Hispanic Shopping and Spending Patterns - US - February 2008

Table of Contents

• Scopes and Themes
• What you need to know
• Definitions
• Resources used for The Consumer sections
• Abbreviations
• Terms
• Executive Summary
• Attracting and retaining Hispanic customers
• Larger grocery spend
• High concentration of children
• Lower incidence of computer ownership
• Receptive to marketing messages
• Demographics and acculturation
• Key demographic trends
• Age
• Income and HH size
• Heritage and nativity
• Language
• Metros with a high concentration of Hispanics
• Spending patterns
  • Figure 1: Spend, by major category--Hispanic vs non-Hispanic, 2006
• Shopping patterns
• Demographics of the Hispanic Consumer
• Demographics: Key points
• Size, growth and regionality
• Income, household size, age and education
• Urban markets with more than 30% Hispanics
  • Figure 2: Urban markets with high concentation of Hispanics, 2006
• Key demographic characteristics
  • Figure 3: Population, by Hispanic origin and race, 2002-12
• Most Hispanics are of Mexican heritage
  • Figure 4: Hispanics, by country of origin/heritage, 2006
• Most Hispanics were born in the U.S.
  • Figure 5: Native-born/foreign-born Hispanics, 2000 and 2006
• Hispanics have big families and household sizes
  • Figure 6: Hispanic households, by type, 2006
  • Figure 7: Average household size, by Hispanic origin/race of householder, 2001 and 2006
• The Hispanic population has a high concentration of children
  • Figure 8: Households, by presence and age of children and Hispanic origin, 2004
• Hispanics as a group are significantly younger than non-Hispanics
  • Figure 7: Average (mean) age of Hispanics, 1990-2012
  • Figure 9: Hispanic population, by age, 2003-13
• Hispanics have a high proportion of working adults
  • Figure 10: Labor force participation, by Hispanic origin, 2005
• Average household income of Hispanics is significantly lower than the national average
  • Figure 11: Median household income, by race and Hispanic origin of householder, 2006
  • Figure 12: Household income distribution, by Hispanic origin of householder, 2005
• Acculturation of the Hispanic Consumer
• Key points
• Rate of acculturation
• Computers, education and acculturation
• Key acculturation factors
• Elements of acculturation: Language, nativity and computers
  • Figure 13: Elements of acculturation among U.S. Hispanics aged 18+, language spoken and computer ownership, 2002 and 2007
  • Figure 14: Hispanic nativity rates, native- vs foreign-born, 1994-2013
  • Figure 14: Incidence of computer ownership--Hispanics vs. non-Hispanics, and native- vs foreign-born, May 2006-June 2007
  • Figure 15: Incidence of computer ownership among Hispanics, by language spoken, May 2006-June 2007
  • Figure 16: Incidence of computer ownership among Hispanics, by origin/heritage, May 2006-June 2007
• Intergenerational effects on acculturation
• Spanish and English speakers in the U.S. tend to exhibit different social values
• Spending Patterns
• Key findings and insights
• Annual spending by major category: Hispanics vs. non-Hispanics
  • Figure 17: Income before taxes--Hispanics vs. non-Hispanics, 2001-06
  • Figure 18: Total annual expenditures--Hispanics vs. non-Hispanics, 2001-06
• Food and beverage
  • Figure 19: Annual food expenditures--Hispanics vs. non-Hispanics, 2001-06
  • Figure 20: Index of annual food expenditures--Hispanics vs. non-Hispanics, 2004-06
• Apparel, footwear and related services
  • Figure 21: Annual apparel expenditures--Hispanics vs. non-Hispanics, 2001-06
  • Figure 22: Index of annual apparel expenditures--Hispanics vs. non-Hispanics, 2004-06
• Entertainment
  • Figure 23: Annual entertainment expenditures--Hispanics vs. non-Hispanics, 2001-06
  • Figure 24: Index of annual entertainment expenditures--Hispanics vs. non-Hispanics, 2004-06
• Education
  • Figure 25: Annual education expenditures--Hispanics vs. non-Hispanics, 2001-06
• Personal care
