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The Hispanic Grocery Cart - US - September 2010

Hispanic consumers spend more per year on groceries than any other ethnic group and their purchasing power of $951 billion exceeds that of any other U.S. minority. Yet, grocery advertising targeted specifically to the Hispanic consumer is sparse, especially to Spanish-speakers, who would like to make informed purchasing decisions in their own language so they can enjoy the grocery shopping experience to its full extent. Hispanics have a rich culinary tradition that calls for a variety of ingredients, leaving the door of opportunity open for a vast range of products to capture the attention of Hispanic shoppers. As more and more Hispanics acculturate, they are also on the lookout for convenience, making prepared, shelf-stable and frozen foods more desirable and in need of advertising to the Hispanic consumer.

Readers of this report will learn what Hispanics are putting in their grocery carts and how to compel the Hispanic consumer to purchase more of their products. This report provides analysis of Mintel’s exclusive consumer research and the cultural factors that can help enterprises understand these figures and develop their marketing strategies accordingly. Key topics include:

  • Why Hispanics spend more per household on groceries than any other U.S. ethnic group, and how stores and enterprises can capitalize on this fact
  • How the current economy has affected Hispanics’ grocery expenditures, including the products that are most purchased and those that are going into fewer of Hispanics’ grocery carts
  • Factors that influence the Hispanic grocery shopper, including product prices, coupon usage, purchases of private label products, Spanish-language packaging and more
  • Hispanics’ consumption of products in 10 named categories, such as breakfast foods, beverages, dairy, produce and snacks. These sections also offer insights and opportunities for selling these products to Hispanics based on their levels of acculturation, language preferences and other cultural factors
  • Methods of advertising groceries to the Hispanic consumer through television, internet and magazines, including strategies that have already been employed by companies and opportunities for new marketing strategies
  • A demographic overview of the U.S. Hispanic population, including information about households, national origin and geographical distribution, plus how these characteristics contribute to grocery purchases and how stores and manufacturers can market accordingly

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Consumer Expenditure Survey
              • Advertising
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                      • Generations are discussed within this report, and they are defined as:
                      • Executive Summary

                        • The Hispanic consumer
                          • Where Hispanics shop for groceries
                            • What influences the Hispanic grocery shopper
                              • Baking products
                                • Breads
                                  • Breakfast foods
                                    • Beverages
                                      • Condiments, sauces, seasonings, and oils
                                        • Dairy products
                                          • Desserts
                                            • Fruits, vegetables, and salad
                                              • Meats and fish
                                                • Ready-made and prepared foods
                                                  • Snacks, cakes, and pies
                                                    • Marketing strategies
                                                      • Television
                                                        • Online
                                                          • Magazine
                                                            • U.S. Hispanic population
                                                              • Demographics
                                                                • Acculturation
                                                                • Insights and Opportunities

                                                                  • Food is love
                                                                    • Cooking like abuela
                                                                      • Fusion foods
                                                                        • The “New” Latina/Latino
                                                                          • Trend: Trading up, trading down, trading over
                                                                          • The Hispanic Consumer

                                                                            • Key points
                                                                              • Food expenditures
                                                                                  • Figure 1: Average annual expenditures on food at home, by Hispanic origin, 2010*
                                                                                  • Figure 2: Indices of average annual expenditures on food at home, by Hispanic origin, 2010*
                                                                                • Distribution of Hispanics’ food expenditures
                                                                                  • Figure 3: Change in average annual expenditures on food among Hispanics, by expenditure category, 2005-10
                                                                                  • Figure 4: Distribution of total expenditures on food among Hispanics, by expenditure category, 2005-10
                                                                                • Consumers’ average weekly expenditure on groceries
                                                                                  • Hispanics spend the most on groceries
                                                                                    • Figure 5: Amount spent on groceries in average week by race/Hispanic origin, February 2009-March 2010
                                                                                  • The Hispanic grocery shopper
                                                                                    • Household income impacts grocery expenditure
                                                                                      • Figure 6: Amount spent by Hispanics on groceries in average week, by household income, February 2009-March 2010
                                                                                    • Spanish-dominants spend more on groceries
                                                                                      • Figure 7: Amount spent by Hispanics on groceries in average week, by language spoken in the home, February 2009-March 2010
                                                                                    • Changes in grocery expenditures in the Hispanic household
                                                                                      • Most Hispanics have changed their grocery spending habits
                                                                                        • Figure 8: Changes in household spending on groceries among Hispanics, by household income, April 2010
                                                                                      • Spanish-dominants are now spending more on groceries
                                                                                          • Figure 9: Changes in household spending on groceries among Hispanics, by language spoken in the home, April 2010
                                                                                        • By product category
                                                                                            • Figure 10: Change in expenditure by grocery category, by Hispanics, April 2010
                                                                                        • Where Hispanics Shop for Groceries

