Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Advertising
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Defining Hispanic convenience store consumers
- The Hispanic teenage convenience store consumer
- The types of convenience stores preferred by consumers
- Products Hispanics are buying at convenience stores
- Marketing convenience stores to Hispanics
- Key facts about the U.S. Hispanic population
Insights and Opportunities
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- Suburbanization of Hispanics
- Mobile marketing and Spanish language television ads reach further
- Focus marketing on large selection and lower prices
Inspire Insights
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- Trend: “Rebirth of Cities”
- Trend: “Men Shopping Badly”
The Hispanic Convenience Store Consumer
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- Key points
- Frequency of visiting convenience stores
- Singles are less frequent shoppers
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- Figure 1: Frequency of visiting convenience stores, by number of person/people in the household, December 2011
- Young men are the most frequent shoppers
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- Figure 2: Frequency of visiting convenience stores, by age and gender, December 2011
- Expenditure at convenience stores
- Lower-income households are big spenders on non-gasoline purchases
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- Figure 3: Expenditure at a convenience store, on gasoline and other items, by household income, December 2011
- Spanish-dominants spend twice as much on non-gasoline purchases
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- Figure 4: Expenditure at a convenience store, on gasoline and other items, by language preferred when watching television, December 2011
- Attitudes toward convenience stores
- Higher incomes use convenience stores while on the road
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- Figure 5: Attitudes towards convenience stores, by household income, December 2011
- Spanish-dominants look to convenience stores in emergencies
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- Figure 6: Attitudes towards convenience stores, by language spoken in the home, December 2011
- Consumers’ perception of convenience stores
- Hispanics looking for more healthful food options at convenience stores
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- Figure 7: Hispanic consumers’ perception of convenience stores, by age and gender, December 2011
- Spanish-dominants more interested in healthful food and alternative payment options
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- Figure 8: Consumer’s perception of convenience stores, by language spoken in the home, December 2011
- What consumers would like to see at convenience stores
- Young men show highest interest in video kiosks
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- Figure 9: What consumers would like to see at convenience stores, by age and gender, December 2011
- English-dominants show interest in video rental
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- Figure 10: What consumers would like to see at convenience stores, by language spoken in the home, December 2011
- Reasons for not shopping at convenience stores
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- Figure 11: Reasons for not shopping at convenience stores, by age, December 2011
The Teenage Convenience Store Consumer
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- Key points
- Shopping at convenience stores
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- Figure 12: Convenience stores shopped at in the last four weeks, by race/Hispanic origin, April 2010-June 2011
- Hispanic male teens more likely to shop at c-stores
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- Figure 13: Convenience stores shopped at in the last four weeks by Hispanic teens, by gender, April 2010-June 2011
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- Figure 14: Average number of times shopped at convenience stores in the last four weeks by Hispanic teens, April 2010-June 2011
Convenience Stores Preferred by Consumers
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- Key points
- The U.S. convenience store shopper
- 7-Eleven dominates among Hispanics
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- Figure 15: Convenience stores where consumers have shopped at in the last four weeks, by race/Hispanic origin, April 2010-June 2011
- Frequency of shopping at c-stores
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- Figure 16: Frequency of shopping at convenience stores in the last four weeks, by race/Hispanic origin, April 2010-June 2011
- Where Hispanic consumers have shopped at
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- Figure 17: Likelihood of shopping at convenience stores and shop at more frequently in the past three months and frequency by Hispanic consumers, December 2011
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- Figure 18: Convenience stores Hispanics have shopped at in the past three months and frequency by age and gender, December 2011
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- Figure 19: Likelihood of shopping at convenience stores in the past three months and frequency by Hispanic consumers, by language spoken at home, December 2011
- Convenience stores
- English-dominants shop at a range of gas station convenience chains
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- Figure 20: Convenience stores where Hispanic consumers have shopped at in the last four weeks, by language spoken in the home, April 2010-June 2011
- Young men are the core of 7-Eleven business
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- Figure 21: Convenience stores where Hispanic consumers have shopped at in the last four weeks, by gender and age, April 2010-June 2011
- High income Hispanics shop at 7-Eleven
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- Figure 22: Convenience stores where Hispanic consumers have shopped at in the last four weeks, by household income, April 2010-June 2011
- Hispanics in the West utilize a wide range of convenience store chains
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- Figure 23: Convenience stores where Hispanic consumers have shopped at in the last four weeks, by region, April 2010-June 2011
- Frequency
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- Figure 24: Frequency of shopping at convenience stores in the last four weeks by Hispanic consumers, by language spoken in the home, April 2010-June 2011
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- Figure 25: Frequency of shopping at convenience stores in the last four weeks by Hispanic consumers, by age and gender origin, April 2010-June 2011
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- Figure 26: Frequency of shopping at convenience stores in the last four weeks by Hispanic consumers, by household income, April 2010-June 2011
Items Purchased at Convenience Stores
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- Key points
- Gasoline and household items
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- Figure 27: Gasoline and household items purchased at convenience stores by Hispanic consumers, by language spoken at home, December 2011
