hispanic millennial project - opinions on food & beverages

The Hispanic Millennial ProjectWave 4: Food, Beverage & Alcohol

2

Overview

• Introduction

• Hispanic Millennial Project Overview

• HMP Wave 4 Overview

• 8 Key Themes

• Comparing Multicultural Millennials

• Points of Tension

• Implications for Marketers

• What’s Next

3

Roy Eduardo Kokoyachuk

Partner

ThinkNow Research

@ThinkNowTweets

thinknowresearch.com/blog


[email protected]

4

The Hispanic Millennial Project is a joint research study developed by integrated cross-cultural

advertising agency Sensis and market research firm ThinkNow Research.

5

Online PanelOver 30,000 respondents to recruit from

Nationally-representative, per Census

Unique recruitment model that encompasses online

and offline recruitment methods such as Spanish-

language television advertising

ThinkNow Research

ResearchFortune 500 clients

Over 30 years of research experience specifically in

the Hispanic market

Only Hispanic market research company that owns

& operates an in-house panel

Experts in Hispanic

Market ResearchThinkNow Research provides innovative online market research solutions for companies looking to understand the U.S. Hispanic consumer. We specialize in researching the U.S. Hispanic demographic and other hard-to-reach consumers in order to deliver high quality research to our clients that bear actionable and meaningful results.

6

BACKGROUND

• Advertising & digital agency

• 13 million in revenue (2014)

• 17 years in business

• Independent, minority-owned

and certified (SCMBDC, SBA)

• Offices in L.A. , DC, Austin,

Atlanta

CAPABILITIES

• Research & Analytics

• Strategic Planning

• Media Planning & Buying

• Creative Development

• Branding & Package Design

• Digital & Multicultural Marketing

• Mobile & Website Development

Integrated cross-cultural advertising agency

7

OYE! is a natural language processing solution that can analyze conversation in English, Spanglish and Spanish to derive

meaning from unstructured social conversation among Hispanics.

OYE!is designed not only to identify Hispanics, but to also derive insights marketers can use in planning campaign strategy,

messaging and targeting.

8

The Hispanic Millennial Project

• Innovative research initiative on U.S. Hispanic Millennials

• Designed to compare Hispanic Millennials to non-Hispanic Millennials as well as their older Hispanic (35+) counterparts

• Digs deeper into points of tension, segmentation, and difference between U.S.-born vs. foreign born.

www.HispanicMillennialProject.com

9

Hispanic Millennial ProjectWave 4: Food, Beverage and Alcohol

• The initial wave established a deeper understanding of Hispanic Millennials and highlighted meaningful differences between this group and other cohorts.

• The 2nd wave focused on healthcare, and explored attitudes and behaviors associated with health, diet, and exercise, as well as health-related technology, insurance, and the Affordable Care Act.

• This 3rd wave explores attitudes and opinions among Hispanic Millennials about money, saving, financial well-being, and banking.

• This 4th wave explores both the cultural impact and shopping behavior associated with food, beverage, and alcohol consumption.

10

Wave 4 research also surveyed

African-American and Asian Millennials

We’ve Expanded the Hispanic Millennial Project

11

Why Hispanic Millennials?

12

Why Hispanic Millennials?Hispanic Millennials make up the second largest Hispanic cohort living in the U.S.

5%

14%

19%

27%

35%

0%

5%

10%

15%

20%

25%

30%

35%

40%

% of Total Hispanic Population

The Silent/The Greatest Generation Baby Boomers Generation X Generation Y Generation Z

Geoscape, American Marketscape DataStream, 2014 series

13

Why Hispanic Millennials?In key DMAs, Hispanic Millennials already represent the majority

27%35%

62%

95%

44%52% 53%

29%

15%

35% 35%

61%

37%32%

19%

Geoscape, American Marketscape DataStream, 2014 series

% Hispanic Millennial/Total DMA Millennial Population

14

Why Hispanic Millennials?Non-traditional markets will witness the fastest Hispanic Millennial growth

22%

23%

23%

23%

24%

25%

25%

25%

25%

26%

27%

28%

29%

33%

33%

0% 5% 10% 15% 20% 25% 30% 35%

Myrtle Beach-Florence

Greensboro-High Point-Winston Salem

Minot-Bismarck-Dickinson (Williston)

Memphis

Atlanta

Salisbury

Greenville-Spartanburg-Asheville-Anderson

Indianapolis

Lexington

Charleston, SC

Nashville

Wilmington

Raleigh-Durham (Fayetteville)

Charlotte

Bend, OR

% Change

DMA/Hispanic Millennial % change (2014-2019)

Geoscape, 2014-2019 American Marketscape DataStream

15

And, 40% of Hispanic Millennials are foreign-born!

