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The Shopping Experience of Hispanic Consumers - US - April 2014

“When Hispanics find a good deal, regardless of their age, income, or level of acculturation, they are eager to tell their families and friends about it. Retailers who can identify the needs of this segment and act accordingly may be able to count on Hispanic consumers as valuable allies to spread the good news.”

– Juan Ruiz, Senior Multicultural Analyst

Some questions answered in this report include:

  • How can Hispanic shoppers be converted into the best allies?
  • Differentiations vs cost leadership?

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Table of contents

  1. Scope and Themes

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

                    • Hispanic share of expenditures has been steadily increasing
                      • Figure 1: Total expenditures and share of expenditures of Hispanic households in apparel and services and entertainment, at current prices, 2007-12
                    • Entitlement and spontaneity are main motivators for Hispanics to purchase
                      • Figure 2: Reasons Hispanics purchase something for themselves, February 2014
                    • Hispanics are making their purchases at mass merchandisers
                      • Figure 3: Where Hispanics make purchases, by in-store and online, February 2014
                    • Price is king…
                      • Figure 4: Hispanics’ attitudes toward shopping – Any agree, by age, February 2014
                    • …but not at the expense of quality
                      • Figure 5: Very important factors for Hispanics when shopping, February 2014
                    • Good deals are always shared
                      • Figure 6: Hispanics’ attitudes toward shopping – Any agree, February 2014
                    • Older Hispanics more likely to have down-to-earth shopping behaviors
                      • Figure 7: Hispanics’ attitudes toward shopping – Purchase behavior, by age, February 2014
                    • Store environment is less important to Hispanics than it is to non-Hispanics
                      • Figure 8: Shopping behavior – Any agree, by Hispanic origin and languages spoken in home, November 2012-December 2013
                    • Hispanic shoppers bring family and children
                      • Figure 9: Shopping behavior – Any agree, by Hispanic origin and languages spoken in home, November 2012-December 2013
                    • What we think
                    • Issues and Insights

                        • Converting Hispanic shoppers into the best allies
                          • The issues
                            • The implications
                              • Differentiations vs cost leadership
                                • The issues
                                  • The implications
                                    • Shopping beyond the mass merchandiser
                                      • The issues
                                        • The implications
                                        • Trend Applications

                                            • Trend: Let’s Make a Deal
                                              • Trend: Experience is All
                                                • Trend: Mood to Order
                                                • Market Size

                                                  • Key points
                                                    • Hispanic total household expenditures reached $637 billion in 2012
                                                      • Figure 10: Total expenditures of Hispanic households, by category, at current prices, 2007-12
                                                    • Hispanics spend $30.5 billion on apparel and related services
                                                      • Figure 11: Total expenditures of Hispanic households in apparel and services, at current prices, 2007-12
                                                    • Hispanics’ share of expenditures in entertainment has grown 2007-12
                                                      • Figure 12: Total expenditures of Hispanic households in entertainment, at current prices, 2007-12
                                                  • Marketing Strategies

                                                      • Theme: Relevant messages
                                                        • Walmart – Holiday shopping
                                                          • Figure 13: Walmart, Family screen, 2013
                                                        • Theme: Service is part of the experience with the product
                                                          • Dell – Its take on Hispanic Americans
                                                            • Figure 14: Dell Hispanic American overview, 2014
                                                          • Theme: Meeting unmet needs
                                                            • Macy’s – Thalia Deal
                                                                • Figure 15: Macy’s celebrates the Hispanic heritage month with Thalia, 2013
                                                            • Hispanics and Shopping

