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The Hispanic Blue Collar Consumer - US - May 2010

Hispanics are the largest minority group in the US and the second major ethnicity among blue collar workers. Hispanic blue collars are usually foreign-born, Spanish-dominant, have lower educational attainment and consequently lower income than non-Hispanic blue collars. They are also a fast-growing population, mainly because of their high birth rate. This is reflected in a higher spending on apparel, footwear, groceries, kids’ products and utilities. Cultural factors play a major role in their lives, affecting their purchasing behavior and the way they respond to marketing efforts. It is essential for marketers to understand this demographic group and the cultural influences in order to effectively reach them with culturally relevant messages.

Readers of this report will learn:

  • Key demographics influencing Hispanic blue collars’ attitudes towards purchasing
  • Categories where Hispanic blue collar consumers spend a higher share of their income
  • Shopping preferences of Hispanic blue collar households and their dining out habits
  • The most and least popular financial services among Hispanic blue collars
  • Types of media more effective in reaching Hispanic blue collars
  • Attitudes towards advertising and promotional efforts

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Table of contents

  1. Scope and Themes

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

                        • Segment size and demographics
                          • Hispanic purchasing power
                            • Spending patterns and category expenditure
                              • Areas of increased expenditure by the Hispanic blue collar consumer
                                • Decision-maker and shopping preferences
                                  • Dining out
                                    • Financial services
                                      • Media consumption
                                        • Household sensibilities
                                          • Advertising and promotion
                                            • U.S. Hispanic population
                                              • Demographics
                                                • Acculturation
                                                • Insights and Opportunities

                                                    • Targeting the children of Hispanic blue collar households
                                                      • From under-the-mattress savings to banking services
                                                        • Blue collar Hispanics are not all about soccer
                                                          • Innovation in apparel and footwear for Latinos
                                                          • Inspire Insights

                                                              • Trend: Retro-acculturation
                                                                • What’s it about?
                                                                  • What we’ve seen
                                                                    • Specifics
                                                                      • Implications
                                                                        • Trend: Universal uncertainty
                                                                          • What’s it about?
                                                                            • What we’ve seen
                                                                              • Specifics
                                                                                • Implications
                                                                                • Segment Size and Demographics

                                                                                  • Key points
                                                                                    • Blue collar employment
                                                                                      • Total number of blue collar workers employed in the U.S.
                                                                                        • Figure 1: Employment of people aged 16 or older, by occupation and Hispanic origin, 2009
                                                                                      • Total Hispanic blue collar employment
                                                                                        • Figure 2: Employment of Hispanics aged 16 or older, by occupation, 2004 and 2009
                                                                                      • Hispanic blue collar worker by gender
                                                                                        • Figure 3: Blue collar/non-blue collar employment—Hispanics vs non-Hispanics, by gender, April 2008-June 2009
                                                                                      • Blue collar worker by age
                                                                                        • Figure 4: Blue collar/non-blue collar employment—Hispanics vs non-Hispanics, by age, April 2008-June 2009
                                                                                      • Blue collar income levels
                                                                                        • Figure 5: Blue collar/non-blue collar employment—Hispanics vs non-Hispanics, by household income, April 2008-June 2009
                                                                                      • Education level a key dividing line
                                                                                        • Figure 6: Blue collar/non-blue collar employment—Hispanics vs non-Hispanics, by level of education attained, April 2008-June 2009
                                                                                      • Language preference
                                                                                        • Figure 7: Language preference of Hispanics when responding to this survey, by blue collar/non-blue collar employment in the Hispanic household, December 2009
                                                                                      • Place of birth of the Hispanic worker
                                                                                        • Figure 8: Place of birth, by blue collar/non-blue collar employment in the Hispanic household, December 2009
                                                                                        • Figure 9: Language preference at home of Hispanic blue collar workers, by nativity, April 2008-June 2009
                                                                                      • Blue collar worker in the Hispanic household
                                                                                        • Number of workers in the Hispanic blue collar household
                                                                                          • Figure 10: Number of working adults in the Hispanic household, by blue collar/non-blue collar employment, December 2009
                                                                                        • Number of hours worked by the Hispanic blue collar worker
                                                                                          • Figure 11: Number of hours worked per week, by Hispanic blue collar workers, December 2009
                                                                                        • Hispanics’ financial data
                                                                                          • Hispanic purchasing power
                                                                                            • Figure 12: Purchasing power, by race/Hispanic origin, 2008
                                                                                          • U.S. household income distribution
                                                                                            • Figure 13: Median household income, by race and Hispanic origin of householder, 2008
                                                                                          • Hispanic household earners
                                                                                            • Household income distribution by race/Hispanic origin
                                                                                              • Figure 14: Household income distribution, by race and Hispanic origin of householder, 2008
                                                                                            • Changes in household income in the Hispanic household
                                                                                              • Figure 15: Household income changes in the Hispanic household, by blue collar/non-blue collar employment, December 2009
                                                                                          • Spending Patterns and Category Expenditure

