2022
9
US Hispanics and Shopping for Groceries Market Report 2022
2022-12-17T03:05:53+00:00
OX1100391
3695
158705
[{"name":"Hispanic Consumers","url":"https:\/\/store.mintel.com\/industries\/demographics\/hispanics"},{"name":"Supermarkets and Grocery","url":"https:\/\/store.mintel.com\/industries\/retail\/supermarkets-grocery"}]
Report
en_GB
“Hispanic consumers share much in common with American grocery shoppers overall, but there are differences that should be considered. Practically speaking, Hispanic Americans will continue to represent a greater share…

US Hispanics and Shopping for Groceries Market Report 2022

£ 3,695 (Excl.Tax)

Report Summary

“Hispanic consumers share much in common with American grocery shoppers overall, but there are differences that should be considered. Practically speaking, Hispanic Americans will continue to represent a greater share of the US population and are substantially younger. In it of itself, these differences make a compelling case for retailers as to why Hispanic shoppers matter when it comes to driving growth. The battle for the Hispanic Americans’ dollar is intense, but there is ample opportunity given that most shop at multiple locations for their groceries. Being able to win share from competing stores or store types, even if on the margins, can yield large benefits.”
– Carol Wong-Li, Director – Consumers & Culture

Key issues covered in this Report

  • Understanding the Hispanic American grocery shopper: responsibility, store type shopped and frequency of grocery shopping
  • Enjoyment of grocery shopping
  • Factors considered when choosing a grocery store
  • Desire for greater Hispanic American representation
  • Channels used and interest in online grocery shopping

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definitions
          • Market context:
          • Executive Summary

              • Top takeaways
                • Market overview
                  • Figure 1: The Hispanic Grocery Shopper outlook, 2022-27
                • Opportunities and challenges
                  • Traditional supermarkets can better connect with Spanish-speaking Hispanic shoppers
                    • Figure 2: Store types shopped at most frequently when purchasing groceries (any rank), by primary language spoken at home, 2022
                  • There is room for creativity in appealing to Hispanic shoppers
                    • Figure 3: Attitudes toward selection when grocery shopping (any agree), US born vs foreign born Hispanic shoppers, 2022
                  • Most Hispanic consumers take on sole responsibility for grocery shopping. Making it a family affair opens up opportunity for growth
                    • Figure 4: Household grocery shopping responsibility, 2022
                  • Ease, selection and value are the core reasons for Hispanics when choosing where they shop
                    • Figure 5: Reasons for shopping at preferred retailers, 2022
                  • Key consumer insights
                    • Most Hispanic shoppers rely on multiple stores for their grocery needs
                      • Hispanic consumers are more reliant on mass merchandisers for their groceries
                        • There is opportunity to capture share by focusing on fresh foods
                          • For Hispanic consumers, grocery shopping is viewed more as a joy than a chore
                            • There is ample demand for more Hispanic/Latino brands at traditional grocery stores
                              • Online grocery shopping is ripe for growth with Hispanic shoppers
                              • Hispanic Americans by the Numbers

                                • Hispanic Americans’ population growth exceeds that of the overall population
                                  • Figure 6: Size of Hispanic population in the US, 2010-21
                                • The Hispanic population is younger overall
                                  • Figure 7: Age breakdown of overall and Hispanic population in the US, 2019
                                • The birth rate among Hispanic Americans is declining
                                  • Figure 8: US birth rates, overall and Hispanic populations, 2016-20
                                • Hispanic Americans’ origins are becoming more diverse
                                  • Figure 9: Breakdown of Hispanic population in the US by country of origin, 2017 vs 2021
                              • Market Factors

                                • Consumer sentiment reaches its nadir in 2022, portending a recession in 2023
                                  • Figure 10: Consumer Sentiment Index, 1962-2022
                                • The pandemic may have waned, but certain impacts persist
                                • Opportunities and Strategies

                                  • Meeting the needs of Hispanics Americans through the lens of the Rights Trend Driver
                                    • Hispanic Americans value diversity as a source for good
                                      • Global foods and flavors represented beyond an “ethnic food aisle” expresses respect for different cultures
                                        • Chef David Chang classifies ethnic food aisles as racist
                                          • Meeting the needs of Hispanics Americans through the lens of the Identity Trend Driver
                                            • Brands that help shoppers connect with one other also connect more deeply with their consumers
                                                • Figure 11: Lay’s Adobadas Flavored Potato Chips (US), November 2022
                                                • Figure 12: North Gate Market Instagram post, 2022
                                                • Figure 13: Fiestamart Instagram post, 2022
                                              • Meeting the needs of Hispanic Americans through the lens of the Value Trend Driver
                                                • Flexibility and adaptability are expressions of value
                                                  • Younger Hispanic shoppers claim to be less satisfied with the current selection at grocery stores
                                                  • Hispanic American Grocery Shoppers: Fast Facts

