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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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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • The issues
            • Four segments of Hispanic shoppers approach food and drink shopping with different motivations
                • Figure 1: Hispanic food and drink shoppers’ attitudinal segments, August 2018
              • Brands need to look beyond product/pricing to stand out
                • Figure 2: Important attributes in food and drinks Hispanics buy – Top 5, August 2018
              • Hispanics don’t associate many store types with key attributes
                • Figure 3: Perceptions of types of stores, August 2018
              • The opportunities
                • Appeal to Hispanics’ sense of responsibility
                  • Figure 4: Grocery shopping responsibility, indexed to all, August 2018
                • Recruit Enthusiastic Shoppers as brand ambassadors for in-store prepared food
                  • Figure 5: Hispanics’ attitudes toward in-store prepared food, by attitudinal segments, August 2018
                • Stress the positives to reinforce Hispanics’ perception of value
                  • Figure 6: Share of Hispanics who spend more money than they should grocery shopping, by household income, August 2018
                • What it means
                • The Market – What You Need to Know

                  • Hispanic households’ grocery expenditures show moderate growth
                    • Factors affecting how Hispanic shopper for food and drink include:
                      • Hispanics shoppers have different motivations driving behavior
                      • Market Size

                        • Hispanic households’ expenditures for groceries is nearly $100 billion
                            • Figure 7: Hispanic household expenditures for groceries, at current prices, 2013-18
                        • Market Perspective

                          • The youth of the market fuels their enthusiasm but also their lack of engagement
                            • Figure 8: Hispanic share of total US population, by age, 2018
                          • Preferences of more household members influence Hispanic shoppers
                            • Figure 9: Average number of people per household, by race and Hispanic origin, 2017
                            • Figure 10: Households with related children, by race and Hispanic origin of householder, 2017
                          • Hispanics prioritize saving across household income levels
                            • Figure 11: Median household income, by race and Hispanic origin of householder, 2016
                            • Figure 12: Household income distribution by race and Hispanic origin of householder, 2016
                            • Figure 13: Consumer reported household income, by Hispanic origin and language spoken at home, April 2017-June 2018
                          • Hispanics more likely to be Cooking Enthusiasts
                            • Figure 14: Cooking segments, Hispanics vs all US Consumers, [Hispanics] April 2018; [all US Consumers] July 2018
                        • Food and Drink Shopper Attitudinal Segments

                          • There are four segments of Hispanics shoppers
                              • Figure 15: Hispanic food and drink shoppers’ attitudinal segments, August 2018
                            • Enthusiastic Shoppers (32%)
                              • Figure 16: Profile of Hispanic Enthusiastic Shoppers, August 2018
                            • Pragmatic Shoppers (17%)
                              • Figure 17: Profile of Hispanic Pragmatic Shoppers, August 2018
                            • Unengaged Shoppers (25%)
                              • Figure 18: Profile of Hispanic Unengaged Shoppers, August 2018
                            • Confident Shoppers (26%)
                              • Figure 19: Profile of Hispanic Confident Shoppers, August 2018
                            • Implications of Hispanic segments
                              • The importance of fitting in Hispanics’ routines
                                • Figure 20: Hispanics’ attitudes toward grocery shopping routine, by attitudinal segments, August 2018
                              • Experience matters, but so does convenience
                                • Figure 21: Hispanics’ attitudes toward experience when shopping for food and drinks, by attitudinal segments, August 2018
                              • The search for value keeps Hispanics open-minded
                                • Figure 22: Hispanics’ attitudes toward value when shopping for food and drinks, by attitudinal segments, August 2018
                              • In-store prepared food valued by male-skewing segments
                                • Figure 23: Hispanics’ attitudes toward in-store prepared food, by attitudinal segments, August 2018
                            • Food for Thought – What You Need to Know

                              • Hispanics may be getting ready for a breakthrough in online ordering
                                • Traditional supermarkets embrace Hispanic concepts
                                  • Food and drinks offer plenty of material for social media content
                                  • Food for Thought

                                    • Tailwind for in-home delivery and online ordering
                                      • Spanish-dominant and bilingual Hispanics show interest
                                        • Figure 24: Walmart’s Free Grocery Pickup – I like it – TV ad, November 2018
                                        • Figure 25: Hispanics’ attitudes toward in-home delivery and online ordering, by language spoken at home and household income, August 2018
                                        • Figure 26: Hispanics’ attitudes toward in-home delivery and online ordering, by gender and age, August 2018
                                      • Latin American online shopping trends can help less acculturated Hispanics become comfortable ordering online
                                        • Figure 27: Hispanics’ attitudes toward in-home delivery and online ordering, by country of origin/heritage, August 2018
                                      • Blurring lines between Hispanic grocery stores and traditional grocery stores
                                        • Can grocery stores use content to engage with Hispanic shoppers?
                                          • Figure 28: Olimpica’s social media video – Sabores de Colombia, Ep 2 (Flavors of Colombia, Ep 2), November 2018
                                      • The Consumer – What You Need to Know

                                        • Hispanic parents feel the need to claim grocery shopping responsibility
                                          • Price and taste are the foundation to get Hispanics’ attention
                                            • Sophistication and confidence go hand in hand
                                              • Less affluent Hispanics are less likely to have remorse about how much they spend grocery shopping
                                                • Hispanics use coupons on familiar products
                                                  • Store flyers and the need for digital versions
                                                    • Hispanics like Walmart
                                                    • Grocery Shopping Responsibility