                                                                                          • Key points
                                                                                            • Retail preferences of the Hispanic consumer
                                                                                              • English-dominant Hispanics prefer supermarkets
                                                                                                • Figure 11: Retail preference by the Hispanic consumer when buying groceries, by language spoken in the home, April 2010
                                                                                              • Lower-income Hispanics shop at a wider array of stores
                                                                                                • Figure 12: Retail preference by the Hispanic consumer when buying groceries, by household income, April 2010
                                                                                              • By presence of children in the household
                                                                                                • Figure 13: Retail preference by the Hispanic consumer when buying groceries, by the presence of children in the household, April 2010
                                                                                              • Frequency of shopping at supermarkets
                                                                                                • By category and language
                                                                                                  • Figure 14: Propensity to buy grocery items at supermarkets, by language spoken in the home, April 2010
                                                                                              • What Influences the Hispanic Grocery Shopper

                                                                                                • Key points
                                                                                                  • Influencing factors when purchasing shelf-stable products
                                                                                                    • Spanish-dominants are now using more coupons
                                                                                                      • Figure 15: Factors that influence the Hispanic grocery shopper when purchasing shelf-stable products, by language spoken in the home, April 2010
                                                                                                    • Regardless of household income, more private label products are being purchased
                                                                                                      • Figure 16: Factors that influence the Hispanic grocery shopper when purchasing shelf-stable products, by household income, April 2010
                                                                                                    • Coupon usage
                                                                                                      • Coupon usage among Hispanics remains low
                                                                                                        • Figure 17: Usage of cents off coupons, by race/Hispanic origin, February 2009-March 2010
                                                                                                      • The Hispanic consumer
                                                                                                        • Spanish-dominants are the least likely to use coupons
                                                                                                          • Figure 18: Usage of cents off coupons by Hispanics, by language spoken in the home, February 2009-March 2010
                                                                                                        • Higher-income households are more likely to use coupons
                                                                                                          • Figure 19: Usage of cents off coupons by Hispanics, by household income, February 2009-March 2010
                                                                                                      • Baking Products

                                                                                                        • Key points
                                                                                                          • By race/Hispanic origin
                                                                                                            • Figure 20: Purchase of baking products, by race/Hispanic origin, February 2009-March 2010
                                                                                                          • The Hispanic consumer
                                                                                                            • By language
                                                                                                              • Figure 21: Purchase of baking products by Hispanics, by language spoken in the home, February 2009-March 2010
                                                                                                          • Breads

                                                                                                            • Key points
                                                                                                              • By race/Hispanic origin
                                                                                                                • Figure 22: Purchase of breads, by race/Hispanic origin, February 2009-March 2010
                                                                                                              • The Hispanic consumer
                                                                                                                • English-dominants are more likely to enjoy bagels and English muffins
                                                                                                                  • Figure 23: Purchase of breads by Hispanics, by language spoken in the home, April 2010
                                                                                                              • Breakfast Foods