                                                                                            • Key points
                                                                                              • Monthly expenses
                                                                                                • Over half of Hispanic blue collar consumers can only afford basic necessities
                                                                                                  • Figure 16: Affordability of household monthly expenses by Hispanics, by blue collar/non-blue collar employment, December 2009
                                                                                                • Many Hispanic households can only afford basic necessities
                                                                                                  • Figure 17: Hispanics’ affordability of monthly expenses, by Hispanic household income, December 2009
                                                                                                • English-dominant Hispanics can afford more but are saving less
                                                                                                  • Figure 18: Hispanics’ affordability of monthly expenses, by language spoken in the home, December 2009
                                                                                                • Household spending changes
                                                                                                  • The blue collar Hispanic household
                                                                                                    • Figure 19: Changes in monthly expenses in the Hispanic household, by blue collar/non-blue collar employment, part 1, December 2009
                                                                                                    • Figure 20: Changes in monthly expenses in the Hispanic household, by blue collar/non-blue collar employment, part 2, December 2009
                                                                                                  • The Hispanic household
                                                                                                    • Figure 21: Hispanics’ changes in monthly expenses, by category, by household income, December 2009
                                                                                                  • Spanish-dominant are having to commit more to groceries, transportation and utilities
                                                                                                    • Figure 22: Hispanics’ changes in monthly expenses, by language spoken in the home, December 2009
                                                                                                  • Category expenditures
                                                                                                    • Figure 23: Average annual expenditures—Hispanic households, by expenditure category, 2002-10
                                                                                                    • Figure 24: Average annual expenditures—non-Hispanic households, by expenditure category, 2002-10
                                                                                                  • Distribution of expenditures
                                                                                                      • Figure 25: Average annual distribution of expenditures, by categories—Hispanics vs non-Hispanics, 2008
                                                                                                  • Areas of Increased Expenditure by the Hispanic Blue Collar Consumer

                                                                                                    • Key points
                                                                                                      • Transportation
                                                                                                        • Annual expenditure by Hispanics and non-Hispanics
                                                                                                          • Figure 26: Average annual expenditures—Hispanics vs non-Hispanics, 2008
                                                                                                          • Figure 27: Average annual distribution of expenditures, by categories—Hispanics vs non-Hispanics, 2008
                                                                                                        • The blue collar Hispanic is spending more on transportation
                                                                                                            • Figure 28: Transportation expenditure changes in the Hispanic household, by blue collar/non-blue collar employment, December 2009
                                                                                                          • Food and beverages
                                                                                                            • Average annual expenditures
                                                                                                              • Figure 29: Average annual expenditures on food and beverages—Hispanics vs non-Hispanics, 2008
                                                                                                              • Figure 30: Distribution of average annual expenditures on food and beverages across categories—Hispanics vs non-Hispanics, 2008
                                                                                                            • Food at home
                                                                                                              • The Hispanic blue collar consumer
                                                                                                                  • Figure 31: Grocery expenditure changes in the Hispanic household, by blue collar/non-blue collar employment, December 2009
                                                                                                                • Hispanic households eat at home
                                                                                                                    • Figure 32: Grocery expenditure changes in the Hispanic household, by household size, December 2009
                                                                                                                  • Low-income households are spending more on groceries
                                                                                                                    • Figure 33: Grocery expenditure changes in the Hispanic household, by household income, December 2009
                                                                                                                  • Spanish-dominants are spending significantly more on groceries
                                                                                                                      • Figure 34: Grocery expenditure changes in the Hispanic household, by language spoken in the home, December 2010
                                                                                                                    • Apparel and footwear
                                                                                                                      • Annual expenditure by Hispanics and non-Hispanics
                                                                                                                          • Figure 35: Average annual expenditures on apparel—Hispanics vs non-Hispanics, 2008
                                                                                                                          • Figure 36: Distribution of average annual apparel expenditures—Hispanics vs non-Hispanics, 2008
                                                                                                                        • The blue collar Hispanic consumer is spending more on apparel and footwear
                                                                                                                            • Figure 37: Clothing and footwear expenditure changes in the Hispanic household, by blue collar/non-blue collar employment, December 2009
                                                                                                                          • Spanish-dominants are spending more on apparel and footwear
                                                                                                                              • Figure 38: Clothing and footwear expenditure changes in the Hispanic household, by language spoken in the home, December 2009
                                                                                                                          • Decision-maker and Shopping Preference

