Hispanic consumers of all incomes are drawn to the value offered by mass merchandisers and now is the time to draw less brand loyal and more discerning consumers.
This report focuses on how Hispanic consumers shop at mass merchandisers. With data-backed analysis, this report enables your brand to resonate effectively with this key shopper demographic.
Hispanic consumers gravitate towards in-store shopping for mass merchandisers, but seamless integration between online and in-store is key as Hispanic consumers engage with both channels more frequently compared to the overall population.
For Hispanic consumers experience is key, and the tactile experience, ease, and reassurance that in-person shopping offers transform the shopping experience into something more than a mere chore.
In general, Hispanic consumers view leading mass retailers favorably but also seek enhancements like greater diversity in product selections and better in-store experiences.
They want to see marketing campaigns and product ranges that resonate with their tastes and cultural preferences. This opens up collaboration opportunities for brands looking to engage with this demographic.
Consumers of all household income stratas are shopping mass merchandisers today and retailers have an opportunity to retain higher-income brackets with solutions that will appeal to all Hispanic consumers, including a wider selection of food and drink items.
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; footwear; furniture; office equipment; household products; health, beauty and personal care products; electronics; music and entertainment; sporting goods; food and beverages. These stores have central customer checkout areas, generally located in the front of the store, and may have additional cash registers located in one or more individual departments.
This Report focuses on key national players in the market including Walmart, Target, and it will also address other regional players such as Meijer.
This Report builds on the analysis presented in Mintel’s Mass Merchandisers – US – 2023 and is a companion to Mintel’s Black Consumers and Shopping at Mass Merchandisers – US – 2024.
Hispanic consumers of all incomes are drawn to the value offered by mass merchandisers and now is the time to draw less brand loyal and more discerning consumers.
Stefanie Kundakjian
Research Analyst
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