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市場調查報告書

美國西班牙食物購買者

Hispanic Food Shoppers in the U.S.

出版商 Packaged Facts 商品編碼 308445
出版日期 內容資訊 英文 119 Pages
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美國西班牙食物購買者 Hispanic Food Shoppers in the U.S.
出版日期: 2014年06月30日 內容資訊: 英文 119 Pages
簡介

美國的西班牙消費者在雜貨店及其他食品店的花費,在過去十年間成長了超過80%,超過一般消費者平均的兩倍。西班牙消費者一直以來都被食品行銷人員視為成長策略的關鍵。隨著拉丁族群持續擴散到非傳統認知的西班牙人口群聚區域,西班牙食物購買者代表了一個在美國日用品消費者族群中快速成長的區塊。

本報告中分析了美國西班牙裔人口的食品消費與購入模式,針對文化背景與人口動態、市場規模、主要影響因素、對飲食的想法、購買食品的詳細模式等進行調查,同時也對食品販賣業者應採取的策略方向進行考察。

第1章 實施摘要

第2章 市場考察與機會

  • 文化背景的變化及相對反應
    • 對於英文/西班牙文標示的反應
    • 對變化以及多樣性的適應
  • 文化獨特性的發揮
    • 行銷人員面臨國家族群之間的顯著差異
    • 主要大都市圈的行銷與溝通
  • 在食品雜貨店有大量花費的西班牙裔居民
    • 「店內體驗」是成功關鍵
    • 超級市場為爭取西班牙食物消費面臨激烈競爭
    • 成功的雜貨商理解西班牙裔居民間的多樣性

第3章 市場的傾向

  • 市場促進因素:西班牙裔居民的人口動向
  • 市場促進因素:拉丁食品購買者的屬性
  • 市場促進因素:文化適應的動態
  • 近年的市場動態
  • 市場成長率的預測

第4章 西班牙裔家庭的飲食

  • 飲食的重要性
    • 「一家人一起吃飯」對西班牙裔居民的重要性
    • 早餐的重要性
  • 料理型態
    • 廚房是西班牙裔居民家庭生活的中心
    • 料理是家族大事
    • 有其獨特的料理方式
  • 傳統對飲食的影響
    • 傳統至今仍影響了食品的選擇
    • 家庭間的飲食模式各有不同
    • 健康飲食的重要性

第5章 西班牙裔居民的食品購買行為概要

  • 西班牙裔居民的食品購買者人口結構
    • 年輕人佔優勢
    • 以大家族為前提的購買模式
    • 依地區不同,購買模式也不同
    • 30%有7萬5千美金或以上之持家收入
  • 食品的購買場所
    • 鄰近的食品雜貨店與自然管道為西班牙裔居民所偏好
    • 獨立型食品店的市場規模
    • 便利商店的高人氣
    • 西班牙裔居民對於購買食品的意願程度
  • 食品購買模式
    • 西班牙裔居民對於購買食物較為正面
    • 購物清單簡潔:購買內容在店內決定

第6章 西班牙裔居民的店內購物行為

  • 對食物品牌的反應
  • 肉類部門
  • 奶類部門
  • 熟食部門
  • 蔬菜水果部門
  • 零食部門
  • 飲料部門

第7章 行銷與交易策略

  • 概要
  • 行銷手法
  • 交易手法
目錄
Product Code: LA5279402

Spending by Hispanic consumers for food at grocery and other food stores has grown more than 80% over the past decade, more than twice the growth rate registered by consumers on average. Hispanic consumers have long been a key element in the growth strategies of food marketers. With the continuing dispersal of Latinos into areas not traditionally known for substantial Hispanic populations, Hispanic food shoppers represent a rapidly growing segment of the customer base of grocers throughout the country.

Hispanic food shoppers offer a rich but potentially bewildering opportunity for food marketers and retailers. In Los Angeles, for example, stocking the shelves for the “Hispanic” food shopper means understanding the preferences and traditions of shoppers who are mainly Mexicans but also include a substantial population of Salvadorans and Guatemalans. In Miami food stores need to satisfy the expectations of Cubans, Colombians, Venezuelans, Hondurans and Nicaraguans. In New York they need to cater to Puerto Ricans and Dominicans along with shoppers from a wide variety of other countries in Central and South America.

