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The Private Label Hispanic Consumer - US - August 2012

According to the U.S. Census Bureau, the Hispanic population is expected to reach 61.1 million by 2017, a 15.6% increase from 2012. Additionally, Hispanic spending power is expected to climb to nearly $1.7 trillion by 2017, from nearly $1.2 trillion in 2012. Hispanic households are more likely than non-Hispanic households to have children. Hispanic families are also larger than non-Hispanic families, with multigenerational members of the same household consuming various types of foods and packaged goods. The preferred language of Hispanics is a much greater factor than income in the likelihood Hispanics will purchase a private label product, with trust in name brand goods higher among less acculturated Hispanics. Understanding these differences and the types of private label brands Hispanics prefer will help marketers not only maintain, but grow their business among this important consumer group.

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Table of contents

  1. Scope and Themes

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

                      • The market
                        • Private label grocery brands purchased by Hispanics
                          • Figure 1: Top 10 private label brands purchased in the last month, by language spoken in the home, March 2012
                        • Frequency of purchasing private label products
                          • Figure 2: Hispanics’ frequency of purchasing private label products, by type of retailer, March 2012
                        • Private label food and beverages consumed by Hispanics
                          • Figure 3: Top five private label food and beverage products purchased by Hispanics in the last month, March 2012
                        • Private label personal care items consumed by Hispanics
                          • Figure 4: Top five private label personal care and/or cosmetics items purchased by Hispanics in the last month, March 2012
                        • Perceptions of private label personal care products
                          • Figure 5: Perceptions of quality of private label/store brand products, by Hispanic men aged 18-34, March 2012
                        • Top reasons for trying a private label product
                          • Figure 6: Top reasons for trying a private label product, by household income, March 2012
                        • Attitudes toward private label products among Hispanic adults
                          • Figure 7: Hispanics’ attitudes toward purchases of private label products, by level of agreement, March 2012
                        • The consumer
                          • U.S. Hispanic population
                            • Figure 8: Population, by race/Hispanic origin, 2007-17
                          • Hispanic household size
                            • Figure 9: Average household size, by Hispanic origin/race of householder, 2001, 2008, and 2011
                          • What we think
                          • Issues in the Market

                              • How can private label brands retain Hispanic shoppers as the economy recovers?
                                • Should private label brands be marketed to younger Hispanic men?
                                  • How can Spanish-dominant Hispanics extend their brand loyalty to private label products?
                                  • Insights and Opportunities

                                    • Private label brands could benefit from rising food prices
                                      • Private label brands could benefit from Hispanic food and beverages
                                      • Trend Applications

                                          • Trend: Patriot Games
                                            • Trend: The Real Thing
                                              • 2015 Trend: Old Gold
                                              • The Consumer

                                                • Key points
                                                  • The Hispanic grocery shopper
                                                    • Hispanic women are most likely to purchase groceries for the household
                                                        • Figure 10: Grocery shopping responsibilities among Hispanic adults, by gender and age, March 2012
                                                      • The Hispanic private label shopper
                                                        • Bilingual consumers are most likely to purchase private label supermarket products
                                                            • Figure 11: Incidence of private label brands purchased in the last month, by language spoken in the home, March 2012
                                                            • Figure 12: Private label products purchased in the last 30 days, by region, March 2012
                                                          • Hispanics are purchasing private label products from a variety of retailers
                                                              • Figure 13: Likelihood of purchasing private label products from other retailers in the last month, by gender, March 2012
                                                            • Attitudes toward private label personal care and household products
                                                              • Name brand personal care products are considered superior by Hispanic shoppers
                                                                  • Figure 14: perceptions of quality of private label/store brand personal care and household items vs. name brand equivalents, March 2012
                                                                • Younger Hispanic men value private label personal care products
                                                                    • Figure 15: Perceptions of quality of private label/store brand products vs. name brand personal care products, by gender and age, March 2012
                                                                  • Younger Hispanic men see no difference in private label household products
                                                                    • Figure 16: perceptions of quality of private label/store brand items vs. name brand household care, by gender and age, March 2012
                                                                • Food

