Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Consumer Expenditure Survey
- Advertising
- Abbreviations and terms
- Abbreviations
- Terms
- Generations are discussed within this report, and they are defined as:
Executive Summary
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- The Hispanic consumer
- Where Hispanics shop for groceries
- What influences the Hispanic grocery shopper
- Baking products
- Breads
- Breakfast foods
- Beverages
- Condiments, sauces, seasonings, and oils
- Dairy products
- Desserts
- Fruits, vegetables, and salad
- Meats and fish
- Ready-made and prepared foods
- Snacks, cakes, and pies
- Marketing strategies
- Television
- Online
- Magazine
- U.S. Hispanic population
- Demographics
- Acculturation
Insights and Opportunities
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- Food is love
- Cooking like abuela
- Fusion foods
- The “New” Latina/Latino
- Trend: Trading up, trading down, trading over
The Hispanic Consumer
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- Key points
- Food expenditures
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- Figure 1: Average annual expenditures on food at home, by Hispanic origin, 2010*
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- Figure 2: Indices of average annual expenditures on food at home, by Hispanic origin, 2010*
- Distribution of Hispanics’ food expenditures
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- Figure 3: Change in average annual expenditures on food among Hispanics, by expenditure category, 2005-10
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- Figure 4: Distribution of total expenditures on food among Hispanics, by expenditure category, 2005-10
- Consumers’ average weekly expenditure on groceries
- Hispanics spend the most on groceries
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- Figure 5: Amount spent on groceries in average week by race/Hispanic origin, February 2009-March 2010
- The Hispanic grocery shopper
- Household income impacts grocery expenditure
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- Figure 6: Amount spent by Hispanics on groceries in average week, by household income, February 2009-March 2010
- Spanish-dominants spend more on groceries
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- Figure 7: Amount spent by Hispanics on groceries in average week, by language spoken in the home, February 2009-March 2010
- Changes in grocery expenditures in the Hispanic household
- Most Hispanics have changed their grocery spending habits
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- Figure 8: Changes in household spending on groceries among Hispanics, by household income, April 2010
- Spanish-dominants are now spending more on groceries
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- Figure 9: Changes in household spending on groceries among Hispanics, by language spoken in the home, April 2010
- By product category
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- Figure 10: Change in expenditure by grocery category, by Hispanics, April 2010
Where Hispanics Shop for Groceries
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- Key points
- Retail preferences of the Hispanic consumer
- English-dominant Hispanics prefer supermarkets
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- Figure 11: Retail preference by the Hispanic consumer when buying groceries, by language spoken in the home, April 2010
- Lower-income Hispanics shop at a wider array of stores
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- Figure 12: Retail preference by the Hispanic consumer when buying groceries, by household income, April 2010
- By presence of children in the household
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- Figure 13: Retail preference by the Hispanic consumer when buying groceries, by the presence of children in the household, April 2010
- Frequency of shopping at supermarkets
- By category and language
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- Figure 14: Propensity to buy grocery items at supermarkets, by language spoken in the home, April 2010
What Influences the Hispanic Grocery Shopper
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- Key points
- Influencing factors when purchasing shelf-stable products
- Spanish-dominants are now using more coupons
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- Figure 15: Factors that influence the Hispanic grocery shopper when purchasing shelf-stable products, by language spoken in the home, April 2010
- Regardless of household income, more private label products are being purchased
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- Figure 16: Factors that influence the Hispanic grocery shopper when purchasing shelf-stable products, by household income, April 2010
- Coupon usage
- Coupon usage among Hispanics remains low
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- Figure 17: Usage of cents off coupons, by race/Hispanic origin, February 2009-March 2010
- The Hispanic consumer
- Spanish-dominants are the least likely to use coupons
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- Figure 18: Usage of cents off coupons by Hispanics, by language spoken in the home, February 2009-March 2010
- Higher-income households are more likely to use coupons
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- Figure 19: Usage of cents off coupons by Hispanics, by household income, February 2009-March 2010
Baking Products
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- Key points
- By race/Hispanic origin
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- Figure 20: Purchase of baking products, by race/Hispanic origin, February 2009-March 2010
- The Hispanic consumer
- By language
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- Figure 21: Purchase of baking products by Hispanics, by language spoken in the home, February 2009-March 2010
Breads
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- Key points
- By race/Hispanic origin
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- Figure 22: Purchase of breads, by race/Hispanic origin, February 2009-March 2010
- The Hispanic consumer
- English-dominants are more likely to enjoy bagels and English muffins
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- Figure 23: Purchase of breads by Hispanics, by language spoken in the home, April 2010
Breakfast Foods
