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Report: U.S. Hispanic shoppers make more grocery trips

Jacksonville, Fla. -- Hispanic shoppers in the United States make more grocery trips and spend more across grocery trip types than total U.S. shoppers, according to AMG Strategic Advisors, the growth strategy consultancy of Acosta Sales & Marketing, a full-service sales and marketing agency in the consumer packaged goods industry. On average, U.S. Hispanic shoppers make 4.1 routine grocery trips per month and spend $110 on each trip, compared to total U.S. shoppers who make 3.8 routine grocery trips per month and spend $95 on each trip.

The report, The Why? Behind The Buy Hispanic Edition, highlights the latest U.S. Hispanic shopper trends, found that U.S. Hispanic shoppers use digital tools more frequently than total U.S. shoppers as part of their shopping strategy. Sixty-nine percent of U.S. Hispanics report using technology devices in their grocery shopping planning compared to 61% of the total U.S. population.

In other findings:

  • Facebook plays an important role for U.S. Hispanics, with 83% of Hispanic users “liking” or following brands compared to 79% of the total U.S. Population.
  • U.S. Hispanics often follow brands that support similar causes and help tell a story of products they like while total U.S. shoppers primarily follow brands for coupons and special offers.
  • U.S. Hispanic shoppers are more loyal to national brands and are more likely to include specific brand names on their grocery lists.

“Already, U.S. Hispanics typically spend more time and more money on their grocery trips, and by 2015, their buying power is projected to reach $1.5 trillion — a 50% increase from just a few years ago — making the U.S. Hispanic population an even more important constituency of shoppers. And while most CPG companies realize that the U.S. Hispanic market presents a key growth area, many are still struggling with how best to capitalize on the opportunity,” said Graciela Eleta, one of Acosta’s senior Hispanic advisors.


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