Table of Contents
Scopes and Themes
-
- What you need to know
- Definitions
- Resources used for The Consumer sections
- Abbreviations
- Terms
Executive Summary
-
- Attracting and retaining Hispanic customers
- Larger grocery spend
- High concentration of children
- Lower incidence of computer ownership
- Receptive to marketing messages
- Demographics and acculturation
- Key demographic trends
- Age
- Income and HH size
- Heritage and nativity
- Language
- Metros with a high concentration of Hispanics
- Spending patterns
-
- Figure 1: Spend, by major category—Hispanic vs non-Hispanic, 2006
- Shopping patterns
Insights and Opportunities
-
- Use food to create a sense of cultural relevance
- Offer interactive retail formats that are culturally relevant
Fast Forward Trends
-
- Trend: Consistency
- Cultural fragmentation and fusion are shaping society
- Trend: Authenticity
- What's it about?
- The evolution of communications: Multicultural signage
Demographics of the Hispanic Consumer
-
- Demographics: Key points
- Size, growth and regionality
- Income, household size, age and education
- Urban markets with more than 30% Hispanics
-
- Figure 2: Urban markets with high concentation of Hispanics, 2006
- Key demographic characteristics
-
- Figure 3: Population, by Hispanic origin and race, 2002-12
- Most Hispanics are of Mexican heritage
-
- Figure 4: Hispanics, by country of origin/heritage, 2006
- Most Hispanics were born in the U.S.
-
- Figure 5: Native-born/foreign-born Hispanics, 2000 and 2006
- Hispanics have big families and household sizes
-
- Figure 6: Hispanic households, by type, 2006
-
- Figure 7: Average household size, by Hispanic origin/race of householder, 2001 and 2006
- The Hispanic population has a high concentration of children
-
- Figure 8: Households, by presence and age of children and Hispanic origin, 2004
- Hispanics as a group are significantly younger than non-Hispanics
-
- Figure 7: Average (mean) age of Hispanics, 1990-2012
-
- Figure 9: Hispanic population, by age, 2003-13
- Hispanics have a high proportion of working adults
-
- Figure 10: Labor force participation, by Hispanic origin, 2005
- Average household income of Hispanics is significantly lower than the national average
-
- Figure 11: Median household income, by race and Hispanic origin of householder, 2006
-
- Figure 12: Household income distribution, by Hispanic origin of householder, 2005
Acculturation of the Hispanic Consumer
-
- Key points
- Rate of acculturation
- Computers, education and acculturation
- Key acculturation factors
- Elements of acculturation: Language, nativity and computers
-
- Figure 13: Elements of acculturation among U.S. Hispanics aged 18+, language spoken and computer ownership, 2002 and 2007
-
- Figure 14: Hispanic nativity rates, native- vs foreign-born, 1994-2013
-
- Figure 14: Incidence of computer ownership—Hispanics vs. non-Hispanics, and native- vs foreign-born, May 2006-June 2007
-
- Figure 15: Incidence of computer ownership among Hispanics, by language spoken, May 2006-June 2007
-
- Figure 16: Incidence of computer ownership among Hispanics, by origin/heritage, May 2006-June 2007
- Intergenerational effects on acculturation
- Spanish and English speakers in the U.S. tend to exhibit different social values
Spending Patterns
-
- Key findings and insights
- Annual spending by major category: Hispanics vs. non-Hispanics
-
- Figure 17: Income before taxes—Hispanics vs. non-Hispanics, 2001-06
-
- Figure 18: Total annual expenditures—Hispanics vs. non-Hispanics, 2001-06
- Food and beverage
-
- Figure 19: Annual food expenditures—Hispanics vs. non-Hispanics, 2001-06
-
- Figure 20: Index of annual food expenditures—Hispanics vs. non-Hispanics, 2004-06
- Apparel, footwear and related services
-
- Figure 21: Annual apparel expenditures—Hispanics vs. non-Hispanics, 2001-06
- Figure 22: Index of annual apparel expenditures—Hispanics vs. non-Hispanics, 2004-06
- Entertainment
-
- Figure 23: Annual entertainment expenditures—Hispanics vs. non-Hispanics, 2001-06
-
- Figure 24: Index of annual entertainment expenditures—Hispanics vs. non-Hispanics, 2004-06
- Education
-
- Figure 25: Annual education expenditures—Hispanics vs. non-Hispanics, 2001-06
- Personal care
-
- Figure 26: Annual personal care expenditures—Hispanics vs. non-Hispanics, 2001-06
General Shopping Patterns
-
- Key findings and insights
- Hispanics are more likely to enjoy shopping
-
- Figure 27: Affinity to and frequency of shopping—Hispanics vs. non-Hispanics, May 2006-June 2007
- Hispanics have an affinity for specialty stores that cater to Latinos