                                                              • Key points
                                                                • Entitlement and spontaneity drive Hispanic purchase motivations
                                                                    • Figure 16: Reasons Hispanics purchase something for themselves, by age, February 2014
                                                                    • Figure 17: Reasons Hispanics purchase something for themselves, by language spoken in home, February 2014
                                                                  • When deciding where to shop, Hispanics look for quality and price
                                                                    • Figure 18: Very important factors for Hispanics when shopping, by age, February 2014
                                                                    • Figure 19: Very important factors for Hispanics when shopping, by language spoken in home, February 2014
                                                                  • Mass merchandisers are main stop for shopping
                                                                      • Figure 20: Where Hispanics make purchases – In-store purchases, by age, February 2014
                                                                      • Figure 21: Where Hispanics make purchases – In-store purchases, by language spoken in home, February 2014
                                                                    • Hispanic men shop at more online stores than Hispanic women
                                                                      • Figure 22: Where Hispanics make purchases – Online purchases, by gender, February 2014
                                                                      • Figure 23: Where Hispanics make purchases – Online purchases, by language spoken in home, February 2014
                                                                  • Attitudes toward Shopping

                                                                    • Key points
                                                                      • Price is king
                                                                        • Figure 24: Hispanics’ attitudes toward shopping (deal seeking) – Any agree, by age, February 2014
                                                                        • Figure 25: Hispanics’ attitudes toward shopping (deal seeking) – Any agree, by household income, February 2014
                                                                        • Figure 26: Hispanics’ attitudes toward shopping (deal seeking) – Any agree, by language spoken in home, February 2014
                                                                      • Good deals are always shared
                                                                          • Figure 27: Hispanics’ attitudes toward shopping (influentials) – Any agree, by age, February 2014
                                                                          • Figure 28: Hispanics’ attitudes toward shopping (influentials) – Any agree, by language spoken in home, February 2014
                                                                        • Trying new products with a caveat
                                                                          • Figure 29: Hispanics’ attitudes toward shopping (brand loyalty) – Any agree, by age, February 2014
                                                                          • Figure 30: Hispanics’ attitudes toward shopping (brand loyalty) – Any agree, by language spoken in home, February 2014
                                                                        • Good service adds value to the shopping experience
                                                                          • Figure 31: Hispanics’ attitudes toward shopping (service/experience) – Any agree, by gender, February 2014
                                                                          • Figure 32: Hispanics’ attitudes toward shopping (service/experience) – Any agree, by age, February 2014
                                                                          • Figure 33: Hispanics’ attitudes toward shopping (service/experience) – Any agree, by language spoken in home, February 2014
                                                                        • Hispanic men and women enjoy shopping similarly
                                                                          • Figure 34: Hispanics’ attitudes toward shopping (shopaholics) – Any agree, by gender, February 2014
                                                                          • Figure 35: Hispanics’ attitudes toward shopping (shopaholics) – Any agree, by age, February 2014
                                                                          • Figure 36: Hispanics’ attitudes toward shopping (shopaholics) – Any agree, by household income, February 2014
                                                                          • Figure 37: Hispanics’ attitudes toward shopping (shopaholics) – Any agree, by language spoken in home, February 2014
                                                                      • Hispanics’ Perceptions of their Purchase Behavior

                                                                        • Key points
                                                                          • Hispanics try to buy only what they need
                                                                            • Figure 38: Hispanics’ perceptions of their purchase behavior, by gender, February 2014
                                                                          • Wisdom comes with age
                                                                            • Figure 39: Hispanics’ perceptions of their purchase behavior, by age, February 2014
                                                                          • Lack of financial products helps Spanish-dominant Hispanics to live within their means
                                                                            • Figure 40: Hispanics’ perceptions of their purchase behavior, by language spoken in home, February 2014
                                                                        • The Influence of Promotions