Source: Experian Simmons, Hispanics (18-34) Fall 2014 NHCS Adult Study 12-month, 2014 Series

16

Research Methodology

• ThinkNow Research conducted a nationwide online survey during March, 2015.

• A total of n=1,533 interviews were completed. Qualified respondents were segmented into one of the following five segments. In this presentation we will focus on three segments:

• Respondents in each group were weighted to match US Census for gender, age and US region.

Hispanic Millennials

Hispanics 35+ Non-Hispanic White Millennials

Asian Millennials African-American

Millennials

Origin Self-identify as Hispanic origin

Self-identify as Hispanic origin

Self-identify as White Non-Hispanicorigin*

Self-identify as Asian

Self-identify as African-American

Age 18 to 34 years of age

35 to 64 years of age




Base Size N=301 (Foreign Born: 91)

N=305 (Foreign Born: 95)

N=327 N=300 N=300

The Hispanic Millennial Project research combined the following research elements:

• Literature – An analysis of third party research on Hispanic Millennials

• Secondary Research – An analysis of syndicated research data (U.S. Census Bureau, Experian Simmons, Geoscape, etc.) on Hispanic Millennials

• Primary Research/Quantitative Research – Online survey data gathered by ThinkNow Research

Research Abstract:

*Non-Hispanic White (does not include African-Americans, Asians and other ethnic groups)

17

HMP Wave 4 Overview

18

Eight Themes: Key Findings

19

• U.S. Born Hispanic Millennials use food and beverage as a means of connecting to their cultural roots.

• Hispanic Millennials that are Foreign-born consume mass market food and beverages because they are seeking assimilation into mainstream culture.

• Hispanic Millennials prefer established brands to craft or artisanal brands.

• Hispanic Millennials are actively involved in grocery shopping yet less likely to conduct research or use coupons.

• Hispanic Millennials are heavy beer drinkers whose consumption is linked to culture and friendship.

• While vodka is the spirit of choice among all Millennials, Hispanic Millennials are equally drawn to tequila.

• Non-Hispanic White Millennials embrace ethnic flavors.

• All Multicultural Millennials are “Foodies”, with Hispanic Millennials leading the preference for whole foods.

Key Findings: 8 Key Themes

20

Theme 1: U.S. Born Hispanic Millennials use food and beverage as a means of

connecting to their cultural roots.

21

U.S. Born Hispanics Millennials report feeling disconnected from their roots

31%

63%

41% 39%

0%

10%

20%

30%

40%

50%

60%

70%

Net: Closer to Hispanic/Latino Culture

U.S. Born Foreign Born HHI <$40K HHI $40K+

Thinking of your overall cultural identification, would you say you feel…?

↑↓ and letters indicate statistically significant difference (95% confidence)

↑

22

As a result, they choose food and beverages that connect them to their culture or heritage

73% 71%65%

80%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Net: Influence


How does your heritage or cultural background contribute to the food and beverage brands you buy? (Open end)

23

This creates a strong connection between ethnic food and beverage consumption

56%

45% 46%

61%

0%

10%

20%

30%

40%

50%

60%

70%

I use/buy ethnic brands of food and beverages


18% 16%13%

21%

0%

10%

20%

30%

40%

50%

60%

70%

Ethnic grocery store (Vallartas, Sedanos, King Ranch, etc.)


Which types of stores do you and/or other members of your household usually buy groceries from?

Please select the point in the scale that describes how much you agree or disagree with each statement below.

Top 2 Box Agreement


↑

↑

24

Theme 2:Foreign-born Hispanic Millennials consume mass market food and

beverages because they are seeking assimilation into mainstream culture.