Hispanic Food Shoppers in the U.S. offers critical insights into what food marketers and grocers can do to attract and retain the loyalty of Hispanic food shoppers. One key issue addressed by the report is whether new generations of U.S.-born Latinos have already changed the ground rules for connecting with Hispanic consumers through Spanish-language media and advertisements that appeal to their Latino heritage. Another thread running throughout the report demonstrates how the national heritage of Hispanic shoppers affects what they buy-and don't buy-in food stores. The report also takes an in-depth look at how the diet, culinary preferences, shopping patterns and buying habits of Hispanic food shoppers create significant opportunities for marketers and retailers.

Scope of the Report

Hispanic food shoppers are defined as Hispanic respondents to Simmons National Consumer Study (NCS) who report that they shopped at any supermarket or food store within the past four weeks. Hispanic food shoppers number 31.6 million and represent 88% of the total population of Hispanic adults.

The report uses the terms “Hispanic” and “Latino” interchangeably. According to a 2012 report by Washington, D.C.-based Pew Hispanic Research Center (“When Labels Don't Fit: Hispanics and Their Views of Identity,”) 51% of those self-identifying as “Hispanic” or “Latino” have no preference for either term. Those expressing a preference choose Hispanic over Latino by 33% to 14%.

However, it is important to note that neither term fully captures how Hispanics see themselves. A majority (51%) of respondents to the Pew survey said they most often use their family's country of origin to identify themselves (for example, “Mexican” or “Dominican”). Only 24% use either “Hispanic” or “Latino” most often, while 21% use the term “American” to identify themselves.

The size of the market is defined as expenditures by Hispanic consumer units on food at grocery and other food stores, or “food at home,” as measured by the Consumer Expenditures Survey of the U.S. Bureau of Labor Statistics (BLS). As defined by BLS, a consumer unit is functionally equivalent to the “household” category of the Census Bureau. According to BLS, a consumer unit comprises either: (1) all members of a particular household who are related by blood, marriage, adoption, or other legal arrangements; (2) a person living alone or sharing a household with others or living as a roomer in a private home or lodging house or in permanent living quarters in a hotel or motel, but who is financially independent; or (3) two or more persons living together who use their income to make joint expenditure decisions. Financial independence is determined by the three major expense categories: Housing, food, and other living expenses. To be considered financially independent, at least two of the three major expense categories have to be provided entirely, or in part, by the respondent.

Table of Contents

Chapter 1: Executive Summary

  • Scope of the Report
  • Methodology
  • Market Overview
  • Insights and Opportunities
  • English Language Gains Ground, Spanish Language Still Important
  • Many Hispanic Food Shoppers Don't Relate to Spanish-Language Ads
  • Marketers Face Significant Differences across National Groups
  • Diversity Affects Regional Markets
  • In-Store Experience Key to Success
  • Supermarkets Face Stiff Competition for Hispanic Food Dollars
  • Successful Grocers Respond to Diversity Among Hispanics
  • .... and to Pan-Hispanic Commonalities
  • Food in Hispanic Households
  • Family Meals of Paramount Importance to Latinos
  • Lunch Remains a Key Meal for Many Latinos
  • Hispanics Spend More Time Preparing Meals
  • Kitchen Is Centerpiece of Latino Home Life
  • Cooking Is a Family Affair
  • Hispanic Style Meal Assembly
  • At-Home Food Consumption Patterns
  • Overview of the Hispanic Food Shopper
  • Youth Prevails
  • 30% Have Household Income of $75K or More
  • Hispanics Shop for Large Households
  • Profile of Food Shoppers Varies Across Different Regions
  • Neighborhood Grocers and Natural Channels Favored by Hispanics
  • Independent Channel Captures $18 Billion in Grocery Sales from Hispanics
  • Convenience Stores Attract Latino Food Shoppers
  • Hispanics Prefer Community-Minded Food Stores
  • Latina Moms Are More Positive Toward Food Shopping
  • Simpler Shopping Lists Mean More Buying Decisions Made in the Store
  • Hispanic Food Shoppers in the Store
  • Latinos Prefer National Brands, but Store Brands Still a Factor
  • Hispanics Concerns about Source and Safety of Meat and Poultry
  • Latinos Spend More on All Types of Meat, Poultry and Seafood
  • Hispanic Food Shoppers Say No to Hamburger Patties, Yes to Steak
  • Hispanic Dairy Product Consumption
  • Bilingual/English Dominant Hispanics Go for Store-Made Meals
  • Deli Meats Popular with Latinos
  • Snacking More Prevalent among Bilingual/English Dominant Latinos
  • Beverages Take Up Greater Share of Hispanic Shopping Carts
  • Marketing and Merchandising Strategies
  • Gaps in Hispanic Food Shopping Data Raise Obstacles
  • Retailers Benefit by Offering Variety of Foods by Country of Origin
  • Marketing and Promotions Should Acknowledge Shared
  • Decision-Making
  • Shopping Cart Ads Get Attention of Latino Shoppers
  • Smartphones Ubiquitous

