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.
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
This Report covers Hispanic consumers’ behaviors and attitudes toward shopping for groceries.
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