                                                                  • Key points
                                                                    • Purchases of private label food and beverage products
                                                                      • Hispanics are most likely to purchase store brand milk and fresh meats
                                                                        • Figure 17: Hispanics’ incidence of purchasing a private label food product in the past month, March 2012
                                                                      • Hispanics’ name brand preferences
                                                                        • Language preference impacts brand inclination
                                                                          • Figure 18: Hispanics’ likelihood of purchasing name brand food products in the last month, by language spoken in the home, March 2012
                                                                        • The impact of age on Hispanics’ private label preferences
                                                                          • Middle-aged Hispanics are most likely to purchase store brand products
                                                                            • Figure 19: Hispanics’ incidence of purchasing private label food products in the last month, by age, March 2012
                                                                          • Foods least likely to be purchased by Hispanics
                                                                            • Gender and age are key factors in the types of food purchased
                                                                              • Figure 20: Likelihood of Hispanics’ neither purchasing a private label nor name brand food product in the last month, by gender and age, March 2012
                                                                            • Baking and condiments
                                                                              • Baking products
                                                                                • Figure 21: Incidence of household use of private label baking products, by race and Hispanic origin, October 2010-November 2011
                                                                              • Condiments
                                                                                • Figure 22: Incidence of household use of private label condiments, by race and Hispanic origin, October 2010-November 2011
                                                                                • Figure 23: Incidence of household use of private label condiments, by language spoken in the home, October 2010-November 2011
                                                                              • Eggs, cheese, and dairy products
                                                                                • Figure 24: Incidence of household use of private label cheese and dairy products, by race and Hispanic origin, October 2010-November 2011
                                                                                • Figure 25: Incidence of household use of private label cheese and dairy products, by language spoken in the home, October 2010-November 2011
                                                                              • Frozen foods
                                                                                • Figure 26: Incidence of household use of private label frozen food products, by race and Hispanic origin, October 2010-November 2011
                                                                                • Figure 27: Incidence of household use of private label frozen food products, by language spoken in the home, October 2010-November 2011
                                                                                • Figure 28: Incidence of household use of private label frozen food products, by household size, October 2010-November 2011
                                                                              • Cereals and breads
                                                                                • Figure 29: Incidence of household use of private label breakfast cereals and related bread products, by race and Hispanic origin, October 2010-November 2011
                                                                                • Figure 30: Incidence of household use of private label breakfast cereals and related bread products, by language spoken in the home, October 2010-November 2011
                                                                              • Canned/jarred foods
                                                                                • Figure 31: Incidence of household use of private label canned or jarred foods, by race and Hispanic origin, October 2010-November 2011
                                                                                • Figure 32: Incidence of household use of private label canned or jarred foods, by language spoken in the home, October 2010-November 2011
                                                                              • Prepared salads and meals
                                                                                • Figure 33: Incidence of household use of private label salads and meals, by race and Hispanic origin, October 2010-November 2011
                                                                                • Figure 34: Incidence of household use of private label prepared salads and meals, by language spoken in the home, October 2010-November 2011
                                                                              • Rice, potatoes, and pasta
                                                                                • Figure 35: Incidence of household use of private label rice, potatoes, and pasta, by race and Hispanic origin, October 2010-November 2011
                                                                                • Figure 36: Incidence of household use of private label rice, potatoes, and pasta, by language spoken in the home, October 2010-November 2011
                                                                              • Salty snack foods
                                                                                • Figure 37: Incidence of household use of private label/store brand packaged salty snack foods, by race and Hispanic origin, October 2010-November 2011
                                                                                • Figure 38: Incidence of household use of private label/store brand packaged salty snack foods, by language spoken in the home, October 2010-November 2011
                                                                              • Luncheon products
                                                                                • Figure 39: Incidence of household use of private label/store brand luncheon products, by race and Hispanic origin, October 2010-November 2011
                                                                                • Figure 40: Incidence of household use of private label/store brand luncheon products, by language spoken in the home, October 2010-November 2011
                                                                              • Hot dogs
                                                                                • Figure 41: Incidence of household use of a private label/store brand when purchasing hot dogs, by race and Hispanic origin, October 2010-November 2011
                                                                                • Figure 42: Incidence of household use of private label/store brand hot dogs, by language spoken in the home, October 2010-November 2011
                                                                              • Cookies
                                                                                • Figure 43: Incidence of household use of private label/store brand cookies, by race and Hispanic origin, October 2010-November 2011
                                                                                • Figure 44: Incidence of household use of private label/store brand cookies, by language spoken in the home, October 2010-November 2011
                                                                              • Dessert foods
                                                                                • Figure 45: Incidence of household use of private label/store brand dessert foods, by race and Hispanic origin, October 2010-November 2011
                                                                                • Figure 46: Incidence of household use of private label/store brand desserts, by language spoken in the home, October 2010-November 2011
                                                                                • Figure 47: Incidence of household use of private label/store brand dessert foods, by presence of children in the home, October 2010-November 2011
                                                                            • Beverages

