Hispanic shoppers prioritize price/deals when grocery shopping, and they are confident in their knowledge of which stores have the best prices. As budget pressures force tighter trade-offs, consumers are becoming more realistic and self-serving in their search for value, as they strike a balance between quality received and cost incurred. This explains why quality of fresh products is also a major driver.
Despite an overwhelming preference for mass merchandisers, 59% of Hispanic consumers often shop at multiple locations to buy the groceries they need. This creates an opportunity for other retailers to establish a connection. For example, shopping at Hispanic grocery stores provides a meaningful connection to their heritage and cultural identity. This sense of belonging is a significant factor in the enjoyment and loyalty they feel toward these stores.
To successfully target the Hispanic grocery shopper, retailers must first ensure a strong foundation in price and quality. Then, the opportunity exists to differentiate with other elements, such as localized product mixes, in-store experiences, innovative store brands and online shopping platforms. This strategy creates a compelling value proposition, while allowing a retailer to stand out in a competitive market.
This report looks at the following areas:
- Understanding the US Hispanic grocery shopper: responsibility, shopping frequency, channel use, retailers shopped and how they compare to the average consumer
- Factors Hispanic grocery shoppers consider when choosing a grocery store
- Money-saving strategies utilized when grocery shopping
- Shopping preferences related to store prices, the in-store experience, and trade-offs/trade-downs
- The role of Hispanic/independent grocery stores, including loyalty and ties to heritage
- Attitudes toward grocery shopping as it relates to enjoyment, store brands, and the online channel
While Hispanic shoppers value cultural connection and heritage-driven options, affordable pricing and quality store brands should be retailers’ top priorities.
Fiona O’Donnell, Senior Director – Lifestyles, Culture & Identity, Multicultural, Travel & Leisure
Market Definitions
This Report covers Hispanic consumers’ behaviors and attitudes toward shopping for groceries.
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EXECUTIVE SUMMARY
- What you need to know
- Market predictions
- What consumers want & why
- Opportunities
- Value and quality build loyalty, other factors create opportunity for differentiation
- Using multi-store shopping habits as an opportunity
- Online opportunity must address quality concern and optimize enjoyment
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MARKET DYNAMICS
- Market context
- Market drivers
- The US is expected to have grown by 2.3% in Q4 2024
- Graph 1: quarterly real GDP growth, 2021-24
- Annual inflation slightly rose in November
- Graph 2: headline CPI and core CPI, 2021-24
- Inflation affects Hispanic households differently
- Graph 3: average annual expenditures (% share) – select items, by Hispanic origin, 2022
- Americans have negative attitudes toward the grocery industry
- Graph 4: Americans’ opinions of the grocery industry, 2001-24
- Shift in attitudes toward grocery provides impetus for declining enjoyment
- Graph 5: Hispanic consumers – “I enjoy shopping for groceries,” 2022 and 2024
- After reaching an eight-month high in November, consumer sentiment fell by 4% from December
- Graph 6: consumer sentiment index, 2022-25
- Consumers are starting to see their financial situations change for the better
- Graph 7: change in financial situation over the past 12 months – better-off, by all and Hispanic consumers, 2023-24
- Hispanic households lag in income…
- Graph 8: median household income ($), by Hispanic origin, 2022
- Graph 9: household income distribution, by Hispanic origin, 2022
- …but buying power forecast to climb to $2.8 trillion in 2026
- Graph 10: median household income (% annual change), by Hispanic population vs all, 2012-22
- Hispanic consumers are mostly optimistic towards their financial situation
- Graph 11: attitudes toward financial situation in the next 12 months, by Hispanic origin, 2024
- How Hispanic shoppers prioritize value depends on their personal circumstances
- Hispanic consumers by the numbers
- Hispanic Americans continue to grow share of US population
- Future generations will have greater Hispanic representation
- Graph 12: share of Hispanic population, by generation, 2023
- Family households more prevalent among Hispanic consumers
- Graph 13: households with related children under the age of 18 living at home, by Hispanic origin, 2021
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CONSUMER INSIGHTS
- Consumer fast facts
- Consumer fast facts, continued
- The Hispanic grocery shopper
- Nearly all Hispanic adults shop for household groceries; sharing responsibility is more common among Hispanic consumers vs the general market
- Graph 14: household grocery shopping responsibility, by Hispanic consumers vs all, 2024
- Hispanic dads are more likely to claim sole responsibility for purchasing groceries
- Graph 15: Hispanic consumers – household grocery shopping responsibility, by parental status, 2024
- Discrepancies in who’s “solely responsible” among Hispanic parents reflect different interpretations of responsibility
- Acculturation and preferred language impact grocery responsbility
- Acculturation tied to language preference
- Graph 16: Hispanic consumers – household grocery shopping responsibility, by preferred language, 2024
