1. food and drink

The Hispanic
Food Shopper:
New Insights
for Growth
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ConAgra foods portfolio
CONAGRA FOODS PORTFOLIO
FROZEN
SNACKS
GROCERY
($12.3 Billion in Sales)
STORE BRANDS
COMMERCIAL
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The Hispanic shopper is one of
your most important shoppers.
ConAgra Foods has the insights
to help you understand and
target this shopper.
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methodology
Shopper path study
Hispanic seasons
Internet-based interviews,
recruited at malls in 7 key
Hispanic markets
In-home interviews,
conducted with one or more
individuals from each group
Bilingual/bicultural Latinas,
Primary Grocery Shopper,
age 18-65
Varying levels of
acculturation/language
preference, 2 groups each
• High Acculturated
• Bi-Cultural
• Less Acculturated
Respondents must have
purchased at least 1 of 12
key CAG categories
450 completes, 125
completes for the 12 key
CAG categories
Latinas, age 21-49, in LA &
San Antonio, with kids up to
age 17 living at home
They were the primary or
joint grocery shopper and
meal preparer for the family
Shop alongs
12 in-home/shop along
sessions
Equal mix of Acculturated,
Bi-Cultural, & Less
Acculturated shoppers
Latina HOH & Primary or
Shared Grocery Shoppers
All participants had to shop
regularly in the following
categories:
• FRZ SS Dinners
• Canned Tomatoes
• Cooking Oil
• Cooking Spray
• SS Chili
• Canned Pasta
• Refried Beans
• Prep. FRZ Chicken
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3 key Hispanic market drivers:
current opportunities & future market dominance
DEMOGRAPHICS
Hispanics are driving the overall U.S. population growth
(+43.0% vs. +4.9% Non-Hispanic).
Today there are 51 MM Hispanics,
16% of total U.S. population.
In 2050 – 130MM and 30%
of population
ECONOMIC CLOUT
LATINAS’ RELATIONSHIP
WITH FAMILY & FOOD
Latinas spend more on packaged
goods and food at home than
non-Hispanics, driven mainly by
household size and cooking habits.
Family is the most
important self-defining
factor for Latinas.
Hispanics contributed more than 50% of real
growth in a stagnant U.S. consumer economy
between 2005 and 2008.
Hispanic Buying Power is expected to
surpass African Americans in 2014 –
$1.3T vs. $1.1T.
Source: 2010 U.S. Census. 2010 Bureau of Labor Statistics Consumer Expenditure Survey.
The Multicultural Economy, Selig Center for Economic Growth
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understanding the shopper’s
core “life principle”
To win mom over,
retailers should
help her serve and
move her family
forward.
“The foundation of everything important to her is the family/home.”
The Hispanic Mom sees her fundamental role as serving and protecting her children and family.
Her aspiration is to unlock the doors to the future success of her family.
Source: ConAgra Foods Hispanic Research, 2011
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mom views “everything grocery ” through this
family/home prism
Regardless of their age, her children’s preferences
are key drivers in her purchase decisions.
Most of those who shop with children view it as an
enjoyable family activity.
Hispanic shoppers are 50% more likely to
be child-influenced than non-Hispanics.
You’ll win her over
with family-friendly
store events &
activities that attract
kids’ attention.
Source: ConAgra Foods Hispanic Research, 2011
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in her own words:
kids as influencers
Snapshot: Insights – “The influencers…”
Source: ConAgra Foods Hispanic Research, 2011
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Latina Mom is navigating
her cultural duality
For many Latinas, life in America is a balancing act
between advancement and retaining cultural values.
Her life is not like her mother’s.
Her ties to Hispanic cultural values are in flux.
She is no longer just managing the home.
Though she enjoys grocery shopping, time
limitations often “rush” her to get it done.
She’s a homemaker AND
working mom.
She’ll welcome your
efforts to help her
balance her life in both
worlds – introducing her
to new products, new
cooking methods, new
ways to save time.
Source: ConAgra Foods Hispanic Research, 2011
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key Hispanic shopping drivers
include pantry size, family size, & cooking style
Latinas shop more frequently than non-Hispanic moms.
• Those that cook from scratch are likely to make up to 3 more trips per week
• She typically has smaller pantries, which make stock-up difficult, requiring more
frequent store visits and discouraging club store trips
Hispanic HHs with larger pantries will shop at Club Stores in order to stretch their budgets.