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- Key points
- Breakfast food choices of Hispanics
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- Figure 24: Purchase of breakfast foods, by race/Hispanic origin, February 2009-March 2010
- The Hispanic consumer
- Spanish-dominants prefer liquid breakfast/nutritional supplements
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- Figure 25: Purchase of breakfast foods by Hispanics, by language spoken in the home, April 2010
- By the presence of children in the home
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- Figure 26: Purchase of breakfast foods by Hispanics, by the presence of children in the home, April 2010
Beverages
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- Key points
- Hispanics consume more energy drinks and regular colas
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- Figure 27: Purchase of beverages, by race/Hispanic origin, February 2009-March 2010
- The Hispanic consumer
- Spanish-dominants more likely to drink instant coffee
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- Figure 28: Nescafé, TV ad, March 2010
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- Figure 29: Purchase of beverages by Hispanics, by language spoken in the home, April 2010
- Households with children are more likely to consume regular sodas
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- Figure 30: Purchase beverages by Hispanics, by the presence of children in the home, April 2010
Condiments, Sauces, Seasoning, and Oils
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- Key points
- Hispanics are slightly less likely to consume condiments
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- Figure 31: Purchase of condiments, sauces, seasonings, and oils, by race/Hispanic origin, February 2009-March 2010
- The Hispanic consumer
- By language
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- Figure 32: Purchase of condiments, sauces, seasoning, and oils by Hispanics, by language spoken in the home, February 2009-March 2010
Dairy Products
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- Key points
- By race/Hispanic origin
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- Figure 33: Purchase of dairy products, by race/Hispanic origin, February 2009-March 2010
- The Hispanic consumer
- By language
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- Figure 34: Purchase of dairy products by Hispanics, by language spoken in the home, February 2009-March 2010
- By the presence of children in the household
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- Figure 35: Purchase of dairy products by Hispanics, by the presence of children in the home, April 2010
Desserts
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- Key points
- By race/Hispanic origin
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- Figure 36: Purchase of desserts, by race/Hispanic origin, February 2009-March 2010
- The Hispanic consumer
- Spanish-dominants love their gelatin
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- Figure 37: Purchase of desserts by Hispanics, by language spoken in the home, April 2010
- Households with children are more likely to consume desserts
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- Figure 38: Purchase of desserts by Hispanics, by the presence of children in the home, April 2010
Fruits, Vegetables, and Salad
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- Key points
- Hispanics are the least likely to consume frozen vegetables
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- Figure 39: Purchase of fruits, vegetables, and salad, by race/Hispanic origin, February 2009-March 2010
- The Hispanic consumer
- Spanish-dominants do not care for instant potatoes
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- Figure 40: Purchase of fruits, vegetables, and salad by Hispanics, by language spoken in the home, April 2010
Meats and Fish
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- Key points
- Hispanics are less likely to consume bratwurst
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- Figure 41: Purchase of meats and fish, by race/Hispanic origin, February 2009-March 2010
- The Hispanic consumer
- By language
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- Figure 42: Purchase of meats and fish by Hispanics, by language spoken in the home, April 2010
Ready-made and Prepared Foods
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- Key points
- Hispanics are less likely to consume ready-made foods
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- Figure 43: Purchase of ready-made and prepared foods, by race/Hispanic origin, February 2009-March 2010
- The Hispanic consumer
- By language
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- Figure 44: Purchase of ready-made and prepared foods by Hispanics, by language spoken in the home, April 2010
- By the presence of children in the home
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- Figure 45: Purchase of ready-made and prepared foods by Hispanics, by the presence of children in the home, April 2010
Snacks, Cakes, and Pies
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- Key points
- Hispanics are less likely to consume pretzels and nuts
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- Figure 46: Purchase of snacks, cakes, and pies, by race/Hispanic origin, February 2009-March 2010
- The Hispanic consumer
- Spanish-dominants are less likely to consume snack foods
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- Figure 47: Purchase of snacks, cakes, and pies by Hispanics, by language spoken in the home, April 2010
- By the presence of children in the household
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- Figure 48: Purchase of snacks, cakes, and pies by Hispanics, by the presence of children in the home, April 2010
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- Figure 49: General Mills Cinnamon Toast Crunch, TV ad, May 2010
Marketing Strategies
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- Key points
- Key marketing strategies
- Television
- Ads targeting the Hispanic consumer
- General Mills’ Honey Nut Cheerios
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- Figure 50: Honey Nut Cheerios, TV ad, May 2010
- Hellmann’s Light Mayonnaise
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- Figure 51: Hellmann’s Light Mayonnaise, TV ad, April 2010