                                                                          • Key points
                                                                            • The success of promotions depends on the price of items
                                                                              • Figure 41: Influence of promotions among Hispanics, by item ticket size, February 2014
                                                                            • Small-ticket items
                                                                              • Figure 42: Influence of promotions among Hispanics – Small-ticket items, by age, February 2014
                                                                              • Figure 43: Influence of promotions among Hispanics – Small-ticket items, by language spoken in home, February 2014
                                                                            • Medium-ticket items
                                                                              • Figure 44: Influence of promotions among Hispanics – Medium-ticket items, by household income, February 2014
                                                                              • Figure 45: Influence of promotions among Hispanics – Medium-ticket items, by language spoken in home, February 2014
                                                                            • Large-ticket items
                                                                              • Figure 46: Influence of promotions among Hispanics – Large-ticket items, by household income, February 2014
                                                                              • Figure 47: Influence of promotions among Hispanics – Large-ticket items, by language spoken in home, February 2014
                                                                            • The influence of in-store support materials is limited
                                                                              • Figure 48: In-store support materials’ influence among Hispanics – Always, by gender, November 2012-December 2013
                                                                              • Figure 49: In-store support materials’ influence among Hispanics – Always, by languages spoken in home, November 2012-December 2013
                                                                          • The Role of Technology in Shopping

                                                                            • Internet is the first place half of Hispanics look for information
                                                                              • Figure 50: Hispanics’ attitudes, opinions about lifestyles and the internet – Any agree, by gender, November 2012-December 2013
                                                                              • Figure 51: Hispanics’ attitudes, opinions and interests about lifestyles and the internet – Any agree, by languages spoken in home, November 2012-December 2013
                                                                          • The Role of Family and Children

                                                                            • Shopping is a family outing
                                                                                • Figure 52: Hispanics’ shopping behavior – Any agree, by gender, November 2012-December 2013
                                                                                • Figure 53: Hispanics’ shopping behavior – Any agree, by languages spoken in home, November 2012-December 2013
                                                                            • Differences Compared With Non-Hispanics

                                                                              • Some differences decrease with acculturation
                                                                                • The store’s environment is more important to non-Hispanics
                                                                                  • Figure 54: Hispanics’ shopping behavior – Any agree, by Hispanic origin and languages spoken in home, November 2012-December 2013
                                                                                • Non-Hispanics more likely to look for specials or bargains
                                                                                  • Figure 55: Hispanics’ shopping behavior – Any agree, by Hispanic origin and languages spoken in home, November 2012-December 2013
                                                                                • Non-Hispanics are more likely to plan their big-ticket items
                                                                                  • Figure 56: Hispanics’ shopping behavior – Any agree, by Hispanic origin and languages spoken in home, November 2012-December 2013
                                                                                • Hispanics tend to shop more frequently
                                                                                  • Figure 57: Hispanics’ shopping behavior – Any agree, by Hispanic origin and languages spoken in home, November 2012-December 2013
                                                                                • Hispanic shoppers come with family and children
                                                                                  • Figure 58: Hispanics’ shopping behavior – Any agree, by Hispanic origin and languages spoken in home, November 2012-December 2013
                                                                              • Cluster Analysis

                                                                                  • Figure 59: Hispanic shopping clusters, February 2014
                                                                                • Value explorers
                                                                                  • Characteristics
                                                                                    • Opportunities
                                                                                      • Passive shoppers
                                                                                        • Characteristics
                                                                                          • Opportunities
                                                                                            • Value individualists
                                                                                              • Characteristics
                                                                                                • Opportunities
                                                                                                  • DIY shoppers
                                                                                                    • Characteristics
                                                                                                      • Opportunities
                                                                                                        • Cluster characteristics tables
                                                                                                          • Figure 60: Reasons Hispanics purchase something for themselves, by Hispanic shopping clusters, February 2014
                                                                                                          • Figure 61: Very important factors for Hispanics when shopping, by Hispanic shopping clusters, February 2014
                                                                                                          • Figure 62: Where Hispanics make purchases – in-store purchases, by Hispanic shopping clusters, February 2014
                                                                                                          • Figure 63: Where Hispanics make purchases – Online purchases, by Hispanic shopping clusters, February 2014
                                                                                                          • Figure 64: Hispanics’ attitudes toward shopping – any agree, by Hispanic shopping clusters, February 2014
                                                                                                          • Figure 65: Hispanics’ perceptions of their purchase behavior, by Hispanic shopping clusters, February 2014
                                                                                                          • Figure 66: Influence of promotions among Hispanics – small-ticket items, by Hispanic shopping clusters, February 2014
                                                                                                          • Figure 67: Influence of promotions among Hispanics – medium-ticket items, by Hispanic shopping clusters, February 2014
                                                                                                          • Figure 68: Influence of promotions among Hispanics – large-ticket items, by Hispanic shopping clusters, February 2014
                                                                                                          • Figure 69: Demographics, by Hispanic shopping clusters, February 2014
                                                                                                        • Cluster methodology
                                                                                                        • Demographic Profile of US Hispanics

