Grocery shopping seems to be an enjoyable experience for a majority of Hispanic shoppers in the United States, as 68 percent enjoy going to the supermarket, versus 59 percent of the total U.S. population. Even higher, 7 out of 10 Hispanic millennials reported enjoying the grocery store experience.
The results are part of a study released by Acosta and Univision Communications Inc., which indicates that Hispanics are the driving force behind sales growth in several key grocery categories. The fifth edition of "The Why? Behind The Buy U.S. Hispanic Shopper Study" shows that the community-centric characteristics of the U.S. Hispanic community are also present in the group's shopping habits.
The study also showed that 39 percent of U.S. shoppers go to the store alone, but 79 percent of Hispanic shoppers go to the grocery store with someone else. Even higher, 88 percent of Hispanic millennials like to shop with someone else, making them the most likely of all generations to go grocery shopping with a companion.
In addition, more Hispanic shoppers enjoyed shopping the departments in the perimeter of the store, including the bakery, fresh meat, service deli counter, fresh produce and prepared foods sections.
"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," said Liz Sanderson, VP strategy and insights, 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."
Hispanic shoppers' purchases are often impacted by in-store merchandising and promotions, as 26 percent indicate that coupons available at the shelf impact their purchase decision versus 21 percent of the general population. Also, 18 percent indicate that product tastings or demonstrations influence what they buy versus 11 percent of total U.S. shoppers.
Finally, Hispanic shoppers are more engaged with digital tools, as 33 percent research new grocery items online versus 22 percent of the general population. And 35 percent of U.S. Hispanic shoppers read their grocer retailer's digital circular versus 30 percent of total U.S. shoppers.
More and more retailers, such as Big Lots, Target and CVS, are putting in extra marketing efforts in order to reach this growing influential group of U.S. Hispanic shoppers.
- see this Acosta press release
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