Hispanic Millennial Project - Opinions on Food & Beverages

The Hispanic Millennial Project
Wave 4: Food, Beverage & Alcohol

2
Overview
• Introduction
• Hispanic Millennial Project Overview
• HMP Wave 4 Overview
• 8 Key Themes
• Comparing Multicultural Millennials
• Points of Tension
• Implications for Marketers
• What’s Next

3
Roy Eduardo Kokoyachuk
Partner
ThinkNow Research
@ThinkNowTweets
thinknowresearch.com/blog
roy@thinknowresearch.com

4
The Hispanic Millennial Project is a joint research
study developed by integrated cross-cultural
advertising agency Sensis and market research
firm ThinkNow Research.

5
Online Panel
Over 30,000 respondents to recruit from
Nationally-representative, per Census
Unique recruitment model that encompasses online
and offline recruitment methods such as Spanish-
language television advertising
ThinkNow Research
Research
Fortune 500 clients
Over 30 years of research experience specifically in
the Hispanic market
Only Hispanic market research company that owns
& operates an in-house panel
Experts in Hispanic
Market Research
ThinkNow Research
provides innovative online
market research solutions
for companies looking to
understand the U.S.
Hispanic consumer. We
specialize in researching the
U.S. Hispanic demographic
and other hard-to-reach
consumers in order to
deliver high quality research
to our clients that bear
actionable and meaningful
results.

6
BACKGROUND
• Advertising & digital agency
• 13 million in revenue (2014)
• 17 years in business
• Independent, minority-owned
and certified (SCMBDC, SBA)
• Offices in L.A. , DC,Austin,
Atlanta
CAPABILITIES
• Research & Analytics
• Strategic Planning
• Media Planning & Buying
• Creative Development
• Branding & Package Design
• Digital & Multicultural Marketing
• Mobile & Website Development
Integrated cross-cultural advertising agency

7
OYE!
is a natural language processing solution that can analyze conversation in English, Spanglish and Spanish to derive
meaning from unstructured social conversation among Hispanics.
OYE!
is designed not only to identify Hispanics, but to also derive insights marketers can use in planning campaign strategy,
messaging and targeting.

8
• Innovative research initiative on U.S. Hispanic Millennials
• Designed to compare Hispanic Millennials to non-Hispanic
Millennials as well as their older Hispanic (35+) counterparts
• Digs deeper into points of tension, segmentation, and difference
between U.S.-born vs. foreign born.
www.HispanicMillennialProject.com

9
Hispanic Millennial Project
Wave 4: Food, Beverage and Alcohol
• The initial wave established a deeper understanding of Hispanic Millennials and
highlighted meaningful differences between this group and other cohorts.
• The 2nd wave focused on healthcare, and explored attitudes and behaviors associated
with health, diet, and exercise, as well as health-related technology, insurance, and the
Affordable Care Act.
• This 3rd wave explores attitudes and opinions among Hispanic Millennials about
money, saving, financial well-being, and banking.
• This 4th wave explores both the cultural impact and shopping behavior associated
with food, beverage, and alcohol consumption.

10
Wave 4 research also surveyed
African-American and Asian Millennials
We’ve Expanded the Hispanic Millennial Project

12
Why Hispanic Millennials?
Hispanic Millennials make up the second largest Hispanic cohort living in the U.S.
5%
14%
19%
27%
35%
0%
5%
10%
15%
20%
25%
30%
35%
40%
% of Total Hispanic Population
The Silent/The Greatest Generation Baby Boomers Generation X Generation Y Generation Z
Geoscape, American Marketscape DataStream, 2014 series

13
In key DMAs, Hispanic Millennials already represent the majority
27%
35%
62%
95%
44%
52% 53%
29%
15%
35% 35%
61%
37%
32%
19%
Geoscape, American Marketscape DataStream, 2014 series
% Hispanic Millennial/Total DMA Millennial Population

14
Non-traditional markets will witness the fastest Hispanic Millennial growth
22%
23%
23%
23%
24%
25%
25%
25%
25%
26%
27%
28%
29%
33%
33%
0% 5% 10% 15% 20% 25% 30% 35%
Myrtle Beach-Florence
Greensboro-High Point-Winston Salem
Minot-Bismarck-Dickinson (Williston)
Memphis
Atlanta
Salisbury
Greenville-Spartanburg-Asheville-Anderson
Indianapolis
Lexington
Charleston, SC
Nashville
Wilmington
Raleigh-Durham (Fayetteville)
Charlotte
Bend, OR
% Change
DMA/Hispanic Millennial % change (2014-2019)
Geoscape, 2014-2019 American Marketscape DataStream