                                                                                                            • Key points
                                                                                                              • Population trends
                                                                                                                • Figure 70: Population by race and Hispanic origin, 2009-19
                                                                                                                • Figure 71: Population, by race and Hispanic origin, 1970-2020
                                                                                                                • Figure 72: Asian, Black, and Hispanic populations, 1970-2020
                                                                                                              • Hispanic share of births
                                                                                                                • Figure 73: Distribution of births, by race and Hispanic origin of mother, 2002-12
                                                                                                              • The Hispanic and total US population by age
                                                                                                                • Figure 74: Hispanic share of the population, by age, 2009-19
                                                                                                              • The Hispanic and total US population by gender
                                                                                                                • Figure 75: Population, by gender and Hispanic origin, 2009-19
                                                                                                                • Figure 76: Age distribution of women, by Hispanic origin, 2014
                                                                                                                • Figure 77: Age distribution of men, by Hispanic origin, 2014
                                                                                                              • Characteristics
                                                                                                                • Marital status
                                                                                                                  • Figure 78: Marital status of people aged 18 or older, by race and Hispanic origin, 2013
                                                                                                                  • Figure 79: Marital status of Hispanics, by age, 2013
                                                                                                                  • Figure 80: Gender ratio, by age and Hispanic origin, 2014
                                                                                                                • Household size
                                                                                                                  • Figure 81: Average household size and average number of adults and children in households, by race and Hispanic origin, 2013
                                                                                                                • Children in the household
                                                                                                                  • Figure 82: Households, by presence and ages of own children, 2013
                                                                                                                • Generations
                                                                                                                  • Figure 83: Generations, by Hispanic origin, 2014
                                                                                                                  • Figure 84: Distribution of generations by race and Hispanic origin, 2014
                                                                                                                • Hispanics by country of origin/heritage
                                                                                                                  • Figure 85: Hispanic population, by country of origin/heritage
                                                                                                                • Mexicans (63% of US Hispanics)
                                                                                                                  • Figure 86: Number of tortilla-related products launched per year in the US, 1996-2013
                                                                                                                • Puerto Ricans (9% of US Hispanics)
                                                                                                                  • Cubans (4% of US Hispanics)
                                                                                                                    • Dominicans (3% of US Hispanics)
                                                                                                                      • Central Americans (8% of US Hispanics)
                                                                                                                        • South Americans (5% of US Hispanics)
                                                                                                                          • Figure 87: US Hispanic population, by country of origin/heritage, 2000-10
                                                                                                                          • Figure 88: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
                                                                                                                        • Hispanics by geographic concentration
                                                                                                                          • Figure 89: Hispanic population, by region of residence, 2000-10
                                                                                                                          • Figure 90: Hispanic or Latino population as a percent of total population by county, 2010
                                                                                                                        • States with the most Hispanic population growth
                                                                                                                          • Figure 91: States ranked by change in Hispanic population, 2000-10
                                                                                                                          • Figure 92: Percent change in Hispanic or Latino population by county, 2000-10
                                                                                                                        • Key Hispanic metropolitan areas
                                                                                                                          • Figure 93: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2010
                                                                                                                        • Hispanics online
                                                                                                                          • Figure 94: Internet use among Hispanics aged 18+, 2013
                                                                                                                      • Acculturation