                                                                              • Key points
                                                                                • Beverages
                                                                                  • Hispanics are most likely to consume private label milk and bottled water
                                                                                    • Figure 48: Hispanics’ incidence of purchasing a private label beverage product in the past month, March 2012
                                                                                  • Hispanics’ name brand preferences
                                                                                    • Spanish-only households are most likely to consume name brand milk
                                                                                      • Figure 49: Hispanics’ likelihood of purchasing name brand beverage products in the last month, by language spoken in the home, March 2012
                                                                                    • Hispanics’ private label preferences
                                                                                      • Gender and age play key roles in the types of beverage purchased
                                                                                        • Figure 50: Likelihood of Hispanics’ purchasing private label beverage products in the last month, by gender and age, March 2012
                                                                                      • Ready-to-drink beverages
                                                                                        • Figure 51: Incidence of personal use of private label/store brand ready-to-drink beverages, by race and Hispanic origin, October 2010-November 2011
                                                                                        • Figure 52: Incidence of personal use of private label/store brand ready-to-drink beverages, by language spoken in the home, October 2010-November 2011
                                                                                      • Teas and powdered beverages
                                                                                        • Figure 53: Incidence of household use of private label/store brand teas and powdered beverages, by race and Hispanic origin, October 2010-November 2011
                                                                                        • Figure 54: Incidence of household use of private label/store brand teas and powdered beverages, by language spoken in the home, October 2010-November 2011
                                                                                      • Fruit juices
                                                                                        • Figure 55: Incidence of household use of private label/store brand fruit juices (including frozen concentrate), by race and Hispanic origin, October 2010-November 2011
                                                                                        • Figure 56: Incidence of household use of private label/store brand fruit juices (including frozen concentrate), by language spoken in the home, October 2010-November 2011
                                                                                      • Coffee products
                                                                                        • Figure 57: Incidence of household use of private label coffee products, by race and Hispanic origin, October 2010-November 2011
                                                                                    • Personal Care and Cosmetics

                                                                                      • Key points
                                                                                        • Likelihood of purchasing store brand personal care products or cosmetics
                                                                                          • Figure 58: Hispanics’ likelihood of purchasing a personal care and/or cosmetics item in the last month, March 2012
                                                                                          • Figure 59: Incidence of household use of private label haircare products, by race and Hispanic origin, October 2010-November 2011
                                                                                          • Figure 60: perceptions of quality of private label/store brand personal care and household items vs. name brand equivalents, March 2012
                                                                                          • Figure 61: private label or name brand personal care and/or cosmetics not purchased by Hispanics in the last month, by language spoken in the home, March 2012
                                                                                        • Types of name brand personal care and cosmetics products purchased
                                                                                          • Figure 62: Hispanics’ incidence of purchasing a name brand personal care or cosmetics item in the last month, by gender, March 2012
                                                                                          • Figure 63: Hispanics’ incidence of purchasing a name brand personal care or cosmetics item in the last month, by language spoken in the home, March 2012
                                                                                        • Type of private label personal care products purchased
                                                                                          • Figure 64: Hispanics’ incidence of purchasing a private label personal care or cosmetics item in the last month, by gender, March 2012
                                                                                          • Figure 65: Hispanic women’s incidence of purchasing a private label cosmetics item in the last month, by gender, March 2012
                                                                                        • Private label brands purchased in the last month
                                                                                          • Figure 66: Likelihood of Hispanics’ purchasing a private label personal care product in the last month, by grocer/market, March 2012
                                                                                          • Figure 67: Likelihood of Hispanic women’s purchase of a private label personal care product in the last month, by grocer/market, March 2012
                                                                                        • Types of private label personal care products purchased
                                                                                          • Liquid soaps
                                                                                            • Figure 68: Incidence of household use of private label liquid soaps, by race and Hispanic origin, October 2010-November 2011
                                                                                            • Figure 69: Incidence of household use of private label liquid soaps, by language spoken in the home, October 2010-November 2011
                                                                                          • Personal hygiene products
                                                                                            • Figure 70: Incidence of personal use of private label personal hygiene products, by race and Hispanic origin, October 2010-November 2011
                                                                                          • Children’s personal care products
                                                                                            • Figure 71: Incidence of household use of private label children’s personal care products, by race and Hispanic origin, October 2010-November 2011
                                                                                        • Household Products and Over-the-Counter Remedies