Chapter 2: Insights and Opportunities

  • Responding to a Changing Cultural Context
  • English Language Gains Ground
  • Spanish Language Use Prevails
  • Table 2-1: Percent of Hispanic Food Shoppers Agreeing “I believe it is important to teach Spanish to Hispanic children as a way to help preserve Hispanic culture” by Language Use
  • Connection with Hispanic Heritage Does Not Require Speaking Spanish
  • Table 2-2: Relationship between Language Use and Ethnic Identification with Original Culture for Hispanic Food Shoppers
  • Dealing with Change and Diversity
  • Many Hispanic Food Shoppers Don't Relate to Spanish-Language Ads
  • Table 2-3: Importance of Spanish-Language Marketing Communications to Hispanic Food Shoppers
  • Table 2-4: Attitudes of Hispanic Food Shoppers toward Spanish-Language Media and Advertising by Language Use and Ethnic
  • Identification with Original Culture
  • Marketers Face Significant Differences Across National Groups
  • Table 2-5: Attitudes of Hispanic Food Shoppers toward Spanish- Language Marketing Communications by National Heritage
  • Diversity Affects Regional Markets
  • Table 2-6: Attitudes of Hispanic Food Shoppers toward Spanish- Language
  • Marketing Communications by Major Metropolitan Area
  • Leveraging Opportunities
  • Hispanics Spend More in Grocery Stores
  • Figure 2-1: Amount Spent on Food at Home and Away from Home, Hispanic vs. Non-Hispanic Consumer Units, 2012
  • In-Store Experience Key to Success
  • Supermarkets Face Stiff Competition for Hispanic Food Dollars
  • Successful Grocers Acknowledge Hispanic Diversity
  • Table 2-7: Selected Products More and Less Likely to Be Used by
  • Hispanic Food Shoppers by National Heritage
  • Pan-Hispanic Commonalities
  • Table 2-8: Selected Products Least Likely to Be Used by Hispanic
  • Food Shoppers Regardless of National Heritage
  • Spending Patterns Reveal Opportunities

