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Hispanics' Snacking Preferences - US - February 2017

"Practically all Hispanic households consume snacks. However, they consume a wider variety of snacks as they become acculturated, resulting in snacking habits, preferences, and motivations for consumption becoming increasingly complex. Since less-acculturated Hispanics gravitate toward fewer types of snacks, there are opportunities for brands to connect with Hispanics as they become more bicultural/acculturated and open to try types of snacks."

Juan Ruiz, Director of Hispanic Insights

This report looks at the following areas:

  • Spanish and English-dominant Hispanics represent different challenges
  • Hispanic women buy snacks with their families in mind
  • The majority of Hispanics want more healthy snack options

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • There are five types of Hispanic snack consumers
          • Figure 1: Hispanics’ snacking preferences segments, October 2016
        • The issues
          • Spanish and English-dominant Hispanics represent different challenges
            • Figure 2: Hispanic households’ consumption of snacks, by language spoken at home, July 2015-August 2016
          • Hispanic women buy snacks with their families in mind
            • Figure 3: Snack purchase influencers – Family, by gender and age, October 2016
          • The majority of Hispanics want more healthy snack options
            • Figure 4: Attitudes toward snacks and health, by age, October 2016
          • The opportunities
            • Despite Hispanics’ overall youth, the clock is still ticking
              • Figure 5: Snack purchase influencers – Health, by gender and age, October 2016
            • Explaining ingredients
              • Figure 6: Attitudes toward snacks and ingredients, by age, October 2016
            • Looking for the fertile ground
              • Figure 7: Hispanics’ perception of snacks’ advertising – Great advertising or don’t pay attention, October 2016
            • What it means
            • The Market – What You Need to Know

              • There are five attitudinal segments for Hispanics’ snacking preferences
                • A young and bicultural market represents opportunities
                  • The influence of the family
                    • Income may keep Hispanics from being too adventurous in the snacks they purchase
                      • Country of origin impacts snacking preferences
                        • Additional considerations
                        • Hispanics’ Snacking Preferences Segmentation

                          • Five unique segments were identified
                            • Figure 8: Hispanics’ snacking preferences segments, October 2016
                          • Conscious Snackers (16%)
                            • Who are they?
                              • The opportunity
                                • Figure 9: Profile of Hispanic Conscious Snackers, October 2016
                              • Therapeutic Snackers (21%)
                                • Who are they?
                                  • The opportunity
                                    • Figure 10: Profile of Hispanic Therapeutic Snackers, October 2016
                                  • Averse Snackers (18%)
                                    • Who they are?
                                      • The opportunity
                                        • Figure 11: Profile of Hispanic Averse Snackers, October 2016
                                      • Indulgent Snackers (24%)
                                        • Who are they?
                                          • The opportunity
                                            • Figure 12: Profile of Hispanic Indulgent Snackers, October 2016
                                          • Unconcerned Snackers (21%)
                                            • Who are they?
                                              • The opportunity
                                                • Figure 13: Profile of Hispanic Unconcerned Snackers, October 2016
                                              • Cluster methodology
                                              • Market Factors

                                                • Hispanic market is young and bicultural
                                                  • Figure 14: Population by Hispanic origin and generation share, 2017
                                                • Hispanics live in larger households
                                                  • Figure 15: Average household size, by race and Hispanic origin, 2016
                                                  • Figure 16: Households with related children, by race and Hispanic origin of householder, 2016
                                                • Lower median household income can hinder discretionary spending
                                                  • Median household income for Hispanics significantly below national median
                                                    • Figure 17: Median household income, by race and Hispanic origin of householder, 2015
                                                    • Figure 18: Median household income, by race/Hispanic origin of householder, in inflation-adjusted dollars, 2005-15
                                                    • Figure 19: Household income distribution, by race and Hispanic origin of householder, 2015
                                                  • Hispanics’ country of origin/descent includes 20 countries
                                                    • Figure 20: Hispanic population, by country of origin/heritage, 2015
                                                • Market Perspective

