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Hispanics' Snacking Preferences - US - February 2019

"For most categories, Hispanic households’ consumption of snacks is higher among English-dominant Hispanics. Engaging with Spanish-dominant Hispanics to increase consumption would drastically increase Hispanics’ contribution to the snacks market. Brand efforts in this regard need to promote not only the brand but the category as well. Based on changes in consumption since 2014, Spanish-dominant Hispanics’ consumption of sweet snacks shows growth, highlighting the importance of emotional factors to promote trial."
- Juan Ruiz, Director of Hispanic Insights

This report looks at the following areas:

  • Hispanics aren’t thinking about health and ingredients when choosing snacks
  • Hispanics associate sweet and salty snacks with different needs and occasions
  • Sweet snacks encourage impulse purchases, salty snacks benefit from repeat purchases

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • The issues
            • Hispanics aren’t thinking about health and ingredients when choosing snacks
              • Figure 1: Hispanic snacking segments, October 2016 vs November 2018
            • Hispanics associate sweet and salty snacks with different needs and occasions
              • Figure 2: Correspondence Analysis – Snack type associations, November 2018
            • Sweet snacks encourage impulse purchases, salty snacks benefit from repeat purchases
              • Figure 3: Purchase behaviors – Sweet and salty snacks, November 2018
            • The opportunities
              • Bringing Spanish-dominant Hispanics on board
                • Figure 4: Hispanic households’ consumption of snacks, by language spoken at home and household income, July 2017-August 2018
              • Connecting through multiple channels
                • Figure 5: Snack information sources, November 2018
              • What it means
              • The Market – What You Need to Know

                • Demographic factors influence how Hispanics relate to snacking
                  • Lives are hectic
                    • Hispanics’ approach to snacking indicates a shift in attitude
                    • Market Factors

                      • The youth of the market diminishes need for healthy snacking
                        • Figure 6: Distribution of population, by age and race/Hispanic origin, 2018
                      • Larger household sizes democratize snacks consumption
                        • Figure 7: Average number of people per household, by race and Hispanic origin, 2017
                        • Figure 8: Households with related children, by race and Hispanic origin of householder, 2017
                      • Hispanics’ lower household income is an obstacle for premium snacks
                        • Figure 9: Median household income, by race and Hispanic origin of householder, 2017
                        • Figure 10: Household income distribution, by race and Hispanic origin of householder, 2017
                    • Market Perspective

                      • Fast-paced lifestyles are the norm
                        • Hispanics think they are healthy
                        • Hispanics’ Snacking Segments

                          • Changes in snacking segments show healthy snacks are not a priority for Hispanics
                            • Figure 11: Hispanics’ snacking segments, October 2016 vs November 2018
                          • Conscious Snackers (11%)
                            • Figure 12: Profile of Hispanic Conscious Snackers, November 2018
                          • Therapeutic Snackers (21%)
                            • Figure 13: Profile of Hispanic Therapeutic Snackers, November 2018
                          • Averse Snackers (17%)
                            • Figure 14: Profile of Hispanic Averse Snackers, November 2018
                          • Indulgent Snackers (31%)
                            • Figure 15: Profile of Hispanic Indulgent Snackers, November 2018
                          • Unconcerned Snackers (20%)
                            • Figure 16: Profile of Hispanic Unconcerned Snackers, November 2018
                        • Implications of Hispanic Snacking Segments

                          • Does the concept of healthy snacks resonate among Hispanics?
                            • Figure 17: Hispanics’ attitudes toward healthy snacks, by attitudinal segments, November 2018
                          • How big of a driver is indulgence?
                            • Figure 18: Hispanics’ attitudes toward indulgent snacks, by attitudinal segments, November 2018
                          • Do ingredients matter?
                            • Figure 19: Hispanics’ attitudes toward ingredients, by attitudinal segments, November 2018
                          • What are the other benefits in snacks?
                            • Figure 20: Hispanics’ attitudes toward snacking benefits, by attitudinal segments, November 2018
                        • Key Players – What You Need to Know

                          • Fragmented market puts pressure on leveraging brand equity
                            • Snacks face pressure from nontraditional competitors
                            • What’s Happening?

                              • Extending brands
                                • Expanding flavors
                                  • Figure 21: Flavors of potato chips Hispanic households consume, indexed to all, July 2017-August 2018
                                • Flavors worth exploring
                                  • Creating unexpected associations
                                    • Figure 22: Snickers News – Spanish-language TV ad, June 2017
                                  • Owning occasions
                                    • Figure 23: Brands of chocolate and other candy Hispanics personally consumed – Last 30 days, indexed to all, July 2017-August 2018
                                • What’s Next?