                                                                                                                • Key points
                                                                                                                  • Breakfast food choices of Hispanics
                                                                                                                    • Figure 24: Purchase of breakfast foods, by race/Hispanic origin, February 2009-March 2010
                                                                                                                  • The Hispanic consumer
                                                                                                                    • Spanish-dominants prefer liquid breakfast/nutritional supplements
                                                                                                                      • Figure 25: Purchase of breakfast foods by Hispanics, by language spoken in the home, April 2010
                                                                                                                    • By the presence of children in the home
                                                                                                                      • Figure 26: Purchase of breakfast foods by Hispanics, by the presence of children in the home, April 2010
                                                                                                                  • Beverages

                                                                                                                    • Key points
                                                                                                                      • Hispanics consume more energy drinks and regular colas
                                                                                                                          • Figure 27: Purchase of beverages, by race/Hispanic origin, February 2009-March 2010
                                                                                                                        • The Hispanic consumer
                                                                                                                          • Spanish-dominants more likely to drink instant coffee
                                                                                                                            • Figure 28: Nescafé, TV ad, March 2010
                                                                                                                            • Figure 29: Purchase of beverages by Hispanics, by language spoken in the home, April 2010
                                                                                                                          • Households with children are more likely to consume regular sodas
                                                                                                                            • Figure 30: Purchase beverages by Hispanics, by the presence of children in the home, April 2010
                                                                                                                        • Condiments, Sauces, Seasoning, and Oils

                                                                                                                          • Key points
                                                                                                                            • Hispanics are slightly less likely to consume condiments
                                                                                                                              • Figure 31: Purchase of condiments, sauces, seasonings, and oils, by race/Hispanic origin, February 2009-March 2010
                                                                                                                            • The Hispanic consumer
                                                                                                                              • By language
                                                                                                                                • Figure 32: Purchase of condiments, sauces, seasoning, and oils by Hispanics, by language spoken in the home, February 2009-March 2010
                                                                                                                            • Dairy Products

                                                                                                                              • Key points
                                                                                                                                • By race/Hispanic origin
                                                                                                                                  • Figure 33: Purchase of dairy products, by race/Hispanic origin, February 2009-March 2010
                                                                                                                                • The Hispanic consumer
                                                                                                                                  • By language
                                                                                                                                    • Figure 34: Purchase of dairy products by Hispanics, by language spoken in the home, February 2009-March 2010
                                                                                                                                  • By the presence of children in the household
                                                                                                                                    • Figure 35: Purchase of dairy products by Hispanics, by the presence of children in the home, April 2010
                                                                                                                                • Desserts

                                                                                                                                  • Key points
                                                                                                                                    • By race/Hispanic origin
                                                                                                                                      • Figure 36: Purchase of desserts, by race/Hispanic origin, February 2009-March 2010
                                                                                                                                    • The Hispanic consumer
                                                                                                                                      • Spanish-dominants love their gelatin
                                                                                                                                        • Figure 37: Purchase of desserts by Hispanics, by language spoken in the home, April 2010
                                                                                                                                      • Households with children are more likely to consume desserts
                                                                                                                                        • Figure 38: Purchase of desserts by Hispanics, by the presence of children in the home, April 2010
                                                                                                                                    • Fruits, Vegetables, and Salad

                                                                                                                                      • Key points
                                                                                                                                        • Hispanics are the least likely to consume frozen vegetables
                                                                                                                                          • Figure 39: Purchase of fruits, vegetables, and salad, by race/Hispanic origin, February 2009-March 2010
                                                                                                                                        • The Hispanic consumer
                                                                                                                                          • Spanish-dominants do not care for instant potatoes
                                                                                                                                            • Figure 40: Purchase of fruits, vegetables, and salad by Hispanics, by language spoken in the home, April 2010
                                                                                                                                        • Meats and Fish

                                                                                                                                          • Key points
                                                                                                                                            • Hispanics are less likely to consume bratwurst
                                                                                                                                              • Figure 41: Purchase of meats and fish, by race/Hispanic origin, February 2009-March 2010
                                                                                                                                            • The Hispanic consumer
                                                                                                                                              • By language
                                                                                                                                                • Figure 42: Purchase of meats and fish by Hispanics, by language spoken in the home, April 2010
                                                                                                                                            • Ready-made and Prepared Foods

