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
Executive Summary
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- Hispanic consumer expenditure
- The Hispanic retail consumer
- Apparel and footwear
- Electronics
- Groceries
- Household products
- Personal care
- Marketing strategies
- U.S. Hispanic population
- Demographics
- Acculturation
Insights and Opportunities
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- Superstore it
- Un poco de rock ’n’ roll
- Mobile multiuse
- Looking good, smelling good
Inspire Insights
Hispanic Consumer Expenditure
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- Key points
- Category expenditures
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- Figure 1: Average annual expenditures—Hispanic households, by expenditure category, 2002-10
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- Figure 2: Average annual expenditures—non-Hispanic households, by expenditure category, 2002-10
- Distribution of expenditures
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- Figure 3: Average annual distribution of expenditures, by categories—Hispanics vs. non-Hispanics, 2008
The Hispanic Retail Consumer
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- Key points
- Consumer behavior when shopping
- Hispanic men most likely to participate in loyalty programs
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- Figure 4: Consumer behavior when shopping for groceries, household products, and personal care items, by gender, October 2010
- Spanish-dominants ask store clerks for assistance and few use self-checkouts
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- Figure 5: Consumer behavior when shopping for groceries, household products, and personal care items, by language spoken in the home, October 2010
- Attitudes toward shopping
- Hispanics are social shoppers
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- Figure 6: Attitudes toward shopping, by race/Hispanic origin, July 2009-Sept. 2010
- The Hispanic consumer
- Spanish-dominants and bilinguals are the most brand loyal
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- Figure 7: Hispanics’ attitudes toward shopping, by language spoken in the home, July 2009-Sept. 2010
- Affluent Hispanics are brand and retailer loyal, but financially savvy with expensive items
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- Figure 8: Hispanics’ attitudes toward shopping, by household income, July 2009-Sept. 2010
Apparel and Footwear
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- Key points
- Preferred retailers for adult clothing
- Spanish-dominants most likely to buy apparel at fine footwear stores
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- Figure 9: Retailers shopped for adult clothing—Hispanics, by language spoken in the home, April 2010
- Lower-income Hispanics most likely to buy apparel at fine footwear stores
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- Figure 10: Retailers shopped for adult clothing—Hispanics, by household income, April 2010
- Preferred retailers for adult footwear
- Hispanic men more likely than women to shop at fine footwear stores
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- Figure 11: Retailers shopped for adult footwear—Hispanics, by gender, April 2010
- Lower-income Hispanics most likely to buy shoes at fine footwear stores
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- Figure 12: Retailers shopped for adult footwear—Hispanics, by household income, April 2010
- Spanish-dominant most likely to buy shoes at fine footwear stores
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- Figure 13: Retailers shopped for adult footwear—Hispanics, by language spoken in the home, April 2010
- Buying online
- Latinas are more likely than Latinos to shop online
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- Figure 14: Items purchased online in the past 12 months—Hispanics, by gender, April 2010
- Older Hispanics more likely to shop online
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- Figure 15: Items purchased online in the past 12 months—Hispanics, by age, April 2010
- Bilingual Hispanics the most likely to shop online
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- Figure 16: Items purchased online in the past 12 months—Hispanics, by language spoken in the home, April 2010
Electronics
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- Key points
- Preferred retailers when shopping for home electronics
- Hispanics most likely to choose Walmart for electronics
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- Figure 17: Retailers shopped for home electronics and/or PCs, by language spoken in the home, October 2010
- Hispanic men prefer specialty electronic stores
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- Figure 18: Retailers shopped for home electronics and/or PCs, by gender, October 2010
- Preferred retailers when shopping for portable electronics and/or mobile devices
- Bilingual Hispanics most likely to shop at independent electronic stores
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- Figure 19: Retailers shopped for portable electronics and/or mobile devices, by language spoken in the home, October 2010
- Affluent Hispanics most likely to purchase at chain electronic stores
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- Figure 20: Retailers shopped for portable electronics and/or mobile devices, by household income, October 2010
Groceries
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- Key points
- Expenditure on groceries
- Hispanics spend the most on groceries
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- Figure 21: Average weekly expenditure on groceries, by race/Hispanic origin, July 2009-Sept. 2010
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- Figure 22: Average weekly expenditure on groceries by Hispanics, by language spoken in the home, July 2009-Sept. 2010
- Changes in grocery spending
- Spanish-dominants are now spending more on groceries
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- Figure 23: Changes in household spending on groceries among Hispanics, by language spoken in the home, April 2010
- Fresh fruits and vegetables
- Retailers shopped
- Even affluent Hispanics shop for groceries at Walmart
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- Figure 24: Retailers shopped when purchasing fresh fruits and vegetables, by household income, August 2010
- Supermarkets are preferred by the English-dominant
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- Figure 25: Retailers shopped when purchasing fresh fruits and vegetables, by language spoken in the home, August 2010
- Changes in expenditure on fresh fruits and vegetables
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- Figure 26: Change in expenditure on fruit and vegetables, by language spoken in the home, August 2010
- Dairy products
- Lower-income and Spanish-dominant purchase at Walmart
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- Figure 27: Retailers shopped when purchasing dairy products, by household income, August 2010
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- Figure 28: Retailers shopped when purchasing dairy products, by language spoken in the home, August 2010
- Spanish-dominants spending more on dairy
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- Figure 29: Change in expenditure on dairy products, by language spoken in the home, August 2010
- Fresh meat and poultry
- Lower-income and Spanish-dominant prefer butcher shops
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- Figure 30: Retailers shopped when purchasing fresh meat and poultry, by household income, August 2010
