Highlights from Meyers Research Center's syndicated Hispanic Shopper Close-Up Study

1. Meyers Research Center
Hispanic Shopper Close-Up
A Syndicated Study
Final General Report
January, 2013
Sample Highlights Deck

2. TABLE OF CONTENTS
Page
Background
Research Objectives
Research Approach
Research Highlights
Executive Summary
Detailed Findings:
Shopping Overview
Shopper Profile
The Shopping Experience - Cross Channel Perspective
Detailed Findings for Your Category
Appendix – More Channel Details
Supermarkets
Hispanic Supermarkets
Mass Merchandisers
Warehouse Clubs
Drug Stores
Dollar Stores
Convenience Stores Sample Highlights Deck
Bodegas
2 Hispanic Shopper Close-Up Study 2012

3. BACKGROUND
According to the 2010 U.S. Census, just over 16 percent of the total population of the United
States were of Hispanic or Latino origin, up 43 percent from 2000. Hispanics are the fastest
growing segment (four times the growth of the total population from 2000 to 2010) and represent
the nation’s largest minority group.1 By 2050, it is estimated that Hispanics will account for 29%
of the population of the United States.2
Retailers and marketers have been reacting to the opportunities presented by this growing target
audience (implementing Hispanic shopper-marketing programs, expanding the availability of
Hispanic brands/brands from shopper’s home country, establishing retail outlets to cater to the
needs of this segment). However, there remains a scarcity of information to help retailers and
marketers understand the Hispanic shopper.
To this end, Meyers Research Center (MRC) launched the first wave of the Hispanic Shopper
Close-Up Study in 2012. This research will provide valuable shopper insights into Hispanic
consumers’ shopping behaviors, attitudes and decision-making patterns across eight key retail
outlets including Supermarkets, Hispanic Supermarkets, Mass Merchandisers, Warehouse Clubs,
Drug Stores, Dollar Stores, Convenience Stores and Bodegas.
This research will offer a powerful tool for shopper insights/category managers, channel and
sales strategists, advertising/merchandising planners and retailers to effectively target this
valuable and rapidly growing shopper segment.
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1 – 2010 United States Census; 2-Pew Research Center
3 Hispanic Shopper Close-Up Study 2012

4. RESEARCH OBJECTIVES
The primary focus of this program is to develop a better understanding of Hispanic shopping
behaviors and how these may differ by level of acculturation and from shopping behaviors of
non-Hispanics.
Specifically, the research provides insights about various elements including:
What is the profile of the shopper by store format
What formats are being shopped for various categories
What are the key factors driving store selection
What are the underlying dynamics of the store visit by channel:
– What preparations are made prior to the visit
– What are destination categories, which categories are impulse buys
– What are the key in-store influencers
– Total amount spent/market basket
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4 Hispanic Shopper Close-Up Study 2012

5. RESEARCH APPROACH
Online interviews were conducted with Hispanics and non-Hispanics, age 18 and older, residing in
the mainland U.S. Each shopper was asked questions about their most recent shopping experience
(within the past 3 to 4 days) in up to two different trade channels.
The Hispanic sample included acculturated, bicultural, and unacculturated. Level of acculturation
was determined by country of origin, years living in the U.S., language spoken both in and outside
the home and cultural identification.
•Hispanic (2,194)
•Acculturated (729)
•Bicultural (868) Interviews by Class-of-Trade:
•Unacculturated (597) •Supermarket (559)
•Hispanic Supermarket (334)*
•Non-Hispanic (1,110) •Mass Merchandiser (395)
•Warehouse Club (524)
•Drug Store (451)
•Dollar Store (485)
•Convenience Store (670)
•Bodega (279)*
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* Hispanics only.
Note - data was weighted to reflect region and ethnic representation in the U.S. population as per the 2010 Census. Hispanic data was also
weighted to reflect heritage/country of origin. 5 Hispanic Shopper Close-Up Study 2012

6. SELECTED RESEARCH HIGHLIGHTS
Hispanics Acculturation Level Non-Hispanics
General Shopping Behaviors
Where They Regularly Shop • Mass merchandiser, • Unacculturated shop the •Mass merchandiser,
supermarket, drug, dollar fewest channels. supermarket, drug
• Acculturated least likely to
shop ethnic stores.
Shopping Frequency • Shop all channels except • Acculturated visit most stores •Shop dollar stores and
drug and warehouse club less often than bicultural or warehouse club less often
1x/week or more often. unacculturated. versus Hispanics.
Pre-Store Behaviors
• Hispanic shoppers choose a • EDLP is more critical in store • EDLP is less critical to non-
Key Store Selection Criteria Hispanics than Hispanics.
store primarily based on choice for acculturated vs.
convenient location. other Hispanic segments
Planning the Store Visit • Planning is a key • More use of shopping lists • Greater planning occurs for
characteristic, with highest and/or store circulars among non-Hispanics than
levels for warehouse clubs lesser acculturated and least Hispanics for supermarkets,
and supermarkets. use of coupons. mass merchandisers, drug
• Typically includes making a and convenience.
shopping list and clipping
coupons.
In-Store Behaviors
Lowering Prices at Checkout • Highly engaged in loyalty • Unacculturated display •Are more involved than
programs in drug and lowest participation in loyalty Hispanics in loyalty
supermarkets. programs and are least likely programs.
to use coupons.
Impulse Purchasing • High impulse purchasing • Impulse purchasing is most •Less impulse purchasing
across all channels. common among than Hispanics in selected
Price/promotion is a common unacculturated. channels.
trigger.
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6 Hispanic Shopper Close-Up Study 2012

7. DETAILED FINDINGS - SHOPPING OVERVIEW
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8. • Hispanics are most likely to be regular shoppers of mass merchandisers, followed by drug,
supermarkets and dollar stores. More Hispanics than non-Hispanics are regular shoppers of dollar
stores, but fewer regularly shop at mass, drug and supermarkets.
• Unacculturated shoppers are much less likely than more acculturated (acculturated and/or bicultural)
to be regular shoppers of mass merchandisers, drug stores, supermarkets, clubs and c-stores.
Trade Channels Regularly Shopped*
(Based on Total Respondents)
Mass 69%
Merchandiser 74% A
53% Level of Acculturation
Drug Store
59% A
[A] [B] [C]
Acculturated Bicultural Unacculturated
53% Base: Hispanic (729) (868) (597)
Supermarket
79% A Shoppers % % %
Mass Merchandiser 72 C 70 67
52% B
Dollar Store
48% Drug Store 55 C 56 C 49
Hispanic 45% Supermarket 70 B,C 55 C 36
Supermarket
Dollar Store 51 53 51
44% Hispanic 32 51 A 48 A
Warehouse Club
46% Supermarket
Convenience 40% Warehouse Club 40 48 A,C 41
Store 46% Convenience Store 50 B,C 43 C 28
26% Hispanic [A] Bodega 21 30 A,C 25 A
Bodega
Non-Hispanic [B]
* Every 2 to 3 weeks or more often (except Warehouse Club-once a month or more).
A, B,- Statistically significant @ .90 vs. Hispanic, Non-Hispanic
A, B, C – Statistically significant @ .90 vs. Acculturated, Bicultural, Unacculturated
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Base: Total Respondents : Hispanics (n=2194), Non-Hispanics (n=1110)
Q2. How often do you visit each of these stores?
8 Hispanic Shopper Close-Up Study 2012

9. Meyers Research Center
Hispanic Shopper Close-Up
A Syndicated Study