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Study: Targeting Hispanics worthwhile for grocery retailers


Hispanic shoppers enjoy grocery shopping significantly more than the average U.S. consumer, in part, because they consider the experience a social endeavor, according to a new study from Acosta Sales & Marketing and Univision, “The Why? Behind the Buy U.S. Hispanic Shopper Study.”

Sixty-eight percent of Hispanic shoppers, and 70% of Hispanic millennials, say they enjoy grocery shopping, compared to 59% of total U.S. shoppers. While 39% of total U.S. shoppers report shopping alone, 79% 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 also utilizing their stores’ special departments, services and areas more than total U.S. shoppers:

Significantly, Hispanic shoppers are more engaged than U.S. shoppers with many digital tools, including social media, along the grocery path to purchase. For example, 33% of U.S. Hispanic shoppers research a new grocery item online compared to 22% of total U.S. shoppers. And 35% of U.S. Hispanic shoppers read their grocery retailer’s digital circular, compared to 30% of total U.S. shoppers.

In addition, more Hispanic shoppers’ purchases are impacted by in-store merchandising and promotions: Twenty-six percent of U.S. Hispanic shoppers indicate that coupons available at the shelf impact their purchase decision, compared to 21% of total U.S. shoppers. Eighteen percent indicate that product tastings or demonstrations influence what they bought, compared to 11% of total U.S. shoppers. Thirty-two percent of U.S. Hispanic shoppers sign up for contests and sweepstakes after shopping, compared to 21% of total U.S. shoppers.
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