                                                    • Grocery Shopping Behaviors

                                                      • Nearly all Hispanic Americans shop for groceries
                                                        • Figure 14: Household grocery shopping responsibility, 2022
                                                      • Parents – both mothers and fathers – claim sole responsibility
                                                        • Figure 15: Household grocery shopping responsibility, by parental status, 2022
                                                      • Hispanic consumers shop for groceries as often as the overall population
                                                        • Figure 16: Frequency of grocery shopping trips, 2022
                                                      • Leveraging technology to get products on lists
                                                        • Figure 17: New Scan, bag, Go App I Scan Bag Go FAQs I Kroger, March 2021
                                                      • Higher-income consumers shop more frequently
                                                        • Figure 18: Frequency of grocery shopping trips, by household income, 2022
                                                      • Most Hispanic consumers rely on more than one store when grocery shopping
                                                        • Figure 19: Number of stores visited during grocery shopping trips, 2022
                                                      • Those who speak mainly English at home tend to visit fewer stores
                                                        • Figure 20: Number of stores visited during grocery shopping trips, by language primarily spoken in the home, 2022
                                                      • Hispanics are slightly more likely to shop online
                                                        • Figure 21: Channels typically shopped at for groceries, Hispanic shoppers vs shoppers overall, 2022
                                                      • Consumers who speak mostly or only Spanish more likely to shop in-store
                                                        • Figure 22: Channels typically shopped at for groceries, by language primarily spoken in the home, 2022
                                                    • Grocery Shopping by Store Type

                                                      • Mass merchandisers are the dominant source for groceries among Hispanic shoppers
                                                        • Figure 23: Store types shopped at most frequently when purchasing groceries (top 3 – NET), 2022
                                                        • Figure 24: Store types shopped at most frequently when purchasing groceries (any rank), 2022
                                                      • Preferred language impacts where Hispanic consumers shop
                                                        • Figure 25: Store types shopped at most frequently when purchasing groceries (any rank), by primary language spoken at home, 2022
                                                    • Reasons for Grocery Shopping at Preferred Retailers

                                                      • Location, selection and price matter most when choosing where to shop
                                                        • Figure 26: Reasons for shopping at preferred retailers, 2022
                                                      • Loyalty programs are less of a draw for Hispanic shoppers
                                                        • Figure 27: Reasons for shopping at preferred retailers, Hispanic vs shoppers overall, 2022
                                                      • US born Hispanic shoppers prove more brand-conscious
                                                        • Figure 28: Reasons for shopping at preferred retailers, Hispanics born in the US vs foreign born, 2022
                                                      • Income impacts what matters more or less to Hispanic shoppers
                                                        • Figure 29: Reasons for shopping at preferred retailers, by household income, 2022
                                                      • Products that celebrate traditions will appeal
                                                        • Figure 30: Cinco de Mayo Cantaritos Survival Kit Instagram post, 2022
                                                    • Where Food Categories Are Purchased

                                                      • Hispanic shoppers turn more to mass merchandisers for non-perishables
                                                        • Figure 31: Where select food items are purchased, 2022
                                                        • Figure 32: Fiesta Mart Seafood Festival Instagram post, 2022
                                                      • Demographics impact who buys what where
                                                        • Figure 33: Where select food items are purchased, by language spoken at home, 2022
                                                    • Online Grocery Shopping

                                                      • There is opportunity to grow online grocery with Hispanic shoppers
                                                        • Figure 34: Behavior toward and interest in grocery shopping online, 2022
                                                      • Those born within the US are more prone to on online grocery shopping
                                                        • Figure 35: Behavior toward and interest in grocery shopping online, Hispanics born in the US vs foreign born, 2022
                                                      • Cost and quality concerns are the biggest barriers to grocery shopping online
                                                        • Figure 36: Attitudes toward online grocery shopping, 2022
                                                      • Enjoyment of online shopping differs between those born within and outside of the US
                                                        • Figure 37: Attitudes toward online grocery shopping (any agree), Hispanics born in the US vs foreign born, 2022
                                                      • Interest in buying shelf-stable foods is higher among younger to middle-aged shoppers
                                                        • Figure 38: “I am interested in buying shelf-stable foods online” (any agree), by age, 2022
                                                      • Good potential exists to engage fathers
                                                        • Figure 39: Sesame Street: Fathers (Friends Theme Son Parody) I Father’s Day Song, 2022
                                                    • Attitudes toward Grocery Shopping

                                                      • For most Hispanic shoppers, grocery shopping is enjoyable
                                                        • Figure 40: Emotional responses to grocery shopping, 2022
                                                      • Enjoyment is more likely to be seen among those born outside the US
                                                        • Figure 41: Emotional responses to grocery shopping (any agree), US born vs foreign born Hispanic shoppers, 2022
                                                      • Younger shoppers more likely to find joy in grocery shopping
                                                        • Figure 42: Emotional responses to grocery shopping (any agree), by age, 2022
                                                      • Consider multifunctional space to grow engagement
                                                        • Among Hispanic shoppers, there is substantial demand for more Hispanic/Latino brands and products
                                                          • Figure 43: Attitudes toward selection when grocery shopping, 2022
                                                          • Figure 44: Emotional responses to grocery shopping (any agree), US born vs foreign born Hispanic shoppers, 2022
                                                        • Parents more likely to be keen for traditional grocery stores to carry Hispanic/Latino brands
                                                          • Figure 45: Attitudes toward selection when grocery shopping (any agree), by parental status, 2022
                                                          • Figure 46: Vallarta Supermarkets Instagram post, 2022
                                                      • Appendix – Data Sources and Abbreviations

                                                        • Data sources
                                                          • Consumer survey data
                                                            • Abbreviations and terms
                                                              • Abbreviations

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