The Multi-Cultural Latino Consumer: A Hartman Group & MSLGROUP Study

C H A R T I N G A C O U RS E F O R U N D E RS TA N D I N G :
The Multi-Cultural Latino Consumer
A HARTMAN GROUP & MSLGROUP SYNDICATED STUDY

© 2013 The Hartman Group, Inc 2
Charting a course for understanding:
The multi-cultural Latino consumer | Syndicated Study 2013
Today’s presentation brought to you by

MSLGROUP: Multicultural Practice Overview
• In-culture, in-language teams located across the network
We guide brands striving to keep pace and stay relevant to Hispanic, African American and Asian
American audiences. As the U.S. undergoes historical demographic shifts, our job is to create and
amplify authentic, real-time connections and conversations that can navigate and leverage the
unprecedented cultural sustainability of today’s multicultural consumers.
• Rich, actionable relationships with influencers, media
and top CBOs
• Ongoing relationships with top bloggers and blogger
organizations
• Experience launching and managing culturally-relevant
online promotions, portals and Facebook pages
 Brand strategy
 Product launches
 Media tours
 Content development
 Digital marketing
 Cause programs
 Health /public education
 Experiential events
 Community relations
 Recruitment
 Executive media training

The Hartman Group: Looking Through the Consumer Lens
As the premier consumer culture consultancy in America,
The Hartman Group blends leading-edge primary research
with a unique brand of customized analysis to deliver the
most comprehensive insights into how consumers live, shop
and use products. This influential work informs and inspires
innovation, strategy and tactics.
We are an organization of more than 40
passionate (yet disciplined) social scientists,
ethnographers, analysts, and marketers.
Each year, we literally spend thousands of
hours immersed in consumers’ and
shoppers’ lives and lifestyles.

Hispanic Public Relations Association

Companies Struggle with Shifting Demographics
Feel underprepared to manage shifting
consumer demographicsof CMOs
63%
However…
According to the Association of Hispanic Advertising Agencies, 57% of the top 500
advertisers allocate less than 1% of their budgets to targeting Hispanics.

TOP 5 DMAs
• Los Angeles, CA
• New York, NY
• Houston, TX
• Miami, FL
• Chicago, IL Next Generation Hot Spots
• Charlotte, N.C.
• Raleigh area, N.C.
• Atlanta, GA
• Orlando area, FL
• Ft. Myers-Naples, FL
Latinos In the U.S. Are…

Methodology: A two-phase qualitative AND
quantitative research approach
Phase 1: Ethnography
Primary ethnographic
research
• Fielded in two major U.S.
markets – Seattle, WA and
Dallas, TX in January 2013
Engagements consisted of:
• One-On-One, In-Home
Interviews
• Multi-Generational, In-Home
Interviews
• Shop & Talk Interviews
• Social Network Parties
A range of acculturation levels
was represented in each
engagement.
Phase 2: Quantitative Survey
A national online survey
• 1,283 Latino origin respondents
(representing over 20 countries
of origin) reflecting Latino U.S.
adults (ages 18-64)
• 413 non-Latino reflecting non-
Latino U.S. adults (ages 18-64)
• Conducted in both English (909)
and Spanish (787)
• Fielded February /March 2013
• Results were then weighted to
accurately reflect the U.S. adult
Hispanic/Latino and non-
Hispanic/Latino populations

To truly understand the Latino consumer, one must look beyond
traditional acculturation models and see Latinos as multi-cultural
consumers

Traditionally, acculturation has been the model used to
explore the Latino culture in the U.S.
A6. What language do you usually speak at home? A7. Thinking of your overall cultural identification, would you say you feel...? A8. Thinking of your media habits, including television, radio,
newspapers and magazines or the internet, would you say you use... How many years have you lived in the United States? Base: N=307-Acculturated, N=578-Bi-Cultural, N=398-Unacculturated.
We also started with the more conventional Acculturation model.
Unacculturated
22%
Bi-Cultural
47%
Acculturated
31%
Language spoken at
home
97% Spanish
dominant
58% Equally Spanish/
English
86% English dominant
Media habits
88% Spanish
only/mostly
58% Equally Spanish/
English
98% English
only/mostly
Years in U.S.
(median)
97% foreign-born
5-9 years
60% foreign-born
20+ years
88% U.S.-born
20+ years
Overall Cultural
Identification
91% closer to Latino
45% equally close to
both
55% closer to U.S.