                                                                                                                            • Key points
                                                                                                                              • Purchase influencers
                                                                                                                                • Purchase influencer for food and groceries
                                                                                                                                  • Figure 39: Purchase influence for items such as food and groceries, by blue collar/non-blue collar employment, December 2009
                                                                                                                                • Purchase influencer for large purchasing decisions
                                                                                                                                  • Figure 40: Purchase influence for large items, by blue collar/non-blue collar employment, December 2009
                                                                                                                                • Where consumers shop
                                                                                                                                  • Place of shopping for groceries
                                                                                                                                      • Figure 41: Hispanic households’ shopping preference for food, by blue collar/non-blue collar employment, December 2009
                                                                                                                                    • Place of shopping for non-food items
                                                                                                                                      • Figure 42: Hispanic households’ shopping preference for non-food items, by blue collar/non-blue collar employment, December 2009
                                                                                                                                    • Shopping frequency
                                                                                                                                      • Frequency of shopping
                                                                                                                                        • Figure 43: Hispanic households’ purchasing frequency for educational materials, books, music and movies, by blue collar/non-blue collar employment, December 2009
                                                                                                                                        • Figure 44: Hispanic households’ purchasing frequency for better for you foods, vitamins and supplements, by blue collar/non-blue collar employment, December 2009
                                                                                                                                        • Figure 45: Hispanic households’ purchasing frequency for fast food and other dining out, by blue collar/non-blue collar employment, December 2009
                                                                                                                                        • Figure 46: Hispanic households’ purchasing frequency for clothing and footwear, by blue collar/non-blue collar employment, December 2009
                                                                                                                                        • Figure 47: Hispanic households’ purchasing frequency for furniture, games, travel, and technology and athletic products, by blue collar/non-blue collar employment, December 2009
                                                                                                                                      • Attitudes towards shopping
                                                                                                                                        • Hispanics’ and non-Hispanics’ attitudes towards shopping by employment type
                                                                                                                                          • The environment
                                                                                                                                            • A family affair
                                                                                                                                              • Figure 48: Attitudes towards shopping—Hispanics vs non-Hispanics, by blue collar/non-blue collar employment, April 2008-June 2009
                                                                                                                                            • Hispanics’ attitudes towards shopping by language preference
                                                                                                                                              • Figure 49: Hispanic blue collar workers' attitudes towards shopping, by language spoken in the home, April 2008-June 2009
                                                                                                                                          • Dining Out