                                                                                          • Key points
                                                                                            • Incidence of use of household products
                                                                                              • Figure 72: Incidence of household use of private label household products, by race and Hispanic origin, October 2010-November 2011
                                                                                              • Figure 73: Incidence of household use of store brand household products, by language spoken in the home, October 2010-November 2011
                                                                                            • Over-the-counter remedies
                                                                                              • Cold and flu remedies
                                                                                                • Figure 74: Incidence of household use of private label over-the-counter remedies, by race and Hispanic origin, October 2010-November 2011
                                                                                                • Figure 75: Incidence of household use of private label cold and flu remedies, by language spoken in the home, October 2010-November 2011
                                                                                            • Retail Preferences

                                                                                              • Key points
                                                                                                • Hispanics are far more likely to purchase private label goods at Walmart
                                                                                                    • Figure 76: Hispanics’ incidence of private label product purchases, by type of retailer, March 2012
                                                                                                  • Bilinguals buy private label goods in a deep discount store
                                                                                                    • Figure 77: Likelihood of making a private label product purchase, by retailer and by language spoken in home, March 2012
                                                                                                • Perception of Quality of Private Label Products

                                                                                                  • Key points
                                                                                                    • Hispanics see less quality differences in private label canned goods
                                                                                                        • Figure 78: Perceptions of quality of private label/store brand products vs. name brand products, for food and beverages, March 2012
                                                                                                      • Private label food perceptions vary by gender and age
                                                                                                        • Figure 79: perceptions of quality of private label/store brand products vs. name brand products, by food and beverages and by gender and age, March 2012
                                                                                                      • Attitudes toward private label personal care and household products
                                                                                                        • Figure 80: perceptions of quality of private label/store brand personal care and household items vs. name brand equivalents, March 2012
                                                                                                      • Younger Hispanic men value private label personal care products
                                                                                                        • Figure 81: Perceptions of quality of private label/store brand products vs. name brand personal care products, by gender and age, March 2012
                                                                                                      • Younger Hispanic men see no difference in private label household products
                                                                                                        • Figure 82: perceptions of quality of private label/store brand items vs. name brand household care, by gender and age, March 2012
                                                                                                    • Reasons for Purchasing Private Label Products

                                                                                                      • Key points
                                                                                                        • Hispanics of all incomes buy private label products for their value
                                                                                                          • Figure 83: Reasons for trying a private label product, by household income, March 2012
                                                                                                        • Older Hispanics are most likely to buy private label items for their value
                                                                                                          • Figure 84: Reasons for trying a private label product, by gender and age, March 2012
                                                                                                        • Language does not play a role in the purchase of private label goods
                                                                                                          • Figure 85: Reasons for trying a private label product, by language spoken in the home, March 2012
                                                                                                        • Higher household income Hispanics buy private label products regardless of price
                                                                                                          • Figure 86: Attitudes toward purchases of private label products, by household income, March 2012
                                                                                                        • Price, quality key drivers for Hispanics’ private label purchases
                                                                                                          • Figure 87: Overall attitudes toward purchases of private label products, March 2012
                                                                                                      • Marketing Strategies

                                                                                                        • Key points
                                                                                                          • Television
                                                                                                            • Walmart
                                                                                                              • Figure 88: Walmart choice premium steaks, TV ad, July 2012
                                                                                                            • Publix Super Markets
                                                                                                                • Figure 89: Publix GreenWise organic frozen pizza, TV ad, July 2012
                                                                                                              • Safeway (Vons)
                                                                                                                • Figure 90: Safeway Select frozen appetizers, TV ad, December 2011
                                                                                                              • Print advertising
                                                                                                                • Sedano’s
                                                                                                                  • Figure 91: Sedano’s store circular, private label products ad, July 2012
                                                                                                                • Navarro Discount Pharmacy
                                                                                                                  • Figure 92: Navarro discount pharmacy store circular, private label water ad, July 2012
                                                                                                                • Private label retailer websites
                                                                                                                  • Vallarta Supermarkets
                                                                                                                    • Food Lion
                                                                                                                      • Fiesta
                                                                                                                      • U.S. Hispanic Population