- Graph 17: Hispanic consumers – household grocery shopping responsibility, by acculturation, 2024
- Most Hispanic shoppers visit grocery stores at least once a week
- Graph 18: frequency of grocery shopping trips, by Hispanic consumers vs all, 2024
- Hispanic dads report the most frequent shopping
- Graph 19: Hispanic consumers – frequency of grocery shopping trips, by parental status, 2024
- Nearly all Hispanic consumers shop for groceries in-store, half also shop online
- Graph 20: grocery shopping methods used in the past three months, by Hispanic consumers vs all, 2024
- Graph 21: Hispanic consumers – grocery shopping methods used in the past three months, 2024
- Most Hispanic shoppers visit multiple stores for their household grocery needs
- Graph 22: Hispanic consumers – need to shop at multiple stores vs do not need multiple stores, 2024
- Hispanic consumers are not channel-agnostic
- Graph 23: Hispanic consumers – shopping methods used in the past three months, by parental status, 2024
- Graph 24: Hispanic consumers – need to shop at multiple stores vs do not need multiple stores, by parental status, 2024
- Most frequent shoppers need to shop multiple stores
- Graph 25: Hispanic consumers – need to shop at multiple stores vs do not need multiple stores, by grocery shopping frequency, 2024
- Hispanic shoppers slowly increase online shopping engagement…
- …but concerns remain about quality of food purchased online
- Graph 26: Hispanic consumers – shopping methods in the past three months – online, 2022 and 2024
- Graph 27: Hispanic consumers – attitudes toward grocery shopping – online (any agree), 2022 and 2024
- Gen Zs less concerned about quality and shopping experience online
- Graph 28: Hispanic consumers – attitudes toward grocery shopping – online (any agree), by generation, 2024
- Retailers and purchases
- Mass merchandisers are the preferred location for grocery purchases
- Graph 29: Hispanic consumers – grocery purchase locations, 2024
- Gen Z’s values mirror the ethos of natural supermarkets
- Graph 30: Hispanic consumers – grocery purchase locations, by generation, 2024
- Hispanic dads seek out natural and Hispanic grocers
- Graph 31: Hispanic consumers – grocery purchase locations, by parental status, 2024
- Preferred language lightly impacts retailer preference
- Graph 32: Hispanic consumers – grocery purchase locations, by preferred language, 2024
- Acculturated shoppers don’t see a need to visit Hispanic grocery stores
- Graph 33: Hispanic consumers – grocery purchase locations, by acculturation, 2024
- Hispanic/Latino products are top category purchased at Hispanic grocery stores
- Graph 34: Hispanic consumers – major categories purchased at Hispanic grocery stores, 2024
- Northgate Gonzalez Markets promotes ingredients for authentic recipes
- Warehouse clubs are top destination for Hispanic/Latino products
- Graph 35: Hispanic consumers – grocery purchase locations for Hispanic/Latino products, 2024
- Hispanic brand garners mainstream acceptance combining authentic flavors and ingredients with heat and serve convenience
- Badia Spices leverages online platforms to expand reach
- Retailer choice factors
- Prices/deals are the most influential factor in Hispanic consumers’ choice of grocery retailer
- Graph 36: top factors when choosing where to shop for groceries (any rank 1-3), by Hispanic consumers vs all, 2024
- Free samples attract Gen Z shoppers; older generations are focused on price/deals
- Graph 37: Hispanic consumers – reasons for selecting grocery retailer, by generation, 2024
- Dads prioritize quality of store brands
- Graph 38: Hispanic consumers – reasons for selecting grocery retailer, by parental status, 2024
- Acculturated Hispanic shoppers value price/deals and quality of fresh products
- Acculturation and preferred language cohorts share rationales for selecting grocery retailer
- Graph 39: Hispanic consumers – reasons for selecting grocery retailer, by preferred language, 2024
- Graph 40: Hispanic consumers – reasons for selecting grocery retailer, by acculturation, 2024
- Shoppers know which stores have the best prices
- Graph 41: Hispanic consumers – know which store has best price on needed products vs do not know, 2024
- Baby Boomers are most confident in knowing which stores have the best deals
- Graph 42: Hispanic consumers – know which store has best price on needed products vs do not know, by generation, 2024
- Most Hispanic consumers enjoy shopping for groceries
- Graph 43: Hispanic consumers – attitudes toward grocery shopping – enjoyment (any agree), 2024
- Dads prefer nicer stores and show a willingness to pay more for a better shopping experience
- Graph 44: Hispanic consumers – attitudes toward grocery shopping – enjoyment (any agree), by parental status, 2024
- Make shopping more enjoyable for high-frequency shoppers
- Graph 45: Hispanic consumers – attitudes toward grocery shopping – enjoyment (any agree), by sole responsibility and high shopping frequency, 2024
- Budgeting behaviors
- Retailers should highlight everyday low prices and affordable store brands to attract budget-conscious shoppers
- Graph 46: Hispanic consumers – budget shopping behaviors for food and drink, 2024
- ALDI’s low price business model aligns with Hispanic shoppers’ behaviors
- Fiesta Mart helps its shoppers stay on budget
- Older generations more inclined to engage in a variety of budgeting behaviors
- Graph 47: Hispanic consumers – budget shopping behaviors for food and drink, by generation, 2024
- Household income influences budgeting behavior
