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The Hispanic Retail Report: Household, Electronics, Apparel, Grocery and Personal Care - US - March 2011

Fashion-conscious, cell phone-savvy, and with a love for food, Hispanics are the ideal consumer segment for almost any retail sector. As the economy recovers from the recent recession, Hispanics’ expenditures on food and beverages, apparel, footwear, housing and transportation continue to grow. In fact, Hispanics spend a greater proportion of their income on groceries, apparel and footwear than non-Hispanics do. As the largest U.S. minority and a purchasing power projected to reach $1.4 trillion by 2013, Hispanics are an indispensable consumer group for all types of retailers, now and in the future.

In this report, marketers will gain insights into how to engage the Hispanic consumer linguistically, culturally and emotionally. Topics discussed include:

  • An overview of Hispanics’ purchasing behavior for food and beverages, apparel, footwear, home electronics, portable electronics, mobile devices, household products and personal care products
  • The categories for which Hispanics index higher than other ethnic/racial groups, and where their expenditures have increased or decreased in the past year
  • The retailers that Hispanics are choosing and why, including marketing techniques that can be emulated by other retailers looking to attract the Hispanic consumer
  • How purchasing patterns differ based on age, household income and level of acculturation, and how these apply to the methods of advertising that can be employed to reach these consumers
  • New prospects for marketing to Hispanics via cell phone, internet and in-store advertising, based on their penchant for social shopping and mobile phone ownership
  • An overview of the U.S. Hispanic population, including demographic distribution and differences in acculturation, and how this affects the products they select

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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
                    • Executive Summary

                      • Hispanic consumer expenditure
                        • The Hispanic retail consumer
                          • Apparel and footwear
                            • Electronics
                              • Groceries
                                • Household products
                                  • Personal care
                                    • Marketing strategies
                                      • U.S. Hispanic population
                                        • Demographics
                                          • Acculturation
                                          • Insights and Opportunities

                                            • Superstore it
                                              • Un poco de rock ’n’ roll
                                                • Mobile multiuse
                                                  • Looking good, smelling good
                                                  • Inspire Insights

                                                    • Hispanic Consumer Expenditure

                                                      • Key points
                                                        • Category expenditures
                                                          • Figure 1: Average annual expenditures—Hispanic households, by expenditure category, 2002-10
                                                          • Figure 2: Average annual expenditures—non-Hispanic households, by expenditure category, 2002-10
                                                        • Distribution of expenditures
                                                          • Figure 3: Average annual distribution of expenditures, by categories—Hispanics vs. non-Hispanics, 2008
                                                      • The Hispanic Retail Consumer

                                                        • Key points
                                                          • Consumer behavior when shopping
                                                            • Hispanic men most likely to participate in loyalty programs
                                                                • Figure 4: Consumer behavior when shopping for groceries, household products, and personal care items, by gender, October 2010
                                                              • Spanish-dominants ask store clerks for assistance and few use self-checkouts
                                                                  • Figure 5: Consumer behavior when shopping for groceries, household products, and personal care items, by language spoken in the home, October 2010
                                                                • Attitudes toward shopping
                                                                  • Hispanics are social shoppers
                                                                      • Figure 6: Attitudes toward shopping, by race/Hispanic origin, July 2009-Sept. 2010
                                                                    • The Hispanic consumer
                                                                      • Spanish-dominants and bilinguals are the most brand loyal
                                                                          • Figure 7: Hispanics’ attitudes toward shopping, by language spoken in the home, July 2009-Sept. 2010
                                                                        • Affluent Hispanics are brand and retailer loyal, but financially savvy with expensive items
                                                                            • Figure 8: Hispanics’ attitudes toward shopping, by household income, July 2009-Sept. 2010
                                                                        • Apparel and Footwear