                                                                                                                          • Key facts
                                                                                                                            • U.S. population by race/Hispanic origin
                                                                                                                              • Figure 93: Population, by race/Hispanic origin, 1970-2020
                                                                                                                              • Figure 94: Asian, Black, and Hispanic populations, 1970-2020
                                                                                                                              • Figure 95: Population, by race/Hispanic origin, 2007-17
                                                                                                                            • The Hispanic and non-Hispanic population
                                                                                                                              • The Hispanic and total U.S. population by age
                                                                                                                                • Figure 96: U.S. Hispanic population, by age, 2007-17
                                                                                                                                • Figure 97: U.S. Population, by age, 2007-17
                                                                                                                              • The Hispanic and total U.S. population by gender
                                                                                                                                • Women
                                                                                                                                  • Figure 98: Hispanic women, by age, 2007-17
                                                                                                                                  • Figure 99: Total U.S. female population, by age, 2007-17
                                                                                                                                • Men
                                                                                                                                  • Figure 100: Hispanic men, by age, 2007-17
                                                                                                                                  • Figure 101: Total U.S. male population, by age, 2007-17
                                                                                                                                • Generations
                                                                                                                                  • Hispanics by generation
                                                                                                                                    • Figure 102: Generations—Hispanics vs. non-Hispanics, 2011
                                                                                                                                    • Figure 103: Fertility rate, by race and Hispanic origin of mother, 2000-10
                                                                                                                                  • Hispanic purchasing power
                                                                                                                                    • Figure 104: Purchasing power, by race/Hispanic origin, 1990-2017
                                                                                                                                    • Figure 105: Purchasing power, by race/Hispanic origin, 1990-2015
                                                                                                                                    • Figure 106: Top 10 states ranked by share of Hispanic buying power, 2012
                                                                                                                                    • Figure 107: Top 10 states ranked by value of Hispanic buying power, 2012
                                                                                                                                  • U.S. household income distribution
                                                                                                                                    • Figure 108: Median household income, by race/Hispanic origin of householder, 2010
                                                                                                                                  • Hispanic income levels
                                                                                                                                    • Figure 109: Largest Hispanic states, by Hispanic disposable income, 2010
                                                                                                                                  • The Hispanic household
                                                                                                                                    • Figure 110: Average household size, by Hispanic origin/race of householder, 2001, 2008 and 2011
                                                                                                                                    • Figure 111: Households, by number of people in the household—Hispanics vs. all households, 2011
                                                                                                                                    • Figure 112: Households with children, by race/Hispanic origin of householder, 2011
                                                                                                                                    • Figure 113: Households, by race of householder and presence and ages of children, 2011
                                                                                                                                  • Hispanics by country of origin/heritage
                                                                                                                                    • Figure 114: Hispanic population, by type, 2000-10
                                                                                                                                    • Figure 115: Graph: Hispanics, by country of origin/heritage, 2010
                                                                                                                                  • Hispanics by geographic concentration
                                                                                                                                    • Figure 116: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
                                                                                                                                    • Figure 117: Hispanic population, by region of residence, 2000-10
                                                                                                                                    • Figure 118: Graph: Hispanic population, by region, 2010
                                                                                                                                    • Figure 119: 10 places* with highest number of Hispanics, 2010
                                                                                                                                    • Figure 120: 10 places* with the largest share of Hispanics, 2010
                                                                                                                                  • States with the most Hispanic population growth
                                                                                                                                    • Figure 121: States ranked by change in Hispanic population, 2000-10
                                                                                                                                    • Figure 122: Five states with the greatest percentage of Hispanic growth, 2000-10
                                                                                                                                  • Key Hispanic metropolitan areas
                                                                                                                                    • Figure 123: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2010
                                                                                                                                    • Figure 124: U.S. Hispanic households, by metropolitan status, 2006-11
                                                                                                                                  • Acculturation
                                                                                                                                    • What is acculturation?
                                                                                                                                      • Why is level of acculturation important?
                                                                                                                                        • Levels of acculturation
                                                                                                                                            • Figure 125: Hispanics, by acculturation and assimilation level, 1998-2008
                                                                                                                                          • What is retro-acculturation?
                                                                                                                                          • Appendix—Other Useful Information

                                                                                                                                              • Figure 126: Likelihood of purchasing a private label product, by retailer and by gender and income, March 2012
                                                                                                                                              • Figure 127: Attitudes toward private label shopping, by household income, March 2012
                                                                                                                                              • Figure 128: Incidence of household use of private label canned or jarred foods, by household size, October 2010-November 2011
                                                                                                                                          • Appendix—Trade Associations

                                                                                                                                            Companies Covered

                                                                                                                                            • Costco Wholesale Corporation
                                                                                                                                            • CVS Caremark Corporation
                                                                                                                                            • Food Lion
                                                                                                                                            • H. E. Butt Grocery Company
                                                                                                                                            • Kmart Corporation
                                                                                                                                            • Publix Super Markets
                                                                                                                                            • Safeway Inc
                                                                                                                                            • Walgreen Co
                                                                                                                                            • Walmart Stores (USA)
                                                                                                                                            • Whole Foods Market Inc

                                                                                                                                            The Private Label Hispanic Consumer - US - August 2012

                                                                                                                                            £3,199.84 (Excl.Tax)