JACKSONVILLE, Fla. & NEW YORK — As the U.S. Hispanic population continues to grow in size and influence, Acosta, a leading full-service sales and marketing agency in the consumer packaged goods (CPG) industry, and Univision Communications Inc. (UCI), the leading media company serving Hispanic America, have released the 5th Edition of The Why? Behind The Buy™ U.S. Hispanic Shopper Study. This new research explores the buying patterns and behaviors of these highly experiential shoppers and provides insights CPG brands and retailers can leverage to better appeal to and connect with this important shopper segment.
“Data clearly shows Hispanics are the driving force behind sales growth across many key grocery categories, but the bigger challenge is to look more intently at Hispanic shoppers’ path to purchase to identify their specific attitudes and behaviors,” said Marianne Quinlan-Sacksteder, Director of Insights, Acosta.
“At its roots, Hispanic culture is vibrant, engaging and community-centric, and we are seeing those same characteristics manifest themselves in the way U.S. Hispanics approach grocery shopping,” added Liz Sanderson, Vice President, Strategy and Insights, Univision Communications Inc. “For Hispanic shoppers, it’s about far more than bringing home food to feed the family — it’s an opportunity to spend time with loved ones while exploring and experiencing something new.”
The Why? Behind the Buy U.S. Hispanic Shopper Study, 5th Edition reveals:
Shopping is an enjoyable social experience for Hispanics. Hispanic shoppers enjoy grocery shopping significantly more than their U.S. counterparts, in part, because they consider the experience a social endeavor.
- 68 percent of Hispanic shoppers — and an even higher 7 in 10 Hispanic Millennials — say they enjoy grocery shopping versus 59 percent of total U.S. shoppers.
- While 39 percent of U.S. shoppers report shopping alone, 79 percent of Hispanic shoppers go grocery shopping with someone else, such as a spouse, child or friend. Eighty-eight percent of Hispanic Millennials do the same, making them the most likely of all the generations to go grocery shopping with companions.
- More Hispanic shoppers indicated they enjoyed shopping many of the departments found in the perimeter of the store, including the bakery, fresh meat, service deli counter, fresh produce and prepared foods sections.
Hispanic shoppers are highly engaged in store and digitally along the path to purchase. With a positive outlook, Hispanic shoppers are more interactive and take better advantage of opportunities to enhance their experience before, while and after grocery shopping.
-
Hispanic shoppers are utilizing their stores’ special departments, services and areas more than total U.S. shoppers:
- 38 percent of U.S. Hispanic shoppers use the in-store cafeteria area for eating ready-to-go foods versus 27 percent of total U.S. shoppers.
- 34 percent use the coffee bar or in-store coffeehouse, a full 10 percent more than total U.S. shoppers.
- 22 percent participate in cooking demonstrations or lessons versus 16 percent of total U.S. shoppers.
-
Significantly more Hispanic shoppers’ purchases are often impacted by in-store merchandising and promotions:
- 26 percent of U.S. Hispanic shoppers indicate that coupons available at the shelf impact their purchase decision versus 21 percent of total U.S. shoppers.
- 18 percent indicate that product tastings or demonstrations influence what they bought versus 11 percent of total U.S. shoppers.
-
Hispanic shoppers are more engaged than U.S. shoppers with many digital tools — including social media — along the grocery path to purchase.
- 33 percent of U.S. Hispanic shoppers research a new grocery item online versus 22 percent of total U.S. shoppers.
- 35 percent of U.S. Hispanic shoppers read their grocery retailer’s digital circular versus 30 percent of total U.S. shoppers.
- 32 percent of U.S. Hispanic shoppers sign up for contests and sweepstakes after shopping versus 21 percent of total U.S. shoppers.
The Why? Behind The Buy U.S. Hispanic Shopper Study was produced in partnership with Univision Communications Inc. via Acosta’s proprietary Shopper F1rst™ survey in November-December 2015. To access the full report, visit www.acosta.com/hispanic-why. For more insights on Hispanic grocery shoppers, view the archived webinar.
About Acosta Sales & Marketing
Acosta is the sales and marketing powerhouse behind most of the trusted brands seen in stores every day. The company provides a range of outsourced sales, marketing and retail merchandising services throughout the U.S. and Canada. For more than 85 years, Acosta has led the industry in helping consumer packaged goods companies move products off shelves and into shoppers’ baskets. For more information, visit www.acosta.com.
About Univision Communications Inc.
Univision Communications Inc. (UCI) is the leading media company serving Hispanic America. The Company, a leading content creator in the U.S., includes Univision Network, one of the top five networks in the U.S. regardless of language and the most-watched Spanish-language broadcast television network in the country available in approximately 93% of U.S. Hispanic television households; UniMás, a leading Spanish-language broadcast television network available in approximately 87% of U.S. Hispanic television households; Univision Cable Networks, including Galavisión, the most-watched U.S. Spanish-language cable network, as well as UDN (Univision Deportes Network), the most-watched U.S. Spanish-language sports network, Univision tlnovelas, a 24-hour cable network dedicated to telenovelas, ForoTV, a 24-hour Spanish-language cable network dedicated to international news, and an additional suite of cable offerings – De Película, De Película Clásico, Bandamax, Ritmoson and Telehit; Univision Television Group, which owns 61 television stations in major U.S. Hispanic markets and Puerto Rico; digital properties consisting of online and mobile websites and apps, including Univision.com, the most visited Spanish-language website among U.S. Hispanics, UVideos, a bilingual digital video network and Uforia, a music application featuring multimedia music content; and Univision Radio, the leading Spanish-language radio group in the U.S. which owns and operates 67 radio stations including stations in 16 of the top 25 U.S. Hispanic markets and Puerto Rico. UCI’s assets also include a minority stake in El Rey Network, a 24-hour English-language general entertainment cable network and a joint venture with Disney/ABC Television Network for Fusion, a 24-hour English-language news and lifestyle TV and digital network. Headquartered in New York City, UCI has television network operations in Miami and television and radio stations and sales offices in major cities throughout the United States. For more information, please visit www.Univision.net.
Source: Acosta Sales & Marketing
