Hispanic Food and Drink Shopper - US - December 2018
"Hispanic households are expected to spend nearly $100 billion on food and drink for at-home consumption in 2018, which represents 13.6% of the total US expenditures on these categories. Hispanics are value-oriented consumers who shop at a variety of stores, and choose their food and drink destinations with product price and taste driving their decisions. Walmart is the top destination and has the widest appeal. Still, as grocery retailing becomes more competitive retailers that spend the time to understand the different segments of Hispanic shoppers will be in a better position to determine how they can fit in their shopping approach to stand out."
- Juan Ruiz, Director of Hispanic Insights
This Report looks at the following areas:
- Four segments of Hispanic shoppers approach food and drink shopping with different motivations
- Brands need to look beyond product/pricing to stand out
- Hispanics don’t associate many store types with key attributes
- Appeal to Hispanics’ sense of responsibility
- Recruit Enthusiastic Shoppers as brand ambassadors for in-store prepared food
- Stress the positives to reinforce Hispanics’ perception of value
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