Chapter 3: Market Trends

  • Market Driver: Hispanic Population Trends
  • Hispanic Population Remains Highly Concentrated
  • Table 3-1: States with Largest Hispanic Populations, 2012 (in thousands) .. 32
  • Hispanic Diaspora Continues
  • Table 3-2: States Ranked by Rate of Growth in Hispanic Population, 2010-2012 (in thousands)
  • Market Driver: National Origins of Latino Food Shoppers
  • Mexicans at 64% of Latino Population
  • Table 3-3: Hispanic Population by Country of Origin, 2012
  • More Diversity Beyond the West and Southwest
  • Table 3-4: States with Largest Hispanic Populations Ranked by
  • Percent Mexican Population, 2012 (in thousands)
  • Table 3-5: Hispanic Population in California, Florida, New York and New Jersey by Country of Origin, 2012 (in thousands)
  • Market Driver: Acculturation Trends
  • U.S.-Born Latinos Come to the Fore
  • Table 3-6: Nativity of Hispanics Five Years Old and Over, 2000 vs. 2012 (in thousands)
  • Table 3-7: Growth in Number of U.S.- and Foreign-Born Hispanics Five Years Old and Over, 2000 vs. 2012 (in thousands)
  • Spanish Language Still Dominant but English Picks Up Ground
  • Table 3-8: Percent of Hispanics Five Years Old and Over Speaking
  • Spanish at Home, 2012 (in thousands)
  • Table 3-9: English-Language Ability of Hispanics Five Years Old and Over, 2000 vs. 2012 (in thousands)
  • Table 3-10: Percent Growth in Hispanics Five Years Old and Over by Language Use, 2000 vs. 2012
  • Recent Market Trends
  • Hispanics Spend $64 Billion on Food in Grocery Stores
  • Hispanic Food Shoppers Trending to Packaged Foods
  • Table 3-13: Hispanic Food Expenditures at Grocery and Other Food Stores by Percent Allocated to Each Food Category, 2002 vs. 2012
  • Table 3-14: Aggregate Expenditures at Grocery and Other Food Stores by Hispanic Consumer Units Ranked by Percent Growth, 2002 vs. 2012
  • Projected Market Growth
  • Hispanic Base Will Continue to Grow at Above-Average Rate
  • Improved Merchandising Will Spur Growth
  • Hispanic Food Shoppers Exude Confidence
  • Table 3-16: Consumer Confidence, Hispanic vs. All Food Shoppers
  • Hispanic Food Shoppers Still Face Constraints
  • Figure 3-1: Percent Agreeing “I Have Cut Back on Grocery Spending Because of the Economy,” Hispanic vs. All Consumers
  • Hispanic Spending on Food in Grocery Stores to Reach $86 Billion in 2018

Chapter 4: Food in Hispanic Households

  • The Importance of Meals
  • Family Meals of Paramount Importance to Latinos
  • Lunch Remains a Key Meal for Many Latinos
  • Table 4-1: Perceived Importance of Meals, Hispanic Food Shoppers by Degree of Identification with Original Culture and Language Use vs. All Food Shoppers
  • Hispanics Spend More Time Preparing Meals
  • Table 4-2: Amount of Time Spent Cooking Meals at Home Weekdays and Weekends, Hispanic vs. All Consumers
  • Snacking Less Important
  • Table 4-3: Snacking Habits, Hispanic Food Shoppers by Degree of Identification with Original Culture and Language Use vs. All Food Shoppers
  • Cooking Styles
  • Kitchen Is Centerpiece of Latino Home Life
  • Figure 4-1: Percent Agreeing “The Kitchen Is the Most Important Room in My Home,” Hispanic Food Shoppers by Degree of Identification with Original Culture vs. All Food Shoppers
  • Table 4-4: Perceived Size of Kitchen, Hispanic vs. All Consumers
  • Food Plays Central Role in Latino Lifestyle
  • Table 4-5: Attitudes toward Cooking, Hispanic vs. All Consumers
  • Cooking Is a Family Affair
  • Figure 4-2: Percent with Children in Household Regularly Involved in Cooking, Hispanics vs. All Consumers
  • Recipes Less Important to Spanish Dominant Cooks
  • Table 4-6: Use of Recipes, Hispanic Food Shoppers by Degree of Identification with Original Culture and Language Use vs. All Food Shoppers
  • Hispanic Cooks Assemble Meals Their Own Way
  • Spicy Food Gets Short Shrift
  • Table 4-7: Attitudes toward Spicy Foods, Hispanic Food Shoppers by Degree of Identification with Original Culture and Language
  • Use vs. All Food Shoppers
  • Impact of Tradition on Diet
  • Tradition Still Drives Many Food Choices
  • At-Home Food Consumption Patterns Differ
  • Table 4-8: Average Number of Grams Consumed at Home Per Capita Per Day by Category of Commodity, Hispanic vs. All U.S. Consumers, 2012
  • Importance of Healthy Eating
  • Hispanic Food Shoppers Have Health Concerns on Mind
  • Table 4-9: Attitudes toward Buying Foods Addressing Health Conditions and Concerns, Hispanic vs. All Consumers
  • Natural and Organic Foods Appeal
  • Table 4-10: Attitudes toward Natural and Organic Foods, Hispanic vs. All Consumers
  • Whole Grain and High Fiber Popular
  • Table 4-11: Percent of Hispanic Food Shoppers Who Especially Seek Out and Buy Foods with Certain Healthy Characteristics