15
And,40% of Hispanic Millennials are foreign-born!
Source: Experian Simmons, Hispanics (18-34) Fall 2014 NHCS Adult Study 12-month, 2014 Series

16
Research Methodology
• ThinkNow Research conducted a nationwide online survey during March, 2015.
• A total of n=1,533 interviews were completed. Qualified respondents were segmented into
one of the following five segments. In this presentation we will focus on three segments:
• Respondents in each group were weighted to match US Census for gender, age and US
region.
Hispanic
Millennials
Hispanics 35+ Non-Hispanic
White Millennials
Asian Millennials African-
American
Millennials
Origin Self-identify as
Hispanic origin
Self-identify as
Hispanic origin
Self-identify as
White Non-Hispanic
origin*
Self-identify as
Asian
Self-identify as
African-American
Age 18 to 34 years of
age
35 to 64 years of
age
18 to 34 years of
age
18 to 34 years of
age
18 to 34 years of
age
Base Size N=301 (Foreign
Born: 91)
N=305 (Foreign
Born: 95)
N=327 N=300 N=300
research combined the following
research elements:
• Literature – An analysis of third
party research on Hispanic
Millennials
• Secondary Research – An
analysis of syndicated research
data (U.S. Census Bureau,
Experian Simmons, Geoscape,
etc.) on Hispanic Millennials
• Primary Research/Quantitative
Research – Online survey data
gathered by ThinkNow
Research
Research Abstract:
*Non-Hispanic White (does not include African-Americans, Asians and other ethnic groups)

19
• U.S. Born Hispanic Millennials use food and beverage as a means of connecting to their cultural
roots.
• Hispanic Millennials that are Foreign-born consume mass market food and beverages because they
are seeking assimilation into mainstream culture.
• Hispanic Millennials prefer established brands to craft or artisanal brands.
• Hispanic Millennials are actively involved in grocery shopping yet less likely to conduct research or
use coupons.
• Hispanic Millennials are heavy beer drinkers whose consumption is linked to culture and friendship.
• While vodka is the spirit of choice among all Millennials, Hispanic Millennials are equally drawn to
tequila.
• Non-Hispanic White Millennials embrace ethnic flavors.
• All Multicultural Millennials are “Foodies”, with Hispanic Millennials leading the preference for
whole foods.
Key Findings: 8 KeyThemes

20
Theme 1:
U.S.Born HispanicMillennials use food and beverage as a means of
connecting to their culturalroots.

21
U.S. Born Hispanics Millennials report feeling disconnected from
their roots
31%
63%
41% 39%
0%
10%
20%
30%
40%
50%
60%
70%
Net: Closer to Hispanic/Latino Culture
U.S. Born Foreign Born HHI <$40K HHI $40K+
Thinking of your overall cultural identification, would you say you feel…?
↑↓ and letters indicate statistically significant difference (95% confidence)
↑

22
As a result, they choose food and beverages that connect them to
their culture or heritage
73% 71%
65%
80%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Net: Influence
How does your heritage or cultural background contribute to the food and beverage brands you
buy? (Open end)

23
This creates a strong connection between ethnic food and beverage
consumption
56%
45% 46%
61%
0%
10%
20%
30%
40%
50%
60%
70%
I use/buy ethnic brands of food and beverages
18% 16%
13%
21%
0%
10%
20%
30%
40%
50%
60%
70%
Ethnic grocery store (Vallartas, Sedanos, King Ranch, etc.)
Which types of stores do you and/or other members of your
household usually buy groceries from?
Please select the point in the scale that describes how much you
agree or disagree with each statement below.
Top 2 Box Agreement
↑
↑

24
Theme 2:
Foreign-born Hispanic Millennials consume mass market food and
beverages because they are seeking assimilation into mainstream culture.