-
- Figure 28: Store preferences and shopping habits—Hispanics vs. non-Hispanics, May 2006-June 2007
- Many Latinos prefer to shop with family members and friends
-
- Figure 29: Shopping companion preferences—Hispanics vs. non-Hispanics, May 2006-June 2007
-
- Figure 30: Shopping companion preferences, by language spoken, May 2006-June 2007
- Latinos of Cuban and Puerto Rican heritage exhibit similar shopping attitudes
-
- Figure 31: Shopping attitudes, by Hispanic heritage, May 2006-June 2007
- Many Hispanics value taste, freshness and food safety slightly more
-
- Figure 32: Influence of product quality attributes on food purchase, by nativity, 2008
-
- Figure 33: Influence of product quality attributes on food purchase, by speak English well/very well vs. a little/not at all, 2008
Shopping Patterns by Channel
-
- Most Hispanics do at least a third of their grocery shopping at bodegas
-
- Figure 34: Proportion of grocery shopping at bodegas, by speak English well/very well vs. a little/not at all, 2008
-
- Figure 35: Proportion of grocery shopping at bodegas, by nativity, 2008
- Figure 36: Proportion of grocery shopping at bodegas, by years in the U.S., 2008
- Hispanics have higher per household monthly grocery expenditures than non-Hispanics
-
- Figure 37: Average weekly grocery expenditure—Hispanics vs. non-Hispanics, May 2006-June 2007
- Figure 38: Average weekly grocery expenditures, by language spoken, May 2006-June 2007
-
- Figure 39: Average weekly grocery expenditure—Moms vs. other Hispanics, May 2006-June 2007
- Overall, Hispanics shop more often for clothing, footwear and toys than non-Hispanics
-
- Figure 40: Types of stores visited in previous three months—Hispanics vs. non-Hispanics, May 2006-June 2007
-
- Figure 41: Types of stores visited in previous three months, by language spoken, May 2006-June 2007
- Hispanics are less likely than non-Hispanics to own a computer
- Hispanics and non-Hispanics use malls with similar frequency
- Hispanics tend to spend less on telephone and catalog purchases than non-Hispanics
-
- Figure 42: Mail/phone orders in previous 12 months—Hispanics vs. non-Hispanics, May 2006-June 2007
-
- Figure 43: Catalog orders in previous 12 months—Hispanics vs. non-Hispanics, May 2006-June 2007
-
- Figure 44: Catalog orders, by heritage, May 2006-June 2007
- Figure 45: Mail/phone orders, by heritage, May 2006-June 2007
Advertising Attitudes and Activity
-
- Advertising attitudes
-
- Figure 46: General attitudes toward advertising—Hispanics vs. non-Hispanics, May 2006-June 2007
-
- Figure 47: Self-reported effect of advertising—Hispanics vs. non-Hispanics, May 2006-June 2007
-
- Figure 48: Attitudes toward advertising and kids—Hispanics vs. non-Hispanics, May 2006-June 2007
-
- Figure 49: Patterns of media usage, by media types—Hispanics vs. non-Hispanics, May 2006-June 2007
-
- Figure 50: Attitudes toward advertising —native- vs. foreign-born Hispanics, May 2006-June 2007
-
- Figure 51: Attitudes toward advertising, by language spoken, May 2006-June 2007
Cluster Analysis—Groups Based on Concern with Quality and Store vs. Internet Shopping
-
- Cluster 1: Lowest quality concern, medium store shopping, zero Internet
- Who they are
- Cluster 2: High quality concern, most store shopping, only Internet shoppers
- Who they are
- Cluster 3: High quality concern, low store, zero Internet
- Who they are
-
- Figure 52: Hispanic shopping clusters, January 2008
- Figure 53: Importance of attributes to the decision to buy food, by Hispanic shopping clusters, January 2008
-
- Figure 54: Percentage of food shopping at ethnic or Hispanic stores, by Hispanic shopping clusters, January 2008
- Figure 55: Number of times groceries were bought online in the last six months, by Hispanic shopping clusters, January 2008
-
- Figure 56: Hispanic shopping clusters, by gender, January 2008
- Figure 57: Hispanic shopping clusters, by age, January 2008
-
- Figure 58: Hispanic shopping clusters, by income, January 2008
Appendix: Sales sub-categories
-
-
- Figure 59: Trended aggregate food expenditures—Hispanics vs. non-Hispanics, 2001-06
- Figure 60: Trended aggregate housing expenditures—Hispanics vs. non-Hispanics, 2001-06
- Figure 61: Trended aggregate apparel expenditures—Hispanics vs. non-Hispanics, 2001-06
- Figure 62: Trended aggregate transportation expenditures—Hispanics vs. non-Hispanics, 2001-06
-
- Figure 63: Trended aggregate healthcare expenditures—Hispanics vs. non-Hispanics, 2001-06
- Figure 64: Trended aggregate entertainment expenditures—Hispanics vs. non-Hispanics, 2001-06
-
Back to top