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The Shopping Experience of Hispanic Consumers - US - April 2014

Published By :

Mintel

Published Date : Apr 2014

Category :

Lifestyle

No. of Pages : 144 Pages

When Hispanics find a good deal, regardless of their age, income, or level of acculturation, they are eager to tell their families and friends about it. Retailers who can identify the needs of this segment and act accordingly may be able to count on Hispanic consumers as valuable allies to spread the good news.
Table of Content

Scope and Themes

What you need to know
Data sources
Expenditure data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms

Executive Summary

Hispanic share of expenditures has been steadily increasing
Figure 1: Total expenditures and share of expenditures of Hispanic households in apparel and services and entertainment, at current prices, 2007-12
Entitlement and spontaneity are main motivators for Hispanics to purchase
Figure 2: Reasons Hispanics purchase something for themselves, February 2014
Hispanics are making their purchases at mass merchandisers
Figure 3: Where Hispanics make purchases, by in-store and online, February 2014
Price is king…
Figure 4: Hispanics’ attitudes toward shopping – Any agree, by age, February 2014
…but not at the expense of quality
Figure 5: Very important factors for Hispanics when shopping, February 2014
Good deals are always shared
Figure 6: Hispanics’ attitudes toward shopping – Any agree, February 2014
Older Hispanics more likely to have down-to-earth shopping behaviors
Figure 7: Hispanics’ attitudes toward shopping – Purchase behavior, by age, February 2014
Store environment is less important to Hispanics than it is to non-Hispanics
Figure 8: Shopping behavior – Any agree, by Hispanic origin and languages spoken in home, November 2012-December 2013
Hispanic shoppers bring family and children
Figure 9: Shopping behavior – Any agree, by Hispanic origin and languages spoken in home, November 2012-December 2013
What we think

Issues and Insights

Converting Hispanic shoppers into the best allies
The issues
The implications
Differentiations vs cost leadership
The issues
The implications
Shopping beyond the mass merchandiser
The issues
The implications

Trend Applications

Trend: Let’s Make a Deal
Trend: Experience is All
Trend: Mood to Order

Market Size

Key points
Hispanic total household expenditures reached $637 billion in 2012
Figure 10: Total expenditures of Hispanic households, by category, at current prices, 2007-12
Hispanics spend $30.5 billion on apparel and related services
Figure 11: Total expenditures of Hispanic households in apparel and services, at current prices, 2007-12
Hispanics’ share of expenditures in entertainment has grown 2007-12
Figure 12: Total expenditures of Hispanic households in entertainment, at current prices, 2007-12

Marketing Strategies

Theme: Relevant messages
Walmart – Holiday shopping
Figure 13: Walmart, Family screen, 2013
Theme: Service is part of the experience with the product
Dell – Its take on Hispanic Americans
Figure 14: Dell Hispanic American overview, 2014
Theme: Meeting unmet needs
Macy’s – Thalia Deal
Figure 15: Macy’s celebrates the Hispanic heritage month with Thalia, 2013

Hispanics and Shopping

Key points
Entitlement and spontaneity drive Hispanic purchase motivations
Figure 16: Reasons Hispanics purchase something for themselves, by age, February 2014
Figure 17: Reasons Hispanics purchase something for themselves, by language spoken in home, February 2014
When deciding where to shop, Hispanics look for quality and price
Figure 18: Very important factors for Hispanics when shopping, by age, February 2014
Figure 19: Very important factors for Hispanics when shopping, by language spoken in home, February 2014
Mass merchandisers are main stop for shopping
Figure 20: Where Hispanics make purchases – In-store purchases, by age, February 2014
Figure 21: Where Hispanics make purchases – In-store purchases, by language spoken in home, February 2014
Hispanic men shop at more online stores than Hispanic women
Figure 22: Where Hispanics make purchases – Online purchases, by gender, February 2014
Figure 23: Where Hispanics make purchases – Online purchases, by language spoken in 
home, February 2014

Attitudes toward Shopping

Key points
Price is king
Figure 24: Hispanics’ attitudes toward shopping (deal seeking) – Any agree, by age, February 2014
Figure 25: Hispanics’ attitudes toward shopping (deal seeking) – Any agree, by household income, February 2014
Figure 26: Hispanics’ attitudes toward shopping (deal seeking) – Any agree, by language spoken in home, February 2014
Good deals are always shared
Figure 27: Hispanics’ attitudes toward shopping (influentials) – Any agree, by age, February 2014
Figure 28: Hispanics’ attitudes toward shopping (influentials) – Any agree, by language spoken in home, February 2014
Trying new products with a caveat
Figure 29: Hispanics’ attitudes toward shopping (brand loyalty) – Any agree, by age, February 2014
Figure 30: Hispanics’ attitudes toward shopping (brand loyalty) – Any agree, by language spoken in home, February 2014
Good service adds value to the shopping experience
Figure 31: Hispanics’ attitudes toward shopping (service/experience) – Any agree, by gender, February 2014
Figure 32: Hispanics’ attitudes toward shopping (service/experience) – Any agree, by age, February 2014
Figure 33: Hispanics’ attitudes toward shopping (service/experience) – Any agree, by language spoken in home, February 2014
Hispanic men and women enjoy shopping similarly
Figure 34: Hispanics’ attitudes toward shopping (shopaholics) – Any agree, by gender, February 2014
Figure 35: Hispanics’ attitudes toward shopping (shopaholics) – Any agree, by age, February 2014
Figure 36: Hispanics’ attitudes toward shopping (shopaholics) – Any agree, by household income, February 2014
Figure 37: Hispanics’ attitudes toward shopping (shopaholics) – Any agree, by language spoken in home, February 2014