25
Foreign-born Hispanic Millennials report feeling
disconnected from the mainstream
27%
8%
0%
5%
10%
15%
20%
25%
30%
Net: Closer to U.S. Culture
U.S. Born Foreign Born
Thinking of your overall cultural identification, would you say you feel…?
↑

26
Therefore, they are less likely to choose foods that reflect their
culture
37%
25%
17%
49%
0%
10%
20%
30%
40%
50%
60%
I buy foods that reflect my family's heritage/my culture
How does your heritage or cultural background contribute to the food and beverage
brands you buy? (Open end)
↑

27
They are also less likely to be influenced by their heritage when it
comes to purchase
4%
15%
0%
2%
4%
6%
8%
10%
12%
14%
16%
Net: Not Influence
How does your heritage or cultural background contribute to the food and beverage brands you
buy? (Open end)

28
Theme 3:
Hispanic Millennials prefer established brands to craft or
artisanal brands.

29
Hispanic Millennials are more likely to shop for groceries at
mass retailers
77%
69%
64% 66%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Mass retailer (Walmart, Target, etc.)
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African American Millennials
Which types of stores do you and/or other members of your household usually buy
groceries from?
(A) (B) (C) (D)
BCD

30
Hispanic Millennials prefer established brands as
much as other cohorts
46%
44% 45%
50%
0%
10%
20%
30%
40%
50%
60%
Top 2 Box
When it comes to buying food and beverage products, I prefer large/national brands
to smaller, more regional brands.
Only 2% of 5,400
Hispanic
conversations
around food and
beverages contain
mentions of major
brands.

31
Hispanic Millennials also consume artisanal foods and beverages
42%
44%
47%
40%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Top 2 Box
I buy/consume artisanal foods and beverages (products that are made in small
quantities, usually by hand or using)

32
In contrast, Hispanic Millennials are less concerned with local
produce by comparison
53%
60% 61%
53%
0%
10%
20%
30%
40%
50%
60%
70%
Top 2 Box
Please indicate how important, if at all, each of the items below are when it comes
to the foods and beverages you consume.
Locally sourced/locally grown

33
Theme 4:
Hispanic Millennials are actively involved in grocery shopping
yet less likely to conduct research or use coupons.

34
Hispanic Millennials shop independently
28%
26%
29%
17%
0%
5%
10%
15%
20%
25%
30%
35%
Most of it
How much of your household’s grocery shopping do you do yourself?

35
They also spend more per week on groceries
30%
34%
16%
8%
13%
31%
45%
9%
6%
8%
38%
36%
9%
5%
12%
37%
20%
8%
4%
31%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Under $100 $100 to $199 $200 to $299 $300 or more Don't know
D
D
ACD
BCD
D
ABC
Hispanic
Millennials
Non-
Hispanic
White
Millennials
Asian
Millennials
African
American
Millennials
Mean $149 $136 $119 $105
HH
Size
3.5 3.1 3.0 3.1
Approximately how much do you and other members of your household spend on
groceries (foods, beverages, household
(A) (B) (C) (D)

36
Yet, they are less likely to use coupons when shopping
26%
38%
34%
25%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Top 2 Box
AD
D
How often, if at all, do you use coupons when shopping for groceries?
(A) (B) (C) (D)

37
And less likely to research deals in advance
50% 49%
56%
50%
57%
51%
58%
55%
61%
53%
64% 62%
49%
43%
52%
46%
0%
10%
20%
30%
40%
50%
60%
70%
Browse the store's website for
specials BEFORE shopping there
Compare prices on your mobile
phone while at the store
Research specific products
online BEFORE going shopping
Look up items (for product
information/reviews) on your
mobile device while you are at
the store
How often do you do each of the following when it comes to grocery shopping?
(A) (B) (C) (D)
AD
D
D
D
AD

38
Comparative shopping does make a difference among mobile
users
88% 88%
75%
85%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Yes
You mentioned that you compare prices on your mobile device while you’re at the
store. Will you go to a different store to buy a product if you find a better price?
(A) (B) (C) (D)
CC

39
Theme 5:
Hispanic Millennials are heavy beer drinkers whose
consumption is linked to culture and friendship.
All responses in this section are 21+ Millennials

40
Hispanic Millennials consume beer more frequently than other
cohorts
51%
34%
38%
32% 32%
44%
35%
31%
25%
35%34%
29%
39%
31% 30%
40%
27%
38%
32% 33%
0%
10%
20%
30%
40%
50%
60%
Beer Craft or micro-brewed beer Wine (including champagne
and sangria)
Fruit-flavored beverages
(such as hard lemonades,
wine coolers, etc.)
Hard liquor (vodka, tequila,
whiskey, rum etc.) or mixed
drinks/cocktails
How often do you do consume each of the following types of alcoholic beverages?
(A) (B) (C) (D)
↑↓ and letters indicate statistically significant difference (95% confidence). Age = 21-34
CD
(At least once per week)

