When it comes to appealing to a certain segment of any population, there’s a notable difference between knowing where people shop and what they buy. For example, knowing that 61% of U.S. Hispanic Millennials have shopped at a Hispanic supermarket once in the past year is helpful, but it’s only one layer of insight. A second layer, among myriad others, highlights that 51% of Hispanic Millennials are drawn to Hispanic grocers because they have a panadería (Hispanic bakery) or tortilla shop.
Why look at Hispanic Millennials? Because as multiculturalism and diversity gain prominence in the U.S., these young consumers will play an integral role in spending trends over the next 20-30 years. Notably, 40% of American Millennials are multicultural, and more than half of this group are Latinos. And while multicultural Millennials share the same affinity for digital technology as other the general Millennial population, more than one-fourth of all U.S. Millennials are first- or second-generation immigrants with strong ties to their global origins, which will affect their product purchases and brand loyalty.
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