When it comes to groceries, US Latino Millennials recognize their seasoning. They are faithful to their heritage, attracted by the smell, taste and familiarity, surely formed in their home experiences.
According to a recent study by Nielsen, 61% of Latino Millennials say they have purchased at Hispanic supermarkets at least once during the past year.
We must bear in mind that, to attract a certain segment of any population, there is a notable difference between knowing where people buy and what they buy.
For example, knowing that 61% of Latino Millennials have shopped at a Hispanic supermarket once in the last year is useful, but it is only part of the story.
The second part, according to Nielsen, reveals that 51% of Latino Millennials are attracted to Hispanic supermarkets because they have a bakery (Hispanic bakery) or a tortillería.
Nationwide, 57% of Latinos say they are attracted to Hispanic supermarkets because they often offer products and brands that reflect their cultural tastes. Latino Millennials are attracted almost equally, for the same reason (54%).
The affinity for traditional Hispanic bakeries, fresh tortillas and prepared ethnic foods is strong among all Latinos nationwide.
Understanding national trends and preferences is important but fails to draw a complete picture of consumer behavior.
Marketing professionals know that “one size fits all” approach will not impact consumers, so brands and retailers need to be insightful in their efforts, and that means adapting the assortment and offers locally.
Why look at Latino Millennials? Because while multiculturalism and diversity gain prominence in the United States, these young consumers will play an integral role in spending trends in the next 20-30 years.
40% of Millennials are multicultural and more than half of this group are Latinos. And while multicultural Millennials share the same affinity for digital technology as the general population of their group, more than a quarter of all Millennials are first or second-generation immigrants, with strong ties to their countries of origin, which will affect your product purchases and brand loyalty.
Regardless of the market or demographics, it is critical for brands and marketers to know what attracts consumers and what does not.
In the area of the grocery store, where there are thousands of aisles to navigate across the country, there is plenty of space on the shelves to optimize.
This is particularly true when it comes to meeting the needs of Latino Millennials , as they are attracted to products and brands that are related to their cultures, something that many Hispanics have not traditionally found among some of the big chains in the country’s mass market.