25

Foreign-born Hispanic Millennials report feeling disconnected from the mainstream

27%

8%

0%

5%

10%

15%

20%

25%

30%

Net: Closer to U.S. Culture

U.S. Born Foreign Born

Thinking of your overall cultural identification, would you say you feel…?


↑

26

Therefore, they are less likely to choose foods that reflect their culture

37%

25%

17%

49%

0%

10%

20%

30%

40%

50%

60%

I buy foods that reflect my family's heritage/my culture




↑

27

They are also less likely to be influenced by their heritage when it comes to purchase

4%

15%

0%

2%

4%

6%

8%

10%

12%

14%

16%

Net: Not Influence



28

Theme 3:Hispanic Millennials prefer established brands to craft or

artisanal brands.

29

Hispanic Millennials are more likely to shop for groceries at mass retailers

77%

69%64% 66%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Mass retailer (Walmart, Target, etc.)

Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African American Millennials


(A) (B) (C) (D)


BCD

30

Hispanic Millennials prefer established brands as much as other cohorts

46%44% 45%

50%

0%

10%

20%

30%

40%

50%

60%

Top 2 Box


When it comes to buying food and beverage products, I prefer large/national brands to smaller, more regional brands.

Only 2% of 5,400 Hispanic

conversations around food and

beverages contain mentions of major

brands.

31

Hispanic Millennials also consume artisanal foods and beverages

42%44%

47%

40%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Top 2 Box


I buy/consume artisanal foods and beverages (products that are made in small quantities, usually by hand or using)

32

In contrast, Hispanic Millennials are less concerned with local produce by comparison

53%

60% 61%

53%

0%

10%

20%

30%

40%

50%

60%

70%

Top 2 Box


Please indicate how important, if at all, each of the items below are when it comes to the foods and beverages you consume.

Locally sourced/locally grown

33

Theme 4:Hispanic Millennials are actively involved in grocery shopping

yet less likely to conduct research or use coupons.

34

Hispanic Millennials shop independently

28%26%

29%

17%

0%

5%

10%

15%

20%

25%

30%

35%

Most of it


How much of your household’s grocery shopping do you do yourself?

35

They also spend more per week on groceries

30%

34%

16%

8%

13%

31%

45%

9%6%

8%

38%36%

9%

5%

12%

37%

20%

8%

4%

31%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Under $100 $100 to $199 $200 to $299 $300 or more Don't know


DD

ACD

BCD

D

ABC


Non-Hispanic

WhiteMillennials

Asian Millennials

African American

Millennials

Mean $149 $136 $119 $105

HH Size

3.5 3.1 3.0 3.1

Approximately how much do you and other members of your household spend on groceries (foods, beverages, household


(A) (B) (C) (D)

36

Yet, they are less likely to use coupons when shopping

26%

38%

34%

25%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Top 2 Box


AD

D

How often, if at all, do you use coupons when shopping for groceries?


(A) (B) (C) (D)

37

And less likely to research deals in advance

50% 49%56%

50%57%

51%58%

55%61%

53%

64% 62%

49%43%

52%46%

0%

10%

20%

30%

40%

50%

60%

70%

Browse the store's website forspecials BEFORE shopping there

Compare prices on your mobilephone while at the store

Research specific productsonline BEFORE going shopping

Look up items (for productinformation/reviews) on yourmobile device while you are at

the store


How often do you do each of the following when it comes to grocery shopping?


(A) (B) (C) (D)

AD

D

D

DAD

38

Comparative shopping does make a difference among mobile users

88% 88%

75%

85%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Yes


You mentioned that you compare prices on your mobile device while you’re at the store. Will you go to a different store to buy a product if you find a better price?

(A) (B) (C) (D)


CC

39

Theme 5:Hispanic Millennials are heavy beer drinkers whose

consumption is linked to culture and friendship.

All responses in this section are 21+ Millennials

40

Hispanic Millennials consume beer more frequently than other cohorts

51%

34%38%

32% 32%

44%

35%31%

25%

35%34%

29%

39%

31% 30%

40%

27%

38%

32% 33%

0%

10%

20%

30%

40%

50%

60%

Beer Craft or micro-brewed beer Wine (including champagneand sangria)

Fruit-flavored beverages(such as hard lemonades,

wine coolers, etc.)

