What you need to know

When shopping for groceries, Hispanics follow a different path compared to the average US consumer. Hispanics’ search for value means they shop at a variety of stores, and traditional supermarkets lose out to mass merchandisers. Convenience and quality are top motivators for choice of retailer, but compared to the average, these factors are less important, indicating that Hispanics will go out of their way for the products they want at the price they’re willing to pay. Although Hispanics differ from the general market, overall, understanding the attitudes and motivations of different segments of Hispanic grocery shoppers can help retailers to better meet Hispanic shoppers’ needs.


This Report focuses on retail channels that provide grocery products, including traditional supermarkets, mass merchandisers, club stores, Hispanic grocery stores, natural grocery stores (eg Whole Foods Market and Trader Joe’s), drug stores, dollar stores, discount grocery stores, convenience stores and internet grocery retailers.

Groceries are defined as products such as food, beverages, cleaning products and household goods (eg toilet paper, garbage bags) and personal care products (eg lotions, vitamins and pharmacy products).

Expenditure estimates are based on the estimate of sales through IRI’s MULO retailers as presented in Mintel’s Grocery Retailing — US, May 2019. This includes sales through supermarkets, drug stores, mass merchandisers including Walmart, select warehouse clubs (Sam’s Club and BJ’s), select dollar stores (Dollar General, Family Dollar, Fred’s) and Defense Commissary Agency stores.

Findings in this Report can be supplemented by the analysis presented in Mintel’s Hispanics and Shopping the Perimeter of the Store – US, November 2019; Hispanic Food and Drink Shopper – US, December 2018; Grocery Retailing – US, May 2019; Center of Store – US, September 2019 and other relevant Hispanic Reports in Mintel’s Multicultural library.

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