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Hispanic Hispanic Marketing Marketing Contents: 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 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: 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: Bilingual Beef Cut Charts http://BeefRetail.org/beefcutcharts.aspx Hispanic Marketing Program in Retail http://BeefRetail.org/hispanicmarketingprogram.aspx In-market pilot test results http://BeefRetail.org/hispanicin-markettestresults.aspx Bilingual POS http://BeefRetail.org/bilingualpos.aspx Bilingual on-pack recipe labels: http://BeefRetail.org/bilinguallabels.aspx Bilingual Beef nutrition materials http://www.BeefNutrition.org/spanishmaterials.aspx Bilingual cooking and cutting videos http://BeefRetail.org/consumereducationvideos.aspx