AMG
Strategic Advisors, the growth strategy consulting unit of Acosta
Sales & Marketing, and Univision
Communications Inc., the leading media company serving Hispanic
America, have released findings from the Hispanic The Why? Behind The
Buy research report analyzing Hispanic grocery shopping behavior and
spending trends. The Hispanic The Why? Behind The Buy reveals
important insights into the behavior and buying patterns of Hispanic
consumers and provides actionable tips to help consumer packaged goods
(CPG) brands and retail marketers better appeal to this important
demographic.
"The Hispanic The Why? Behind The Buy offers insights to help
better understand the culturally distinct ways in which Hispanic
consumers shop and spend," said AMG Strategic Advisors Senior Vice
President Elena Etcharren. "CPG and retail marketers may need to modify
their strategies to ensure they are broadly appealing to and engaging
with this important demographic of shoppers."
"With shopping, there are key differences and important similarities
between the Hispanic consumer and the total population," said Liz
Sanderson, vice president, Brand Solutions at Univision Communications
Inc. "We believe retailers and CPG companies who understand and
celebrate these nuances - with true authenticity - will experience
incremental growth and success with Hispanic consumers."
The findings of the Hispanic The Why? Behind The Buy research
were recently discussed in a "Hispanic 411: Insights to Grow Your
Business" webinar available for replay
here. To download a more detailed report,
visit www.acosta.com/hispanic-why.
The Why? Behind The Buy Hispanic edition reveals that:
Hispanic shoppers are optimistic and have a positive, forward-looking
view that transcends today's struggles;
32 percent of Hispanic shoppers expect their household income to
increase over the next year (vs. 22 percent of non-Hispanics);
25 percent of Hispanic shoppers expect a positive change in
employment in the coming year (vs. 14 percent of non-Hispanics);
Hispanic shoppers have integrated ˜savings' strategies into their
grocery shopping habits;
Over the last year, 55 percent bought items on sale, and 45
percent used coupons;
59 percent of Hispanic shoppers purchase store brand products to
save money;
Hispanics are more likely to shop with others. Only 22 percent of
Hispanics shop alone versus 46 percent of non-Hispanics;
The Hispanic shopping budget is large, at an estimated $425 per month;
Hispanic shoppers across all income brackets are spending more on
routine trips, with the majority spending more than $100 per trip;
Hispanic shoppers are increasingly using digital technologies for
grocery shopping and planning;
Popular online shopping tools include coupons, emails and shopping
lists;
Retail and brand websites are most popular websites among Hispanic
shoppers who use interactive tools for grocery shopping;
The Hispanic The Why? Behind The Buy was produced with research
from a random sample of 1,014 U.S. Hispanic shoppers using both online
and face-to-face interviews via Acosta's proprietary ShopperF1rst.
The Hispanic research is a special edition of the bi-annual The Why?
Behind The Buy research conducted by AMG Strategic Advisors and
published by Acosta Sales & Marketing. The Why? Behind The Buy provides
insights into the behavior and buying patterns of today's shoppers. The
Fall 2012 report highlights where U.S. shoppers are venturing into new
categories and adopting new shopping behaviors. It also explains that,
while most shoppers are still cost-conscious, they are adapting to the
financial uncertainties of the changing economy and are increasingly
optimistic about the future. To download the insights, visit www.acosta.com/why.
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