Hispanic Population by Region

Transcription

1 Hispanic Marketing

2 Hispanic Population Largest ethnic group in the U.S., at 50.5 million consumers and growing 16% of the total population Those of Cuban, Mexican, Puerto Rican, South or Central American, or other Spanish culture or origin regardless of race Hispanic population is driving overall population growth at +43% (vs. +4.9% non-hispanic) 130 million Hispanic consumers in the U.S. by 2050, 30% of the total population Source: 2010 U.S. Census Bureau of Labor Statistics Consumer Expenditure Survey. The Multicultural Economy, Selig Center for Economic growth

3 Hispanic Population by Region Northeast 13.9% Midwest 9.2% South 36.1% West 40.8% Source: United States Census Bureau Webinar-5/26/10

4 Beef Consumption Hispanic consumers will spend more than $1.3 trillion in 2014 Heavy beef users Consume 12% to 13% of all beef sold Eat beef more than twice as often as the average consumer 86% of Hispanics consume 4 to 5 beef meals per week, compared to 2 to 3 for the general population Source: Quantitative Hispanic Retail Shopper Study, 2007, funded by The Beef Checkoff Program.

5 Hispanic Buying Habits Women tend to be primary shoppers Hispanic women who shop with a list buy 90% of the items on their list, and are likely to meal plan and use paper coupons 50% more likely to be child influenced Perceive home cooked meals as having more nutritional value than prepackaged meals Celebrations are important to the Hispanic population, and centered on food, family and friends Sources: 2011ConAgra Foods Hispanic Research; National Provisioner Online article, Shopping by Hispanic Males, February 2013

6 Beef Buying Habits in Retail The Hispanic population is the highest spenders on fresh and frozen meat in the U.S. Spend $964 on meat products each year, compared to $760 spent by other demographics Spend 42% more on beef than the average shopper Visit grocery stores three times more often than the general population Two thirds of Hispanics purchase from a butcher at least once a month; three fourths also buy from the prepackaged meat case in the supermarket 72% say that a store s meat department is a powerful motivator in selecting a retailer Hispanics visit grocery stores three times more often than the general population

7 Marketing to the Hispanic Shopper A Hispanic marketing campaign pilot test with a regional retailer included: Dedicated Hispanic section within the meat department Foundational Hispanic cuts were merchandised and displayed Branded line of offal products was launched Displayed Hispanic program materials Increased beef sales, shopping frequency and purchase of beef packages per trip 100% of shoppers said they would recommend the retailer Average number of beef purchases increased from 2.7 to 3.2 packages per trip Grocery shopping trips increased from 8.2 trips per month to 11.1 trips per month

8 Marketing to the Hispanic Shopper Proven best practices based on pilot test results: Display bilingual signage, labels and recipes Provide expiration dates and USDA Inspected stamps on beef packages Price beef competitively to appeal to pricesensitive consumers Hire a Spanish-speaking butcher Post signage that reads, Carnicero que habla español en servicio/spanish-speaking butcher available Pay attention to questions and needs, and learn from their beef requests and purchasing choices

9 Marketing to the Hispanic Shopper Create a Hispanic section in your meat case; merchandise and display highly-demanded cuts 72% of Hispanic consumers say a store s meat department is a powerful motivator in selecting a retailer Thinly-sliced meats for carne asada, milanesas and arracheras Flank Steak (falda) Skirt Steak (arrachera) Top Sirloin Steak (aguayón) Top Loin Steak (aguayón, lomo) Less expensive cuts for shredded beef dishes like ropa vieja Chuck Eye Steak (diezmillo) Round (bola, pulpa) Eye of Round (cuete) Beef for Kabobs (trocitos de carne)

10 Buying Habits in Foodservice The Hispanic population also has a strong influence at foodservice Seek authentic ethnic foods and beverages and a bilingual-friendly atmosphere 69% say that restaurants are an ideal place to spend quality time with family Almost half prioritize a family atmosphere (vs. 36% of the general population) 44% of Hispanics are much more likely to visit operations that advertise in Spanish Source: Technomic Blog, Hitting a High Note with Hispanic Foodservice Consumers; May 1, 2013

11 Hispanic Marketing: QUIZ 1. Why should beef retailers pay increased attention to Hispanic consumers? A. Hispanic population is driving overall population growth B. There are more than 50 million Hispanics living in the United States today C. Hispanic buying power is expected to grow to $1.4 trillion D. All of the above 2. True or False: The Hispanic population consumes more beef than other consumer demographics

12 Hispanic Marketing: QUIZ 3. You can increase the relevance of your meat department to Hispanic consumers by: A. Emphasizing impulse purchases B. Offering coupons C. Eliminating all Spanish signage D. None of the above 4. True or false: Hispanics have emerged as the highest spenders on fresh and frozen meat in America.

13 Hispanic Marketing: QUIZ 5. How much more do Latino households spend on meat than do general-market households? A. Around $200 more annually ($964 versus $760) B. Only about $50 more annually C. Roughly two times as much: $1,000 versus $500 D. Not enough to make a real difference to retailers. 6. True or false: Roasts and ribs are popular cuts to merchandise to this audience.

14 Hispanic Marketing: QUIZ KEY 1. D. All of the above. (See slide 2) 2. True (See slide 4) 3. B. Offering coupons (See slide 5) 4. True (See slide 6) 5. Around $200 more annually ($964 versus $760) (See slide 6) 6. False (See slide 8)

15 Resources Bilingual Beef Cut Charts Hispanic Marketing Program in Retail In-market pilot test results Bilingual POS Bilingual on-pack recipe labels: Bilingual cooking and cutting videos Bilingual Beef nutrition materials