- Lactaid Milk
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- Figure 52: Lactaid Milk, TV ad, September 2009
- Mazola Corn Oil
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- Figure 53: Mazola Corn Oil, TV ad, September 2009
- Online
- General Mills
- Honey Bunches of Oats
- Hellmann’s
- Mazola
- Knorr
- Unilever
- Magazine
- Mazola Corn Oil
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- Figure 54: Mazola Corn Oil, magazine ad, June 2010
- Enterex Diabetic
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- Figure 55: Enterex Diabetic, magazine ad, June 2010
- Knorr
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- Figure 56: Knorr, magazine ad, June 2010
Cluster Analysis
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- Supermarket-averse, price-sensitive
- Demographics
- Characteristics
- Opportunities
- Off-line, super-some-timers
- Demographics:
- Characteristics
- Opportunities
- All-timers
- Demographics
- Characteristics
- Opportunities
- Characteristic tables
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- Figure 57: Hispanic grocery cart clusters, April 2010
- Figure 58: Online purchases, by Hispanic grocery cart clusters, April 2010
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- Figure 59: Changes in expenditures, by Hispanic grocery cart clusters, April 2010
- Figure 60: Hispanics’ retail preferences, by Hispanic grocery cart clusters, April 2010
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- Figure 61: Frequency of buying groceries at supermarkets, by Hispanic grocery cart clusters, April 2010
- Figure 62: Attitudes towards shelf-stable and household products, by Hispanic grocery cart clusters, April 2010
- Demographic tables
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- Figure 63: Hispanic grocery cart clusters, by gender, April 2010
- Figure 64: Hispanic grocery cart clusters, by age, April 2010
- Figure 65: Hispanic grocery cart clusters, by household income, April 2010
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- Figure 66: Hispanic grocery cart clusters, by language in which survey was taken, April 2010
- Figure 67: Hispanic grocery cart clusters, by language primarily spoken at home, April 2010
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- Figure 68: Hispanic grocery cart clusters, by household internet access, April 2010
- Cluster methodology
U.S. Hispanic Population
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- Key facts
- U.S. population by race/Hispanic origin
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- Figure 69: Population, by race/Hispanic origin, 1970-2020
- Figure 70: Asian, Black, and Hispanic populations, 1970-2020
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- Figure 71: Population, by race and Hispanic origin, 2005-15
- The Hispanic and non-Hispanic population
- The Hispanic and total U.S. population by age
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- Figure 72: U.S. Hispanic population, by age, 2005-15
- Figure 73: Total U.S. population, by age, 2005-15
- The Hispanic and total U.S. population by gender
- Women
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- Figure 74: Hispanic women, by age, 2005-15
- Figure 75: Total U.S. female population, by age, 2005-15
- Men
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- Figure 76: Hispanic men, by age, 2005-15
- Figure 77: Total U.S. male population, by age, 2005-15
- Hispanic purchasing power
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- Figure 78: Purchasing power, by race/Hispanic origin, 2008
- U.S. household income distribution
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- Figure 79: Median household income, by race and Hispanic origin of householder, 2008
- Hispanic income levels
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- Figure 80: Largest Hispanic states, by Hispanic disposable income, 2005
- The Hispanic household
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- Figure 81: Average household size, by Hispanic origin/race of householder, 2001 and 2008
- Figure 82: Households, by number of persons in the household—Hispanics vs. all households, 2009
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- Figure 83: Households with children, by race/Hispanic origin of householder, 2009
- Figure 84: Hispanic households, by presence and ages of children, 2009
- Generations
- Hispanics by generation
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- Figure 85: Generations—Hispanics vs. non-Hispanics, 2009
- Figure 86: Fertility rate, by race and Hispanic origin of mother, 1998-2008
- Hispanics by country of origin/heritage
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- Figure 87: Hispanic population, by country of origin/ancestry, 2006-08
- Figure 88: Graph: Hispanics, by country of origin/heritage, 2006-08
- Hispanics by geographic concentration
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- Figure 89: Hispanic population, by region, by country of origin/ancestry, 2006-08
- Figure 90: Graph: Hispanic population, by region, 2006-08
- Figure 91: Hispanic population in top five states, by country of origin, 2006-08
- States with greatest Hispanic population growth
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- Figure 92: Hispanic population, states with greatest percentage increase, 2000 and 2006
- Key Hispanic metropolitan areas
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- Figure 93: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2006-08
- Acculturation
- What is acculturation?
- Why is level of acculturation important?
- Levels of acculturation
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- Figure 94: Hispanics, by acculturation and assimilation level, 1998-2008
- What is retro-acculturation?
- Retro-acculturation
Appendix: Other Useful Consumer Tables
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- Figure 95: Average annual expenditures of CU reference person—Hispanics vs. non-Hispanics, 2008
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- Figure 96: Average annual expenditures, indexed to all CUs—Hispanics vs. non-Hispanics, 2008
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- Figure 97: Share of aggregate expenditures accounted for—Hispanics vs. non-Hispanics, 2008
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Appendix: Trade Associations
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