Getting to know your Hispanic shopper

The Hispanic shoppers buy fresh, traditional, and they are not impressed by national brands we are loyal to the brands and taste that we grew up eating. 

The current market trends are a representation of your typical Hispanic shopper. The key for your Supermarket, Grocery store or Carnceria to become a one-stop shop is simple provide your customer with fresh meat, produce, cheese and bakery. That will be the first step into becoming a retail leader. 

The typical First-generation Mexican shopper will only shop the big box stores for value, health and beauty, chemical and paper products then travel back to the small local market that carries the freshest meat, produce, cheese and bakery goods and they will normally pay a premium price for these products. 

I know most big-box stores carry fresh produce but when's last time you walked into one of the stores and found nopalitos, raw sugarcane, guavas and a variety of jalapeños, red and green chilies? It is important to educate yourself on the traditions of the people in your neighborhood for example Hispanics have different eating traditions based off of where their family is from.

 I love when retailers assume if they put in a Hispanic Section, it will fill the needs of all the different demographics of Hispanics and Latinos. We know that not all European people eat the same foods, it's the same for Hispanics! 

State of the Market

In 2014 the food category showed growth in most channels. Traditional markets grew 4.1% but is expected to decline in the next five years. Super center grew at the rate of 3.6% and in the next five years is expected to grow another 2.9% well club stores will grow 3.3% and the specially store showed an 11% growth and will grow another 7% in the next five years. 

Small Grocery was up 2.4% and in the next five year they will continue to grow another 2.1%. The Hispanic shoppers buying power will hit 1.7 trillion by 2019. 

Market and Shopping Trends by Department 

oFresh Bakery formats grew 13.5% and will grow another 11.7% in the next 5 years, 

oFarmers market grew 20% up from 15% in 2006.

oThe perishable department is showing growth in every category, it is showing growth of 5.3% in the past 52 weeks sales have totaled 136 billion dollars

oProduce- is up 3.5% the current 52 weeks is at 58 billion

oFresh meat- up 7.3% 47 billion

oDeli prep- is the highest growing of the fresh category at 8.6% up almost one billion dollars in the past 52 weeks. 

oIn store Bakery- up 1.2% 6.2 billion

oDeli Meat- up 6.2% at 6 billion dollars