                                                                          • Key points
                                                                            • Preferred retailers for adult clothing
                                                                              • Spanish-dominants most likely to buy apparel at fine footwear stores
                                                                                • Figure 9: Retailers shopped for adult clothing—Hispanics, by language spoken in the home, April 2010
                                                                              • Lower-income Hispanics most likely to buy apparel at fine footwear stores
                                                                                • Figure 10: Retailers shopped for adult clothing—Hispanics, by household income, April 2010
                                                                              • Preferred retailers for adult footwear
                                                                                • Hispanic men more likely than women to shop at fine footwear stores
                                                                                  • Figure 11: Retailers shopped for adult footwear—Hispanics, by gender, April 2010
                                                                                • Lower-income Hispanics most likely to buy shoes at fine footwear stores
                                                                                  • Figure 12: Retailers shopped for adult footwear—Hispanics, by household income, April 2010
                                                                                • Spanish-dominant most likely to buy shoes at fine footwear stores
                                                                                  • Figure 13: Retailers shopped for adult footwear—Hispanics, by language spoken in the home, April 2010
                                                                                • Buying online
                                                                                  • Latinas are more likely than Latinos to shop online
                                                                                    • Figure 14: Items purchased online in the past 12 months—Hispanics, by gender, April 2010
                                                                                  • Older Hispanics more likely to shop online
                                                                                    • Figure 15: Items purchased online in the past 12 months—Hispanics, by age, April 2010
                                                                                  • Bilingual Hispanics the most likely to shop online
                                                                                    • Figure 16: Items purchased online in the past 12 months—Hispanics, by language spoken in the home, April 2010
                                                                                • Electronics

                                                                                  • Key points
                                                                                    • Preferred retailers when shopping for home electronics
                                                                                      • Hispanics most likely to choose Walmart for electronics
                                                                                        • Figure 17: Retailers shopped for home electronics and/or PCs, by language spoken in the home, October 2010
                                                                                      • Hispanic men prefer specialty electronic stores
                                                                                        • Figure 18: Retailers shopped for home electronics and/or PCs, by gender, October 2010
                                                                                      • Preferred retailers when shopping for portable electronics and/or mobile devices
                                                                                        • Bilingual Hispanics most likely to shop at independent electronic stores
                                                                                          • Figure 19: Retailers shopped for portable electronics and/or mobile devices, by language spoken in the home, October 2010
                                                                                        • Affluent Hispanics most likely to purchase at chain electronic stores
                                                                                          • Figure 20: Retailers shopped for portable electronics and/or mobile devices, by household income, October 2010
                                                                                      • Groceries

                                                                                        • Key points
                                                                                          • Expenditure on groceries
                                                                                            • Hispanics spend the most on groceries
                                                                                              • Figure 21: Average weekly expenditure on groceries, by race/Hispanic origin, July 2009-Sept. 2010
                                                                                              • Figure 22: Average weekly expenditure on groceries by Hispanics, by language spoken in the home, July 2009-Sept. 2010
                                                                                            • Changes in grocery spending
                                                                                              • Spanish-dominants are now spending more on groceries
                                                                                                • Figure 23: Changes in household spending on groceries among Hispanics, by language spoken in the home, April 2010
                                                                                              • Fresh fruits and vegetables
                                                                                                • Retailers shopped
                                                                                                  • Even affluent Hispanics shop for groceries at Walmart
                                                                                                    • Figure 24: Retailers shopped when purchasing fresh fruits and vegetables, by household income, August 2010
                                                                                                  • Supermarkets are preferred by the English-dominant
                                                                                                    • Figure 25: Retailers shopped when purchasing fresh fruits and vegetables, by language spoken in the home, August 2010
                                                                                                  • Changes in expenditure on fresh fruits and vegetables
                                                                                                    • Figure 26: Change in expenditure on fruit and vegetables, by language spoken in the home, August 2010
                                                                                                  • Dairy products
                                                                                                    • Lower-income and Spanish-dominant purchase at Walmart
                                                                                                      • Figure 27: Retailers shopped when purchasing dairy products, by household income, August 2010
                                                                                                      • Figure 28: Retailers shopped when purchasing dairy products, by language spoken in the home, August 2010
                                                                                                    • Spanish-dominants spending more on dairy
                                                                                                      • Figure 29: Change in expenditure on dairy products, by language spoken in the home, August 2010
                                                                                                    • Fresh meat and poultry
                                                                                                      • Lower-income and Spanish-dominant prefer butcher shops
                                                                                                        • Figure 30: Retailers shopped when purchasing fresh meat and poultry, by household income, August 2010
                                                                                                        • Figure 31: Retailers shopped when purchasing fresh meat and poultry, by language spoken in the home, August 2010
                                                                                                      • Changes in expenditure on meats and poultry
                                                                                                        • Figure 32: Change in expenditure on fresh meat and poultry, by language spoken in the home, August 2010
                                                                                                      • Fresh fish and seafood
                                                                                                        • Lower-income and Spanish-dominant prefer seafood markets and Walmart
                                                                                                          • Figure 33: Retailers shopped when purchasing fresh fish and seafood, by household income, August 2010
                                                                                                          • Figure 34: Retailers shopped when purchasing fresh fish and seafood, by language spoken in the home, August 2010
                                                                                                        • Changes in expenditure on fresh fish and seafood
                                                                                                          • Figure 35: Change in expenditure on fresh fish and seafood, by language spoken in the home, August 2010
                                                                                                      • Household Products