                                                                                                                                            • Key points
                                                                                                                                              • Dining out preferences
                                                                                                                                                • Weekday dining out preference
                                                                                                                                                  • Figure 50: Weekday dining out frequency of Hispanics, by blue collar/non-blue collar employment, December 2009
                                                                                                                                                • Weekend dining out preference
                                                                                                                                                  • Figure 51: Weekend dining out frequency of Hispanics, by blue collar/non-blue collar employment, December 2009
                                                                                                                                                • Higher income means more trips to fast food restaurants
                                                                                                                                                  • Figure 52: Number of visits by Hispanics to a dining establishment, by type of outlet, by household income, December 2009
                                                                                                                                                • Attitudes towards fast food
                                                                                                                                                  • Hispanic and non-Hispanic by employment type
                                                                                                                                                    • Figure 53: Attitudes towards fast food—Hispanics vs non-Hispanics, by blue collar/non-blue collar employment, April 2008-June 2009
                                                                                                                                                  • Hispanic blue collar worker by language preference
                                                                                                                                                    • Figure 54: Hispanic blue collar workers' attitudes towards fast food, by language spoken in the home, April 2008-June 2009
                                                                                                                                                  • Importance of a meal
                                                                                                                                                    • Figure 55: Meal importance—Hispanics vs non-Hispanics, by blue collar/non-blue collar employment, April 2008-June 2009
                                                                                                                                                • Financial Services

                                                                                                                                                  • Key points
                                                                                                                                                    • Banking product ownership
                                                                                                                                                      • Banking products owned by the Hispanic blue collar consumer
                                                                                                                                                        • Figure 56: Banking products owned by Hispanics, by blue collar/non-blue collar employment, December 2009
                                                                                                                                                      • Banking products used at stores
                                                                                                                                                        • Figure 57: Financial services used/would use if available in a store by Hispanics, by blue collar/non-blue collar employment, December 2009
                                                                                                                                                      • Remittances by Hispanic blue collar workers
                                                                                                                                                        • Figure 58: Prevalence of Hispanic blue collar workers sending remittances, by language spoken in the home, April 2008-June 2009
                                                                                                                                                      • Ownership of health and life insurance
                                                                                                                                                        • Figure 59: Ownership of health/life insurance—Hispanics vs non-Hispanics, by blue collar/non-blue collar employment, April 2008-June 2009
                                                                                                                                                        • Figure 60: Hispanic blue collar workers’ ownership of health/life insurance, by language spoken in the home, April 2008-June 2009
                                                                                                                                                      • Attitudes towards finances
                                                                                                                                                        • Figure 61: Attitudes towards finances—Hispanics vs non-Hispanics, by blue collar/non-blue collar employment, April 2008-June 2009
                                                                                                                                                    • Media Consumption

                                                                                                                                                      • Key points
                                                                                                                                                        • Overall media consumption
                                                                                                                                                          • Figure 62: Attitudes towards the media—Hispanics vs non-Hispanics, by blue collar/non-blue collar employment, April 2008-June 2009
                                                                                                                                                          • Figure 63: Hispanic blue collar workers’ attitudes towards the media, by language spoken in the home, April 2008-June 2009
                                                                                                                                                        • Among spectator sports, soccer scores high among blue collar Hispanics
                                                                                                                                                            • Figure 64: Interest in spectator sports—Hispanics vs non-Hispanics, by blue collar/non-blue collar employment, April 2008-June 2009
                                                                                                                                                            • Figure 65: Hispanic blue collar workers’ interest in spectator sports, by language spoken in the home, April 2008-June 2009
                                                                                                                                                          • Lower use of and comfort with the internet
                                                                                                                                                              • Figure 66: Attitudes towards the internet—Hispanics vs non-Hispanics, by blue collar/non-blue collar employment, April 2008-June 2009
                                                                                                                                                              • Figure 67: Hispanic blue collar workers’ attitudes towards the internet, by language spoken in the home, April 2008-June 2009
                                                                                                                                                          • Household Sensibilities