Chapter 5: Overview of the Hispanic Food Shopper

  • Demographic Profile of Hispanic Food Shoppers
  • Youth Prevails
  • Table 5-1: Hispanic vs. All Food Shoppers by Age Group, 2014
  • 60% Live in Southwest and Pacific Regions
  • Table 5-2: Region and Place of Residence, Hispanic vs. All Food Shoppers, 2014
  • 30% Have Household Income of $75K or More
  • Table 5-3: Educational Attainment, Employment Status and Household Income, Hispanic vs. All Food Shoppers, 2014
  • Hispanics Shop for Large Households
  • Table 5-4: Households by Size and Presence of Children, Hispanic vs. All Food Shoppers, 2014
  • Profile of Food Shoppers Varies Across Regions
  • Table 5-5: Demographic Highlights of Hispanic Food Shoppers by Selected Geographic Area
  • Where Hispanics Shop for Food
  • Neighborhood Grocers and Natural Channels Favored by Hispanics
  • Table 5-6: Where Hispanic and Non-Hispanic Food Shoppers Shopped in Last Three Months, 2014
  • Independent Channel Captures $18 Billion in Grocery Sales from
  • Hispanics
  • Convenience Stores Attract Latino Food Shoppers
  • Hispanics Like Community-Minded Food Stores
  • Figure 5-1: Percent Agreeing “Participation by Food Stores in Charitable and Community Causes and Events Plays a Significant Role in Where I Buy Groceries,” Hispanic vs. All Food Shoppers, 2014
  • Food Shopping Patterns
  • Latina Moms Are More Positive Toward Food Shopping
  • Figure 5-2: Percent of Food Shoppers Agreeing “Shopping for Groceries Is a Bore,” Hispanic vs. Non-Hispanic Women with Children
  • Hispanics Spend More in Grocery Stores
  • Table 5-7: Hispanic Food Shoppers: Amount Spent per Week Grocery Shopping
  • 43% of Hispanics Are Frequent Food Shoppers
  • Table 5-8: Frequency of Grocery Shopping, Hispanic vs. All Food Shoppers
  • Simpler Shopping Lists Mean More Buying Decisions Made in the Store