                                  • The concept of snacking will widen even further
                                  • The Consumer – What You Need to Know

                                    • Spanish-dominant Hispanics hold the key to the category growth
                                      • Hispanics’ concepts of sweet and salty snacks are different
                                        • Sweet snack purchases are more impulsive than salty snack ones
                                          • Latin American brands need to define their value proposition to more acculturated Hispanics
                                            • Brands need to drive engagement at the store
                                            • Hispanic Households’ Snack Consumption

                                              • Spanish-dominant Hispanics are significant opportunity
                                                  • Figure 24: Hispanic households’ consumption of snacks, indexed to all, July 2017-August 2018
                                                  • Figure 25: Hispanic households’ consumption of snacks, by language spoken at home and household income, July 2017-August 2018
                                                • Spanish-dominant Hispanics’ consumption growth skews sweet
                                                  • Figure 26: Spanish-dominant Hispanic households’ consumption of snacks, trended, August 2013-August 2018
                                                • Hispanic teens’ snack consumption is consistent with average US teens for core snacks
                                                  • Figure 27: Hispanic teens’ personal consumption of snacks, indexed to all Hispanics, July 2017-August 2018
                                                • Hispanic teens can influence their household snack consumption
                                                  • Figure 28: Hispanic teens’ personal consumption of snacks, indexed to all Hispanics, July 2017-August 2018
                                              • Snack Type Associations

                                                • Sweet and salty snacks consumption motived by different occasions
                                                    • Figure 29: Correspondence Analysis – Snack type associations, November 2018
                                                    • Figure 30: Snack type associations, November 2018
                                                • Purchase Behavior – Sweet and Salty Snacks

                                                  • Sweet snacks are more likely to ignite curiosity
                                                    • Figure 31: Purchase behaviors – Sweet and salty snacks, November 2018
                                                  • Are Hispanics loyal to snacks?
                                                    • Figure 32: Tendency to eat the snacks – Sweet and salty snacks, by key demographics, November 2018
                                                  • Do Hispanics like to try new snacks?
                                                    • Figure 33: Tendency to try new snack types – Sweet and salty snacks, by key demographics, November 2018
                                                  • Which Hispanics buy snacks on impulse?
                                                    • Figure 34: Impulse purchases – Sweet and salty snacks, by gender and age, and attitudinal segments, November 2018
                                                • Latin American Brands Appeal – Sweet and Salty Snacks

                                                  • Attachment to Latin American brands fades quickly
                                                    • Figure 35: Latin American brands appeal – Sweet and salty snacks, November 2018
                                                    • Figure 36: Latin American brands appeal – Sweet and salty snacks, by level of acculturation, November 2018
                                                  • Bridge Builders are key to carrying on these brands
                                                    • Figure 37: Latin American brands appeal – Sweet and salty snacks, by age, November 2018
                                                • Snack Information Sources

                                                  • Strong presence at POS is key to shift from awareness to action
                                                    • Figure 38: Snack information sources, November 2018
                                                  • Less-affluent Hispanics not learning about new products outside POS opportunities
                                                    • Figure 39: Snack information sources, by language spoken at home and household income, November 2018
                                                • Appendix – Data Sources and Abbreviations

                                                  • Data sources
                                                    • Consumer survey data
                                                      • Abbreviations and terms
                                                        • Abbreviations
                                                          • Terms
                                                            • A note about acculturation
                                                              • Correspondence analysis’ methodology
                                                              • Appendix – Consumer

                                                                  • Figure 40: Hispanic households’ consumption of snacks, by age of respondent, July 2017-August 2018
                                                                  • Figure 41: Hispanic households’ consumption of snacks, by household income, July 2017-August 2018
                                                                  • Figure 42: Hispanic households’ consumption of snacks, by language spoken at home, July 2017-August 2018
                                                                  • Figure 43: Hispanic households’ consumption of snacks, trended, August 2013-August 2018
                                                                  • Figure 44: English dominant Hispanic households’ consumption of snacks, trended, August 2013-August 2018
                                                                  • Figure 45: Fruit consumption as snack, by age, May 2018 (all US consumers), November 2018 (Hispanics)

                                                              Hispanics' Snacking Preferences - US - February 2019

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