                                                      • Hispanics can overstate their contributions to grocery shopping
                                                        • Figure 29: Grocery shopping responsibility, indexed to all, August 2018
                                                        • Figure 30: Grocery shopping responsibility, by gender and parental status, August 2018
                                                      • Hispanic women grow into the role
                                                        • Figure 31: Grocery shopping responsibility, by gender and age, August 2018
                                                    • Key Drivers for Food and Drink Purchases

                                                      • Price and taste are key drivers
                                                        • Brand and tradition are secondary
                                                          • Figure 32: Important attributes in food and drinks Hispanics buy, August 2018
                                                        • Priorities evolve with age
                                                          • Figure 33: Important attributes in food and drinks Hispanics buy, by age, August 2018
                                                        • Gender roles influence key drivers
                                                          • Figure 34: Important attributes in food and drinks Hispanics buy, by gender, August 2018
                                                        • Attitudinal differences don’t change core drivers
                                                          • Figure 35: Important attributes in food and drinks Hispanics buy, by attitudinal segments, August 2018
                                                      • Hispanics’ Shopping Approach

                                                        • Are Hispanics shopping at multiple stores?
                                                          • Yes, driven by attitudinal differences rather than demographic differences
                                                            • Figure 36: Share of Hispanics shopping at multiple stores, by key demographics, August 2018
                                                          • Do Hispanics know which store offers the best value for what they need?
                                                            • Yes, but those who shop at fewer stores are not convinced
                                                              • Figure 37: Walmart’s Savings Catcher savings notification email, November 2018
                                                              • Figure 38: Share of Hispanics who know which store offers best value, by key demographics, August 2018
                                                            • Do Hispanics have a fixed budget for grocery shopping?
                                                              • Less affluent Hispanics try to stay within a fixed budget
                                                                • Figure 39: Share of Hispanics with a fixed grocery shopping budget, by key demographics, August 2018
                                                              • Do Hispanics feel they spend more money/time than they should grocery shopping?
                                                                • Some regrets signal need for action
                                                                  • Figure 40: Share of Hispanics who feel they spend more money/time than they should grocery shopping, by key demographics, August 2018
                                                              • Tools to Connect with Shoppers

                                                                • The importance of empowering shoppers
                                                                    • Figure 41: Hispanics’ grocery shopping dynamic, August 2018
                                                                    • Figure 42: Hispanics’ grocery shopping dynamic, by attitudinal segments, August 2018
                                                                  • Do Hispanics use coupons?
                                                                    • Yes, but technology may help even more
                                                                      • Figure 43: Dollar General’s acquisition mailing, September 2017
                                                                      • Figure 44: Share of Hispanics who use of coupons if they can, by gender and age, August 2018
                                                                    • Do Hispanics embrace loyalty programs?
                                                                      • Yes, but rewards need to be achievable
                                                                        • Figure 45: Share of Hispanics who feel rewarded when using store loyalty cards, by language spoken at home and household income, August 2018
                                                                      • Do Hispanics find store flyers useful?
                                                                        • Yes, but age influences engagement
                                                                          • Figure 46: Hispanics’ opinion about store flyers helpfulness, by gender and age, August 2018
                                                                        • Does having Hispanic foods and beverages make a difference?
                                                                          • Hispanic foods and beverages help to remain top-of-mind
                                                                            • Figure 47: Importance of having Hispanic foods and beverages, by language spoken at home and household income, August 2018
                                                                        • Grocery Shopping Destinations

                                                                          • On average, Hispanics typically shop at multiple places
                                                                            • Figure 48: Hispanics’ grocery shopping destinations, August 2018
                                                                          • Attitudes toward shopping influence where Hispanics shop
                                                                              • Figure 49: Hispanics’ grocery shopping destinations, by attitudinal segments, August 2018
                                                                            • Preferred brands and atmosphere drive Hispanics’ loyalty
                                                                              • Figure 50: Correspondence Analysis – Perceptions of types of stores, August 2018
                                                                              • Figure 51: Perceptions of types of stores, August 2018
                                                                          • Appendix – Data Sources and Abbreviations

                                                                            • Data sources
                                                                              • Sales data
                                                                                • Consumer survey data
                                                                                  • Direct marketing creative
                                                                                    • Abbreviations and terms
                                                                                      • Abbreviations
                                                                                        • Terms
                                                                                          • A note about acculturation
                                                                                            • Correspondence analysis’ methodology
                                                                                            • Appendix – The Market

                                                                                                • Figure 52: Hispanic household expenditures for groceries, at inflation-adjusted prices, 2013-18
                                                                                            • Appendix – The Consumer

                                                                                                • Figure 53: Hispanic Enthusiastic Shoppers’ grocery shopping destinations, indexed to all Hispanics, August 2018
                                                                                                • Figure 54: Hispanic Pragmatic Shoppers’ grocery shopping destinations, indexed to all Hispanics, August 2018
                                                                                                • Figure 55: Hispanic Unengaged Shoppers’ grocery shopping destinations, indexed to all Hispanics, August 2018
                                                                                                • Figure 56: Hispanic Confident Shoppers’ grocery shopping destinations, indexed to all Hispanics, August 2018

                                                                                            Hispanic Food and Drink Shopper - US - December 2018

                                                                                            US $4,395.00 (Excl.Tax)