                                                                                                                                              • Key points
                                                                                                                                                • Hispanics are less likely to consume ready-made foods
                                                                                                                                                  • Figure 43: Purchase of ready-made and prepared foods, by race/Hispanic origin, February 2009-March 2010
                                                                                                                                                • The Hispanic consumer
                                                                                                                                                  • By language
                                                                                                                                                    • Figure 44: Purchase of ready-made and prepared foods by Hispanics, by language spoken in the home, April 2010
                                                                                                                                                  • By the presence of children in the home
                                                                                                                                                    • Figure 45: Purchase of ready-made and prepared foods by Hispanics, by the presence of children in the home, April 2010
                                                                                                                                                • Snacks, Cakes, and Pies

                                                                                                                                                  • Key points
                                                                                                                                                    • Hispanics are less likely to consume pretzels and nuts
                                                                                                                                                      • Figure 46: Purchase of snacks, cakes, and pies, by race/Hispanic origin, February 2009-March 2010
                                                                                                                                                    • The Hispanic consumer
                                                                                                                                                      • Spanish-dominants are less likely to consume snack foods
                                                                                                                                                        • Figure 47: Purchase of snacks, cakes, and pies by Hispanics, by language spoken in the home, April 2010
                                                                                                                                                      • By the presence of children in the household
                                                                                                                                                        • Figure 48: Purchase of snacks, cakes, and pies by Hispanics, by the presence of children in the home, April 2010
                                                                                                                                                        • Figure 49: General Mills Cinnamon Toast Crunch, TV ad, May 2010
                                                                                                                                                    • Marketing Strategies

                                                                                                                                                      • Key points
                                                                                                                                                        • Key marketing strategies
                                                                                                                                                          • Television
                                                                                                                                                            • Ads targeting the Hispanic consumer
                                                                                                                                                              • General Mills’ Honey Nut Cheerios
                                                                                                                                                                • Figure 50: Honey Nut Cheerios, TV ad, May 2010
                                                                                                                                                              • Hellmann’s Light Mayonnaise
                                                                                                                                                                • Figure 51: Hellmann’s Light Mayonnaise, TV ad, April 2010
                                                                                                                                                              • Lactaid Milk
                                                                                                                                                                • Figure 52: Lactaid Milk, TV ad, September 2009
                                                                                                                                                              • Mazola Corn Oil
                                                                                                                                                                • Figure 53: Mazola Corn Oil, TV ad, September 2009
                                                                                                                                                              • Online
                                                                                                                                                                • General Mills
                                                                                                                                                                  • Honey Bunches of Oats
                                                                                                                                                                    • Hellmann’s
                                                                                                                                                                      • Mazola
                                                                                                                                                                        • Knorr
                                                                                                                                                                          • Unilever
                                                                                                                                                                            • Magazine
                                                                                                                                                                              • Mazola Corn Oil
                                                                                                                                                                                • Figure 54: Mazola Corn Oil, magazine ad, June 2010
                                                                                                                                                                              • Enterex Diabetic
                                                                                                                                                                                • Figure 55: Enterex Diabetic, magazine ad, June 2010
                                                                                                                                                                              • Knorr
                                                                                                                                                                                • Figure 56: Knorr, magazine ad, June 2010
                                                                                                                                                                            • Cluster Analysis

