When selecting a supermarket within their community, Hispanic shoppers aren’t just looking for the closest in proximity or a recognizable name. They are looking for a retailer that aligns with their values. Clean stores, competitive prices, and a broad selection of products top the priority list, as well as the desire for retailers to address a range of sustainability and social issues.
In the latest report from the Coca-Cola Retailing Research Council of North America (CCRRC), titled “Sustainability and Food Retailing,” consumers identifying as Hispanic generally aligned with other groups surveyed within the study.
Hispanic study participants indicated a high priority on recycling, limiting food waste, using reusable bags, and recycling or donating old clothing. Those same goals were also cited as necessary by white, African American, and Asian American shoppers.
Hispanic shoppers also placed a high priority on voting, purchasing American-made products, and supporting companies that offer employees a livable wage and comprehensive health care benefits.
While retailers must consider changes they can make to become more sustainable, it’s equally important to understand how they can help consumers achieve their sustainability goals.
60% of consumers surveyed for the Sustainability and Food Retailing report indicated that it is important that food retailers help their local communities and employees.
Consumers surveyed for the Sustainability and Food Retailing report indicated that they felt the majority of their waste, such as non-recyclable packaging or uneaten food, comes from shopping at supermarkets. They also showed that contributing to larger environmental issues through personal waste often leaves them feeling guilty.
Retailers can help combat these negative feelings by providing information on how to reduce food waste, promoting the use of reusable bags, and stocking various types of recyclable packaging. different types of recyclable packaging.
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For retailers serving the Hispanic community, the study’s message is clear: shoppers want to see retailers actively supporting environmental issues, and they want those efforts well-communicated. That means calling attention to how stores support local food banks, reduce food waste, or assist in recycling efforts.
As retailers consider the long-term impact of their sustainability efforts on customer loyalty, it’s essential to factor in the next generation of shoppers: Gen Z. The Sustainability and Food Retailing report found that 56% of Gen Z consumers consider environmental sustainability a significant factor when shopping. Compostable utensils, biodegradable bags, and dedicating a section or aisle to sustainable products are all ways retailers can help Gen Z feel proud of their impact.
The Sustainability and Food Retailing report is intended to serve as a resource for retailers to use as they build a plan to become more environmentally and socially responsible.
The study guides retailers, regardless of the company’s size or the available budget for sustainability efforts.
The conclusions of the Sustainability and Food Retailing report highlight good news for the entire industry, as many retailers are already engaged in the exact efforts for which shoppers are looking.
By implementing a concerted and well-communicated sustainability effort, retailers may be able to make their supermarkets more attractive to both potential employees and shoppers.
For retailers that choose to implement sustainability-focused changes, a clear competitive advantage is evident.
According to the Sustainability and Food Retailing report, consumers are willing to pay an average of 4% more at a food retailer that supports their community and the environment. Additionally, consumers are willing to travel up to 10.9 minutes out of their way to patronize a store that has a substantial social impact.
The study findings make it clear that Hispanic shoppers, like all consumers, view the environment as a crucial issue and want to be part of the solution in partnership with local retailers.
To read the free study and learn more about the Coca-Cola Retailing Research Council, please visit www.ccrrc.org.