Hispanics and the Grocery Store Experience - US - December 2012


December 1, 2012
112 Pages - SKU: GN4938574
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Countries covered: United States

“More than two in 10 Hispanics say it would be easier for them to make purchase decisions if the packaging for grocery items was in Spanish. Providing Spanish-language packaging not only makes it easier for less acculturated Hispanics to choose products, but in a more general sense acknowledges the culture of all Hispanics and fosters a more inclusive store atmosphere. Steps like these will likely help retailers attract more Hispanic shoppers.”



– Leylha Ahuile, Senior Analyst, Multicultural Reports



Some questions answered in this report include:

Will Hispanics gravitate toward products with bilingual packaging?
Should healthy Hispanic-centric products have a higher profile?
Will stocking more locally grown food attract Hispanic shoppers?


SCOPE AND THEMES
What you need to know
Definition
Data sources
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
The consumer
Hispanics frequently shop for groceries at supermarkets, Walmart
Figure 1: Frequency of grocery shopping from various retailers, July 2012
Majority of Hispanics are spending about the same or more over last year
Figure 2: Changes in spending habits for household products among Hispanic adults, July 2012
Hispanics least likely to refer to brochures, signs, displays, promotions
Figure 3: Items consumers refer to when shopping, by race/Hispanic origin, April 2011-June 2012
Spanish-only respondents least likely to use various coupons
Figure 4: Top five sources of coupons, by language spoken in home, April 2011-June 2012
Less than half of Hispanics say brand/price is important in buying groceries…
Figure 5: Hispanic attitudes toward shelf-stable, household, and personal care products, July 2012
…but most Hispanics would still like to see better prices and coupons
Figure 6: Innovations and improvements Hispanics would like to see at grocery stores, July 2012
U.S. Hispanic population
Hispanic population grows more quickly than other races from 2007-17
Figure 7: Population, by race/Hispanic origin, 2007-17
Hispanic households are largest, meaning more grocery spending
Figure 8: Average household size, by Hispanic origin/race of householder, 2001, 2008, and 2011
Figure 9: Purchasing power, by race/Hispanic origin, 1990-2017
What we think
ISSUES IN THE MARKET
Will Hispanics gravitate toward products with bilingual packaging?
Should healthy Hispanic-centric products have a higher profile?
Will stocking more locally grown food attract Hispanic shoppers?
INSIGHTS AND OPPORTUNITIES
Spanish-language self-checkouts for smartphones
More Spanish-language signage and labeling
Improving private label
TREND APPLICATIONS
Trend: Help Me Help Myself
Trend: Moral Brands
2015 trend: Brand Intervention
RETAILER PREFERENCES AND FREQUENCY OF USE
Key points
More than half of Hispanics shop for groceries at supermarkets
Figure 10: Frequency of grocery shopping from various retailers, July 2012
$75K+ most likely to shop weekly at most types of retailers
Figure 11: Frequency of grocery shopping from various retailers, by household income, July 2012
Spanish-dominant and bilingual Hispanics most likely to shop weekly
Figure 12: Frequency of grocery shopping from various retailers, by language spoken in the home, July 2012
HOW PRODUCTS ARE CHOSEN WHILE GROCERY SHOPPING
Key points
Items consumers refer to when grocery shopping
Hispanics least likely to refer to fliers, signage, displays, and floor ads
Figure 13: Items consumers refer to when shopping, by race/Hispanic origin, April 2011-June 2012
Spanish-only speakers least likely to refer to in-store signage/promotions
Figure 14: Items Hispanic consumers refer to when shopping, by language spoken in home, April 2011-June
2012
Preparedness prior to grocery shopping
Nearly two thirds of Hispanics grocery shop with lists of items needed
Figure 15: Frequency of shopping habits among Hispanics, July 2012
English-dominant Hispanics most likely to look for coupons, use self-checkout
Figure 16: Frequency of shopping habits among Hispanics, by language spoken in the home, July 2012