41
Culture plays a clear role in brand preference
46%
23%
17% 17%
11%
33%
18%
11%
7% 8%
33%
15%
5% 5% 4%
30%
13%
4%
10%
3%
0%
10%
20%
30%
40%
50%
60%
Corona/Corona Light Dos Equis Tecate/Tecate Light Modelo Especial/Negra
Modelo
Pacifico
Which brands of beer have you consumed in the past 3 months?
Drink any type beer at least once per month
(A) (B) (C) (D)
↑↓ and letters indicate statistically significant difference (95% confidence) Age = 21-34
BCD
D
CD
D
BC
CD
D

42
Connecting with friends drives consumption
39%
44%
36%
51%
18%
46%
50%
35%
50%
14%
39%
32%
26%
56%
12%
60%
33%
28%
32%
6%
0%
10%
20%
30%
40%
50%
60%
70%
By myself With spouse/significant
other
With family With friends With co-workers
With whom are you likely to drink each type of alcoholic beverage?
Beer
(A) (B) (C) (D)
ABC
CD
CD D D
D
D
D

43
Friends play an important role in how Hispanic Millennials discover
new brands of alcohol
50% 50%
53%
44%
0%
10%
20%
30%
40%
50%
60%
Friends
How do you find out about brands of alcohol?
Age = 21-34

44
Theme 6:
While vodka is the spirit of choice among all Millennials,
Hispanic Millennials are equally drawn to tequila.
All responses in this section are 21+ Millennials

45
Vodka is winning among all Millennials
63% 65%
59% 57%
Vodka
Hispanic Millennials NH White Millennials Asian Millennials African-American Millennials
Which of the following types of alcohol have you consumed in the past 3 months? This can be
either straight/on the rocks or in mixed drinks/ cocktails.
Among hard liquor drinkers
Age = 21-34

46
…with only tequila challenging among Hispanic Millennials
63%
51%
43%
31%
Tequila
(A) (B) (C) (D)
CD
D

47
Hispanic and Non-Hispanic White Millennials share similar
preferences for spirits
63%
46% 45%
32%
22%
11%
65%
48% 48%
32%
21%
12%
Vodka Rum Whiskey/Scotch Flavored Liquor Brandy Cordial
Hispanic Millennials NH White Millennials
Age = 21-34

48
Theme 7:
Non-Hispanic White Millennials embrace ethnic flavors.

49
46%
40%
27%
Mexican Hot Sauce (Tapatio, Cholula, etc.)
NH White Millennials Asian Millennials African-American Millennials
C
Almost half of Non-Hispanic White Millennials consume
Mexican Hot Sauce
More so than Asian and African-American Millennials
I have consumed Mexican Hot Sauce (Tapatio, Cholula, etc.) in the past 3 months
(A) (B) (C)
C

50
52%
32%
58%
36%
51%
23%
Soy sauce Sriracha sauce
Hispanic Millennials NH White Millennials African-American Millennials
And the majority consumes Asian condiments
Surpassing Hispanic and African-American Millennials
Which of these products have you consumed in the past 3 months?
(A) (B) (C)
CC

51
They also like ethnic flavored alcoholic beverages
19%
10%
12%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
Chelada (beer mixed with Clamato/tomato juice)
Non-Hispanic White Millennials Asian Millennials African American Millennials
Which of the following types of flavored beers do you like to drink, if any?
(A) (B) (C)
B

52
Theme 8:
All Multicultural Millennials are “Foodies”, with Hispanic
Millennials leading the preference for whole foods.

53
The majority of Millennials consider themselves “Foodies”
60% 59%
68%
66%
“Foodie” (someone who enjoys and cares about food very much and stays abreast of the latest food trends)
The term “Foodie” (someone who enjoys and cares about food very much and stays abreast of the latest food
trends) describe me
(A) (B) (C) (D)
B

55
… and grocery spending supports the whole foods preference
$4.89 $4.44 $4.64 $4.60 $4.93
22%
11% 11%
15%
7%
4%
22%
6% 8%
22%
6%
8%
15%
11% 11%
Up to $5.00 Up to $5.50 Up to $6.00 (twice as much)
Hispanic Millennials Hispanic 35-64 NH White Millennials Asian Millennials African-American Millennials
Using a typical grocery item that costs $3.00 as an example, what is the maximum you would be willing to
spend on an organic version of that same product?
Among those willing to spend more on Organic Products…
Mean
(A) (B) (C) (D) (E)
B B
BCD BCD