                                                  • Ultimately, snacks satisfy cravings
                                                    • Figure 21: Hispanics’ reasons for snacking, indexed to all, January 2015
                                                  • Younger Hispanics key to drive positive changes in snack purchases and consumption
                                                    • Figure 22: Hispanics’ perceived change in purchase and consumption of snacks compared to last year, by key demographics, October 2016
                                                  • Snacks on the go
                                                    • Figure 23: Where Hispanics consume snacks, by gender and age, October 2016
                                                • What’s Happening – What You Need to Know

                                                  • There are a lot of snacks to choose from
                                                    • And lots of flavors, too
                                                      • For food, differences by country of origin matter
                                                        • Brands associated with the country of origin
                                                        • What’s Happening?

                                                          • It’s a fragmented market
                                                            • Figure 24: Number of different types of snacks households consume, by Hispanic origin and language spoken at home, July 2015-August 2016
                                                          • Leveraging brand equity
                                                            • Flavors, lots of flavors
                                                              • Country of origin may dictate regional differences
                                                                • Brands from country of origin
                                                                • What’s Next?

                                                                  • A bicultural and complex market
                                                                  • The Consumer – What You Need to Know

                                                                    • Hispanic households embrace variety
                                                                      • Families influence which snacks Hispanics purchase
                                                                        • Hispanics buy snacks at 3.4 types of stores on average
                                                                          • Presence of children may prompt Hispanics to look for snacks with fewer ingredients
                                                                            • Hispanics aged 25 to 44 more likely to see indulging in snacks as a reward
                                                                              • Hispanics split about sweet vs salty snacks
                                                                                • Younger Hispanics more likely to buy on impulse
                                                                                • Hispanic Households’ Snack Consumption

                                                                                  • Hispanic households consume a variety of snacks
                                                                                    • Figure 25: Hispanic households’ consumption of snacks, indexed to all, July 2015-August 2016
                                                                                  • Consumption variety increases in English-dominant households
                                                                                    • Figure 26: Hispanic households’ consumption of snacks, by language spoken at home, July 2015-August 2016
                                                                                • Snack Purchase Influencers

                                                                                    • What Hispanic families like has a lot of weight
                                                                                        • Figure 27: Snack purchase influencers, October 2016
                                                                                      • Hispanic women more likely to buy snacks for others in the household
                                                                                        • Figure 28: Snack purchase influencers – General influencers, by gender and age, October 2016
                                                                                      • Less-acculturated Hispanics more likely to be overwhelmed by so many options
                                                                                        • Figure 29: Snack purchase influencers – General influencers, by level of acculturation, October 2016
                                                                                      • Older Hispanic women more likely to gravitate toward natural snacks
                                                                                        • Figure 30: Snack purchase influencers – Ingredients, by gender and age, October 2016
                                                                                      • Too much sugar is an issue among acculturated Hispanics
                                                                                        • Figure 31: Snack purchase influencers – Ingredients, by level of acculturation, October 2016
                                                                                    • Snacks Shopping Location

                                                                                        • Hispanics buy snacks from multiple places
                                                                                          • Figure 32: Places where Hispanics buy snacks, October 2016
                                                                                        • Younger Hispanic men more likely to buy snacks on the go
                                                                                          • A note on vending machines
                                                                                            • Figure 33: Places where Hispanics buy snacks, by gender and age, October 2016
                                                                                          • Acculturated Hispanics more likely to buy snacks at supermarkets
                                                                                            • Figure 34: Places where Hispanics buy snacks, by level of acculturation, October 2016
                                                                                        • Hispanics’ Attitudes toward Snacks

