Acosta and Univision Communications recently released the fifth edition of The Why? Behind The Buy U.S. Hispanic Shopper Study, which concludes that Hispanic shoppers enjoy the shopping experience and are highly engaged consumers.
“Data clearly shows Hispanics are the driving force behind sales growth across many key grocery categories, but the bigger challenge is to look more intently at Hispanic shoppers’ path to purchase to identify their specific attitudes and behaviors,” said Marianne Quinlan-Sacksteder, director of insights at Acosta.
“At its roots, Hispanic culture is vibrant, engaging and community-centric, and we are seeing those same characteristics manifest themselves in the way U.S. Hispanics approach grocery shopping,” added Liz Sanderson, VP for strategy and insights for Univision. “For Hispanic shoppers, it’s about far more than bringing home food to feed the family—it’s an opportunity to spend time with loved ones while exploring and experiencing something new.”
The research study finds:
- Shopping is an enjoyable social experience for Hispanic shoppers. They enjoy grocery shopping significantly more than their U.S. counterparts, in part, because they consider the experience a social endeavor.
- Sixty-eight percent of Hispanic shoppers—and an even higher 7 in 10 Hispanic Millennials—say they enjoy grocery shopping vs. 59 percent of total U.S. shoppers.
- While 39 percent of U.S. shoppers report shopping alone, 79 percent of Hispanic shoppers go grocery shopping with someone else, such as a spouse, child or friend. Eighty-eight percent of Hispanic Millennials do the same, making them the most likely of all the generations to go grocery shopping with companions.
- More Hispanic shoppers indicated they enjoyed shopping many of the departments found in the perimeter of the store, including the bakery, fresh meat, service deli counter, fresh produce and prepared foods sections.
- Hispanic shoppers are highly engaged in-store and digitally along the path to purchase. With a positive outlook, Hispanic shoppers are more interactive and take better advantage of opportunities to enhance their experience before, during and after grocery shopping.
- Hispanic shoppers are utilizing their stores’ special departments, services and areas more than total U.S. shoppers.
- Thirty-three percent of U.S. Hispanic shoppers use the in-store cafeteria area for eating ready-to-go foods vs. 27 percent of total U.S. shoppers.
- Twenty-two percent participate in cooking demonstrations or lessons vs. 16 percent of total U.S. shoppers.
- Twenty-six percent of U.S. Hispanic shoppers indicate that coupons available at the shelf impact their purchase decision vs. 21 percent of total U.S. shoppers.
- Eighteen percent indicate that product tastings or demonstrations influence what they bought vs. 11 percent of total U.S. shoppers.
- Hispanic shoppers also are more engaged than U.S. shoppers with many digital tools—including social media—along the grocery path to purchase.
- Thirty-three percent of U.S. Hispanic shoppers research a new grocery item online vs. 22 percent of total U.S. shoppers
- Thirty-five percent of U.S. Hispanic shoppers read their grocery retailer’s digital circular vs. 30 percent of total U.S. shoppers
- Thirty-two percent of U.S. Hispanic shoppers sign up for contests and sweepstakes after shopping vs. 21 percent of total U.S. shoppers.
To access the full report, visit www.acosta,com/hispanic-why.