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Hispanic shoppers enjoy grocery shopping “significantly more” than U.S. shoppers, in part because they consider the experience to be a social endeavor, according to new research from Acosta Sales & Marketing and Univision Communications Inc.
More than two-thirds (68 percent) of Hispanic shoppers and seven in 10 Hispanic Millennials said they enjoy grocery shopping, compared to 59 percent of total U.S. shoppers, the fifth edition of “The Why? Behind the Buy,” a study on U.S. Hispanic shoppers, reports. And while 39 percent of U.S. shoppers said they shop alone, 79 percent of Hispanic shoppers stated that they go grocery shopping with someone else, such as a spouse, child or friend. Among Hispanic Millennials, 88 do the same, making them the most likely of all generations to go grocery shopping with companions.
Additionally, Hispanic shoppers are highly engaged in-store and digitally along the path to purchase. With a positive outlook, Hispanic shoppers are more interactive and take better advantage of opportunities to enhance their experience before, during and after grocery shopping. They are using their stores’ special departments, services and areas more than total U.S. shoppers, with 38 percent using the in-store cafeteria, 34 percent using the coffee bar, and 22 percent participating in cooking demonstrations or lessons, compared respectively to 27 percent, 10 percent and 16 percent of total U.S. shoppers.
In-store promotions impact Hispanic shoppers’ purchases significantly more than those of their total U.S. counterparts. Specifically, at-shelf coupons (26 percent vs. 21 percent) and product tastings or demonstrations (18 percent vs. 11 percent) affect Hispanic shoppers more. Digital tools, too, also impact U.S. Hispanic shoppers more, with 33 percent researching a new grocery item online, 35 percent reading their grocery retailer’s digital circular, and 32 percent signing up for contest and sweepstakes online after shopping, compared respectively to 22 percent, 30 percent and 21 percent of total U.S. shoppers.
To access the full report, click here.