Hard liquor (vodka, tequila,whiskey, rum etc.) or mixed

drinks/cocktails


How often do you do consume each of the following types of alcoholic beverages?

(A) (B) (C) (D)

↑↓ and letters indicate statistically significant difference (95% confidence). Age = 21-34

CD(At least once per week)

41

Culture plays a clear role in brand preference

46%

23%

17% 17%

11%

33%

18%

11%7% 8%

33%

15%

5% 5% 4%

30%

13%

4%

10%

3%

0%

10%

20%

30%

40%

50%

60%

Corona/Corona Light Dos Equis Tecate/Tecate Light Modelo Especial/NegraModelo

Pacifico


Which brands of beer have you consumed in the past 3 months?Drink any type beer at least once per month

(A) (B) (C) (D)

↑↓ and letters indicate statistically significant difference (95% confidence) Age = 21-34

BCD

D

CD

D

BC

CDD

42

Connecting with friends drives consumption

39%44%

36%

51%

18%

46%50%

35%

50%

14%

39%

32%

26%

56%

12%

60%

33%28%

32%

6%

0%

10%

20%

30%

40%

50%

60%

70%

By myself With spouse/significantother

With family With friends With co-workers


With whom are you likely to drink each type of alcoholic beverage?Beer

(A) (B) (C) (D)


ABC

CD

CD D D

D

D

D

43

Friends play an important role in how Hispanic Millennials discover new brands of alcohol

50% 50%53%

44%

0%

10%

20%

30%

40%

50%

60%

Friends


How do you find out about brands of alcohol?

Age = 21-34

44

Theme 6:While vodka is the spirit of choice among all Millennials,

Hispanic Millennials are equally drawn to tequila.

All responses in this section are 21+ Millennials

45

Vodka is winning among all Millennials

63% 65%

59% 57%

Vodka

Hispanic Millennials NH White Millennials Asian Millennials African-American Millennials

Which of the following types of alcohol have you consumed in the past 3 months? This can be either straight/on the rocks or in mixed drinks/ cocktails.

Among hard liquor drinkers

Age = 21-34

46

…with only tequila challenging among Hispanic Millennials

63%

51%

43%

31%

Tequila




(A) (B) (C) (D)


CD

D

47

Hispanic and Non-Hispanic White Millennials share similar preferences for spirits

63%

46% 45%

32%

22%

11%

65%

48% 48%

32%

21%

12%

Vodka Rum Whiskey/Scotch Flavored Liquor Brandy Cordial

Hispanic Millennials NH White Millennials



Age = 21-34

48

Theme 7:Non-Hispanic White Millennials embrace ethnic flavors.

49

46%40%

27%

Mexican Hot Sauce (Tapatio, Cholula, etc.)

NH White Millennials Asian Millennials African-American Millennials

C

Almost half of Non-Hispanic White Millennials consume Mexican Hot SauceMore so than Asian and African-American Millennials

I have consumed Mexican Hot Sauce (Tapatio, Cholula, etc.) in the past 3 months

(A) (B) (C)


C

50

52%

32%

58%

36%

51%

23%

Soy sauce Sriracha sauce

Hispanic Millennials NH White Millennials African-American Millennials

And the majority consumes Asian condimentsSurpassing Hispanic and African-American Millennials

Which of these products have you consumed in the past 3 months?

(A) (B) (C)


CC

51

They also like ethnic flavored alcoholic beverages

19%

10%

12%

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

20%

Chelada (beer mixed with Clamato/tomato juice)

Non-Hispanic White Millennials Asian Millennials African American Millennials

Which of the following types of flavored beers do you like to drink, if any?

(A) (B) (C)


B

52

Theme 8:All Multicultural Millennials are “Foodies”, with Hispanic

Millennials leading the preference for whole foods.

53

The majority of Millennials consider themselves “Foodies”

60% 59%

68%66%

“Foodie” (someone who enjoys and cares about food very much and stays abreast of the latest food trends)


The term “Foodie” (someone who enjoys and cares about food very much and stays abreast of the latest food trends) describe me

(A) (B) (C) (D)


B

55

… and grocery spending supports the whole foods preference

$4.89 $4.44 $4.64 $4.60 $4.93

22%

11% 11%15%

7%4%

22%

6% 8%

22%

6%8%

15%11% 11%

Up to $5.00 Up to $5.50 Up to $6.00 (twice as much)

Hispanic Millennials Hispanic 35-64 NH White Millennials Asian Millennials African-American Millennials

Using a typical grocery item that costs $3.00 as an example, what is the maximum you would be willing to spend on an organic version of that same product?