                                                                                                        • Key points
                                                                                                          • Changes in household product expenditures in the Hispanic household
                                                                                                            • A quarter of Hispanics are spending less on household products
                                                                                                              • Figure 36: Changes in expenditure on household products by Hispanics, by household income, April 2010
                                                                                                            • Spanish dominants most likely to be spending more on household products
                                                                                                              • Figure 37: Changes in expenditure on household products by Hispanics, by language in which the survey was taken, April 2010
                                                                                                            • Shopping at supermarkets
                                                                                                              • Spanish-dominants most likely to buy household products at supermarkets
                                                                                                                • Figure 38: Likelihood of shopping for household products at supermarkets, by language spoken in the home, April 2010
                                                                                                              • Hispanics not very likely to buy household products at supermarkets
                                                                                                                • Figure 39: Likelihood of shopping for household products at supermarkets, by household income, April 2010
                                                                                                            • Personal Care

                                                                                                              • Key points
                                                                                                                • Shopping influencers
                                                                                                                  • Bilingual Hispanics most influenced by in-store advertising
                                                                                                                    • Figure 40: Shopping influencers when shopping for personal care products, by language spoken in the home, October 2010
                                                                                                                  • Hispanic men look for sales but are ambivalent about other in-store advertising
                                                                                                                    • Figure 41: Shopping influencers when shopping for personal care products, by gender, October 2010
                                                                                                                  • Retailers shopped
                                                                                                                    • Hispanics most likely to purchase personal care products at Walmart
                                                                                                                      • Figure 42: Retailers shopped when purchasing personal care products, by household income, August 2010
                                                                                                                    • English-dominants most likely to buy personal care items at supermarkets
                                                                                                                      • Figure 43: Retailers shopped when purchasing personal care products, by language spoken in the home, August 2010
                                                                                                                  • Marketing Strategies

                                                                                                                    • Key points
                                                                                                                      • Television ads targeting the Hispanic consumer
                                                                                                                        • BlackBerry
                                                                                                                          • Figure 44: Blackberry torch 9800, TV ad, November 2010
                                                                                                                        • Fujifilm
                                                                                                                          • Figure 45: Fujifilm Finepix XP10, TV ad, May 2010
                                                                                                                        • Kmart
                                                                                                                          • Figure 46: Kmart, TV ad, November 2010
                                                                                                                        • T-Mobile
                                                                                                                          • Figure 47: T-Mobile My Touch 4G, TV ad, November 2010
                                                                                                                        • Walmart
                                                                                                                          • Figure 48: Walmart, TV ad, May 2010
                                                                                                                        • Online
                                                                                                                          • Who is visiting Spanish-language websites?
                                                                                                                            • Younger Hispanics are more likely to be online
                                                                                                                              • Figure 49: Likelihood of visiting a Spanish-language website—Hispanics, by age, November 2008-December 2009
                                                                                                                            • The higher the household income, the more likely to be online
                                                                                                                              • Figure 50: Likelihood of visiting a Spanish-language website—Hispanics, by household income, November 2008-December 2009
                                                                                                                            • Preferred Spanish-language websites
                                                                                                                              • Women prefer sites linked to TV networks
                                                                                                                                • Figure 51: Spanish-language websites visited in the last 30 days—Hispanics, by age and gender, November 2008-December 2009
                                                                                                                              • Spanish-language online presence
                                                                                                                                • Apple
                                                                                                                                  • Unilever
                                                                                                                                    • T-Mobile
                                                                                                                                    • Cluster Analysis

