origin, 2006
                                                                                                                                                                          • Acculturation

                                                                                                                                                                              • What is acculturation?
                                                                                                                                                                                • Why is level of acculturation important?
                                                                                                                                                                                  • Unacculturated/Enculturated
                                                                                                                                                                                    • Acculturated/Bicultural
                                                                                                                                                                                      • Assimilated
                                                                                                                                                                                          • Figure 123: Hispanics, by acculturation and assimilation level, 1998-2008
                                                                                                                                                                                        • What is retro-acculturation?
                                                                                                                                                                                          • Retro-acculturation
                                                                                                                                                                                          • Appendix: Experian Simmons

                                                                                                                                                                                              • Figure 124: Hispanic types of employment status, by age, October 2007-December 2008
                                                                                                                                                                                              • Figure 125: Hispanics who describe the U.S. as a land of opportunity, by age, December 2008
                                                                                                                                                                                              • Figure 126: Hispanic attitudes: “My financial situation will improve with this new President,” by age, December 2008
                                                                                                                                                                                          • Appendix: Trade Associations

                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                            • Ace Hardware Corporation
                                                                                                                                                                                            • Food Marketing Institute
                                                                                                                                                                                            • Home Depot (USA)
                                                                                                                                                                                            • National Retail Federation (NRF)
                                                                                                                                                                                            • Nestlé USA
                                                                                                                                                                                            • RadioShack Corporation
                                                                                                                                                                                            • Retail Industry Leaders Association (RILA)
                                                                                                                                                                                            • Simon & Schuster, Inc.
                                                                                                                                                                                            • Trader Joe's Company Inc
                                                                                                                                                                                            • U.S. Bureau of Labor Statistics
                                                                                                                                                                                            • Vilore Foods Company Inc.
                                                                                                                                                                                            • Walgreen Co
                                                                                                                                                                                            • Walmart Stores (USA)

                                                                                                                                                                                            Hispanics and the Retail Experience - US - July 2009

                                                                                                                                                                                            £3,174.67 (Excl.Tax)