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- Figure 28: Gasoline and household items purchased at convenience stores by Hispanic consumers, age and gender, December 2011
- Likelihood of purchasing food and drink items
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- Figure 29: Likelihood of purchasing food and drink items at convenience stores by Hispanic consumers, by age and gender, December 2011
- Purchases of food and beverage are high among all groups, especially English-dominants
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- Figure 30: Likelihood of purchasing food and drink items at convenience stores by Hispanic consumers, by language spoken at home, December 2011
- Food items
- English-dominants focus on snacks, while Spanish-dominants purchase food to be cooked
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- Figure 31: Food items purchased at convenience stores by Hispanic consumers, by language spoken at home, December 2011
- Larger household means more trip to the c-store
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- Figure 32: Food items purchased at convenience stores by Hispanic consumers, by number of people in the household, December 2011
- Non-alcoholic beverages purchased at convenience stores
- Larger households means wider array of beverages purchased
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- Figure 33: Non-alcoholic beverages purchased at convenience stores by Hispanic consumers, by number of people in the household, December 2011
- English-dominants lean toward soft drinks
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- Figure 34: Non-alcoholic beverages purchased at convenience stores by Hispanic consumers, by language spoken at home, December 2011
- Alcoholic beverages
- Men are main purchasers of beer/wine at convenience stores
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- Figure 35: Alcoholic beverages purchased at convenience stores by Hispanic consumers, by age and gender, December 2011
- Spanish-dominants more likely to purchase beer/wine at c-stores
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- Figure 36: Alcoholic beverages purchased at convenience stores by Hispanic consumers, by language spoken at home, December 2011
- Other items
- Print media favored by older Hispanics
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- Figure 37: Other items purchased at convenience stores by Hispanic consumers, by age and gender, December 2011
- Spanish-dominants look for calling cards
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- Figure 38: Other items purchased at convenience stores by Hispanic consumers, by language spoken at home, December 2011
Marketing Strategies
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- Television
- ampm
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- Figure 39: ampm, July 2011
- Circle K
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- Figure 40: Circle K, February 2011
- Online
- 7-Eleven
- ampm
- Circle K
- Stripes
- Hispanic marketing strategies
- 7-Eleven
- ampm
U.S. Hispanic Population
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- Key facts
- U.S. population by race/Hispanic origin
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- Figure 41: Population, by race/Hispanic origin, 1970-2020
- Figure 42: Asian, Black, and Hispanic populations, 1970-2020
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- Figure 43: Population by race and Hispanic origin, 2006-16
- The Hispanic and non-Hispanic population
- The Hispanic and total U.S. population by age
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- Figure 44: U.S. Hispanic population, by age, 2006-16
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- Figure 45: Population by age, 2006-16
- The Hispanic and total U.S. population by gender
- Women
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- Figure 46: U.S. female Hispanic population, by age, 2006-16
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- Figure 47: U.S. female population, by age, 2006-16
- Men
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- Figure 48: U.S. male Hispanic population, by age, 2006-16
- Figure 49: U.S. male population, by age, 2006-16
- Hispanic purchasing power
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- Figure 50: U.S. purchasing power, by race/Hispanic origin, 1990-2015
- Figure 51: Graph: Purchasing power, by race/Hispanic origin, 1990-2015
- U.S. household income distribution
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- Figure 52: Median household income, by race and Hispanic origin of householder, 2010
- Hispanic income levels
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- Figure 53: Largest Hispanic states, by Hispanic disposable income, 2010
- Generations
- Hispanics by generation
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- Figure 54: U.S. population Hispanic origin, and by generation, 2011
- Figure 55: Fertility rate, by race and Hispanic origin of mother, 1998-2008
- The Hispanic household
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- Figure 56: Average household size, by Hispanic origin/race of householder, 2001 and 2008
- Figure 57: Households, by number of persons in the household—Hispanics vs. all households, 2009
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- Figure 58: Households with children by race and Hispanic origin of householder, 2011
- Figure 59: Households, by race of householder and presence and ages of children, 2011
- Hispanics by country of origin/heritage
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- Figure 60: Hispanic population by type, 2000-10
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- Figure 61: Graph: Hispanics, by country of origin/heritage, 2010
- Hispanics by geographic concentration
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- Figure 62: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
- Figure 63: Hispanic population by region of residence, 2000-10
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- Figure 64: Graph: Hispanic population, by region, 2010
- Figure 65: 10 places* with highest number of Hispanics, 2010
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- Figure 66: 10 places* with the largest share of Hispanics, 2010
- States with the most Hispanic population growth
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- Figure 67: Five states with the greatest percentage of Hispanic growth, 2000-10
- Key Hispanic metropolitan areas
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- Figure 68: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2006-08
- Figure 69: U.S. Hispanic households, by metropolitan status, 2006-11
- Acculturation
- What is acculturation?
- Why is level of acculturation important?
- Levels of acculturation
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- Figure 70: Hispanics, by acculturation and assimilation level, 1998-2008
- What is retro-acculturation?
Appendix: Other Useful Consumer Tables
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- Figure 71: Frequency of visiting convenience stores, by language spoken in the home, December 2011
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- Figure 72: Convenience stores where Hispanic consumers have shopped at in the last four weeks, by age, April 2010-June 2011
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Appendix: Trade Associations
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