- Graph 48: Hispanic consumers – budget shopping behaviors for food and drink, by household income, 2024
- Acculturated shoppers engage in a variety of money-saving strategies
- Acculturation and preferred language cohorts share money-saving strategies
- Graph 49: Hispanic consumers – budget shopping behaviors for food and drink, by preferred language, 2024
- Graph 50: Hispanic consumers – budget shopping behaviors for food and drink, by acculturation, 2024
- Most Hispanic shoppers have engaged in trade-offs/trade-downs
- Graph 51: Hispanic consumers – switched to a cheaper brand/product to save money vs have not switched, 2024
- Gen X most likely to switch to cheaper brand/product to save money
- Graph 52: Hispanic consumers – switched to cheaper brand/product to save money vs have not switched, by generation, 2024
- Moms are more likely to make brand/product trade-offs to save money
- Graph 53: Hispanic consumers – switched to cheaper brand/product to save money vs have not switched, by parental status, 2024
- Hispanic grocery shoppers embrace store brands
- Graph 54: Hispanic consumers – attitudes toward grocery shopping – store brands (any agree), 2024
- Hispanic dads enjoy seeking out new store brand products, creating opportunity to build loyalty
- Graph 55: Hispanic consumers – attitudes toward grocery shopping – store brands (any agree), by parental status, 2024
- Frequent shoppers more apt to engage with store brands
- Graph 56: Hispanic consumers – attitudes toward grocery shopping – store brands (any agree), by shopping frequency, 2024
- Role of Hispanic grocery stores
- Hispanic stores create connection to heritage, cultivating loyalty and enjoyment
- Graph 57: HIspanic consumers – attitudes toward Hispanic/independent stores (any agree), 2024
- El Super Markets celebrates Hispanic roots and traditions
- Millennials are more likely than average to have positive perceptions toward Hispanic stores
- Graph 58: Hispanic consumers – attitudes toward grocery shopping – Hispanic/independent stores (any agree), by generation, 2024
- Dads demonstrate stronger engagement with Hispanic stores
- Graph 59: Hispanic consumers – attitudes toward grocery shopping – Hispanic/independent stores (any agree), by parental status, 2024
- Ties to heritage, loyalty and joy lessen with acculturation
- Acculturation and preferred language impacts attitude toward grocery shopping
- Graph 60: Hispanic consumers – attitudes toward grocery shopping – Hispanic/independent stores (any agree), by preferred language, 2024
- Graph 61: Hispanic consumers – attitudes toward grocery shopping – Hispanic/independent stores (any agree), by acculturation, 2024
- Most don’t depend on Hispanic grocery stores as a source of ethnic ingredients
- Graph 62: Hispanic consumers – depend on Hispanic grocery stores to find important ingredients vs don’t depend on Hispanic grocery stores, 2024
- Cardenas Markets touts authenticity as core value
- Younger generations are more dependent on Hispanic stores for ethnic ingredients
- Graph 63: Hispanic consumers – depend on Hispanic grocery stores to find important ingredients vs don’t depend on Hispanic grocery stores, by generation, 2024
- Parents depend on Hispanic grocers for key ingredients
- Graph 64: Hispanic consumers – depend on Hispanic grocery stores to find important ingredients vs don’t depend on Hispanic grocery stores, by parental status, 2024
- El Rancho Supermercado seeks to encourage and preserve traditions
- Dependence on Hispanic stores declines among acculturated shoppers
- Graph 65: Hispanic consumers – depend on Hispanic grocery stores to find important ingredients vs don’t depend on Hispanic grocery stores, by acculturation, 2024
- Most shoppers feel a greater sense of community shopping at Hispanic stores
- Graph 66: Hispanic consumers – feel a greater sense of community shopping at Hispanic grocery stores vs don’t feel greater sense of community, 2024
- Sense of community when shopping at Hispanic stores isn’t as strong for Baby Boomers
- Graph 67: Hispanic consumers – feel a greater sense of community shopping at Hispanic grocery stores vs don’t feel greater sense of community, by generation, 2024
- Dads feel the greatest sense of community when shopping at Hispanic stores
- Graph 68: Hispanic consumers – feel a greater sense of community shopping at Hispanic grocery stores vs don’t feel greater sense of community, by parental status, 2024
- Acculturated shoppers less likely to feel connected to Hispanic grocery stores
- Graph 69: Hispanic consumers – feel a greater sense of community shopping at Hispanic grocery stores vs don’t feel greater sense of community, by acculturation, 2024
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COMPETITIVE STRATEGIES
- Launch activity and innovation
- Store-brand innovation is important strategy
- Store brands stepping up to compete with specialty brands
- Positioning value store brands as a timely solution
- Retailers return to the basics to demonstrate value
- Marketing and advertising
- Connecting with Hispanic consumers during Hispanic Heritage Month
- Promoting exclusive product assortments and brand partners
- Sedano’s Supermarkets caters to demand for store brand quality and competitive prices
- Sedano’s Supermarkets deals and promotions
- Bravo Supermarkets caters to local community
- Bravo Supermarkets taps paid partnerships with influencers
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APPENDIX
- Market definition
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
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