                                                                                                                          • What is acculturation?
                                                                                                                            • Figure 95: Acculturation diagram
                                                                                                                            • Figure 96: Variables that affect acculturation
                                                                                                                          • Why is level of acculturation important?
                                                                                                                            • Levels of acculturation
                                                                                                                              • Figure 97: Characteristics of primary acculturation levels
                                                                                                                            • What is retroacculturation?
                                                                                                                            • Buying Power of US Hispanics

                                                                                                                              • Key points
                                                                                                                                • Hispanics’ purchasing power growth between 1990 and 2018 is projected to be 666%
                                                                                                                                  • Figure 98: Purchasing power, by race/Hispanic origin, 1990-2018
                                                                                                                                  • Figure 99: Purchasing power, by race/Hispanic origin, 1990-2018
                                                                                                                                  • Figure 100: Top 10 states ranked by share of Hispanic buying power, rank by Hispanic share of buying power by state, 2013
                                                                                                                                  • Figure 101: Top 10 states ranked by dollar amount of Hispanic buying power, 2013
                                                                                                                                • US household income distribution
                                                                                                                                  • Figure 102: Median household income, by race and Hispanic origin of householder, 2012
                                                                                                                              • Appendix – Other Useful Consumer Tables

                                                                                                                                • Reasons to purchase
                                                                                                                                  • Figure 103: Reasons Hispanics purchase something for themselves, by gender, February 2014
                                                                                                                                  • Figure 104: Reasons Hispanics purchase something for themselves, by household income, February 2014
                                                                                                                                • Very important factors when shopping
                                                                                                                                  • Figure 105: Very important factors for Hispanics when shopping, by gender, February 2014
                                                                                                                                  • Figure 106: Very important factors for Hispanics when shopping, by household income, February 2014
                                                                                                                                • Where purchases are made
                                                                                                                                  • Figure 107: Where Hispanics make purchases – in-store purchases, by gender, February 2014
                                                                                                                                  • Figure 108: Where Hispanics make purchases – in-store purchases, by household income, February 2014
                                                                                                                                  • Figure 109: Where Hispanics make purchases – online purchases, by age, February 2014
                                                                                                                                  • Figure 110: Where Hispanics make purchases – online purchases, by household income, February 2014
                                                                                                                                • Hispanics’ attitudes toward shopping
                                                                                                                                  • Figure 111: Hispanics’ attitudes toward shopping – any agree, by gender, February 2014
                                                                                                                                  • Figure 112: Hispanics’ attitudes toward shopping – any agree, by age, February 2014
                                                                                                                                  • Figure 113: Hispanics’ attitudes toward shopping – Any agree, by household income, February 2014
                                                                                                                                  • Figure 114: Hispanics’ attitudes toward shopping – Any agree, by language spoken in home, February 2014
                                                                                                                                • Hispanics’ perceptions of their purchase behavior
                                                                                                                                  • Figure 115: Hispanics’ perceptions of their purchase behavior, by household income, February 2014
                                                                                                                                • The influence of promotions
                                                                                                                                  • Figure 116: Influence of promotions among Hispanics – small-ticket items, by gender, February 2014
                                                                                                                                  • Figure 117: Influence of promotions among Hispanics – small-ticket items, by household income, February 2014
                                                                                                                                  • Figure 118: Influence of promotions among Hispanics – Medium-ticket items, by gender, February 2014
                                                                                                                                  • Figure 119: Influence of promotions among Hispanics – Medium-ticket items, by age, February 2014
                                                                                                                                  • Figure 120: Influence of promotions among Hispanics – Large-ticket items, by gender, February 2014
                                                                                                                                  • Figure 121: Influence of promotions among Hispanics – Large-ticket items, by age, February 2014
                                                                                                                              • Appendix – Trade Associations

                                                                                                                                Companies Covered

                                                                                                                                To learn more about the companies covered in this report please contact us.

                                                                                                                                The Shopping Experience of Hispanic Consumers - US - April 2014

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