56
Comparing Multicultural Millennials

57
Hispanic Millennials vs.Hispanics 35-64

58
Older Hispanics prefer large chain grocery stores while younger
Hispanics prefer mass retailers
49%
59%
0%
10%
20%
30%
40%
50%
60%
70%
Large chain grocery store (Ralph's, Albertson's, etc.)
Hispanic Millennials Hispanics 35+
Which type of stores do you shop at?
↑

59
Hispanics 35+ are more likely to use coupons compared to
younger Hispanics
26%
36%
0%
10%
20%
30%
40%
Top 2 Box
Do you use coupons when shopping for groceries?
31%
44%
0%
10%
20%
30%
40%
50%
Coupons you find in the newspaper
How do you prefer to get your coupons?
↑
↑

60
Hispanics 35+ are more likely to browse a store’s website for
specials before shopping
50%
60%
0%
10%
20%
30%
40%
50%
60%
70%
Browse the store's website for specials before shopping there
Conduct the following tasks frequently or sometimes while shopping
↑

61
HispanicMillennialsvs.
Non-HispanicWhite Millennials

62
Hispanic and Non-Hispanic White Millennials both consume
Craft Beer
34% 35%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Net: At least once a week
Hispanic Millennials Non-Hispanic White Millennials
How often do you do consume each of the following types of alcoholic beverages?
Craft or micro-brewed beer

63
Yet, Hispanic Millennials are less likely to say that craft beer
tastes better than regular beer
43%
61%
0%
10%
20%
30%
40%
50%
60%
70%
Craft beer is better than regular beer
Which statement below best describes your image of craft/micro-brewed beer
compared to regular beer in terms of its quality and taste?
↑

64
Hispanic Millennials are considerably less likely to prefer dark
or bold-flavored beer
20%
32%
0%
5%
10%
15%
20%
25%
30%
35%
Net:Bold/Dark
Which point in the scale below best describes the type of beer you prefer to drink?
↑

65
U.S.Born Hispanic Millennials vs.Foreign-
born Hispanic Millennials

66
Foreign-born Hispanic Millennials are more likely to cook
meals from scratch
78%
86%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Once a week or more often
How often do you do each of the following, if at all?
Cook meals from scratch (myself)

67
Foreign-born Hispanic Millennials are less likely to eat at fast
food restaurants
67%
50%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Once a week or more often
Eat at a fast food restaurant (including drive-thru)
↑

68
They are also less likely to be influenced by parents when
it comes to food
60%
47%
0%
10%
20%
30%
40%
50%
60%
70%
I use many of the same food and beverage brands that my
parents used (Top 2 Box)
43%
32%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Big Influence
You previously mentioned that you use some of the same food and beverage
brands that your parents used. How much of an influence are the brands your
parents used while you were growing up?
Please select the point in the scale that describes how
much you agree or disagree with each statement below.
Top 2 Box Agree

69
Foreign-born Hispanic Millennials are also less likely to research
deals before grocery shopping
78%
59%
53%
63%
47%
38%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Read store flyer/newspaper for specials before
shopping there
Research specific products online before going
shopping
Compare prices on your mobile phone while at
the store
How often do you do each of the following when it comes to
grocery shopping?
Frequently or Sometimes
↑
↑

70
Asian Millennials

71
Hispanic Millennials are less likely to feel that heritage
influences the brands they purchase
72%
83%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Net: Influence
Hispanic Millennials Asian Millennials

72
Hispanic Millennials are less likely to buy/use ethnic brands
versus Asian Millennials
53%
61%
0%
10%
20%
30%
40%
50%
60%
70%
Please select the point in the scale that describes how much you agree or disagree
with each statement below.
Top 2 Box Agreement

73
Hispanic Millennials are also less likely to shop at ethnic
stores versus Asian Millennials
17%
24%
0%
5%
10%
15%
20%
25%
30%
groceries from?