Hispanics’ Perceptions of their Purchase Behavior

Key points
Hispanics try to buy only what they need
Figure 38: Hispanics’ perceptions of their purchase behavior, by gender, February 2014
Wisdom comes with age
Figure 39: Hispanics’ perceptions of their purchase behavior, by age, February 2014
Lack of financial products helps Spanish-dominant Hispanics to live within their means
Figure 40: Hispanics’ perceptions of their purchase behavior, by language spoken in home, February 2014

The Influence of Promotions

Key points
The success of promotions depends on the price of items
Figure 41: Influence of promotions among Hispanics, by item ticket size, February 2014
Small-ticket items
Figure 42: Influence of promotions among Hispanics – Small-ticket items, by age, February 2014
Figure 43: Influence of promotions among Hispanics – Small-ticket items, by language spoken in home, February 2014
Medium-ticket items
Figure 44: Influence of promotions among Hispanics – Medium-ticket items, by household income, February 2014
Figure 45: Influence of promotions among Hispanics – Medium-ticket items, by language spoken in home, February 2014
Large-ticket items
Figure 46: Influence of promotions among Hispanics – Large-ticket items, by household income, February 2014
Figure 47: Influence of promotions among Hispanics – Large-ticket items, by language spoken in home, February 2014
The influence of in-store support materials is limited
Figure 48: In-store support materials’ influence among Hispanics – Always, by gender, November 2012-December 2013
Figure 49: In-store support materials’ influence among Hispanics – Always, by languages spoken in home, November 2012-December 2013

The Role of Technology in Shopping

Internet is the first place half of Hispanics look for information
Figure 50: Hispanics’ attitudes, opinions about lifestyles and the internet – Any agree, by gender, November 2012-December 2013
Figure 51: Hispanics’ attitudes, opinions and interests about lifestyles and the internet – Any agree, by languages spoken in home, November 2012-December 2013

The Role of Family and Children

Shopping is a family outing
Figure 52: Hispanics’ shopping behavior – Any agree, by gender, November 2012-December 2013
Figure 53: Hispanics’ shopping behavior – Any agree, by languages spoken in home, November 2012-December 2013

Differences Compared With Non-Hispanics

Some differences decrease with acculturation
The store’s environment is more important to non-Hispanics
Figure 54: Hispanics’ shopping behavior – Any agree, by Hispanic origin and languages spoken in home, November 2012-December 2013
Non-Hispanics more likely to look for specials or bargains
Figure 55: Hispanics’ shopping behavior – Any agree, by Hispanic origin and languages spoken in home, November 2012-December 2013
Non-Hispanics are more likely to plan their big-ticket items
Figure 56: Hispanics’ shopping behavior – Any agree, by Hispanic origin and languages spoken in home, November 2012-December 2013
Hispanics tend to shop more frequently
Figure 57: Hispanics’ shopping behavior – Any agree, by Hispanic origin and languages spoken in home, November 2012-December 2013
Hispanic shoppers come with family and children
Figure 58: Hispanics’ shopping behavior – Any agree, by Hispanic origin and languages spoken in home, November 2012-December 2013

Cluster Analysis

Figure 59: Hispanic shopping clusters, February 2014
Value explorers
Characteristics
Opportunities
Passive shoppers
Characteristics
Opportunities
Value individualists
Characteristics
Opportunities
DIY shoppers
Characteristics
Opportunities
Cluster characteristics tables
Figure 60: Reasons Hispanics purchase something for themselves, by Hispanic shopping clusters, February 2014
Figure 61: Very important factors for Hispanics when shopping, by Hispanic shopping clusters, February 2014
Figure 62: Where Hispanics make purchases – in-store purchases, by Hispanic shopping clusters, February 2014
Figure 63: Where Hispanics make purchases – Online purchases, by Hispanic shopping clusters, February 2014
Figure 64: Hispanics’ attitudes toward shopping – any agree, by Hispanic shopping clusters, February 2014
Figure 65: Hispanics’ perceptions of their purchase behavior, by Hispanic shopping clusters, February 2014
Figure 66: Influence of promotions among Hispanics – small-ticket items, by Hispanic shopping clusters, February 2014
Figure 67: Influence of promotions among Hispanics – medium-ticket items, by Hispanic shopping clusters, February 2014
Figure 68: Influence of promotions among Hispanics – large-ticket items, by Hispanic shopping clusters, February 2014
Figure 69: Demographics, by Hispanic shopping clusters, February 2014
Cluster methodology