Among those willing to spend more on Organic Products…

Mean

(A) (B) (C) (D) (E)


B B

BCD BCD

56

Comparing Multicultural Millennials

57

Hispanic Millennials vs. Hispanics 35-64

58

Older Hispanics prefer large chain grocery stores while younger Hispanics prefer mass retailers

49%

59%

0%

10%

20%

30%

40%

50%

60%

70%

Large chain grocery store (Ralph's, Albertson's, etc.)

Hispanic Millennials Hispanics 35+

Which type of stores do you shop at?


↑

59

Hispanics 35+ are more likely to use coupons compared to younger Hispanics

26%

36%

0%

10%

20%

30%

40%

Top 2 Box


Do you use coupons when shopping for groceries?

31%

44%

0%

10%

20%

30%

40%

50%

Coupons you find in the newspaper


How do you prefer to get your coupons?


↑

↑

60

Hispanics 35+ are more likely to browse a store’s website for specials before shopping

50%

60%

0%

10%

20%

30%

40%

50%

60%

70%

Browse the store's website for specials before shopping there


Conduct the following tasks frequently or sometimes while shopping


↑

61

Hispanic Millennials vs. Non-Hispanic White Millennials

62

Hispanic and Non-Hispanic White Millennials both consume Craft Beer

34% 35%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Net: At least once a week

Hispanic Millennials Non-Hispanic White Millennials

How often do you do consume each of the following types of alcoholic beverages?Craft or micro-brewed beer

63

Yet, Hispanic Millennials are less likely to say that craft beer tastes better than regular beer

43%

61%

0%

10%

20%

30%

40%

50%

60%

70%

Craft beer is better than regular beer


Which statement below best describes your image of craft/micro-brewed beer compared to regular beer in terms of its quality and taste?

↑

64

Hispanic Millennials are considerably less likely to prefer dark or bold-flavored beer

20%

32%

0%

5%

10%

15%

20%

25%

30%

35%

Net:Bold/Dark


Which point in the scale below best describes the type of beer you prefer to drink?


↑

65

U.S. Born Hispanic Millennials vs. Foreign-born Hispanic Millennials

66

Foreign-born Hispanic Millennials are more likely to cook meals from scratch

78%

86%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Once a week or more often


How often do you do each of the following, if at all?Cook meals from scratch (myself)

67

Foreign-born Hispanic Millennials are less likely to eat at fast food restaurants

67%

50%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Once a week or more often


How often do you do each of the following, if at all?Eat at a fast food restaurant (including drive-thru)


↑

68

They are also less likely to be influenced by parents when it comes to food

60%

47%

0%

10%

20%

30%

40%

50%

60%

70%

I use many of the same food and beverage brands that myparents used (Top 2 Box)


43%

32%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Big Influence


You previously mentioned that you use some of the same food and beverage brands that your parents used. How much of an influence are the brands your

parents used while you were growing up?


Top 2 Box Agree

69

Foreign-born Hispanic Millennials are also less likely to research deals before grocery shopping

78%

59%53%

63%

47%

38%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Read store flyer/newspaper for specials beforeshopping there

Research specific products online before goingshopping

Compare prices on your mobile phone while atthe store


How often do you do each of the following when it comes to grocery shopping?

Frequently or Sometimes


↑

↑

70

Hispanic Millennials vs. Asian Millennials

71

Hispanic Millennials are less likely to feel that heritage influences the brands they purchase

72%

83%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Net: Influence

Hispanic Millennials Asian Millennials


72

Hispanic Millennials are less likely to buy/use ethnic brands versus Asian Millennials

53%

61%

0%

10%

20%

30%

40%

50%

60%

70%




Top 2 Box Agreement

73

Hispanic Millennials are also less likely to shop at ethnic stores versus Asian Millennials

17%

24%

0%

5%

10%

15%

20%

25%

30%




74

Hispanic Millennials vs. African-American Millennials

75

Hispanic Millennials are more influenced by heritage than African-American Millennials