                                                                                                                                                                                • Supermarket-averse, price-sensitive
                                                                                                                                                                                  • Demographics
                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                      • Opportunities
                                                                                                                                                                                        • Off-line, super-some-timers
                                                                                                                                                                                          • Demographics:
                                                                                                                                                                                            • Characteristics
                                                                                                                                                                                              • Opportunities
                                                                                                                                                                                                • All-timers
                                                                                                                                                                                                  • Demographics
                                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                                      • Opportunities
                                                                                                                                                                                                        • Characteristic tables
                                                                                                                                                                                                          • Figure 57: Hispanic grocery cart clusters, April 2010
                                                                                                                                                                                                          • Figure 58: Online purchases, by Hispanic grocery cart clusters, April 2010
                                                                                                                                                                                                          • Figure 59: Changes in expenditures, by Hispanic grocery cart clusters, April 2010
                                                                                                                                                                                                          • Figure 60: Hispanics’ retail preferences, by Hispanic grocery cart clusters, April 2010
                                                                                                                                                                                                          • Figure 61: Frequency of buying groceries at supermarkets, by Hispanic grocery cart clusters, April 2010
                                                                                                                                                                                                          • Figure 62: Attitudes towards shelf-stable and household products, by Hispanic grocery cart clusters, April 2010
                                                                                                                                                                                                        • Demographic tables
                                                                                                                                                                                                          • Figure 63: Hispanic grocery cart clusters, by gender, April 2010
                                                                                                                                                                                                          • Figure 64: Hispanic grocery cart clusters, by age, April 2010
                                                                                                                                                                                                          • Figure 65: Hispanic grocery cart clusters, by household income, April 2010
                                                                                                                                                                                                          • Figure 66: Hispanic grocery cart clusters, by language in which survey was taken, April 2010
                                                                                                                                                                                                          • Figure 67: Hispanic grocery cart clusters, by language primarily spoken at home, April 2010
                                                                                                                                                                                                          • Figure 68: Hispanic grocery cart clusters, by household internet access, April 2010
                                                                                                                                                                                                        • Cluster methodology
                                                                                                                                                                                                        • U.S. Hispanic Population