What does it even mean to be American? You have so many different cultures here. How can you define it?
– Tammy (COO Mexico)
A “multi-cultural” focus helps map the story in more
detail
Multi-Cultural
Consumer
Globalization
Country of
Residence
Country of
Origin
Lifestyle and identity of ALL Americans are defined by three primary influences

Unacculturated
More unacculturated individuals struggle
with integrating all three cultural
influences, instead preferring to rely more
heavily on their country of origin (when
possible) as a reference for how to
determine the appropriate behaviors for
consumption activities such as shopping
and eating.
Bi-Cultural
Those who are bi-cultural see all three as
more equal players, however, each
influence is still unique – consumers feel
the need to turn one influence “off” before
being able to turn the other “on”.
Acculturated
The fully acculturated seamlessly move
through all three cultural influences in their
every day lives.
Latinos are also multi-cultural; navigation of these influences
determines one’s position on the acculturation model

For Latinos, Health + Wellness is not just focused on the physical, it is
about balance with the emotional and spiritual as well

72%
69%
65%
60%
58%
53%
45%
42%
37%
28%
15%
65%
69%
66%
72%
64%
61%
49%
50%
53%
35%
22%
Being physically fit*
Feeling good about myself
Not being ill
Being happy and cheerful*
Not being overweight
Being able to enjoy time with my family*
Maintaining a spiritual balance
Consuming natural and wholesome foods*
Being confident about achieving my goals in life*
Being in tune with nature*
Donating time or money to my community*
To Me, Health + Wellness Means…
Non-Latino
Latino
Much like their counterparts, Latinos are interested in
pursuing a balanced approach to H+W
If health is sleeping eight hours,
wellness is having a nice home to
sleep in. – Alis
W1. To me, health and wellness means... Select all that apply. Base: N=413 Non-Latinos, N=1283 Latinos. * significantly different at 95% confidence.

U.S. media and values bring attention to the more
measurable aspects of Health + Wellness
Latinos feel that Americans place more emphasis on the
physical (diet and exercise) aspects of health.
As Latinos grow more accustomed to the American take
on health, they begin to focus more on:
Weight
Latinos are very aware of the obesity problem in the U.S.
and how easy it is to become a part of it.
• Easy to access packaged foods
• Less physicality in day-to-day lives
Many Americans feel the need to read labels in order to
ensure they are indeed getting what they want. More
acculturated Latinos do the same.
Trust (a highly regarded Latino value) starts to wane the
more they are exposed to American culture.
In the U.S., health + wellness feels
like a series of legal claims.
– Thania (COO Mexico)
W2. Are you or anyone in the household concerned with or
treating any of the following health conditions? – Concerned
(Preventing or Treating). Base: N=413-Non-Latino, N=1283
Latinos. * significantly different at 95% confidence
Non-Latinos Latinos
Concerned
about weight
management*
43% 53%

Latinos seek a more holistic approach to Health and
Wellness
Although they are not averse to seeing doctors, Latinos
prefer to:
• Listen to one’s body for overall feel and energy
• Eat fresh and organic (although does not have to be certified
organic) and avoid processed foods when possible
• Use food as medicine
• Canella, pollens, spices/herbs, bitter melon, chia seeds
• Engage in massage and/or acupuncture
Canella tea is
a cure-all
Kombucha for
digestion
Aloe for
hydration

Food serves as an important social conduit for Latinos—fostering
connection with one another and their culture and traditions.

Family is a key facet to Latino culture
Family values are recognized in a variety of ways:
Recognizing a large variety of celebrations
• Large national (American) holidays
• Holidays from Country of Origin
• Celebrating religious holidays
Using more intimate settings as a venue for enjoying
family as well
• Family dinners
Indirectly supporting family values through:
• Language
• Food and drink
86%
of Latinos consider
eating with family
important
C1. Among the following aspects of your cultural background,
how important are they to maintain or celebrate? Base: N=1,283

94%
92%
62%
62%
66%
64%
55%
79%
55%
53%
95%
89%
74%
68%
67%
64%
54%
62%
52%
48%
58%
77%
84%
62%
44%
43%
55%
23%
17%
20%
Teach my children how to speak Spanish*
Eat together with family at meals
Celebrate US national holidays (e.g., Fourth of July,
Thanksgiving)
Eat foods or drink beverages from my cultural
heritage
Celebrate Hispanic/Latino national holidays
Celebrate important birthdays of Hispanic/Latino
culture
Attend religious events such as Christmas midnight
Mass
Follow the latest Hispanic/Latino news
Follow my favorite Hispanic/Latino sports teams (e.g,
soccer)
Follow the latest Hispanic/Latino entertainment
(e.g., movies, tv shows)
Important Cultural Aspects to Maintain
Unacculturated
Bi-Cultural
Acculturated
Social and family events are important aspects
maintaining a connection to one’s Country of Origin
C1. Among the following aspects of your cultural background, how important are they to maintain or celebrate? Base:
N=307-Acculturated, N=578-Bi-Cultural, N=398-Unacculturated. * Among parents only, Base: N=93-Acculturated (small
base size), N=239-Bi-Cultural, N=196-Unacculturated.