                                                                                                                                                            • Key points
                                                                                                                                                              • Blue collar workers’ attitude towards work
                                                                                                                                                                • Figure 68: Attitudes towards work—Hispanics vs non-Hispanics, by blue collar/non-blue collar employment, April 2008-June 2009
                                                                                                                                                                • Figure 69: Hispanic blue collar workers’ attitudes towards work, by language spoken in the home, April 2008-June 2009
                                                                                                                                                              • Blue collar workers’ attitude towards their children
                                                                                                                                                                • Figure 70: Attitudes towards children—Hispanics vs non-Hispanics, by blue collar/non-blue collar employment, April 2008-June 2009
                                                                                                                                                                • Figure 71: Hispanic blue collar workers' attitudes towards children, by language spoken in the home, April 2008-June 2009
                                                                                                                                                              • Blue collar attitudes towards religion
                                                                                                                                                                • Figure 72: Attitudes towards religion—Hispanics vs non-Hispanics, by blue collar/non-blue collar employment, April 2008-June 2009
                                                                                                                                                              • Blue collar leisure preferences
                                                                                                                                                                • Figure 73: Leisure activities and hobbies participated in last 12 months—Hispanics vs non-Hispanics, by blue collar/non-blue collar employment, April 2008-June 2009
                                                                                                                                                              • Travel preferences by the blue collar consumer
                                                                                                                                                                • Figure 74: Attitudes towards travel—Hispanics vs non-Hispanics, by blue collar/non-blue collar employment, April 2008-June 2009
                                                                                                                                                                • Figure 75: Hispanic blue collar workers' attitudes towards travel, by language spoken in the home, April 2008-June 2009
                                                                                                                                                            • Advertising and Promotion

                                                                                                                                                              • Key points
                                                                                                                                                                • Hispanic blue collar workers’ attitudes towards advertising
                                                                                                                                                                  • Figure 76: Hispanic blue collar workers' attitudes towards advertising, by language spoken in the home, April 2008-June 2009
                                                                                                                                                                • Television ads
                                                                                                                                                                  • Walmart
                                                                                                                                                                    • Figure 77: Walmart, Students in Classroom, September 2009
                                                                                                                                                                  • Pepto-Bismol
                                                                                                                                                                    • Figure 78: Pepto-Bismol, Woman Crying in a Car, July 2008
                                                                                                                                                                  • State Farm
                                                                                                                                                                    • Figure 79: State Farm, Man with Three Girls Outside the Home, March 2008
                                                                                                                                                                  • Coca-Cola
                                                                                                                                                                    • Tecate Light
                                                                                                                                                                    • Cluster Analysis

                                                                                                                                                                        • Infrequent diners
                                                                                                                                                                          • Demographics:
                                                                                                                                                                            • Characteristics:
                                                                                                                                                                              • Opportunities:
                                                                                                                                                                                • Hispanic marketers
                                                                                                                                                                                  • Demographics:
                                                                                                                                                                                    • Characteristics:
                                                                                                                                                                                      • Opportunities:
                                                                                                                                                                                        • Regular grocers
                                                                                                                                                                                          • Demographics:
                                                                                                                                                                                            • Characteristics:
                                                                                                                                                                                              • Opportunities:
                                                                                                                                                                                                • Cluster characteristics:
                                                                                                                                                                                                  • Figure 82: Hispanic clusters, December 2009
                                                                                                                                                                                                  • Figure 83: Type of store prefered for shopping, food vs non-food, by Hispanic clusters, December 2009
                                                                                                                                                                                                  • Figure 84: Frequency of purchasing dinner at restaurants during the week and on weekends, by Hispanic clusters, December 2009
                                                                                                                                                                                                  • Figure 86: Purchasing frequency for better for you foods, vitamins and supplements, by Hispanic clusters, December 2009
                                                                                                                                                                                                  • Figure 87: Purchasing frequency for fast food and other dining out, by Hispanic clusters, December 2009
                                                                                                                                                                                                  • Figure 88: Purchasing frequency for clothing and footwear, by Hispanic clusters, December 2009
                                                                                                                                                                                                  • Figure 89: Ownership of banking products, by Hispanic clusters, December 2009
                                                                                                                                                                                                  • Figure 90: Financial services used/would use if available in a store by Hispanics, by Hispanic clusters, December 2009
                                                                                                                                                                                                  • Figure 91: Attitudes towards household monthly expenses, by Hispanic clusters, December 2009
                                                                                                                                                                                                  • Figure 92: Changes in household expenditures, by Hispanic clusters, December 2009
                                                                                                                                                                                                • Cluster demographics:
                                                                                                                                                                                                  • Figure 93: Hispanic clusters, by gender, December 2009
                                                                                                                                                                                                  • Figure 94: Hispanic clusters, by age, December 2009
                                                                                                                                                                                                  • Figure 95: Hispanic clusters, by household income, December 2009
                                                                                                                                                                                                  • Figure 96: Hispanic clusters, by education, December 2009
                                                                                                                                                                                                  • Figure 97: Hispanic clusters, by household internet access, December 2009
                                                                                                                                                                                                  • Figure 98: Hispanic clusters, by survey language, December 2009
                                                                                                                                                                                                • Cluster methodology:
                                                                                                                                                                                                • U.S. Hispanic Population

