Hispanic Consumers Lead U.S. Market in Grocery Shopping Enjoyment and Engagement

*Check it out, Latinos  are the happiest grocery shoppers, and there’s a study to prove it. We load the car with family and friends to go shopping, sample the products offered, use coupons and know the sales because we research beforehand. Sound familiar? (Also, before you go ape-nuts over the use of “Hispanic,” it’s the term used in the original headlines.) VL

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By Business Wire (2.5 minute read)

JACKSONVILLE, Fla. & NEW YORK–(BUSINESS WIRE)–As the U.S. Hispanic population continues to grow in size and influence, Acosta, a leading full-service sales and marketing agency in the consumer packaged goods (CPG) industry, andUnivision Communications Inc. (UCI), the leading media company serving Hispanic America, have released the 5^th Edition of The Why? Behind The Buy™ U.S. Hispanic Shopper Study. This new research explores the buying patterns and behaviors of these highly experiential shoppers and provides insights CPG brands and retailers can leverage to better appeal to and connect with this important shopper segment.

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“Data clearly shows Hispanics are the driving force behind sales growth across many key grocery categories, but the bigger challenge is to look more intently at Hispanic shoppers’ path to purchase . . . READ MORE

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[Photo by U.S. Department of Agriculture/Flickr]

Suggested reading

In this innovative work that uses grocery stores as a guiding motif, Javier O. Huerta deftly combines English and Spanish to explore his identity as an immigrant, naturalized citizen, son, brother, lover, graduate student. Visits to grocery stores in the U.S. and northern Mexico lead to questions about himself. “I often wonder if I would have grown up thin had my family stayed and bought groceries in Mexico. The day we crossed the river my seven-year-old body had not an ounce of fat on it,” he remembers.

But he looks beyond his own personal circumstances as he explores the abundance of experience found in going to the grocery store. Through poetry written in Spanish, a short play, non-fiction passages and even text messages, Huerta delves into subjects such as consumerism and health foods available only to a limited class of people. The diverse pieces and themes in American Copia pulsate with all that can be both communal and autonomous in everyday life. Men take advantage of women; people protest against practices that place corporate profits above a fair wage for farmworkers; and, sometimes, people commit acts of violence.

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