The Hartman Group’s 2010-2012 Eating
Occasions data shows how acculturated Latino
eating occasions differs from those Non-Latinos
Non-Latinos Latinos
Alone eating
occasions* 47% 38%
Family eating
occasions* 22% 32%
Savoring
occasions* 38% 48%
Eat within 1
hour of
purchasing*
10% 16%
Eat on-the-
go* 5% 6%
Latinos prioritize social, mid-day eating occasions on the
weekends to fit with American schedules
A meal structure compromise is necessary.
Latinos usually have to bend their traditional
meal structure to meet American demands on
time and schedules.
The result is a very American style of eating
Monday through Friday and a very Latino
emphasis on the weekends.
Packing large lunches to bring to work is one
way to maintain the late afternoon meal in any
setting.
With kids at school and us at work we have to eat this
way. We don’t have much of a choice. – Tammy
HOBM Compass, 2010 - 2012 (n=36,339 adult eatings). Base: N=31,849-Non-
Latinos, N=4,490-Latinos. * significantly different at 95% confidence.

Fresh is a strong determinant of quality for Latinos.

More acculturated Latinos are more
accepting of packaged goods.
Purchase of Canned Beans
Latinos place great emphasis on eating fresh foods
This includes:
• Deep understanding of the growing process
• A desire to cultivate one’s own food through home
gardens
• A preference for whole foods
• Packaged foods are seen as poorer quality and for
Americans
• Seeking foods with no preservatives or other
additives; grass fed/cage free are added bonuses
• Organic is a distinction Latinos want but don’t always
prioritize; price and freshness are of greater value
“Canned foods make me feel sick. I always make my beans
from scratch because of that.” – Alis (COO Colombia)
7%
Unacculturated
31%
Bi-Cultural
55%
Acculturated
B9. Purchased CANNED BEANS during the past 3 months. Base:
N=307-Acculturated, N=578-Bi-Cultural, N=398-Unacculturated.
63% of Latinos consume
“organic” foods
W6. How often have you USED ORGANIC foods or
beverages in the PAST THREE MONTHS? Base: N=1283
Latinos.

Latinos favor quality food experiences over health
Flavor and experience are the most important
aspects of food.
• Ingredients need to be fresh.
• How the ingredients are treated might make the
final product unhealthy.
• Enjoying these foods in the company of others is
very important and speaks to Latinos’ emphasis
on family and community.
F2. As much as possible, I choose fresh foods over canned-
frozen-packaged varieties. – Agree. Base: N=1283-Latinos.
82%
of Latinos
choose fresh
foods over
packaged

Eating out is a great way for Latinos to experiment
with global flavors
65%
27%
3%
38%
6%
73%
26%
22%
3%
51%
66%
45%
5%
31%
14%
64%
17%
17%
7%
36%
American classics
Chinese
Indian
Italian-American
Japanese
Mexican
Spanish
Tex-Mex
Thai
Latin American
Types of Cuisines Latinos have Consumed in Past 3 Months
Home Cooking
Dining Out
2.1
# of times Latinos
“eat out” in a week
(2.0 times for non-
Latinos)
F7. And what styles of food have you cooked or prepared at home in the past 3 months?
D1. Which of the following best describes the style of food you had at restaurants, cafés, etc. in the past 3 months? Base: N=1283-Latinos.
D3. How many times do you eat out in a typical week? Base: N=1283-Latinos, N=413-Non-Latino

The pantry demonstrates the multi-cultural Latino’s
diverse food culture
Latino Preferences – fresh,
homemade, represents their
country of origin
American Constraints – quick,
convenient, brand names
Global Experiments – flavorful,
new, fun
American constraints and Latino preferences mix with global experiments to create a
full and diverse pantry.

American conveniences and a focus on specialty Latino products
combine with accessible global items create an ideal store setting

Specialty Latino items are usually saved for the
tienda
The tienda may be less visited by
more acculturated Latinos, but it
never loses its emotional
significance.
My dad missed home and didn’t
want to forget that piece about
him, and I wanted to learn more
about where my family came from,
so this store is perfect to symbolize
my heritage. – Amber
The tienda is…
A place of evident importance
• Not always the cheapest but usually the freshest and with the most
authentic products
• Not always the most convenient but worth a weekly trip
• Not always the answer, but the Latino products they carry are closer
than any conventional store
• A place to buy quality fresh products but also where native “junk”
can be purchased too!
A place of emotional importance
• A local store that has local owners with a community feel
• A link to home and a place to introduce children to culture
• A family outing
• A place of respect – can converse in Spanish, not looked down upon
if ask question, good deals, good quality
• A place to browse and learn