                                                                                                                                                                                                    • Key facts
                                                                                                                                                                                                      • U.S. population by race/Hispanic origin
                                                                                                                                                                                                        • Figure 99: U.S. population, by race/Hispanic origin, 1970-2020
                                                                                                                                                                                                        • Figure 100: U.S. Asian, Black, and Hispanic populations, 1970-2020
                                                                                                                                                                                                        • Figure 101: U.S. population, by race/Hispanic origin, 2005-15
                                                                                                                                                                                                      • The Hispanic and non-Hispanic population
                                                                                                                                                                                                        • The Hispanic and total U.S. population by age
                                                                                                                                                                                                          • Figure 102: U.S. Hispanic population, by age, 2005-15
                                                                                                                                                                                                          • Figure 103: Total U.S. population, by age, 2005-15
                                                                                                                                                                                                        • Hispanic income by state
                                                                                                                                                                                                          • Figure 104: Largest Hispanic markets, by Hispanic disposable income, 2005
                                                                                                                                                                                                        • Hispanics’ economic growth
                                                                                                                                                                                                          • The Hispanic household
                                                                                                                                                                                                            • Figure 105: Average household size, by race/Hispanic origin of householder, 2001 and 2008
                                                                                                                                                                                                            • Figure 106: Households, by number of persons in the household—Hispanics vs. all U.S. households, 2009
                                                                                                                                                                                                            • Figure 107: Hispanic households, by presence and ages of children, 2009
                                                                                                                                                                                                          • Generations
                                                                                                                                                                                                            • Hispanics by generation
                                                                                                                                                                                                              • Figure 108: Generations—Hispanics vs non-Hispanics, 2009
                                                                                                                                                                                                              • Figure 109: Fertility rate, by race and Hispanic origin of mother, 1998-2008
                                                                                                                                                                                                            • Hispanics by country of origin/heritage
                                                                                                                                                                                                              • Figure 110: Hispanic population, by country of origin/ancestry, 2006-08
                                                                                                                                                                                                              • Figure 111: Graph: Hispanics, by country of origin/heritage, 2006-08
                                                                                                                                                                                                            • Hispanics by geographic concentration
                                                                                                                                                                                                              • Figure 112: Hispanic population, by region, by country of origin/ancestry, 2006-08
                                                                                                                                                                                                              • Figure 113: Graph: Hispanic population, by region, 2006-08
                                                                                                                                                                                                              • Figure 114: Hispanic population in top five states, by country of origin, 2006-08
                                                                                                                                                                                                            • States with greatest Hispanic population growth
                                                                                                                                                                                                              • Figure 115: Hispanic population, states with greatest percentage increase, 2000 and 2006
                                                                                                                                                                                                            • Key Hispanic metropolitan areas
                                                                                                                                                                                                              • Figure 116: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2006-2008
                                                                                                                                                                                                            • Acculturation
                                                                                                                                                                                                              • What is acculturation?
                                                                                                                                                                                                                • Why is level of acculturation important?
                                                                                                                                                                                                                  • Levels of acculturation
                                                                                                                                                                                                                      • Figure 117: Hispanics, by acculturation and assimilation level, 1998-2008
                                                                                                                                                                                                                    • What is retro-acculturation?
                                                                                                                                                                                                                    • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                        • Figure 118: Average annual expenditures on key spending catefories—Hispanics vs non-Hispanics, 2008
                                                                                                                                                                                                                        • Figure 119: Average annual expenditures on key spending catefories—Hispanics vs non-Hispanics, indexed to all CUs, 2008
                                                                                                                                                                                                                        • Figure 121: Changes in level of household savings by Hispanic families, by household income, December 2009
                                                                                                                                                                                                                        • Figure 122: Hispanic household preference for grocery shopping, by household income, December 2009
                                                                                                                                                                                                                    • Appendix: Trade Associations

