Download Hispanic Marketing

Hispanic Hispanic Marketing
Marketing
Contents:
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Hispanic Population in the U.S.
Beef Consumption
Hispanic Buying Habits
Marketing to the Hispanic
Population
Hispanic Marketing
Hispanic Population in the U.S.
The Hispanic – or Latino demographic – includes people of Cuban, Mexican, Puerto
Rican, South or Central American, or other Spanish culture or origin regardless of race.
Hispanics in the U.S. represent 16% of the total population; there are nearly 51 million
Hispanics living in the U.S. as of 2013. The Hispanic population is driving overall
population growth at +43% (vs. +4.9% non-Hispanic) and by 2050, the number of
Hispanic consumers in the U.S. is estimated to reach 130 Million, or 30% of the total
population. And because their buying power is expected to reach $1.3 trillion in 2014,
retailers should target marketing efforts towards this growing demographic.
Hispanic Population by U.S. Region:
 Northeast – 13.9%
 Midwest – 9.2%
 South – 36.1%
 West – 40.8%
Beef Consumption
The Hispanic population has emerged as the highest spenders on fresh and frozen meat
in America.
 According to the U.S. Bureau of Labor Statistics, Latino households spend $964
on meat products each year, compared to $760 spent by general market
households
 Hispanics consume 12% to 13% of all beef sold and spend 42% more on beef
than the average shopper.
 Hispanics eat beef more than twice as often as the average consumer.
 Eighty-six percent of Hispanics consume 4 to 5 beef meals per week,
compared to 2 to 3 for the general population
Hispanic Buying Habits
Although women tend to be the primary shoppers, 42% of Hispanic men report being the
top decision maker in the household. Hispanic shoppers focus on family input more than
the general population and in fact, are 50% more likely than non-Hispanic shoppers to
be child-influenced when shopping. Both planned and unplanned celebrations are
important to the Hispanic population and influence their food purchases.
Beef Buying Habits in Retail
Preparing food is a central part of the Hispanic diet because many believe a home
prepared meal has more nutritional value than prepackaged meals
 Hispanics visit grocery stores three times more often than the general population
 Multiple grocery shopping trips are often due to larger family size and
smaller pantry size
 Hispanic households spend more than non-Hispanic households on
groceries due to larger families at 9.4% vs. 7.2%
 Hispanic shoppers pre-plan and are price-conscious
 Hispanic women who shop with a list buy 90% of the items on their list,
and are likely to meal plan and use paper coupons
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72% percent of Hispanics say that a store’s meat department is a powerful
motivator in selecting a retailer.
 Two thirds of Hispanics purchase from a butcher at least once a month,
while three fourths also buy from the pre-packaged meat case in the
supermarket.
How to Market to the Hispanic Population
These shoppers love beef but have a hard time finding what they want at the
supermarket. The Beef Checkoff conducted extensive research of Hispanic shoppers
and meat cutters, revealing what motivates these avid beef consumers. Following are
tips on how retailers can merchandise beef more effectively to Hispanic to capture a
larger share of their beef purchases, based on the results on an in-market pilot test.
These tactics are proven to maximize sales and build loyalty among Hispanic shoppers:
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Display bilingual signage, labels and recipes.
Provide expiration dates and “USDA Inspected” stamps on beef packages to
meet Hispanics’ demand for freshness.
Price beef competitively to appeal to price-sensitive Hispanic consumers.
Promote a Spanish-speaking butcher, if available, with signage that reads,
“Carnicero que habla español en servicio/Spanish-speaking butcher available”
Always pay attention to Hispanic customers’ questions and needs, and learn
from their beef requests and purchasing choices.
Create a Hispanic section in your meat case; merchandise and display highlydemanded cuts, such as:
Thinly sliced meats for carne asada, milanesas and arracheras
 Flank Steak (falda)
 Skirt Steak (arrachera)
 Top Sirloin Steak (aguayón)
 Top Loin Steak (aguayón, lomo)
Less expensive cuts for shredded beef dishes like ropa vieja
 Chuck Eye Steak (diezmillo)
 Round (bola, pulpa)
 Eye of Round (cuete)
 Beef for Kabobs (trocitos de carne)
Buying Habits in Foodservice
 The Hispanic population also has a strong influence at foodservice.
 Mexican food and other regional cuisines are some of the most heavily
sought after ethnic foods.
 Hispanic diners appreciate a holistic approach to the brand or concept,
seeking not only authentic foods, but also beverages and a bilingualfriendly atmosphere
 69% of Hispanics say that restaurants are an ideal place to spend quality time
with family, and almost half prioritize a family atmosphere (vs. 36% of the general
population)
 Hispanics’ behavior at foodservice is heavily influenced by the media. 44% of
Hispanics are much more likely to visit operations that advertise in Spanish.
Deleted: Value
Deleted: <#>Flat Iron Steak
(espaldilla)¶
Comment [MP1]: Build in the key
insights gathered from Pilot Tests – show
credibility that we’ve tested this and know
what works
Resources
For more information on Hispanic Marketing, visit:
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Bilingual Beef Cut Charts
http://BeefRetail.org/beefcutcharts.aspx
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Hispanic Marketing Program in Retail
http://BeefRetail.org/hispanicmarketingprogram.aspx
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In-market pilot test results
http://BeefRetail.org/hispanicin-markettestresults.aspx
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Bilingual POS
http://BeefRetail.org/bilingualpos.aspx
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Bilingual on-pack recipe labels:
http://BeefRetail.org/bilinguallabels.aspx
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Bilingual Beef nutrition materials
http://www.BeefNutrition.org/spanishmaterials.aspx
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Bilingual cooking and cutting videos
http://BeefRetail.org/consumereducationvideos.aspx