The U.S. has a plethora of retail options, and Latinos
participate in all of them
Unacculturated Latinos are familiar with American
stores and brands, so the transition to shopping in
America is usually not difficult
• Stores/brands exist in their country of origin
• Many Latinos cross over to the U.S. to shop while still
living in their native country
• Learn to shop from their more acculturated network,
which helps lessen stress and surprises
Latinos shop in ALL retailers though have higher usage
rates of visiting Walmart, Target, Club, Dollar,
Convenience stores, and Latino stores.
$566 total Latino monthly
grocery spending
$71 average spent per
grocery trip by Latinos
B14. In the PAST MONTH (30 days), approximately how many
visits have you made TO A STORE for food, beverages or
groceries?
B15. On how many of these STORE visit(s) did you spend the
following amounts? Base: N=1278-Latinos.

The Hispanic aisle is a work in progress
The Hispanic aisle at most American retailers is a
smattering of Americanized Latino products with a few
big brand (mostly Mexican) products mixed in.
Most Latinos are indifferent to the aisle.
• Visit it rarely – when in need of a more commodity type
Latino product (dry rice or dry beans for example)
• See benefits of it being a higher priority (convenience
mostly), but are not interested in shopping it solely – still
prefer to go to the tienda
• Feel it is mostly for Americans trying to cook a Latin dish
“These aren’t really what I would
use. I’m sure people who don’t know
better would use these, though.”
– Sonia

Fiesta Mart illustrates multi-cultural Latinos’ need for
convenience/accessibility
American conveniences and a focus on specialty Latino products combine with
accessible global items to create an ideal store setting.

Case Study:
General Mills Honey Nut Cheerios (HNC)
Insights
Understanding that heart disease is one of the main causes of death in the Hispanic
community, HNC wanted to leverage its “Sabroso y Saludable” platform to educate the Latino
audience on its heart-health benefits. In order to engage the target audience, HNC secured a
well-known Telenovela spokesperson that resonated with U.S. Latinas leveraging a study that
states that 43 percent of U.S. Hispanics watch Telenovelas.
Objectives
• Drive awareness of the brand’s healthy and tasty positioning among Spanish-dominant
Hispanic women ages 18-34
• Secure national and local Hispanic media coverage
• Engage Hispanic women and entice them to enter the sweepstakes
Approach
• Launched national sweepstakes for a chance to win “Desayuno con Juan Soler” (family
experience)
• Conducted Los Angeles media tour leveraging Juan’s celebrity to announce sweepstakes
and deliver HNC key messaging
• Once winner was announced, invited Hispanic media and mommy bloggers to attend a
special meet-and-greet with Juan in anticipation of the winner’s breakfast
Results
• 4,800 entries
• More than 155 media placements reaching an audience of nearly 35 million
• Secured media interviews on Univision’s “Primer Impacto” and “Primera Edición,” La
Opinión, EFE news agency and Univision radio show “El Show de la Mañana con Omar y
Argelia”
• 90 percent message inclusion

Insights
According to Starbucks research, Hispanic consumers have a high affinity towards iced and blended
Starbucks beverages and a preference for sweet flavors like caramel, a favorite flavor from their country
of origin. Identifying Southern California Hispanic millennials as the target audience, leverage their want
for customization even when it comes to their beverage selection.
Objectives
• Heighten awareness among millennials that Frappuccino’s are easily customizable and feature their
favorite sweet flavors
• Drive trial and, ultimately, purchase among Hispanic millennials of Starbucks Mocha Cookie Crumble
Frappuccino
Approach
• Kicked off campaign with happy hour event at key Starbucks locations featuring live in-store
performances by local Latino musicians and samples of new Cookie Crumble Frappuccino
• Secured influential Hispanic on-air DJ, JC Cuevas, to serves as the “Barista for the Day” and have him
create his own exclusive Frappuccino flavor
• Distributed mailers to local influencers
• Identified key Hispanic bloggers to participate in initiative by developing culturally relevant posts that
included Starbucks key messaging
• Developed and customized Twitter handle to support Starbucks Frappuccino summer launch
Results
• Secured media coverage in LATV’s Esta Mañana, Hoy newspaper, Exitos 93.9 and About.com
• Generated more than 46 million impressions
• Drove positive coverage on Facebook and Twitter through influencer seeding
Case Study:
Starbucks

The multi-cultural Latino consumer | Syndicated Study 2013 35
For more information, please contact:
Davey McHenry
Director of Client Engagement
davey.mchenry@hartman-group.com
425-452-0818
Vickie Allande-Fite
Director, Multicultural, MSLGROUP
Vickie.Fite@mslgroup.com
310-461-0383
Stephen Chavez
HPRA President-Elect
stephen@chavezmc.com

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