hispanic shopper insights study
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Highlights from Meyers Research Center's Hispanic Shopper Close Up StudyTRANSCRIPT
Hispanic Shopper Close-Up Syndicated Study – Highlights
© Meyers Research Center March - 2013
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Background
According to the 2010 U.S. Census, Hispanics represent 16% of total U.S. population. Their numbers have increased by 15.2 million between 2000 and 2010, and they account for over half of the 27.3 million increase in the total population of the United States. During this ten year period, the Hispanic population grew by 43%, four times the growth in the total U.S. population.1 By 2050, it is estimated that Hispanics will account for 29% of the population of the United States.2
Retailers and marketers have been reacting to the opportunities presented by this growing target audience (implementing Hispanic shopper-marketing programs, expanding the availability of Hispanic brands/brands from shopper’s home country, establishing retail outlets to cater to the needs of this segment). However, there remains a scarcity of information to help retailers and marketers understand the Hispanic shopper.
To this end, Meyers Research Center (MRC) launched the first wave of the Hispanic Shopper Close-Up Study in 2012. This research will provide valuable shopper insights into Hispanic consumers’ shopping behaviors, attitudes and decision-making patterns across 8 key retail outlets including Supermarkets, Hispanic Supermarkets, Mass Merchandisers, Warehouse Clubs, Drug Stores, Dollar Stores, Convenience Stores and Bodegas.
This research will offer a powerful tool for shopper insights/category managers, channel and sales strategists, advertising/merchandising planners and retailers to effectively target this valuable and rapidly growing shopper segment.
1 – 2010 United States Census; 2-Pew Research Center
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Research Objectives
The primary focus of this program is to develop a better understanding of Hispanic shopping behaviors and how these may differ by level of acculturation and from shopping behaviors of non-Hispanics.
Specifically, the research provides insights about various elements including:
What is the profile of the shopper by store format
What formats are being shopped for various categories
What are the key factors driving store selection
What are the underlying dynamics of the store visit by channel:
– What preparations are made prior to the visit
– What are destination categories, which categories are impulse buys
– What are the key in-store influencers
– Total amount spent/market basket
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Research Approach Phase 1: Ethnographic Interviews (Exploratory phase)
• Hispanic shoppers only; • Men and women between 25 and 54 years old • 22 interviews within two markets: New York and Los Angeles metro
Phase 2: Online Interviews
• Hispanic and Non-Hispanic shoppers; 18 years and older o Each shopper asked about a recent shopping experience in up to two different trade channels.
• Hispanics include: acculturated, bicultural, and unacculturated o Level of acculturation was determined by: country of origin, years living in the U.S., language
spoken both in and outside the home and cultural identification.
• Over 3,000 interviews:
Hispanics (2,194)
• Acculturated (729)
• Bicultural (868)
• Unacculturated (597)
Non-Hispanic (1,110)
Total Shoppers by Class-of-Trade
1. Supermarket (559)
2. Hispanic Supermarket (334)
3. Mass Merchandiser (395)
4. Warehouse Club (524)
5. Drug Store (451)
6. Dollar Store (485)
7. Convenience Store (670)
8. Bodega (279)
* Data was weighted to reflect region, ethnic representation and heritage/country of origin (Hispanics only) in the U.S. population as per the 2010 Census.
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Hispanics Non-Hispanics
Where They Regularly Shop
Shopping Frequency
Changes in Shopping Frequency Past 12 months
Key Store Selection Criteria
Planning the Store Visit
Study Highlights (Cross Channel Perspective) Acculturation Level
• Mass merchandiser, supermarket, drug, dollar
•Mass merchandiser, supermarket, drug
• Net increases for supermarkets, Hispanic supermarkets, mass merchandisers, dollar, convenience and bodegas.
• Net decrease for warehouse clubs.
• Hispanic shoppers choose a store primarily based on convenient location.
• Planning is a key characteristic, with highest levels for warehouse clubs and supermarkets.
• Typically includes making a shopping list and clipping coupons.
• More use of shopping lists and/or store circulars among lesser acculturated and least use of coupons.
• Unacculturated shop the fewest channels.
• Acculturated least likely to shop ethnic stores.
• Shop all channels except drug and warehouse club 1x/week or more often.
• Acculturated visit most stores less often than bicultural or unacculturated.
•Shop dollar stores and warehouse club less often versus Hispanics.
•Net increases for supermarkets, mass merchandisers, dollar stores, warehouse clubs.
• Greatest increases for lesser acculturated (unacculturated & bicultural) for supermarkets, Hispanic supermarkets, mass merchandisers, bodegas.
• Acculturated show greater increases for dollar stores.
• EDLP is more critical in store choice for acculturated vs. other Hispanic segments
• EDLP is less critical to non-Hispanics than Hispanics.
• Greater planning occurs for non-Hispanics than Hispanics for supermarkets, mass merchandisers, drug and convenience.
General Shopping Behaviors
Pre-Store Behaviors
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Total Spend per Visit
Lowering Prices at Checkout
Impulse Purchasing
Hispanics Non-Hispanics Acculturation Level
Study Highlights (Cross Channel Perspective)
In-Store Behaviors • Highest spend per trip in
warehouse club and mass merchandisers.
•Spend less than Hispanics in supermarkets, mass merchandisers and warehouse clubs.
• Unacculturated spend more per trip, acculturated spend the least.
• Highly engaged in loyalty programs in drug and supermarkets.
•Are more involved than Hispanics in loyalty programs.
• Unacculturated display lowest participation in loyalty programs and are least likely to use coupons.
• High impulse purchasing across all channels. Price/promotion is a common trigger.
•Less impulse purchasing than Hispanics in selected channels.
• Impulse purchasing is most common among unacculturated.
For more information about this study or to purchase a PowerPoint report of
findings (including channel and category-specific findings) contact:
George E. Brown II
Jeff Friedlaender
Frances Glick