Multi-Channel Hispanic Shopper Insights


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Highlights from Meyers Research Center's syndicated Hispanic Shopper Close-Up Study

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Multi-Channel Hispanic Shopper Insights

  1. 1. Meyers Research Center Hispanic Shopper Close-Up A Syndicated Study Final General Report January, 2013 Sample Highlights Deck
  2. 2. TABLE OF CONTENTS PageBackgroundResearch ObjectivesResearch ApproachResearch HighlightsExecutive SummaryDetailed Findings: Shopping Overview Shopper Profile The Shopping Experience - Cross Channel Perspective Detailed Findings for Your CategoryAppendix – More Channel Details Supermarkets Hispanic Supermarkets Mass Merchandisers Warehouse Clubs Drug Stores Dollar Stores Convenience Stores Sample Highlights Deck Bodegas 2 Hispanic Shopper Close-Up Study 2012
  3. 3. BACKGROUND According to the 2010 U.S. Census, just over 16 percent of the total population of the United States were of Hispanic or Latino origin, up 43 percent from 2000. Hispanics are the fastest growing segment (four times the growth of the total population from 2000 to 2010) and represent the nation’s largest minority group.1 By 2050, it is estimated that Hispanics will account for 29% of the population of the United States.2 Retailers and marketers have been reacting to the opportunities presented by this growing target audience (implementing Hispanic shopper-marketing programs, expanding the availability of Hispanic brands/brands from shopper’s home country, establishing retail outlets to cater to the needs of this segment). However, there remains a scarcity of information to help retailers and marketers understand the Hispanic shopper. To this end, Meyers Research Center (MRC) launched the first wave of the Hispanic Shopper Close-Up Study in 2012. This research will provide valuable shopper insights into Hispanic consumers’ shopping behaviors, attitudes and decision-making patterns across eight key retail outlets including Supermarkets, Hispanic Supermarkets, Mass Merchandisers, Warehouse Clubs, Drug Stores, Dollar Stores, Convenience Stores and Bodegas. This research will offer a powerful tool for shopper insights/category managers, channel and sales strategists, advertising/merchandising planners and retailers to effectively target this valuable and rapidly growing shopper segment. Sample Highlights Deck1 – 2010 United States Census; 2-Pew Research Center 3 Hispanic Shopper Close-Up Study 2012
  4. 4. RESEARCH OBJECTIVESThe primary focus of this program is to develop a better understanding of Hispanic shoppingbehaviors and how these may differ by level of acculturation and from shopping behaviors ofnon-Hispanics.Specifically, the research provides insights about various elements including: What is the profile of the shopper by store format What formats are being shopped for various categories What are the key factors driving store selection What are the underlying dynamics of the store visit by channel: – What preparations are made prior to the visit – What are destination categories, which categories are impulse buys – What are the key in-store influencers – Total amount spent/market basket Sample Highlights Deck 4 Hispanic Shopper Close-Up Study 2012
  5. 5. RESEARCH APPROACH Online interviews were conducted with Hispanics and non-Hispanics, age 18 and older, residing in the mainland U.S. Each shopper was asked questions about their most recent shopping experience (within the past 3 to 4 days) in up to two different trade channels. The Hispanic sample included acculturated, bicultural, and unacculturated. Level of acculturation was determined by country of origin, years living in the U.S., language spoken both in and outside the home and cultural identification. •Hispanic (2,194) •Acculturated (729) •Bicultural (868) Interviews by Class-of-Trade: •Unacculturated (597) •Supermarket (559) •Hispanic Supermarket (334)* •Non-Hispanic (1,110) •Mass Merchandiser (395) •Warehouse Club (524) •Drug Store (451) •Dollar Store (485) •Convenience Store (670) •Bodega (279)* Sample Highlights Deck* Hispanics only.Note - data was weighted to reflect region and ethnic representation in the U.S. population as per the 2010 Census. Hispanic data was also weighted to reflect heritage/country of origin. 5 Hispanic Shopper Close-Up Study 2012
  6. 6. SELECTED RESEARCH HIGHLIGHTS Hispanics Acculturation Level Non-HispanicsGeneral Shopping BehaviorsWhere They Regularly Shop • Mass merchandiser, • Unacculturated shop the •Mass merchandiser, supermarket, drug, dollar fewest channels. supermarket, drug • Acculturated least likely to shop ethnic stores.Shopping Frequency • Shop all channels except • Acculturated visit most stores •Shop dollar stores and drug and warehouse club less often than bicultural or warehouse club less often 1x/week or more often. unacculturated. versus Hispanics.Pre-Store Behaviors • Hispanic shoppers choose a • EDLP is more critical in store • EDLP is less critical to non-Key Store Selection Criteria Hispanics than Hispanics. store primarily based on choice for acculturated vs. convenient location. other Hispanic segmentsPlanning the Store Visit • Planning is a key • More use of shopping lists • Greater planning occurs for characteristic, with highest and/or store circulars among non-Hispanics than levels for warehouse clubs lesser acculturated and least Hispanics for supermarkets, and supermarkets. use of coupons. mass merchandisers, drug • Typically includes making a and convenience. shopping list and clipping coupons.In-Store BehaviorsLowering Prices at Checkout • Highly engaged in loyalty • Unacculturated display •Are more involved than programs in drug and lowest participation in loyalty Hispanics in loyalty supermarkets. programs and are least likely programs. to use coupons.Impulse Purchasing • High impulse purchasing • Impulse purchasing is most •Less impulse purchasing across all channels. common among than Hispanics in selected Price/promotion is a common unacculturated. channels. trigger. Sample Highlights Deck 6 Hispanic Shopper Close-Up Study 2012
  8. 8. • Hispanics are most likely to be regular shoppers of mass merchandisers, followed by drug, supermarkets and dollar stores. More Hispanics than non-Hispanics are regular shoppers of dollar stores, but fewer regularly shop at mass, drug and supermarkets. • Unacculturated shoppers are much less likely than more acculturated (acculturated and/or bicultural) to be regular shoppers of mass merchandisers, drug stores, supermarkets, clubs and c-stores. Trade Channels Regularly Shopped* (Based on Total Respondents) Mass 69% Merchandiser 74% A 53% Level of Acculturation Drug Store 59% A [A] [B] [C] Acculturated Bicultural Unacculturated 53% Base: Hispanic (729) (868) (597) Supermarket 79% A Shoppers % % % Mass Merchandiser 72 C 70 67 52% B Dollar Store 48% Drug Store 55 C 56 C 49 Hispanic 45% Supermarket 70 B,C 55 C 36 Supermarket Dollar Store 51 53 51 44% Hispanic 32 51 A 48 AWarehouse Club 46% Supermarket Convenience 40% Warehouse Club 40 48 A,C 41 Store 46% Convenience Store 50 B,C 43 C 28 26% Hispanic [A] Bodega 21 30 A,C 25 A Bodega Non-Hispanic [B]* Every 2 to 3 weeks or more often (except Warehouse Club-once a month or more).A, B,- Statistically significant @ .90 vs. Hispanic, Non-HispanicA, B, C – Statistically significant @ .90 vs. Acculturated, Bicultural, Unacculturated Sample Highlights DeckBase: Total Respondents : Hispanics (n=2194), Non-Hispanics (n=1110)Q2. How often do you visit each of these stores? 8 Hispanic Shopper Close-Up Study 2012
  9. 9. Meyers Research CenterHispanic Shopper Close-Up A Syndicated Study