                                                                                            • A snack is a snack
                                                                                              • Figure 35: Attitudes toward snacks, October 2016
                                                                                            • Hispanics’ attitudes toward snacks – Ingredients
                                                                                              • Presence of children may prompt Hispanics to look for snacks with fewer ingredients
                                                                                                • Figure 36: Attitudes toward snacks and ingredients, by age, October 2016
                                                                                                • Figure 37: Attitudes toward snacks and ingredients, by parental status, October 2016
                                                                                              • Higher household income empowers Hispanics to look for snacks with fewer ingredients
                                                                                                • Figure 38: Attitudes toward snacks and ingredients, by household income, October 2016
                                                                                              • Hispanics’ attitudes toward snacks – Indulgence
                                                                                                • Hispanics aged 25 to 44 more likely to see indulging in snacks as a reward
                                                                                                  • Figure 39: Attitudes toward snacks and indulgence, by age, October 2016
                                                                                                  • Figure 40: Attitudes toward snacks and indulgence, by level of acculturation, October 2016
                                                                                                • Hispanics’ attitudes toward snacks – Health
                                                                                                  • There is a desire for more healthy snack options
                                                                                                    • Figure 41: Attitudes toward snacks and health, by age, October 2016
                                                                                                    • Figure 42: Attitudes toward snacks and health, by household income, October 2016
                                                                                                  • Hispanics’ attitudes toward snacks – Snacking motivators
                                                                                                    • Bicultural Hispanics more likely to see benefits in consuming snacks
                                                                                                      • Figure 43: Attitudes toward snacks and snacking motivators, by age, October 2016
                                                                                                      • Figure 44: Attitudes toward snacks and snacking motivators, by level of acculturation, October 2016
                                                                                                  • Snack Preferences – Salty or Sweet

                                                                                                      • Hispanics consume both depending on the occasion
                                                                                                        • Figure 45: Hispanics’ snack preference – Salty or sweet, October 2016
                                                                                                        • Figure 46: Hispanics’ snack preference – Salty or sweet, by key demographics, October 2016
                                                                                                    • Snack Purchases – Impulse or Planned

                                                                                                        • Hispanics doing both
                                                                                                          • Figure 47: Hispanics’ purchases of the snacks – Impulse or planned, October 2016
                                                                                                          • Figure 48: Hispanics’ purchases of the snacks – Impulse or planned, by key demographics, October 2016
                                                                                                      • Snack Purchases – Small or Large Snack Sizes

                                                                                                          • Hispanics doing both
                                                                                                            • Figure 49: Hispanics’ purchase preferences of the snacks – Small or large snack sizes, October 2016
                                                                                                            • Figure 50: Hispanics’ purchase preferences of the snacks – Small or large snack sizes, by key demographics, October 2016
                                                                                                        • Perception of Advertising About Snacks

                                                                                                            • One in-four Hispanics embrace the advertising of snacks they like
                                                                                                                • Figure 51: Hispanics’ perception of snacks’ advertising – Great advertising or don’t pay attention, October 2016
                                                                                                                • Figure 52: Important factors when Hispanics choose snacks – Health vs flavor, October 2016, by key demographics, October 2016
                                                                                                            • Appendix – Data Sources and Terms

                                                                                                              • Data sources
                                                                                                                • Consumer survey data
                                                                                                                  • Terms
                                                                                                                    • A note on acculturation
                                                                                                                    • Appendix – Potato Chips

                                                                                                                        • Figure 53: Hispanic households’ consumption of potato chips, by key demographics indexed to all, July 2015-August 2016
                                                                                                                        • Figure 54: Types of potato chips that Hispanic households consume, indexed to all, July 2015-August 2016
                                                                                                                        • Figure 55: Flavors of potato chips that Hispanic households consume, indexed to all, July 2015-August 2016
                                                                                                                        • Figure 56: Brands of potato chips that Hispanic households consume, indexed to all, July 2015-August 2016
                                                                                                                    • Appendix – Ready-to-Eat Cookies

                                                                                                                        • Figure 57: Hispanic households’ consumption of ready-to-eat cookies, by key demographics indexed to all, July 2015-August 2016
                                                                                                                        • Figure 58: Types of ready-to-eat cookies that Hispanic households consume, indexed to all, July 2015-August 2016
                                                                                                                        • Figure 59: Brands of ready-to-eat cookies that Hispanic households consume, indexed to all, July 2015-August 2016
                                                                                                                    • Appendix – Corn, Tortilla, or Cheese Chips/Snacks