                                                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                                                      • 7-Eleven (North America)
                                                                                                                                                                                                                      • Allstate Corporation (The)
                                                                                                                                                                                                                      • AMR Corporation (American Airlines)
                                                                                                                                                                                                                      • Banco Popular North America
                                                                                                                                                                                                                      • Bank of America Corporation
                                                                                                                                                                                                                      • Borders Group
                                                                                                                                                                                                                      • Brinker International Inc.
                                                                                                                                                                                                                      • Camper
                                                                                                                                                                                                                      • Chipotle Mexican Grill Inc.
                                                                                                                                                                                                                      • Citigroup Inc.
                                                                                                                                                                                                                      • Coca-Cola Company (The) (USA)
                                                                                                                                                                                                                      • Colgate-Palmolive Company
                                                                                                                                                                                                                      • Costco Wholesale Corporation
                                                                                                                                                                                                                      • Discovery Communications, Inc.
                                                                                                                                                                                                                      • Dish Network
                                                                                                                                                                                                                      • DSW Inc.
                                                                                                                                                                                                                      • Dunkin' Brands
                                                                                                                                                                                                                      • El Pollo Loco Holdings, Inc.
                                                                                                                                                                                                                      • ESPN, Inc.
                                                                                                                                                                                                                      • Fédération Internationale de Football Association
                                                                                                                                                                                                                      • Food Marketing Institute
                                                                                                                                                                                                                      • Formula One Administration Ltd
                                                                                                                                                                                                                      • General Mills Inc
                                                                                                                                                                                                                      • Kmart Corporation
                                                                                                                                                                                                                      • Krispy Kreme Doughnuts Inc.
                                                                                                                                                                                                                      • Major League Baseball
                                                                                                                                                                                                                      • McDonald's U.S.A.
                                                                                                                                                                                                                      • National Association for Stock Car Auto Racing (NASCAR)
                                                                                                                                                                                                                      • National Basketball Association
                                                                                                                                                                                                                      • National Football League Inc.
                                                                                                                                                                                                                      • Panera Bread Company
                                                                                                                                                                                                                      • Payless ShoeSource Inc
                                                                                                                                                                                                                      • Pepsi-Cola North America
                                                                                                                                                                                                                      • Professional Golfers Association
                                                                                                                                                                                                                      • Publix Super Markets
                                                                                                                                                                                                                      • Reebok International Ltd
                                                                                                                                                                                                                      • SAM's Club
                                                                                                                                                                                                                      • Signature Brands LLC
                                                                                                                                                                                                                      • Speedway SuperAmerica
                                                                                                                                                                                                                      • Starbucks Corporation
                                                                                                                                                                                                                      • State Farm Insurance Companies
                                                                                                                                                                                                                      • Target Corporation
                                                                                                                                                                                                                      • TelefónicaO2 Europe
                                                                                                                                                                                                                      • Telemundo Communications Group, Inc.
                                                                                                                                                                                                                      • TGI Friday's
                                                                                                                                                                                                                      • Travel Industry Association of America
                                                                                                                                                                                                                      • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                      • U.S. Bureau of the Census
                                                                                                                                                                                                                      • Unilever USA
                                                                                                                                                                                                                      • Univision Communications Inc.
                                                                                                                                                                                                                      • Verizon Wireless (Cellco)
                                                                                                                                                                                                                      • Visa U.S.A. Inc.
                                                                                                                                                                                                                      • Walmart Stores (USA)
                                                                                                                                                                                                                      • Western Union Holdings, Inc
                                                                                                                                                                                                                      • Whole Foods Market Inc
                                                                                                                                                                                                                      • Wild Oats Markets, Inc
                                                                                                                                                                                                                      • Zappos.com Inc.

                                                                                                                                                                                                                      The Hispanic Blue Collar Consumer - US - May 2010

                                                                                                                                                                                                                      £3,199.84 (Excl.Tax)