74
African-American Millennials

75
Hispanic Millennials are more influenced by heritage than
African-American Millennials
72%
58%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Net: Influence
Hispanic Millennials African American Millennials

76
Hispanic Millennials are more likely to purchase ethnic brands
than African-American Millennials
53%
48%
0%
10%
20%
30%
40%
50%
60%
Top 2 Box Agreement

77
Hispanic Millennials are also more likely to shop at ethnic stores
than African-American Millennials
17%
7%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
groceries from?
↑

78
Hispanic Millennial Males vs.Hispanic
Millennial Females

79
Surprisingly, Hispanic Millennial Males are more likely to
shop at specialty grocery stores
36%
27%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Special grocery stores (Whole Foods, Trader Joe's, etc.)
Hispanic Millennial Males Hispanic Millennial Females

80
And shop at large chain grocery stores too
52%
45%
0%
10%
20%
30%
40%
50%
60%
Large chain grocery store (Ralph’s, Albertson’s, Kroger, Winn-Dixie, Giant, etc.)

81
Hispanic Millennial Males use technology to enhance their
shopping experience
56% 58%
41%43% 41%
28%
0%
10%
20%
30%
40%
50%
60%
70%
Look up items (for product
information/reviews) on your mobile
device while you are at the store
Browse the store’s website for specials
BEFORE shopping there
Order grocery items online to have them
delivered to you
Conduct the following task frequently or sometimes while shopping
↑
↑
↑

83
Points of Tension
• One of the most important ways to establish
a deeper understanding of Hispanic
Millennials is to comprehend the points of
tension characterizing their lives.
• As marketers, we know points of tension
provide powerful opportunities to
communicate and connect with consumers.

84
Among the defining characteristics we see in Hispanic Millennials are
the numerous and deep cultural and psychographic points of tension
theyface.
• Because theylive intwocultures,caught betweenverydifferentgenerations,andtheirproper
lifestage,theyface tensions related todecisions about financial services.
• Weidentifiedpoints oftension asitrelates tofood,beverage,andalcohol consumption.

85
Point ofTension #1:
Perception is not reality

86
Hispanic Millennials say that heritage has less of an influence
on what they consume than their parents
72%
84%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Net: Influence
How does your heritage or cultural background contribute to the food and
beverage brands you buy? (Open end)

87
And report that purchases don’t reflect familial heritage
33%
47%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
I buy foods that reflect my family's heritage/my culture

88
In reality, heritage drives preference
62%
49%
42%
38%
61%
38%
28%
34%
0%
10%
20%
30%
40%
50%
60%
70%
Mexican Hot Sauce (Tapatio,
Cholula, etc.)
"Aguas Frescas" (Tamrindo,
Jamaica, Guava, etc.)
"Horchata" drink "Dulce de leche"
Hispanic Millennials Hispanic 35+
Which of these products have you consumed in the past 3 months?
↑
↑

89
Point of Tension #2:
Healthy diet (except on cheat days)

90
Hispanic Millennials report that they are picky about eating
healthy foods
50%
54%
46% 47%
0%
10%
20%
30%
40%
50%
60%
Top 2 Box
Please select the point in the scale that describes how
much you agree or disagree with each statement below.
“I am picky about eating healthy foods”

91
Hispanic Millennials are also more likely to state that they
are on a diet to lose weight than other Millennials
40%
36% 35%
33%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Top 2 Box
“I am currently on a diet to lose weight.”

92
Yet, Hispanic Millennials feel that they are less careful
about their diets than before
69%
77% 76%
62%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
I am more careful about the foods I eat now compared to 5 years ago
(Top 2 Box Agreement)
75% of online
conversation
relates to indulging
in or craving
sweets and snacks.
(A) (B) (C) (D)
AD D

93
Whole foods are great,but processed ones are
too?

94
Hispanic Millennials report the importance of whole
foods
70%
63% 62% 61%
65%
62% 63%
59%
65%
61% 61% 61%63%
55%
58% 59%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Free of growth hormones Sourced/manufactured ethically Not processed Free of "genetically modified
organisms" (gmos)
Please indicate how important, if at all, each of the items below are when it comes
to the foods and beverages you
(Top 2 Box)

95
However, Hispanic Millennials don’t feel that processed
foods are bad for you
31%
24% 23%22% 21%
17%17%
19%
16%
27%
30%
23%
0%
5%
10%
15%
20%
25%
30%
35%
Processed meats/cold cuts Frozen pre-packed meals Food additives/preservatives
Male Hispanic millennial
males talk about organic
and natural foods in a
negative way at over 2X
rate of their female
counterparts
Please indicate how healthy each of these types of foods/ingredients are in general?
Summary of foods rated GOOD for you
(A) (B) (C) (D)
BC
BC

