Table of Contents
Executive Summary
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- Overview
- The issues
- Hispanics aren’t thinking about health and ingredients when choosing snacks
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- Figure 1: Hispanic snacking segments, October 2016 vs November 2018
- Hispanics associate sweet and salty snacks with different needs and occasions
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- Figure 2: Correspondence Analysis – Snack type associations, November 2018
- Sweet snacks encourage impulse purchases, salty snacks benefit from repeat purchases
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- Figure 3: Purchase behaviors – Sweet and salty snacks, November 2018
- The opportunities
- Bringing Spanish-dominant Hispanics on board
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- Figure 4: Hispanic households’ consumption of snacks, by language spoken at home and household income, July 2017-August 2018
- Connecting through multiple channels
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- Figure 5: Snack information sources, November 2018
- What it means
The Market – What You Need to Know
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- Demographic factors influence how Hispanics relate to snacking
- Lives are hectic
- Hispanics’ approach to snacking indicates a shift in attitude
Market Factors
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- The youth of the market diminishes need for healthy snacking
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- Figure 6: Distribution of population, by age and race/Hispanic origin, 2018
- Larger household sizes democratize snacks consumption
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- Figure 7: Average number of people per household, by race and Hispanic origin, 2017
- Figure 8: Households with related children, by race and Hispanic origin of householder, 2017
- Hispanics’ lower household income is an obstacle for premium snacks
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- Figure 9: Median household income, by race and Hispanic origin of householder, 2017
- Figure 10: Household income distribution, by race and Hispanic origin of householder, 2017
Market Perspective
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- Fast-paced lifestyles are the norm
- Hispanics think they are healthy
Hispanics’ Snacking Segments
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- Changes in snacking segments show healthy snacks are not a priority for Hispanics
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- Figure 11: Hispanics’ snacking segments, October 2016 vs November 2018
- Conscious Snackers (11%)
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- Figure 12: Profile of Hispanic Conscious Snackers, November 2018
- Therapeutic Snackers (21%)
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- Figure 13: Profile of Hispanic Therapeutic Snackers, November 2018
- Averse Snackers (17%)
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- Figure 14: Profile of Hispanic Averse Snackers, November 2018
- Indulgent Snackers (31%)
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- Figure 15: Profile of Hispanic Indulgent Snackers, November 2018
- Unconcerned Snackers (20%)
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- Figure 16: Profile of Hispanic Unconcerned Snackers, November 2018
Implications of Hispanic Snacking Segments
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- Does the concept of healthy snacks resonate among Hispanics?
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- Figure 17: Hispanics’ attitudes toward healthy snacks, by attitudinal segments, November 2018
- How big of a driver is indulgence?
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- Figure 18: Hispanics’ attitudes toward indulgent snacks, by attitudinal segments, November 2018
- Do ingredients matter?
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- Figure 19: Hispanics’ attitudes toward ingredients, by attitudinal segments, November 2018
- What are the other benefits in snacks?
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- Figure 20: Hispanics’ attitudes toward snacking benefits, by attitudinal segments, November 2018
Key Players – What You Need to Know
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- Fragmented market puts pressure on leveraging brand equity
- Snacks face pressure from nontraditional competitors
What’s Happening?
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- Extending brands
- Expanding flavors
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- Figure 21: Flavors of potato chips Hispanic households consume, indexed to all, July 2017-August 2018
- Flavors worth exploring
- Creating unexpected associations
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- Figure 22: Snickers News – Spanish-language TV ad, June 2017
- Owning occasions
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- Figure 23: Brands of chocolate and other candy Hispanics personally consumed – Last 30 days, indexed to all, July 2017-August 2018
What’s Next?
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- The concept of snacking will widen even further
The Consumer – What You Need to Know
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- Spanish-dominant Hispanics hold the key to the category growth
- Hispanics’ concepts of sweet and salty snacks are different
- Sweet snack purchases are more impulsive than salty snack ones
- Latin American brands need to define their value proposition to more acculturated Hispanics
- Brands need to drive engagement at the store
Hispanic Households’ Snack Consumption
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- Spanish-dominant Hispanics are significant opportunity
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- Figure 24: Hispanic households’ consumption of snacks, indexed to all, July 2017-August 2018
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- Figure 25: Hispanic households’ consumption of snacks, by language spoken at home and household income, July 2017-August 2018
- Spanish-dominant Hispanics’ consumption growth skews sweet
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- Figure 26: Spanish-dominant Hispanic households’ consumption of snacks, trended, August 2013-August 2018
- Hispanic teens’ snack consumption is consistent with average US teens for core snacks
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- Figure 27: Hispanic teens’ personal consumption of snacks, indexed to all Hispanics, July 2017-August 2018
- Hispanic teens can influence their household snack consumption
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- Figure 28: Hispanic teens’ personal consumption of snacks, indexed to all Hispanics, July 2017-August 2018
Snack Type Associations
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- Sweet and salty snacks consumption motived by different occasions
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- Figure 29: Correspondence Analysis – Snack type associations, November 2018
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- Figure 30: Snack type associations, November 2018
Purchase Behavior – Sweet and Salty Snacks
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- Sweet snacks are more likely to ignite curiosity
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- Figure 31: Purchase behaviors – Sweet and salty snacks, November 2018
- Are Hispanics loyal to snacks?
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- Figure 32: Tendency to eat the snacks – Sweet and salty snacks, by key demographics, November 2018
- Do Hispanics like to try new snacks?
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- Figure 33: Tendency to try new snack types – Sweet and salty snacks, by key demographics, November 2018
- Which Hispanics buy snacks on impulse?
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- Figure 34: Impulse purchases – Sweet and salty snacks, by gender and age, and attitudinal segments, November 2018
Latin American Brands Appeal – Sweet and Salty Snacks
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- Attachment to Latin American brands fades quickly
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- Figure 35: Latin American brands appeal – Sweet and salty snacks, November 2018
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- Figure 36: Latin American brands appeal – Sweet and salty snacks, by level of acculturation, November 2018
- Bridge Builders are key to carrying on these brands
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- Figure 37: Latin American brands appeal – Sweet and salty snacks, by age, November 2018
Snack Information Sources
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- Strong presence at POS is key to shift from awareness to action
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- Figure 38: Snack information sources, November 2018
- Less-affluent Hispanics not learning about new products outside POS opportunities
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- Figure 39: Snack information sources, by language spoken at home and household income, November 2018
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
- A note about acculturation
- Correspondence analysis’ methodology
Appendix – Consumer
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- Figure 40: Hispanic households’ consumption of snacks, by age of respondent, July 2017-August 2018
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- Figure 41: Hispanic households’ consumption of snacks, by household income, July 2017-August 2018
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- Figure 42: Hispanic households’ consumption of snacks, by language spoken at home, July 2017-August 2018
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- Figure 43: Hispanic households’ consumption of snacks, trended, August 2013-August 2018
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- Figure 44: English dominant Hispanic households’ consumption of snacks, trended, August 2013-August 2018
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- Figure 45: Fruit consumption as snack, by age, May 2018 (all US consumers), November 2018 (Hispanics)
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