Hispanic Shopper Spending Highest in Three Years; Optimistic About Personal Economies

Acosta Sales & Marketing and Univision Communications Inc. Release “The Why? Behind The Buy™”

U.S. Hispanic Shopper Study Analyzing Buying Behavior of the Fastest-Growing Consumer Segment

Hispanics: The Powerhouse Grocery Shopper. (Graphic: Business Wire)

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JACKSONVILLE, Fla. & NEW YORK--()--Acosta Sales & Marketing, a leading full-service sales and marketing agency in the consumer packaged goods (CPG) industry, and Univision Communications Inc. (UCI), the leading media company serving Hispanic America, today released The Why? Behind The Buy™ U.S. Hispanic Shopper Study that provides valuable insights into U.S. Hispanic shopper behavior. As the U.S. Hispanic population grows, this report will help CPG companies and retailers develop marketing strategies to best attract and win with this important consumer segment.

“With the Hispanic population of 57 million expected to double by 2050, brands and retailers recognize that this growth can positively impact their bottom lines. Knowing how these consumers shop and make purchase decisions is important for capturing market share,” said Colin Stewart, Senior Vice President, Acosta. “The Why? Behind The Buy has found that whether it’s the amount spent on groceries, the enjoyment of shopping, eating dinner at the table or purchasing groceries online – Hispanic shoppers outperform their total U.S. counterparts nearly every time.”

“The Hispanic consumer expects to be earning more and is spending more, as evidenced by the fact that their monthly grocery spend is at the highest point in three years. For Hispanic shoppers, a trip to the grocery store continues to be a social experience and this trait is just as prevalent with Hispanic millennials. Because grocery shopping represents an opportunity to spend time with loved ones and to engage with distinctive store offerings, brands and retailers are presented with more valuable marketing opportunities,” said Liz Sanderson, Vice President, Strategy and Insights, Univision Communications Inc.

The Why? Behind the Buy U.S. Hispanic Shopper Study reveals:

Spending and Income Are Growing. Hispanic shoppers are more optimistic about their personal economies, which has translated into their highest monthly grocery spending in three years.

  • Hispanic shoppers spend an average of $361 a month on groceries compared to $331 spent by the total U.S. shopper population.

Shopping is Not a Chore. Hispanic shoppers find pleasure in going to the grocery store and view it as another way to spend more time with family.

  • 74 percent of Hispanic shoppers report they enjoy grocery shopping; 16 percentage points higher than total U.S. shoppers.
  • 77 percent of Hispanic shoppers shop with another person; 51 percent of total U.S. shoppers do the same. As a result, Hispanics are much more likely to share purchase decisions with their families compared to their total U.S. counterparts.

Meals Matter. The dinner table takes center stage in the Hispanic household. By making mealtime a priority, Hispanic shoppers are buying more groceries and preparing more meals.

  • 65 percent of Hispanic shoppers ate dinner at the dining table or kitchen counter compared to 55 percent of total U.S. shoppers.
  • Hispanic shoppers average 3.3 meals a day, compared to total U.S. shoppers’ 2.8 meals a day, which translates to 3.5 additional meal occasions each week.
  • Meal requests from their families and children drive 23 percent of Hispanic shoppers’ dinner choices, compared to just 12 percent of total U.S. shoppers.

Technology Drives Spending. Hispanic shoppers are more digitally engaged, outpacing the general U.S. population – a fact that extends to online grocery shopping.

  • Half of Hispanic shoppers indicated they had purchased a grocery item online in the past year, compared to 40 percent of total U.S. shoppers.
  • A significant 73 percent of Hispanic shoppers use technology for grocery shopping, compared to 60 percent of total U.S. shoppers.

The Why? Behind The Buy U.S. Hispanic Shopper Study was produced in partnership with Univision Communications Inc. via Acosta’s proprietary ShopperF1rst™ online survey in the fall of 2014. To access the full report, visit www.acosta.com/hispanic-why. For more insights into the Hispanic grocery shopping experience, view the webinar.

About Acosta Sales & Marketing

Acosta is the sales and marketing powerhouse behind most of the trusted brands seen in stores every day. The company provides a range of outsourced sales, marketing and retail merchandising services throughout the U.S. and Canada. For more than 85 years, Acosta has led the industry in helping consumer packaged goods companies move products off shelves and into shoppers’ baskets. For more information, visit www.acosta.com.

About Univision Communications Inc.

Univision Communications Inc. (UCI) is the leading media company serving Hispanic America. The Company, a leading content creator in the U.S., includes Univision Network, one of the top five networks in the U.S. regardless of language and the most-watched Spanish-language broadcast television network in the country available in approximately 93% of U.S. Hispanic television households; UniMás, a leading Spanish-language broadcast television network available in approximately 87% of U.S. Hispanic television households; Univision Cable Networks, including Galavisión, the most-watched U.S. Spanish-language cable network, as well as UDN (Univision Deportes Network), the most-watched U.S. Spanish-language sports network, Univision tlnovelas, a 24-hour cable network dedicated to telenovelas, ForoTV, a 24-hour Spanish-language cable network dedicated to international news, and an additional suite of cable offerings - De Película, De Película Clásico, Bandamax, Ritmoson and Telehit; Univision Television Group, which owns 61 television stations in major U.S. Hispanic markets and Puerto Rico; digital properties consisting of online and mobile websites and apps, including Univision.com, the most visited Spanish-language website among U.S. Hispanics, UVideos, a bilingual digital video network and Uforia, a music application featuring multimedia music content; and Univision Radio, the leading Spanish-language radio group in the U.S. which owns and operates 67 radio stations including stations in 16 of the top 25 U.S. Hispanic markets and Puerto Rico. UCI’s assets also include a minority stake in El Rey Network, a 24-hour English-language general entertainment cable network and a joint venture with Disney/ABC Television Network for Fusion, a 24-hour English-language news and lifestyle TV and digital network. Headquartered in New York City, UCI has television network operations in Miami and television and radio stations and sales offices in major cities throughout the United States. For more information, please visit www.Univision.net.

Contacts

Vault Communications
Ela Voluck, 610-455-2752
evoluck@vaultcommunications.com
or
Univision Communications Inc.
Yvette Pacheco, 646-560-4879
ypacheco@univision.net

Release Summary

Acosta Sales & Marketing and Univision Communications Inc. releases The Why? Behind The Buy™ U.S. Hispanic Shopper Study that provides valuable insights into U.S. Hispanic shopper behavior.

Contacts

Vault Communications
Ela Voluck, 610-455-2752
evoluck@vaultcommunications.com
or
Univision Communications Inc.
Yvette Pacheco, 646-560-4879
ypacheco@univision.net