72%

58%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Net: Influence

Hispanic Millennials African American Millennials


76

Hispanic Millennials are more likely to purchase ethnic brands than African-American Millennials

53%

48%

0%

10%

20%

30%

40%

50%

60%




Top 2 Box Agreement

77

Hispanic Millennials are also more likely to shop at ethnic stores than African-American Millennials

17%

7%

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%





↑

78

Hispanic Millennial Males vs. Hispanic Millennial Females

79

Surprisingly, Hispanic Millennial Males are more likely to shop at specialty grocery stores

36%

27%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Special grocery stores (Whole Foods, Trader Joe's, etc.)

Hispanic Millennial Males Hispanic Millennial Females


80

And shop at large chain grocery stores too

52%

45%

0%

10%

20%

30%

40%

50%

60%

Large chain grocery store (Ralph’s, Albertson’s, Kroger, Winn-Dixie, Giant, etc.)



81

Hispanic Millennial Males use technology to enhance their shopping experience

56% 58%

41%43% 41%

28%

0%

10%

20%

30%

40%

50%

60%

70%

Look up items (for productinformation/reviews) on your mobile

device while you are at the store

Browse the store’s website for specials BEFORE shopping there

Order grocery items online to have themdelivered to you


Conduct the following task frequently or sometimes while shopping


↑↑

↑

82

Points of Tension

83

Points of Tension

• One of the most important ways to establish a deeper understanding of Hispanic Millennials is to comprehend the points of tension characterizing their lives.

• As marketers, we know points of tension provide powerful opportunities to communicate and connect with consumers.

84

Among the defining characteristics we see in Hispanic Millennials are the numerous and deep cultural and psychographic points of tension they face.

• Because they live in two cultures, caught between very different generations, and their proper life stage, they face tensions related to decisions about financial services.

• We identified points of tension as it relates to food, beverage, and alcohol consumption.

85

Point of Tension #1: Perception is not reality

86

Hispanic Millennials say that heritage has less of an influence on what they consume than their parents

72%

84%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Net: Influence



87

And report that purchases don’t reflect familial heritage

33%

47%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

I buy foods that reflect my family's heritage/my culture



88

In reality, heritage drives preference

62%

49%

42%38%

61%

38%

28%

34%

0%

10%

20%

30%

40%

50%

60%

70%

Mexican Hot Sauce (Tapatio,Cholula, etc.)

"Aguas Frescas" (Tamrindo,Jamaica, Guava, etc.)

"Horchata" drink "Dulce de leche"

Hispanic Millennials Hispanic 35+

Which of these products have you consumed in the past 3 months?


↑

↑

89

Point of Tension #2:

Healthy diet (except on cheat days)

90

Hispanic Millennials report that they are picky about eating healthy foods

50%54%

46% 47%

0%

10%

20%

30%

40%

50%

60%

Top 2 Box



“I am picky about eating healthy foods”

91

Hispanic Millennials are also more likely to state that they are on a diet to lose weight than other Millennials

40%

36% 35%33%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Top 2 Box



“I am currently on a diet to lose weight.”

92

Yet, Hispanic Millennials feel that they are less careful about their diets than before

69%

77% 76%

62%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

I am more careful about the foods I eat now compared to 5 years ago



(Top 2 Box Agreement)

75% of online conversation

relates to indulging in or craving

sweets and snacks.


(A) (B) (C) (D)

AD D

93


Whole foods are great, but processed ones are too?

94

Hispanic Millennials report the importance of whole foods

70%

63% 62% 61%65%

62% 63%59%

65%61% 61% 61%63%

55%58% 59%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Free of growth hormones Sourced/manufactured ethically Not processed Free of "genetically modifiedorganisms" (gmos)


Please indicate how important, if at all, each of the items below are when it comes to the foods and beverages you

(Top 2 Box)

95

However, Hispanic Millennials don’t feel that processed foods are bad for you

31%

24% 23%22% 21%

17%17%19%

16%

27%

30%

23%

0%

5%

10%

15%

20%

25%

30%

35%

Processed meats/cold cuts Frozen pre-packed meals Food additives/preservatives


Male Hispanic millennial males talk about organic

and natural foods in a negative way at over 2X

rate of their female counterparts

Please indicate how healthy each of these types of foods/ingredients are in general? Summary of foods rated GOOD for you


(A) (B) (C) (D)

BCBC

96

Point of Tension #4:Home-cooked meals from the drive-thru?