Efficiency is key for her.
Help mom get what she
needs as quickly and
effortlessly as possible.
Source: ConAgra Foods Hispanic Research, 2011
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increased use
of convenient foods
time & work pressures drive her
Not all moms cook “from scratch.”
Many have limited kitchen time.
But while she’s open to
new cooking styles and
methods, she still needs
and wants to be involved
in food preparation in
some way.
Many are comfortable with frozen and canned meals.
A growing number are OK with making “food compromises.”
Source: ConAgra Foods Hispanic Research, 2011
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in her own words:
importance of convenient meals
Snapshot: Insights – “If I had the time and space…”
Source: ConAgra Foods Hispanic Research, 2011
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like non-Hispanics, Latinas have
“food coping” strategies
for picky-eaters
Hispanic kids request foods they
are exposed to outside the home.
Moms adapt main dishes – for example,
using BBQ sauce instead of mole.
They’ll make a quick, separate entree that
the kids will definitely eat.
She “hides” vegetables in creative
food preparation ways.
She serves food with a high “fun quotient”
(dinosaur-shaped chicken nuggets).
Source: ConAgra Foods Hispanic Research, 2011
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but Hispanic households differ
in some important ways that have food impact
Their perception of
“Healthy/Good For You” foods
The predominance of
“Celebrations” in Hispanics’ lives
Source: ConAgra Foods Hispanic Research, 2011
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for Hispanic moms, “healthy” eating
is more about “wholesome” meals
More about “good for you” and pleasing family, less
about being strict on food content.
“Wholesome” perceptions have major impact on Hispanic
Moms’ weeknight dinner choices; to her it means:
•
3+ component meals
• Including meat and any vegetable (even in small
amounts in a starch-based dish)
•
Not necessarily about vitamins, minerals or nutrients
Some supermarkets
are already trying
to emphasize
nutritional
awareness with
Hispanics.
Source: ConAgra Foods Hispanic Research, 2011
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celebrations play a huge role
in Hispanic households
Celebrations offer a chance to combine love of family and socializing
around a meal occasion: Birthdays, anniversaries, social events like
July 4th or Super Bowl are all catalysts.
Relating to
Latino Celebrations –
and promoting new
“triggers” for them –
could build shopper
affinity with the
retailer brand.
Planned and unplanned celebrations are much more frequent and
important, given her family-focus, than they are for non-Hispanics.
• Planned Celebrations are for family and extended family
(friends sometimes included)
• Unplanned, spontaneous get-togethers are very common,
often triggered by
• Grilling
• Anticipation of a signature, family-fav dish
• A park/beach visit
Source: ConAgra Foods Hispanic Research, 2011
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she’s a savvy
& empowered consumer
Latinas with a shopping list buy
90% of the items on her list.
Though she relies on lists to
avoid impulse shopping, she’s
flexible enough to add other
things she might “crave.”
List or no list, the Hispanic
shopper knows what she wants
– but she is also open to
new ideas.
Price conscious, she does her
homework about what is on
sale and what she will buy
before entering the store.
Source: ConAgra Foods Hispanic Research, 2011
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in her own words:
pre-shop habits
Snapshot: Insights – “Getting ready to shop…”
Source: ConAgra Foods Hispanic Research, 2011
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Hispanic shoppers offer retailers
strong selling & growth opportunities
The majority live comfortably in “both worlds,” are knowledgeable
about American traditions, and seek the widest variety of foods.
They are price-sensitive and budget restrained.
They're likely to buy both food and
non-food items at the same time.
Source: ConAgra Foods Hispanic Research, 2011
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Hispanic mom’s focus on meal planning:
a strong platform to connect with her
She’s likely to: pre-plan shopping trips, meal plan,
and use paper coupons.
Many come to the store with hand-written
shopping lists.
She actively seeks ideas for
weeknight dinners.
One likely reason: she’s more exposed
and more open to new dishes.
As working moms, Latinas feel pressure to quickly
appease hungry kids as soon as they come home,
setting the stage for more convenient meals.
Source: ConAgra Foods Hispanic Research, 2011
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smart about shopping,
Hispanics actively seek a good deal
They’re more focused on discount pricing than non-Hispanics.
They seek out stores that offer everyday good values.
A large percentage visit websites to get specific coupons.
Hispanics use a store’s circular ad coupons
and shelf coupons to a greater degree.
Sampling is an important tactic to make moms
try new products.