                                                                                                                                                                                                            • Key facts
                                                                                                                                                                                                              • U.S. population by race/Hispanic origin
                                                                                                                                                                                                                • Figure 69: Population, by race/Hispanic origin, 1970-2020
                                                                                                                                                                                                                • Figure 70: Asian, Black, and Hispanic populations, 1970-2020
                                                                                                                                                                                                                • Figure 71: Population, by race and Hispanic origin, 2005-15
                                                                                                                                                                                                              • The Hispanic and non-Hispanic population
                                                                                                                                                                                                                • The Hispanic and total U.S. population by age
                                                                                                                                                                                                                  • Figure 72: U.S. Hispanic population, by age, 2005-15
                                                                                                                                                                                                                  • Figure 73: Total U.S. population, by age, 2005-15
                                                                                                                                                                                                                • The Hispanic and total U.S. population by gender
                                                                                                                                                                                                                  • Women
                                                                                                                                                                                                                    • Figure 74: Hispanic women, by age, 2005-15
                                                                                                                                                                                                                    • Figure 75: Total U.S. female population, by age, 2005-15
                                                                                                                                                                                                                  • Men
                                                                                                                                                                                                                    • Figure 76: Hispanic men, by age, 2005-15
                                                                                                                                                                                                                    • Figure 77: Total U.S. male population, by age, 2005-15
                                                                                                                                                                                                                  • Hispanic purchasing power
                                                                                                                                                                                                                    • Figure 78: Purchasing power, by race/Hispanic origin, 2008
                                                                                                                                                                                                                  • U.S. household income distribution
                                                                                                                                                                                                                    • Figure 79: Median household income, by race and Hispanic origin of householder, 2008
                                                                                                                                                                                                                  • Hispanic income levels
                                                                                                                                                                                                                    • Figure 80: Largest Hispanic states, by Hispanic disposable income, 2005
                                                                                                                                                                                                                  • The Hispanic household
                                                                                                                                                                                                                    • Figure 81: Average household size, by Hispanic origin/race of householder, 2001 and 2008
                                                                                                                                                                                                                    • Figure 82: Households, by number of persons in the household—Hispanics vs. all households, 2009
                                                                                                                                                                                                                    • Figure 83: Households with children, by race/Hispanic origin of householder, 2009
                                                                                                                                                                                                                    • Figure 84: Hispanic households, by presence and ages of children, 2009
                                                                                                                                                                                                                  • Generations
                                                                                                                                                                                                                    • Hispanics by generation
                                                                                                                                                                                                                      • Figure 85: Generations—Hispanics vs. non-Hispanics, 2009
                                                                                                                                                                                                                      • Figure 86: Fertility rate, by race and Hispanic origin of mother, 1998-2008
                                                                                                                                                                                                                    • Hispanics by country of origin/heritage
                                                                                                                                                                                                                      • Figure 87: Hispanic population, by country of origin/ancestry, 2006-08
                                                                                                                                                                                                                      • Figure 88: Graph: Hispanics, by country of origin/heritage, 2006-08
                                                                                                                                                                                                                    • Hispanics by geographic concentration
                                                                                                                                                                                                                      • Figure 89: Hispanic population, by region, by country of origin/ancestry, 2006-08
                                                                                                                                                                                                                      • Figure 90: Graph: Hispanic population, by region, 2006-08
                                                                                                                                                                                                                      • Figure 91: Hispanic population in top five states, by country of origin, 2006-08
                                                                                                                                                                                                                    • States with greatest Hispanic population growth
                                                                                                                                                                                                                      • Figure 92: Hispanic population, states with greatest percentage increase, 2000 and 2006
                                                                                                                                                                                                                    • Key Hispanic metropolitan areas
                                                                                                                                                                                                                      • Figure 93: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2006-08
                                                                                                                                                                                                                    • Acculturation
                                                                                                                                                                                                                      • What is acculturation?
                                                                                                                                                                                                                        • Why is level of acculturation important?
                                                                                                                                                                                                                          • Levels of acculturation
                                                                                                                                                                                                                              • Figure 94: Hispanics, by acculturation and assimilation level, 1998-2008
                                                                                                                                                                                                                            • What is retro-acculturation?
                                                                                                                                                                                                                              • Retro-acculturation
                                                                                                                                                                                                                              • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                  • Figure 95: Average annual expenditures of CU reference person—Hispanics vs. non-Hispanics, 2008
                                                                                                                                                                                                                                  • Figure 96: Average annual expenditures, indexed to all CUs—Hispanics vs. non-Hispanics, 2008
                                                                                                                                                                                                                                  • Figure 97: Share of aggregate expenditures accounted for—Hispanics vs. non-Hispanics, 2008
                                                                                                                                                                                                                              • Appendix: Trade Associations

                                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                                • American Herbal Products Association
                                                                                                                                                                                                                                • Coca-Cola Company (The) (USA)
                                                                                                                                                                                                                                • Dannon Co
                                                                                                                                                                                                                                • Food Marketing Institute
                                                                                                                                                                                                                                • Frito-Lay, Inc
                                                                                                                                                                                                                                • General Mills Inc
                                                                                                                                                                                                                                • Grocery Manufacturers Association (GMA)
                                                                                                                                                                                                                                • Häagen-Dazs
                                                                                                                                                                                                                                • International Dairy Foods Association
                                                                                                                                                                                                                                • International Dairy·Deli·Bakery Association
                                                                                                                                                                                                                                • International Food Information Service
                                                                                                                                                                                                                                • National Institute of Diabetes and Digestive and Kidney Diseases (NIDDK)
                                                                                                                                                                                                                                • Snack Food Association (SFA)
                                                                                                                                                                                                                                • Taco Bell Corp.
                                                                                                                                                                                                                                • Tortilla Industry Association (TIA)
                                                                                                                                                                                                                                • Trader Joe's Company Inc
                                                                                                                                                                                                                                • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                • Walgreen Co
                                                                                                                                                                                                                                • Walmart Stores (USA)
                                                                                                                                                                                                                                • Whole Foods Market Inc

                                                                                                                                                                                                                                The Hispanic Grocery Cart - US - September 2010

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