97

Hispanic Millennials report a preference for home-cooked meals

81%77%

83%

74%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%



How often do you do each of the following, if at all? Cook meals from scratch (myself)


(A) (B) (C) (D)

DD

98

Yet are more likely to eat fast food weekly

62%

51% 52%

58%

0%

10%

20%

30%

40%

50%

60%

70%



How often do you do each of the following, if at all? Eat at a fast food restaurant (including drive-thru)


(A) (B) (C) (D)

BC

99


Coupons dictate where you shop but not necessarily savings.

100

10%

16%

35%32%

7%

16%19%

42%

15%

7%11%

26%

42%

17%

3%

12%

22%

43%

17%

5%

11%14%

41%

21%

13%

Every time I go groceryshopping

Most times Sometimes Rarely Never


C

Hispanic Millennials indicate that they rarely or never use coupons when grocery shopping

How often, if at all, do you use coupons when shopping for groceries?

HM Rarely/Never is Highest at 39%


AE

E

BCDE

C

101

Yet, a majority indicate coupons impact where they shop…

61%66%

59%

71%

53%

Yes


Do coupons impact where you shop for groceries?

(A) (B) (C) (D) (E)


EACE

102


“I don’t like my parents’ beer, well kind of…”

103

10%

34%39%

17%

Yes, a big influence Yes, a little bit of an influence No, it had no influence at all No, my parents did not drink beer


Did the beer brands your parent(s) drank while you were growing up influence the beer brands you drink now?

Most Hispanic Millennials say that their parents’ beer preference does not matter

104

Yet, traditional Mexican and American beer brands are most popular among HMs and HM35+

Which brands of beer have you consumed in the past 3 months?Among Beer Drinkers

46% 45%

23% 22% 22%

17% 17%

11%

45% 44%

29%26%

24% 24%21%

14%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Budweiser/BudLight

Corona/CoronaLight

Dos Equis Coors/Coors Light Miller/MillerLite/Genuine

Draft

Tecate/TecateLight

ModeloEspecial/Negra

Modelo

Pacifico

Hispanics Millennials Hispanics 35+

105

Implications for Marketers

106

Identify and leverage

points of tension

107

• Products with high fructose corn syrup, additives, and high sugar are falling out of favor with Hispanic Millennials

• Organic food and beverages have a big opportunity with Hispanic Millennials

108

Artisanal foods are untapped opportunity

that will require greater cultural relevance

Craft brewers have a lot of work to do to win over Hispanic

Millennials

109109

Ethnic and culturally relevant recipes offer a huge opportunity for food, beverage and

Recipes matter to Hispanic Millennials

110

Implications

• While it’s clear that food, beverage, and alcohol has deep cultural resonance, the marketing must respect the cross-cultural world of the Hispanic Millennial

• For marketing purposes, it is important to recognize that heritage skews perception as much as it dictates preference

• Coupons should be integrated with mobile and other emerging forms of technology to match usage

• While craft or artisanal brands are clearly a threat, it is key to remember that there is still a significant market for established brands

• For spirits marketers, the Hispanic Millennial is more likely open to trial of new brands and should be targeted accordingly

111

Key Findings and Implications from previous HMP Waves

112

Key Findings Consistent Themes Across Waves 1-4

• Hispanic Millennials trust brands like Coke and Pepsi

• Hispanic Millennials have nuanced and multi-faceted definitions of concepts like wealth, health and happiness

• Embrace technology – both for financial services and health

• Hispanic millennial is key decision-maker in Hispanic household

113

Key Findings Consistent Points of Conflict Across Waves 1-4

• Wanting to fit in vs. standing out

• Eating Right Important Yet Difficult

114

What’s Next

115

Next Phases of The Hispanic Millennial ProjectUpcoming Final Wave

Each wave of The Hispanic Millennial Project is focusing on a different topic relevant to this segment:

• Wave 5: Media Consumption, Entertainment & Digital Behavior (July 2015)

116

Download the report here:www.thinknowresearch.com/downloads/

117


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