Chapter 6: Hispanic Food Shoppers in the Store

  • Hispanic Food Shoppers and Brand Names
  • Latinos Prefer National Brands, but Store Brands Still a Factor
  • Table 6-1: Attitudes toward Store Brands, Hispanic vs. All Consumers
  • National Brand Preferences Analyzed
  • Table 6-2: Use of Store Brands by Type of Product, Hispanic vs. All Food Shoppers (% of those in households using the product)
  • In the Meat Department
  • Hispanics Concerned about Source and Safety of Meat and Poultry
  • Table 6-3: Concerns about Source and Safety of Meat and Poultry, Hispanic vs. All Food Shoppers
  • Seasoned/Further Prepared Meats and Poultry Favored
  • Figure 6-1: Percent Agreeing “I Am Buying More Seasoned/Further Prepared Raw Meats & Poultry These Days,” Hispanic vs. All Food Shoppers
  • Latinos Spend More on All Types of Meat, Poultry and Seafood
  • Table 6-4: Average Annual Expenditures by Type of Meat, Poultry and Seafood, Hispanic vs. All Consumer Units, 2012
  • Figure 6-2: Average Annual Expenditures by Hispanic Consumer Units on Meat, Poultry and Seafood by Category, 2012
  • Hispanic Food Shoppers Say No to Hamburger Patties, Yes to Steak
  • Table 6-5: Types of Meat/Fish/Poultry Used in Last 7 Days, Hispanic vs. All Food Shoppers (percent of those using any meat/fish/poultry in last 7 days)
  • Specialty Meats Appeal to Spanish Dominant Food Shoppers
  • Table 6-6: Types of Meat Most Preferred by Hispanic Food Shoppers by Degree of Identification with Original Culture and Language Use
  • At the Dairy Case
  • Hispanic Dairy Product Consumption Varies
  • Figure 6-3: Percent of Average Daily Consumption of Dairy Products Allocated to Each Type of Product, Hispanic vs. All Consumers
  • Milk Marketers Depend on Hispanics
  • Table 6-7: Consumption of Milk by Hispanic and Non-Hispanic Food Shoppers' Households, 2004 vs. 2013 (in thousands)
  • Table 6-8: Growth in Consumption of Milk by Hispanic and Non-Hispanic Food Shoppers' Households, 2004 vs. 2013
  • Hispanic Food Shoppers Generate Significant Sales at Dairy Case
  • Table 6-9: Use of High Volumes of Dairy Products by Households of Hispanic Food Shoppers by Type of Product
  • Hispanic Food Shoppers at the Deli
  • Bilingual/English Dominant Hispanics Go for Store-Made Meals
  • Figure 6-4: Percent Agreeing ‘I Often Eat Store-Made, Pre-Cooked Meals,” Hispanic vs. All Food Shoppers
  • Deli Meats Work for Latinos
  • Table 6-10: Attitudes toward Buying Meats in the Deli Department, Hispanic vs. All Food Shoppers
  • In the Produce Department
  • Hispanics Spend More on Fresh Fruits and Vegetables
  • Table 6-11: Average Annual Expenditures for Fresh and Processed Fruits and Vegetables, Hispanic vs. All Consumer Units, 2012
  • Citrus Accounts for Half of Fruits Consumed
  • Figure 6-5: Percent of Average Daily Consumption of Fruit and Vegetables Allocated to Each Type of Product by Hispanics
  • Hispanics and Snacks
  • Snacking More Prevalent Among Bilingual/English Dominant Latinos
  • Table 6-12: Attitudes toward Snacking, Hispanic Food Shoppers by Degree of Identification with Original Culture and Language Use
  • Healthy Snacks Favored
  • Table 6-13: Favorite Snacks, Hispanic vs. All Consumers
  • Corn/Tortilla Chips Most Popular
  • Table 6-14: Use of High Volumes of Snacks by Households of Hispanic Food Shoppers by Type of Product
  • Hispanic Food Shoppers and Beverages
  • Beverages Take Up Greater Share of Hispanic Shopping Carts
  • Table 6-15: Changes in Expenditures for Nonalcoholic Beverages by Hispanic Consumer Units, 2002 vs. 2012
  • Acculturation Affects Beverage Choices
  • Table 6-16: Consumption of Relatively Large Quantities of Nonalcoholic Beverages, Hispanic Food Shoppers by Degree of Identification with Original Culture and Language Use

Chapter 7 Marketing and Merchandising Strategies

  • Overview
  • Gaps in Hispanic Food Shopping Data Raise Obstacles
  • Retailers Benefit by Offering Variety of Foods by Country of Origin
  • Merchandisers Need to Acknowledge “Shopping With Your Senses”
  • Grocers Learn How to Target Hispanic Food Shoppers
  • Marketing and Promotions Should Acknowledge Shared Decision-Making
  • Table 7-1: Attitudes toward Influence of Children on Shopping Behavior of Food Shoppers with Children, Hispanic vs. Non-Hispanic
  • Table 7-2: Influence on Food Purchasing Decisions of Food Shoppers by Presence of Children, Hispanic vs. Non-Hispanic
  • Latinos Less Likely to Use Cents-Off Coupons in Grocery Stores
  • Table 7-3: Use of Cents-Off Coupons, Hispanic vs. All Food Shoppers
  • Shopping Cart Ads Get Attention of Latino Shoppers
  • Table 7-4: Receptivity to In-Store Promotional Activities, Hispanic Food Shoppers by Degree of Identification with Original Culture and Language Use vs. All Food Shoppers
  • Smartphones Ubiquitous
  • Table 7-5: Use of Digital Media, Hispanic Food Shoppers by Degree of Identification with Original Culture and Language Use vs. All Food Shoppers
  • Younger Latinos Heavily Involved in Social Media
  • Table 7-6: Attitudes toward Social Media, Hispanic Food Shoppers by Age Group vs. All Food Shoppers
  • Marketing Approaches
  • Kellogg's Launches Digital Platform to Reach Hispanic Families
  • Bumble Bee Partners with Celebrity Latina Chef
  • Campbell's Targets Hispanic Market
  • Kraft Mac & Cheese Looks to Hispanic Families
  • Merchandising Approaches
  • Nestlé USA and Superior Grocers “Set the Table” for Healthier Meals
  • Northgate Expands Viva La Salud Program
  • Unified Grocers Targets Latino Community
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