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Acosta and Univision Communications Examine Hispanic Shopping Behavior in "The Why? Behind the Buy" Study
According to the study, 68 percent of Hispanic shoppers—and an even higher 7 in 10 Hispanic Millennials—say they enjoy grocery shopping versus 59 percent of total U.S. shoppers.
Lindsey Wojcik
January 1, 2018
3 Min Read
As the U.S. Hispanic population continues to grow in size and influence, Acosta, a leading full-service sales and marketing agency in the consumer packaged goods (CPG) industry, and Univision Communications Inc. (UCI), the leading media company serving Hispanic America, have released the 5th Edition of The Why? Behind The Buy U.S. Hispanic Shopper Study. The research explores the buying patterns and behaviors of these highly experiential shoppers and provides insights CPG brands and retailers can leverage to better appeal to and connect with this important shopper segment.
“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,” says 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,” adds Liz Sanderson, vice president, strategy and insights at Univision Communications Inc. “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 Why? Behind the Buy U.S. Hispanic Shopper Study, 5th Edition reveals that shopping is an enjoyable social experience for Hispanics. Hispanic shoppers enjoy grocery shopping significantly more than their U.S. counterparts, in part, because they consider the experience a social endeavor.
According to the study, 68 percent of Hispanic shoppers—and an even higher 7 in 10 Hispanic Millennials—say they enjoy grocery shopping versus 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, while and after grocery shopping.
Hispanic shoppers are utilizing their stores’ special departments, services and areas more than total U.S. shoppers:
38 percent of U.S. Hispanic shoppers use the in-store cafeteria area for eating ready-to-go foods versus 27 percent of total U.S. shoppers.
34 percent use the coffee bar or in-store coffeehouse, a full 10 percent more than total U.S. shoppers.
22 percent participate in cooking demonstrations or lessons versus 16 percent of total U.S. shoppers.
Significantly more Hispanic shoppers’ purchases are often impacted by in-store merchandising and promotions:
26 percent of U.S. Hispanic shoppers indicate that coupons available at the shelf impact their purchase decision versus 21 percent of total U.S. shoppers.
18 percent indicate that product tastings or demonstrations influence what they bought versus 11 percent of total U.S. shoppers.
Hispanic shoppers are more engaged than U.S. shoppers with many digital tools—including social media—along the grocery path to purchase.
33 percent of U.S. Hispanic shoppers research a new grocery item online versus 22 percent of total U.S. shoppers.
35 percent of U.S. Hispanic shoppers read their grocery retailer’s digital circular versus 30 percent of total U.S. shoppers.
32 percent of U.S. Hispanic shoppers sign up for contests and sweepstakes after shopping versus 21 percent of total U.S. shoppers.
The Why? Behind The Buy U.S. Hispanic Shopper Study was produced in partnership with Univision Communications Inc. via Acosta’s proprietary Shopper F1rst survey in November-December 2015.
