Shopping habits of Hispanics when purchasing frozen foods and snacks

Aug 21, 2012

latinos shoppingHabits
The Hispanic population continues to grow, and it is estimated that by 2016 Hispanics will comprise 60% of U.S. population growth, according to Nielsen’s State of the Hispanic Consumer: The Hispanic Market Imperative report.

According to the Census Bureau, by the year 2050, Hispanics are projected to account for 30.2% of the total U.S. population.

A new study from Univision Communications and SmartRevenue, Hispanic 411:  Insights to Grow Your Business, looks at Hispanics shopping habits when they buy snacks and frozen foods.

Here are some of the findings:

Fifty-three percent of Hispanics shop more than once a week vs. 39 percent of non-Hispanics.
Preparing traditional meals for family holds high value to Hispanics because the mealtime together is important, and it helps keep the Hispanic culture alive.  Yet time pressures create a need for more convenient foods.
Hispanics prepare “hybrid meals,” using some components from the frozen foods aisle, to bridge the divide between traditional tastes and convenience.  Just 46 percent of Hispanics rely on frozen foods to create an entire meal vs. 59 percent of non-Hispanics who do so.  Yet 42 percent of Hispanics do include frozen foods as part of the meal.  The frozen foods they buy most: pancakes and waffles (47%).
Hispanics are more likely than non-Hispanics to incorporate snacks throughout the day—by a 23 percent to 15 percent margin.  They are also more likely to consume snacks while at work.
Nearly 40 percent of Hispanics shop with their immediate family vs. 18 percent of non-Hispanics who do so.  This results in more than one in three Hispanics considering recommendations from friends or family when buying frozen foods vs. about one in five non-Hispanics who do so.
Six in ten Hispanics (59%) cite “knowing others will like it” as a factor when buying frozen foods vs. 36 percent of non-Hispanics. When buying snacks, the figures are 66 percent Hispanics vs. 58 percent non-Hispanics.

Source: Phil Lempert Supermarket guru, How Hispanics buy frozen foods and snacks, August 3, 2012.

By Lisa M. Rawleigh
Author - Administrative Assistant III