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80% of Hispanic/Latino households are multilingual and prefer brands with Spanish packaging
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CHICAGO, Sept. 20, 2022 (GLOBE NEWSWIRE) — Numerator, a data and technology company serving the market research space, has released new consumer research, Honoring Hispanic & Latino Heritage in America. The report leverages omnichannel shopping data, market share data, and survey data to examine the preferences and behaviors of Hispanic/Latino consumers as a whole and also through the lens of heritage identity. Overall, Hispanic/Latino households are young, diverse, and multilingual consumers whose heritage identity plays a role in the brands they choose to buy and the retailers they choose to shop from.
Hispanic/Latino consumer results include:
- Hispanic/Latino households are bigger and younger – and will drive future emerging trends. 49% of Hispanic/Latino households are made up of 4 or more members, and the age range of these members skews younger people against any other ethnicity.
- 4 out of 5 Hispanic/Latino households are multilingual and prefer brands that speak their native language. 80% of Hispanic/Latino households are multilingual (3x the national average), and more than 1 in 4 consumers say they trust brands that use the language spoken at home more than brands that don’t.
- Heritage identity is extremely important to Hispanic/Latino consumers. 58% of Hispanic/Latino households consider heritage to be central to their identity, the most important of all ethnicities (compared to 52% of black consumers, 47% of Asian consumers and 27% of white consumers).
- Heritage identity strongly influences consumer behavior. Hispanic/Latino consumers say that nostalgia and familiarity are a factor in their purchasing decisions – both in the brands they buy and in the retailers where they shop.
- Heritage also plays a role in purchasing preferences. Compared to all Hispanic/Latino consumers, those of South American descent are 28% more likely to be bargain shoppers, while those of European or Caribbean descent are more likely to be shoppers coupons (42% and 31% more likely, respectively), and those of North American or Mexican/Central American origin are more likely to be impulse buyers (40% and 30% more likely, respectively).
- Retailer preference is also influenced by heritage. While total Hispanic/Latino channel purchases follow US trends, segmentation by heritage identifies critical differences. Compared to all Hispanic/Latino consumers, those of North American origin are more likely to spend their CPG dollars at mass retailers such as Walmart or Target, while those of Caribbean origin are more likely to concentrate their CPG spending at club stores like Costco or Sam’s Club.
- Dietary restrictions are most common among Hispanic/Latino households. 25% of Hispanic/Latino households have some sort of dietary restriction, more than any other ethnic group (compared to 22% of Asian and Black households and 14% of White households).
- Compared to the total US population, Hispanic/Latino consumers are 75% more likely to be vegan, 63% more likely to be lactose-free, 45% more likely to be vegetarian, 22% more likely to be gluten-free and 18% more likely to be pescatarian.
- Hispanic/Latino consumers could be leading indicators of emerging food trends. More than three out of five grocery categories in which Hispanic/Latino households are indexed are categories that are growing in market share within grocery. Top categories capturing more than their fair share among Hispanic/Latino consumers include nectars, lentils, canned/powdered milk, coconut water, and in-store bakery.
- Alcoholic beverage preferences also vary by heritage. Hispanic/Latino consumers of South American, Western European and Caribbean origin are more likely to spend their alcoholic beverage dollars on wine, while those of Mexican/Central American origin are more likely to spend their expenditure on alcoholic beverages in beer.
- Hispanic/Latino households frequently dine out. These consumers are 72% more likely to eat out more than 6 times a week compared to the total US population. Caribbean households are more likely to place their share in the top three quick service restaurants (McDonald’s, Chick-fil-A, Wendy’s), while Taco Bell over-indexes North American and European consumers Western vs. all Hispanic/Latino consumers.
Numerator panelists self-identify on hundreds of demographic and psychographic attributes, including racial identity and ancestry. For the latter, consumers were asked to select all countries relevant to their family heritage or ancestry. The top five regions capturing the most Hispanic/Latino consumers are: Mexico/Central America (51%), Caribbean (25%), North America excluding Mexico and the Caribbean (14%), Western Europe (14% ) and South America (12%). Consumers can identify with more than one country, causing regions to add more than 100%.
About the numerator:
Numerator is a data and technology company that brings speed and scale to market research. Numerator combines first-party data from over one million US households with cutting-edge technology to provide 360-degree consumer insight for the market research industry that has been slow to change. Based in Chicago, IL, Numerator has 2,000 employees worldwide; 80 of the top 100 CPG brand manufacturers are Numerator customers.
Bob Richter Numerator 212-802-8588 [email protected]
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