Source: ConAgra Foods Hispanic Research, 2011
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in her own words:
the in-store experience
Snapshot: Insights – “At the store…”
Source: ConAgra Foods Hispanic Research, 2011
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quality foods & service
are key to winning mom over
Key store attributes ranking high with the Hispanic market:
Wide
variety of
products
Good
selection of
healthy
products
Strong
national
brands
portfolio
Good selection
of prepared
foods options
Stores that
carry many
brands from
her home
country
What she wants from the store she shops:
Quality produce, meat,
poultry and seafood.
Friendly, knowledgeable
employees.
Quality baked goods.
Being treated like a valued
customer and having it
easy to find help.
“Right cuts” of meat for
Latino cooking.
Source: ConAgra Foods Hispanic Research, 2011
A store that is part of the
community with bilingual
employees.
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the five distinctly Hispanic
“shopper seasons”
P O S T H O L I D AY
SPRING
S U M ME R
BACK-TO-SCHOOL
H O L I D AY
UNIQUE TO HISPANIC FAMILIES
Planning &
organizing to get
a good start on
the new year.
Respect the
religious/cultural
practice of not
eating meat on
Fridays.
Mom network is
replaced by
female family
members.
Less stress than
resignation that
summer is over.
Mom’s network of
friends does not
appear to be related
to school programs.
Traditional foods
are “must haves”
during Christmas.
Acknowledgment
of Thanksgiving
is mixed.
UNIQUE TO GENERAL MARKET
Mom’s priority is
a season of social
hibernation.
Moms share
quick & easy
recipes – faster
food, not fast
food.
Time for communal
neighborhood
gatherings and the
vital mom network.
Mom’s of schoolaged kids are
stressed and
overwhelmed.
Moms gives her
family “permission”
to indulge in foods
they might not
otherwise eat.
Seasons impact mom’s routines, overall planning, behavior, foods and activities, and
provide retail platforms to meet the Hispanic shopper’s desires and needs.
Source: ConAgra Foods Hispanic Research, 2011
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expand celebration impulses with a
shopper seasons’ approach
Post-Holiday
Feature new ideas for
small and bigger
get-togethers to
offset the “blues.”
Summer
Different menus with
cooler foods that can
be easily taken to the
beach, park, or
campsite and new
dishes to transform a
weekend get together.
Spring/Lent
Spring/Easter
Offer creative new
birthday ideas with
fresh, seasonal
foods and feature
fun, casual
celebrations.
Help take grilling to
the next level with
new BBQ themes,
decorations, side
dishes, and easy
clean-up methods.
Back To School
Holiday
Feature fall harvest
foods that
celebrate schooloriented
beginnings.
Source: ConAgra Foods Hispanic Research, 2011
Provide all-inclusive
kits for Halloween
parties and
Thanksgiving
feasts.
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summary:
dominant influencers
Mom is striving to balance the best of “both worlds.”
She aspires for the American dream, but on her terms, which include preservation of her
culture and traditions.
Food – in all its attributes, from taste to convenience – plays an important part in finding the
balance she seeks.
Life’s a celebration.
It’s all about the joy of sharing a moment with children, family and friends,
and food is at the heart of Hispanic households
never-ending cycle of simple celebrations
that underscore that food is love.
Kids are in the driver’s seat.
The focus of her life, their preferences –
up to young adulthood – are key drivers
in her purchase decisions, including on
new products and brands. When moms
are more Spanish-dominant, they even
translate product labels, signage,
and promotions.
Source: ConAgra Foods Hispanic Research, 2011
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marketing approaches to
make your store top of her mind
summary:
“Her” store offers:
•
One-stop shop
•
Everyday good values
•
Frequent promotions
•
New meal ideas and
convenient meal solutions
•
Variety (American & Hispanic
meals), name brands and a
good store brand – all easy to
find and quick to shop.
Most Hispanic Moms grocery shopping experience is elevated by:
•
In-store displays
•
Meal-planning ideas
•
TV/digital advertising
•
Sampling and other
Hispanic-directed events.
Source: ConAgra Foods Hispanic Research, 2011
With 1 in 3 Hispanics trying to stick
to their shopping lists, it’s key to
get on the list. Coupons are leading
influencers, but so are her family,
friends and co-workers. Social
media is one way to reach her.
Bilingual/Spanish signage and
information as well as Spanishspeaking staff can enhance
the experience, but are not
essential for her.
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