CHANGES IN SPENDING HABITS
Key points
Changes in expenditure
Most are spending about the same on groceries compared to last year
Figure 17: Changes in spending habits for household products among Hispanic adults, July 2012
Language impacts changes in expenditure of various categories
Figure 18: Changes in spending habits for grocery products among Hispanic adults, by language spoken in the
home, July 2012
Hispanic men with household income of $50K+ spend the same/more on alcohol
Figure 19: Changes in spending habits for alcohol among Hispanic adults, by gender and household income,
July 2012
USE OF COUPONS
Key points
Cents-off coupons
Hispanics are much less likely than average to use cents-off coupons
Figure 20: Likelihood of using cents-off coupons in household, by race/Hispanic origin, April 2011-June 2012
Those earning less than $25K least likely to use cents-off coupons
Figure 21: Likelihood of using cents-off coupons in Hispanic households, by household income, April 2011-June
2012
Spanish-only Hispanics least likely to use cents-off coupons
Figure 22: Likelihood of using cents-off coupons in Hispanic households, by language spoken in the home, April
2011-June 2012
Hispanics least likely to get coupons from a range of sources
Figure 23: Source of coupons, by race/Hispanic origin, April 2011-June 2012
Spanish-dominant households least likely to use coupons in English
Figure 24: Language of printed coupons used by Hispanic households, by language spoken in the home, April
2011-June 2012
On-shelf coupon machines
Hispanics least likely ethnic group to use on-shelf coupon machines
Figure 25: Likelihood of household using an on-shelf coupon machine, by race/Hispanic origin, April 2011-June
2012
Language a barrier to on-shelf coupon machine use among Spanish-dominant Hispanics
Figure 26: Likelihood of Hispanic household using an on-shelf coupon machine, by language spoken in home,
April 2011-June 2012
Language impacts where coupons are redeemed
Figure 27: Types of retailer where Hispanic households redeem coupons, by language spoken in home, April
2011-June 2012
Coupon usage by category
Language the primary barrier in use of coupons for specific grocery items
Figure 28: Product category for which coupons are used by Hispanic households, by language spoken in home,
April 2011-June 2012
Language impacts reason for using cents-off coupons
Figure 29: Reasons for using coupons in Hispanic households, by language spoken in home, April 2011-June
2012
ATTITUDES TOWARD PRODUCTS
Key points
Brand vs. price
Price is most important for household products
Figure 30: Hispanic attitudes toward shelf-stable, household, and personal care products, by age, July 2012
Bilingual Hispanics most likely to say brand is important
Figure 31: Hispanic attitudes toward shelf-stable, household, and personal care products, by language spoken in
the home, July 2012
INNOVATIONS AND IMPROVEMENTS
Key points
Women are more likely than men to seek better prices, discounts, and coupons
Figure 32: Innovations and improvements Hispanics would like to see at grocery stores, by gender, July 2012
Spanish-dominants seek healthier foods
Figure 33: Innovations and improvements Hispanics would like to see at grocery stores, by language spoken in
the home, July 2012
MARKETING STRATEGIES
Overview of the brand landscape
Overview
Figure 34: Likelihood of using manufacturer incentive offer by household, by race/Hispanic origin, April 2011-
June 2012
TV advertising
Albertsons
Figure 35: Albertsons television ad, 2012
Chavez Supermarket
Figure 36: Chavez Supermarket television ad, 2012
Fiesta
Figure 37: Fiesta television ad, 2012
Food City
Figure 38: Food City television ad, 2012
Target
Figure 39: Target television ad, 2012
Walmart
Figure 40: Walmart television ad, 2012
Online initiatives
U.S. HISPANIC POPULATION
Key facts
U.S. population by race/Hispanic origin
Figure 41: Population, by race/Hispanic origin, 1970-2020
Figure 42: Asian, Black, and Hispanic populations, 1970-2020
Figure 43: Population, by race/Hispanic origin, 2008-18
The Hispanic and non-Hispanic population
The Hispanic and total U.S. population by age