Demographic Profile of US Hispanics

Key points
Population trends
Figure 70: Population by race and Hispanic origin, 2009-19
Figure 71: Population, by race and Hispanic origin, 1970-2020
Figure 72: Asian, Black, and Hispanic populations, 1970-2020
Hispanic share of births
Figure 73: Distribution of births, by race and Hispanic origin of mother, 2002-12
The Hispanic and total US population by age
Figure 74: Hispanic share of the population, by age, 2009-19
The Hispanic and total US population by gender
Figure 75: Population, by gender and Hispanic origin, 2009-19
Figure 76: Age distribution of women, by Hispanic origin, 2014
Figure 77: Age distribution of men, by Hispanic origin, 2014
Characteristics
Marital status
Figure 78: Marital status of people aged 18 or older, by race and Hispanic origin, 2013
Figure 79: Marital status of Hispanics, by age, 2013
Figure 80: Gender ratio, by age and Hispanic origin, 2014
Household size
Figure 81: Average household size and average number of adults and children in households, by race and Hispanic origin, 2013
Children in the household
Figure 82: Households, by presence and ages of own children, 2013
Generations
Figure 83: Generations, by Hispanic origin, 2014
Figure 84: Distribution of generations by race and Hispanic origin, 2014
Hispanics by country of origin/heritage
Figure 85: Hispanic population, by country of origin/heritage
Mexicans (63% of US Hispanics)
Figure 86: Number of tortilla-related products launched per year in the US, 1996-2013
Puerto Ricans (9% of US Hispanics)
Cubans (4% of US Hispanics)
Dominicans (3% of US Hispanics)
Central Americans (8% of US Hispanics)
South Americans (5% of US Hispanics)
Figure 87: US Hispanic population, by country of origin/heritage, 2000-10
Figure 88: Largest* Hispanic groups, by region, by country of origin/ancestry, 2010
Hispanics by geographic concentration
Figure 89: Hispanic population, by region of residence, 2000-10
Figure 90: Hispanic or Latino population as a percent of total population by county, 2010
States with the most Hispanic population growth
Figure 91: States ranked by change in Hispanic population, 2000-10
Figure 92: Percent change in Hispanic or Latino population by county, 2000-10
Key Hispanic metropolitan areas
Figure 93: Metropolitan areas with the largest number of Hispanic residents, by country of origin/ancestry, 2010
Hispanics online
Figure 94: Internet use among Hispanics aged 18+, 2013

Acculturation

What is acculturation?
Figure 95: Acculturation diagram
Figure 96: Variables that affect acculturation
Why is level of acculturation important?
Levels of acculturation
Figure 97: Characteristics of primary acculturation levels
What is retroacculturation?

Buying Power of US Hispanics

Key points
Hispanics’ purchasing power growth between 1990 and 2018 is projected to be 666%
Figure 98: Purchasing power, by race/Hispanic origin, 1990-2018
Figure 99: Purchasing power, by race/Hispanic origin, 1990-2018
Figure 100: Top 10 states ranked by share of Hispanic buying power, rank by Hispanic share of buying power by state, 2013
Figure 101: Top 10 states ranked by dollar amount of Hispanic buying power, 2013
US household income distribution
Figure 102: Median household income, by race and Hispanic origin of householder, 2012

Appendix – Other Useful Consumer Tables

Reasons to purchase
Figure 103: Reasons Hispanics purchase something for themselves, by gender, February 2014
Figure 104: Reasons Hispanics purchase something for themselves, by household income, February 2014
Very important factors when shopping
Figure 105: Very important factors for Hispanics when shopping, by gender, February 2014
Figure 106: Very important factors for Hispanics when shopping, by household income, February 2014
Where purchases are made
Figure 107: Where Hispanics make purchases – in-store purchases, by gender, February 2014
Figure 108: Where Hispanics make purchases – in-store purchases, by household income, February 2014
Figure 109: Where Hispanics make purchases – online purchases, by age, February 2014
Figure 110: Where Hispanics make purchases – online purchases, by household income, February 2014
Hispanics’ attitudes toward shopping
Figure 111: Hispanics’ attitudes toward shopping – any agree, by gender, February 2014
Figure 112: Hispanics’ attitudes toward shopping – any agree, by age, February 2014
Figure 113: Hispanics’ attitudes toward shopping – Any agree, by household income, February 2014
Figure 114: Hispanics’ attitudes toward shopping – Any agree, by language spoken in home, February 2014
Hispanics’ perceptions of their purchase behavior
Figure 115: Hispanics’ perceptions of their purchase behavior, by household income, February 2014
The influence of promotions
Figure 116: Influence of promotions among Hispanics – small-ticket items, by gender, February 2014
Figure 117: Influence of promotions among Hispanics – small-ticket items, by household income, February 2014
Figure 118: Influence of promotions among Hispanics – Medium-ticket items, by gender, February 2014
Figure 119: Influence of promotions among Hispanics – Medium-ticket items, by age, February 2014
Figure 120: Influence of promotions among Hispanics – Large-ticket items, by gender, February 2014
Figure 121: Influence of promotions among Hispanics – Large-ticket items, by age, February 2014

Appendix – Trade Associations

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