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Hispanictrends2008slideshare

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A look into consumer macro trends affecting the Hispanic consumer

A look into consumer macro trends affecting the Hispanic consumer

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Hispanictrends2008slideshare Hispanictrends2008slideshare Presentation Transcript

  • HISPANIC MACRO TRENDS AP+R APRIL 24, 2008
  • CULTURAL AUTHENTICITY LATINA POWER DOLLAR & SENSE EL VERDE ES VIDA
  • Cultural Authenticity
  •  
  • Why ?
  • Latinos are Looking…
  • Authentic
  • Flavors Textures Aromas Colors
  •  
  • Spanish The emotional language
  • Brands responding…
  • Latin American brands invasion
  • The landscape is changing…
  • 125 in Phoenix
  • Culturally friendly environments
  • What can we do?
  • Reach out Fla vor ful experience Appeal Love for brand +
  • Thought Starters
    • Strengthen relationship with our consumers
    • Start thinking about offer appealing flavors for Latinos
    • Build an inviting environment at the POP
    • Think about placing our product in Mercados or Carnicerias
  • Latina Power 2007 $806 billion
  • Bicultural 58k Affluent Time crunch
  • 62% Blogs, Chats, forums, banking, dating, online communities 43% Uses the Internet during the weekend Source: Simmons NCHS Adult study, Agee 23-35
  • 1997 to 2007 # of businesses owned by Latinas 121% 856,782 today $67 billion Source: Center of Women’s Business Research, 2007
  • How do we keep talking to them ?
  • Empowerment Confidence Celebrate her moment Indulge Positive reaction toward the brand +
  • Thought Starters
    • We are #1 , we have the right to initiate an intimate conversation
    • Communicate indulgence through product platform
    • Understand that her sensitivities differ from our brand.
    • Celebrate her accomplishments . Be her biggest fan
  • Already there…
  • “ El verde es vida”
  • Consumer segmentation by level of “greenness” People Behavioral Greens : Consumers who think and act green. They have negative attitudes towards products that pollute the environment and incorporate green practices on a regular basis. Aware Think Greens : Consumers who think like green consumers but don't always necessarily act green. Potential Greens : Consumers who neither behave nor think along particularly environmentally conscious lines but remain on the fence about key green issues . True Browns : Consumers who are not environmentally conscious and may actually have negative attitudes about heavy environmental focus. Source: Simmons Research, 2008
  • For Latinos
    • Immigration
    • Employment
    • Healthcare
    • Limited resources
    • Country of origin education
    • Overall living conditions
  • Consumer segmentation by level of “greenness” People Behavioral Greens : Consumers who think and act green. They have negative attitudes towards products that pollute the environment and incorporate green practices on a regular basis. Aware Think Greens : Consumers who think like green consumers but don't always necessarily act green. Potential Greens : Consumers who neither behave nor think along particularly environmentally conscious lines but remain on the fence about key green issues . True Browns : Consumers who are not environmentally conscious and may actually have negative attitudes about heavy environmental focus. Source: Simmons Research, 2008 LATINOS ?
  • 72% USH 47% NWH Acculturation Education Affluence
  • Organic = Green 13.8 billion business in 2006
  • The organic market
    • Health market
    • Food tastes better
    • Better quality of products
    • Against preservatives
    • Organic market
    • Concerned with the environment
    • Support farmers
    • Save the earth
    • Price is not important
    Source: The Organic food market, Michigan State University, 2007
  • The Hispanic organic consumer USH and NWH are consuming equally organic/natural foods 25% Hispanics 23% NWH Spanish dom. Bilingual 21-59 35% 29% Source: Simmons Spring 2007 NHCS Adult Full Year
  • Watch out Diet ≠ organic/natural 11.6% USH 11.3% NWH Source: Simmons Spring 2007 NHCS Adult Full Year
  • 1. Fruit and vegetables 2. Cereal and breads 3. Milk, Yogurt and dairies 4. Packaged goods
  • $300 million 2007 No. 3 in the U.S . Environmental values 1% USH
  • Where do you want to be? Food sector Overall
    • Cannon
    • Nike
    • Unilever
    • 6. Stonyfield farm
    • 27 . General Mills
    • 60. Burger King
    • Unilever
    • Stonyfield farm
    • Coca-Cola Company
    • Group Danone
    • Kraft Foods
    • Nestle
    • General Mills
  • How de we talk to the Latino green consumer? Health Flavor We can save the environment cultural & personal benefits of going green + Empower Latinos to buy the brand
  • Dollar & sense era
  • Source: AAA AVG. MILK PRICE $3.6 p/g GAS PRICES CALIFORNIA FLORIDA TEXAS $ 3.8 p/g $ 3.5 p/g $ 3.4 p/g
  • “ Recession affects my economy” 60% 75% USH 78% AA 68% NWH
  • Recession Tighter budgets Selectivity of brands
  • Source: A retailers report ‘dismail’ holiday sales as buyers cut back, Associated Press, 2008 Latinos likely to trade down, not out Loyal Pragmatic Rational Downsize Downgrade Trade out
  • CAKES YOGURT ICE CREAM COOKIES FRUIT 26.4% 9.9% 8.9% 5.6% 4.1% % of Individual Hispanic Afternoon Snack Meals Source: National Eating Trends Hispanics, 2004 Over index 186 to non-Hispanics
  • YOGURT POPCORN ICE CREAM COOKIES FRUIT 26.8% 11.5% 6.4% 5.5% 3.3% % of Individual Hispanic Morning Snack Meals Source: National Eating Trends Hispanics, 2004 Over index 289 to non-Hispanics
  • What to do ?
    • Monitor behavior
    • Understand competitive set
    • Consistently build your equity
    • Concentrate on value over price
    • Uncover the emotions behind the behaviors
  • Sources
    • American Automobile Association (AAA)
    • Economic downtrun POV. Bromley Communications, 2007
    • Center of Women’s Business Research, 2007
    • Green Options media Inc.
    • Iconculture research
    • Simmons Spring 04-2007 NHCS Adult full year unified study
    • Gynther, M. (2008) Stonyfield stirs up the yougurt market. CNN Money. Kochhar. R. (2003). Jobs Lost, Jobs Gained: The Latino Experience in the Recession and Recovery. The Pew Hispanic Center.
    • N.A. (2008). Trend-Tracker: What’s in Store for 2008?
    • N.A. (2008). Fresh, super and organic top trends for 2008. Food Navigator.
    • NPD study, 2006
    • The Organic food market. Michigan State University, 2006
    • People going green; Green the Eco-Friendly Lifestyle.
  • ?