                                                                                                                        • Figure 60: Hispanic households’ consumption of corn, tortilla, or cheese chips/snacks, by key demographics indexed to all, July 2015-August 2016
                                                                                                                        • Figure 61: Brands of corn, tortilla, or cheese chips/snacks that Hispanic households consume, indexed to all, July 2015-August 2016
                                                                                                                    • Appendix – Chocolate and Other Candy

                                                                                                                        • Figure 62: Hispanics’ personal consumption of chocolate and other candy, by key demographics indexed to all, July 2015-August 2016
                                                                                                                        • Figure 63: Types of chocolate and other candy that Hispanics consume, indexed to all, July 2015-August 2016
                                                                                                                        • Figure 64: Summary of brands of chocolate and other candy that Hispanics consume, indexed to all, July 2015-August 2016
                                                                                                                    • Appendix – Snack Crackers, Saltines, and Graham Crackers

                                                                                                                        • Figure 65: Hispanic households’ consumption of snack crackers, saltines, and graham crackers, by key demographics indexed to all, July 2015-August 2016
                                                                                                                        • Figure 66: Types of snack crackers, saltines, and graham crackers that Hispanic households consume, indexed to all, July 2015-August 2016
                                                                                                                        • Figure 67: Summary of brands of snack crackers, saltines, and graham crackers that Hispanic households consume, indexed to all, July 2015-August 2016
                                                                                                                    • Appendix – Popcorn

                                                                                                                        • Figure 68: Hispanic households’ consumption of popcorn, by key demographics indexed to all, July 2015-August 2016
                                                                                                                        • Figure 69: Brands of popcorn that Hispanic households consume, indexed to all, July 2015-August 2016
                                                                                                                    • Appendix – Nuts

                                                                                                                        • Figure 70: Hispanic households’ consumption of nuts, by key demographics indexed to all, July 2015-August 2016
                                                                                                                        • Figure 71: Types of nuts that Hispanic households eat or use, indexed to all, July 2015-August 2016
                                                                                                                        • Figure 72: Kinds of nuts that Hispanic households eat or use, indexed to all, July 2015-August 2016
                                                                                                                        • Figure 73: Brands of nuts that Hispanic households eat or use, indexed to all, July 2015-August 2016
                                                                                                                    • Appendix – Cereal/Granola Bars

                                                                                                                        • Figure 74: Hispanics’ personal consumption of cereal/granola bars, by key demographics indexed to all, July 2015-August 2016
                                                                                                                        • Figure 75: Types of cereal/granola bars that Hispanics consume, indexed to all, July 2015-August 2016
                                                                                                                        • Figure 76: Brands of cereal/granola bars that Hispanics consume, indexed to all, July 2015-August 2016
                                                                                                                    • Appendix – Frozen Novelty Treats

                                                                                                                        • Figure 77: Hispanic households’ consumption of frozen novelty treats, by key demographics indexed to all, July 2015-August 2016
                                                                                                                    • Appendix – Ready-to-Eat Snack Cakes

                                                                                                                        • Figure 78: Hispanic households’ consumption of ready-to-eat snack cakes, by key demographics indexed to all, July 2015-August 2016
                                                                                                                        • Figure 79: Brands of ready-to-eat snack cakes that Hispanic households eat or use, indexed to all, July 2015-August 2016
                                                                                                                    • Appendix – Pretzels

                                                                                                                        • Figure 80: Hispanic households’ consumption of pretzels, by key demographics indexed to all, July 2015-August 2016
                                                                                                                    • Appendix – Meat Snacks and Beef Jerky

                                                                                                                        • Figure 81: Hispanic households’ consumption of meat snacks and beef jerky, by key demographics indexed to all, July 2015-August 2016

                                                                                                                    Hispanics' Snacking Preferences - US - February 2017

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