Hispanics and Shopping at Mass Merchandisers - US - February 2020
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For the purposes of this report, Mintel has defined a mass merchandiser as a large retail store offering a wide range of product categories, often at discounted prices, including but not limited to appliances, clothing and accessories, shoes, furniture, office equipment, household products, health, beauty and personal care products, electronics, music and entertainment, sporting goods and food. These stores have central customer checkout areas, generally in the front of the store, and may have additional cash registers located in one or more individual departments.
"Hispanics almost universally shop at mass merchandisers; Walmart and Target are far ahead of the rest. Hispanics associate Walmart with good value and a vast product selection, while a pleasant store environment is more top-of-mind for Target. Mass merchandisers continue to adapt to modern consumers’ needs in order to ensure broad appeal for all types of shoppers. They are focused on physical stores (eg opening smaller formats in urban areas, remodeling existing stores and optimizing the product mix) and also expanding ecommerce. As Hispanics are late adopters of online shopping, the in-store experience is more important for reaching these consumers."
- Juan Ruiz, Director of Hispanic Insights
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