  • Figure 26: Annual personal care expenditures--Hispanics vs. non-Hispanics, 2001-06
• General Shopping Patterns
• Key findings and insights
• Hispanics are more likely to enjoy shopping
  • Figure 27: Affinity to and frequency of shopping--Hispanics vs. non-Hispanics, May 2006-June 2007
• Hispanics have an affinity for specialty stores that cater to Latinos
  • Figure 28: Store preferences and shopping habits--Hispanics vs. non-Hispanics, May 2006-June 2007
• Many Latinos prefer to shop with family members and friends
  • Figure 29: Shopping companion preferences--Hispanics vs. non-Hispanics, May 2006-June 2007
  • Figure 30: Shopping companion preferences, by language spoken, May 2006-June 2007
• Latinos of Cuban and Puerto Rican heritage exhibit similar shopping attitudes
  • Figure 31: Shopping attitudes, by Hispanic heritage, May 2006-June 2007
• Many Hispanics value taste, freshness and food safety slightly more
  • Figure 32: Influence of product quality attributes on food purchase, by nativity, 2008
  • Figure 33: Influence of product quality attributes on food purchase, by speak English well/very well vs. a little/not at all, 2008
• Shopping Patterns by Channel
• Most Hispanics do at least a third of their grocery shopping at bodegas
  • Figure 34: Proportion of grocery shopping at bodegas, by speak English well/very well vs. a little/not at all, 2008
  • Figure 35: Proportion of grocery shopping at bodegas, by nativity, 2008
  • Figure 36: Proportion of grocery shopping at bodegas, by years in the U.S., 2008
• Hispanics have higher per household monthly grocery expenditures than non-Hispanics
  • Figure 37: Average weekly grocery expenditure--Hispanics vs. non-Hispanics, May 2006-June 2007Figure 38: Average weekly grocery expenditures, by language spoken, May 2006-June 2007
  • Figure 39: Average weekly grocery expenditure--Moms vs. other Hispanics, May 2006-June 2007
• Overall, Hispanics shop more often for clothing, footwear and toys than non-Hispanics
  • Figure 40: Types of stores visited in previous three months--Hispanics vs. non-Hispanics, May 2006-June 2007
  • Figure 41: Types of stores visited in previous three months, by language spoken, May 2006-June 2007
• Hispanics are less likely than non-Hispanics to own a computer
• Hispanics and non-Hispanics use malls with similar frequency
• Hispanics tend to spend less on telephone and catalog purchases than non-Hispanics
  • Figure 42: Mail/phone orders in previous 12 months--Hispanics vs. non-Hispanics, May 2006-June 2007
  • Figure 43: Catalog orders in previous 12 months--Hispanics vs. non-Hispanics, May 2006-June 2007
  • Figure 44: Catalog orders, by heritage, May 2006-June 2007
  • Figure 45: Mail/phone orders, by heritage, May 2006-June 2007
• Advertising Attitudes and Activity
• Advertising attitudes
  • Figure 46: General attitudes toward advertising--Hispanics vs. non-Hispanics, May 2006-June 2007
  • Figure 47: Self-reported effect of advertising--Hispanics vs. non-Hispanics, May 2006-June 2007
  • Figure 48: Attitudes toward advertising and kids--Hispanics vs. non-Hispanics, May 2006-June 2007
  • Figure 49: Patterns of media usage, by media types--Hispanics vs. non-Hispanics, May 2006-June 2007
  • Figure 50: Attitudes toward advertising --native- vs. foreign-born Hispanics, May 2006-June 2007
  • Figure 51: Attitudes toward advertising, by language spoken, May 2006-June 2007
• Appendix: Sales sub-categories
  • Figure 59: Trended aggregate food expenditures--Hispanics vs. non-Hispanics, 2001-06
  • Figure 60: Trended aggregate housing expenditures--Hispanics vs. non-Hispanics, 2001-06
  • Figure 61: Trended aggregate apparel expenditures--Hispanics vs. non-Hispanics, 2001-06
  • Figure 62: Trended aggregate transportation expenditures--Hispanics vs. non-Hispanics, 2001-06
  • Figure 63: Trended aggregate healthcare expenditures--Hispanics vs. non-Hispanics, 2001-06
  • Figure 64: Trended aggregate entertainment expenditures--Hispanics vs. non-Hispanics, 2001-06