                                                                                                                                        • Uninfluenced and Nonimpulsive
                                                                                                                                          • Demographics
                                                                                                                                            • Opportunities
                                                                                                                                              • Influenceable Non-Shoppers
                                                                                                                                                • Demographics
                                                                                                                                                  • Characteristics
                                                                                                                                                    • Opportunities
                                                                                                                                                      • Multi-Channel Buyers
                                                                                                                                                        • Demographics
                                                                                                                                                          • Characteristics
                                                                                                                                                            • Opportunities
                                                                                                                                                              • Characteristic tables
                                                                                                                                                                • Figure 52: Hispanic shopper clusters, October 2010
                                                                                                                                                                • Figure 53: Consumer behavior when shopping for food or household products, by Hispanic shopper clusters, October 2010
                                                                                                                                                                • Figure 54: Consumer behavior when shopping for personal care products, by Hispanic shopper clusters, October 2010
                                                                                                                                                                • Figure 55: Electronic retailers shopped for purchasing home electronics, PCs, and PC-related items, by Hispanic shopper clusters, October 2010
                                                                                                                                                                • Figure 56: Retailers shopped for purchasing home electronics, PCs, and PC-related items, by Hispanic shopper clusters, October 2010
                                                                                                                                                                • Figure 57: Online retailers shopped for purchasing home electronics, PCs, and PC-related items, by Hispanic shopper clusters, October 2010
                                                                                                                                                                • Figure 58: Electronic retailers shopped when purchasing portable electronic or mobile devices, by Hispanic shopper clusters, October 2010
                                                                                                                                                                • Figure 59: Retailers shopped when purchasing portable electronic or mobile devices, by Hispanic shopper clusters, October 2010
                                                                                                                                                                • Figure 60: Online retailers shopped when purchasing portable electronic or mobile devices, by Hispanic shopper clusters, October 2010
                                                                                                                                                                • Figure 61: Consumer behavior when shopping for groceries, by Hispanic shopper clusters, October 2010
                                                                                                                                                              • Demographic tables
                                                                                                                                                                • Figure 62: Hispanic shopper clusters, by gender, October 2010
                                                                                                                                                                • Figure 63: Hispanic shopper clusters, by age, October 2010
                                                                                                                                                                • Figure 64: Hispanic shopper clusters, by household income, October 2010
                                                                                                                                                                • Figure 65: Hispanic shopper clusters, by language in which survey was taken, October 2010
                                                                                                                                                                • Figure 66: Hispanic shopper clusters, by language primarily spoken in home, October 2010
                                                                                                                                                                • Figure 67: Hispanic shopper clusters, by household internet access, October 2010
                                                                                                                                                                • Figure 68: Hispanic shopper clusters, by education, October 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 people 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
                                                                                                                                                                                  • Unacculturated/Enculturated
                                                                                                                                                                                    • Acculturated/Bicultural
                                                                                                                                                                                      • Assimilated
                                                                                                                                                                                          • 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

                                                                                                                                                                                            • Food Marketing Institute
                                                                                                                                                                                            • Fujifilm (USA)
                                                                                                                                                                                            • J C Penney Company, Inc
                                                                                                                                                                                            • Kmart Corporation
                                                                                                                                                                                            • Macy's, Inc.
                                                                                                                                                                                            • National Retail Federation (NRF)
                                                                                                                                                                                            • Nordstrom
                                                                                                                                                                                            • Retail Industry Leaders Association (RILA)
                                                                                                                                                                                            • T-Mobile USA
                                                                                                                                                                                            • Target Corporation
                                                                                                                                                                                            • Telemundo Communications Group, Inc.
                                                                                                                                                                                            • Toyota Motor Corporation USA
                                                                                                                                                                                            • Unilever USA
                                                                                                                                                                                            • Verizon Communications Inc.
                                                                                                                                                                                            • Walmart Stores (USA)

                                                                                                                                                                                            The Hispanic Retail Report: Household, Electronics, Apparel, Grocery and Personal Care - US - March 2011

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