96
Point ofTension #4:
Home-cooked meals from the drive-thru?

97
Hispanic Millennials report a preference for home-cooked
meals
81%
77%
83%
74%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Cook meals from scratch (myself)
(A) (B) (C) (D)
DD

98
Yet are more likely to eat fast food weekly
62%
51% 52%
58%
0%
10%
20%
30%
40%
50%
60%
70%
Eat at a fast food restaurant (including drive-thru)
(A) (B) (C) (D)
BC

99
Coupons dictate where you shop but not necessarily
savings.

100
10%
16%
35%
32%
7%
16%
19%
42%
15%
7%
11%
26%
42%
17%
3%
12%
22%
43%
17%
5%
11%
14%
41%
21%
13%
Every time I go grocery
shopping
Most times Sometimes Rarely Never
C
Hispanic Millennials indicate that they rarely or never use
coupons when grocery shopping
How often, if at all, do you use coupons when shopping for groceries?
HM Rarely/Never is Highest at 39%
AE
E
BCDE
C

101
Yet, a majority indicate coupons impact where they shop…
61%
66%
59%
71%
53%
Yes
Do coupons impact where you shop for groceries?
(A) (B) (C) (D) (E)
E
ACE

102
“I don’t like my parents’beer,well kind of…”

103
10%
34%
39%
17%
Yes, a big influence Yes, a little bit of an influence No, it had no influence at all No, my parents did not drink beer
Hispanic Millennials
Did the beer brands your parent(s) drank while you were growing up influence the beer brands
you drink now?
Most Hispanic Millennials say that their parents’ beer
preference does not matter

104
Yet, traditional Mexican and American beer brands are most
popular among HMs and HM35+
Which brands of beer have you consumed in the past 3 months?
Among Beer Drinkers
46% 45%
23% 22% 22%
17% 17%
11%
45% 44%
29%
26%
24% 24%
21%
14%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Budweiser/Bud
Light
Corona/Corona
Light
Dos Equis Coors/Coors Light Miller/Miller
Lite/Genuine
Draft
Tecate/Tecate
Light
Modelo
Especial/Negra
Modelo
Pacifico
Hispanics Millennials Hispanics 35+

105
Implications for Marketers

106
Identify and leverage
points of tension

107
• Products with high fructose corn syrup,
additives, and high sugar are falling
out of favor with Hispanic Millennials
• Organic food and beverages have a big
opportunity with Hispanic Millennials

108
Artisanal foods are
untapped opportunity
that will require greater
cultural relevance
Craft brewers have a
lot of work to do to
win over Hispanic
Millennials

109
Ethnic and culturally relevant recipes offer a huge
opportunity for food, beverage and
Recipes matter to HispanicMillennials

110
Implications
• While it’s clear that food, beverage, and alcohol has deep cultural resonance, the marketing
must respect the cross-cultural world of the Hispanic Millennial
• For marketing purposes, it is important to recognize that heritage skews perception as much as
it dictates preference
• Coupons should be integrated with mobile and other emerging forms of technology to match
usage
• While craft or artisanal brands are clearly a threat, it is key to remember that there is still a
significant market for established brands
• For spirits marketers, the Hispanic Millennial is more likely open to trial of new brands and
should be targeted accordingly

111
Key Findings and Implications from
previous HMPWaves

112
Key Findings
Consistent Themes Across Waves 1-4
• Hispanic Millennials trust brands like Coke and Pepsi
• Hispanic Millennials have nuanced and multi-faceted definitions of concepts like
wealth, health and happiness
• Embrace technology – both for financial services and health
• Hispanic millennial is key decision-maker in Hispanic household

113
Key Findings
Consistent Points of Conflict Across Waves 1-4
• Wanting to fit in vs. standing out
• Eating Right Important Yet Difficult

115
Next Phases of The Hispanic Millennial Project
Upcoming Final Wave
Each wave of The Hispanic Millennial Project is focusing on a different
topic relevant to this segment:
• Wave 5: Media Consumption, Entertainment & Digital Behavior (July
2015)

116
Download the report here:
www.thinknowresearch.com/downloads/

117
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ThinkNow Research
@ThinkNowTweets
thinknowresearch.com/blog
roy@thinknowresearch.com

Hispanic Millennial Project - Opinions on Food & Beverages

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