Figure 44: U.S. Hispanic population, by age, 2008-18
Figure 45: U.S. Population, by age, 2008-18
The Hispanic and total U.S. population by gender
Women
Figure 46: Hispanic women, by age, 2008-18
Figure 47: Total U.S. women population, by age, 2008-18
Men
Figure 48: Hispanic men, by age, 2008-18
Figure 49: Total U.S. men population, by age, 2008-18
Generations
Hispanics by generation
Figure 50: Generations—Hispanics vs. non-Hispanics, 2011
Figure 51: Fertility rate, by race and Hispanic origin of mother, 2000-10
Hispanic purchasing power
Figure 52: Purchasing power, by race/Hispanic origin, 1990-2017
Figure 53: Purchasing power, by race/Hispanic origin, 1990-2017
Figure 54: Top 10 states ranked by share of Hispanic buying power, 2012
Figure 55: Top 10 states ranked by value of Hispanic buying power, 2012
U.S. household income distribution
Figure 56: Median household income, by race/Hispanic origin of householder, 2011
Hispanic income levels
Figure 57: Largest Hispanic states, by Hispanic disposable income, 2010
The Hispanic household
Figure 58: Average household size, by Hispanic origin/race of householder, 2001, 2008 and 2011
Figure 59: Households, by number of people in the household—Hispanics vs. all households, 2011
Figure 60: Households with children, by race/Hispanic origin of householder, 2011
Figure 61: Households, by race of householder and presence and ages of children, 2011
Hispanics by country of origin/heritage
Figure 62: Hispanic population, by type, 2000-10
Figure 63: Graph: Hispanics, by country of origin/heritage, 2010
Hispanics by geographic concentration
Figure 64: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
Figure 65: Hispanic population, by region of residence, 2000-10
Figure 66: Graph: Hispanic population, by region, 2010
Figure 67: 10 places* with highest number of Hispanics, 2010
Figure 68: 10 places* with the largest share of Hispanics, 2010
States with the most Hispanic population growth
Figure 69: States ranked by change in Hispanic population, 2000-10
Figure 70: Five states with the greatest percentage of Hispanic growth, 2000-10
Key Hispanic metropolitan areas
Figure 71: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2010 . 90
Figure 72: U.S. Hispanic households, by metropolitan status, 2006-11
Acculturation
What is acculturation?
Why is level of acculturation important?
Levels of acculturation
Figure 73: Hispanics, by acculturation and assimilation level, 1998-2008
What is retro-acculturation?
APPENDIX – OTHER USEFUL CONSUMER TABLES
How products are chosen while grocery shopping
Figure 74: Frequency of shopping habits among Hispanics, by language spoken in the home, July 2012
Changes in spending habits
Figure 75: Changes in spending habits for household products among Hispanic adults, by household income,
July 2012
Figure 76: Changes in spending habits for household products among Hispanic adults, by language spoken in
the home, July 2012
Figure 77: Changes in spending habits for household products among Hispanic adults, by language spoken in
the home, July 2012
Figure 78: Changes in spending habits for grocery products among Hispanic adults, by household income, July
2012
Use of coupons
Figure 79: Language of printed coupons used by Hispanic households, by household income, April 2011-June
2012
Figure 80: Types of retailer where households redeem coupons, by race/Hispanic origin, April 2011-June 2012 101
Figure 81: Product category for which coupons are used by household, by race/Hispanic origin, April 2011-June
2012
Figure 82: Reasons for using coupons in household, by race/Hispanic origin, April 2011-June 2012
APPENDIX – TRADE ASSOCIATIONS
APPENDIX: RESEARCH METHODOLOGY
CONSUMER RESEARCH
Primary Data Analysis
Sampling
Global Market Insite (GMI)
Secondary Data Analysis
Experian Simmons National Consumer Studies
Statistical Forecasting
Statistical modelling
Qualitative insight
The Mintel fan chart
Weather analogy
APPENDIX: WHAT IS MINTEL?
Mintel provides industry-leading market intelligence
Mintel Solutions:
Mintel Oxygen Reports
Mintel GNPD
Mintel Inspire
Mintel Beauty Innovation
Mintel Menu Insights
Mintel Research Consultancy
Mintel Comperemedia

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