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- Figure 31: Retailers shopped when purchasing fresh meat and poultry, by language spoken in the home, August 2010
- Changes in expenditure on meats and poultry
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- Figure 32: Change in expenditure on fresh meat and poultry, by language spoken in the home, August 2010
- Fresh fish and seafood
- Lower-income and Spanish-dominant prefer seafood markets and Walmart
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- Figure 33: Retailers shopped when purchasing fresh fish and seafood, by household income, August 2010
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- Figure 34: Retailers shopped when purchasing fresh fish and seafood, by language spoken in the home, August 2010
- Changes in expenditure on fresh fish and seafood
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- Figure 35: Change in expenditure on fresh fish and seafood, by language spoken in the home, August 2010
Household Products
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- Key points
- Changes in household product expenditures in the Hispanic household
- A quarter of Hispanics are spending less on household products
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- Figure 36: Changes in expenditure on household products by Hispanics, by household income, April 2010
- Spanish dominants most likely to be spending more on household products
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- Figure 37: Changes in expenditure on household products by Hispanics, by language in which the survey was taken, April 2010
- Shopping at supermarkets
- Spanish-dominants most likely to buy household products at supermarkets
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- Figure 38: Likelihood of shopping for household products at supermarkets, by language spoken in the home, April 2010
- Hispanics not very likely to buy household products at supermarkets
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- Figure 39: Likelihood of shopping for household products at supermarkets, by household income, April 2010
Personal Care
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- Key points
- Shopping influencers
- Bilingual Hispanics most influenced by in-store advertising
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- Figure 40: Shopping influencers when shopping for personal care products, by language spoken in the home, October 2010
- Hispanic men look for sales but are ambivalent about other in-store advertising
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- Figure 41: Shopping influencers when shopping for personal care products, by gender, October 2010
- Retailers shopped
- Hispanics most likely to purchase personal care products at Walmart
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- Figure 42: Retailers shopped when purchasing personal care products, by household income, August 2010
- English-dominants most likely to buy personal care items at supermarkets
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- Figure 43: Retailers shopped when purchasing personal care products, by language spoken in the home, August 2010
Marketing Strategies
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- Key points
- Television ads targeting the Hispanic consumer
- BlackBerry
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- Figure 44: Blackberry torch 9800, TV ad, November 2010
- Fujifilm
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- Figure 45: Fujifilm Finepix XP10, TV ad, May 2010
- Kmart
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- Figure 46: Kmart, TV ad, November 2010
- T-Mobile
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- Figure 47: T-Mobile My Touch 4G, TV ad, November 2010
- Walmart
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- Figure 48: Walmart, TV ad, May 2010
- Online
- Who is visiting Spanish-language websites?
- Younger Hispanics are more likely to be online
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- Figure 49: Likelihood of visiting a Spanish-language website—Hispanics, by age, November 2008-December 2009
- The higher the household income, the more likely to be online
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- Figure 50: Likelihood of visiting a Spanish-language website—Hispanics, by household income, November 2008-December 2009
- Preferred Spanish-language websites
- Women prefer sites linked to TV networks
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- Figure 51: Spanish-language websites visited in the last 30 days—Hispanics, by age and gender, November 2008-December 2009
- Spanish-language online presence
- Apple
- Unilever
- T-Mobile
Cluster Analysis
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- Uninfluenced and Nonimpulsive
- Demographics
- Opportunities
- Influenceable Non-Shoppers
- Demographics
- Characteristics
- Opportunities
- Multi-Channel Buyers
- Demographics
- Characteristics
- Opportunities
- Characteristic tables
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- Figure 52: Hispanic shopper clusters, October 2010
- Figure 53: Consumer behavior when shopping for food or household products, by Hispanic shopper clusters, October 2010
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- Figure 54: Consumer behavior when shopping for personal care products, by Hispanic shopper clusters, October 2010
- Figure 55: Electronic retailers shopped for purchasing home electronics, PCs, and PC-related items, by Hispanic shopper clusters, October 2010
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- Figure 56: Retailers shopped for purchasing home electronics, PCs, and PC-related items, by Hispanic shopper clusters, October 2010
- Figure 57: Online retailers shopped for purchasing home electronics, PCs, and PC-related items, by Hispanic shopper clusters, October 2010
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- Figure 58: Electronic retailers shopped when purchasing portable electronic or mobile devices, by Hispanic shopper clusters, October 2010
- Figure 59: Retailers shopped when purchasing portable electronic or mobile devices, by Hispanic shopper clusters, October 2010
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- Figure 60: Online retailers shopped when purchasing portable electronic or mobile devices, by Hispanic shopper clusters, October 2010
- Figure 61: Consumer behavior when shopping for groceries, by Hispanic shopper clusters, October 2010
- Demographic tables
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- Figure 62: Hispanic shopper clusters, by gender, October 2010
- Figure 63: Hispanic shopper clusters, by age, October 2010
- Figure 64: Hispanic shopper clusters, by household income, October 2010
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- Figure 65: Hispanic shopper clusters, by language in which survey was taken, October 2010
- Figure 66: Hispanic shopper clusters, by language primarily spoken in home, October 2010
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- Figure 67: Hispanic shopper clusters, by household internet access, October 2010
- Figure 68: Hispanic shopper clusters, by education, October 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
- 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 people 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
- Unacculturated/Enculturated
- Acculturated/Bicultural
- Assimilated
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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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