Attract a $1.7 Trillion Market With These Hispanic Shopping Insights

Five insight-driven steps to optimize your meat case for Hispanic consumers.

In 2019, Hispanic shoppers carried an estimated $1.7 trillion in buying power,1 with that number projected to grow to $2 trillion by 2023.2

To earn the loyalty of this growing audience, manufacturers and retailers alike need to stay up to date on Hispanic shopping habits. For example, Cargill’s ongoing investment in multicultural research led to the creation of their Rumba® Meats brand, a line of variety meats to satisfy the needs of Hispanic consumers.

By staying on top of consumer trends, manufacturers and retailers can optimize their product assortments and shopping experiences for this growing market.

$1.7 trillion

The amount of buying power carried by Hispanics in 2019.2

Cargill’s most recent multicultural research study focuses on Hispanic shopping trends and purchasing drivers. The study, sponsored by Rumba Meats, reveals how Hispanic fresh-meat buying behaviors compare to other cultural segments.

$2 trillion

The amount of buying power Hispanics are projected to carry by 2023.2

Using insights from Cargill’s multicultural research, below is a list of steps retailers can take to make their meat case a destination for Hispanic shoppers.

1. Offer a range of cuts – including variety meats.

Hispanics are more likely to buy meat at the same store as the rest of their groceries. And they tend to spend more on fresh meat, due in part to their larger household sizes.2

These consumers buy a wider variety of meat types and tend to buy non-mainstream cuts. They’re also more likely to regularly buy thinly sliced meats and leaner cuts, as well as more expensive cuts like steaks and roasts, leading to a higher spend in your store.3

The role of variety meats in culturally significant dishes, like menudo and pozole, adds an additional level of appeal. Popular beef variety meats include:

  • Carne picada
  • Oxtails
  • Liver
  • Neck bones
  • Tripe
  • Hind shank
  • Cheekmeat
  • Tongue
  • Tripas
  • Sweetbreads
  • Marrow bones
  • Suet
  • Kidney
  • Heart

2. Meet the demand for flavor and convenience.

As Hispanics acculturate,* they become more interested in convenient forms of fresh meat, like value-added and ground beef.

While Hispanic shoppers want time-saving products, they don’t want to sacrifice authenticity. To deliver on authentic flavor, retailers should consider offering products that have been sensory-tested with Hispanic consumers.

3. Understand the proteins Hispanic shoppers are looking for.

While Hispanics are heavier beef purchasers than other consumer segments, there are more dollars to capture with other proteins.3

Expanding your offerings to include a range of cuts – especially variety meats – can position your meat department for success.

4. Keep quality top of mind.

Quality is the top purchasing driver for unacculturated** Hispanics – and the second-highest purchasing driver for acculturated Hispanics.3

Product freshness and high visual appeal are critical to positive quality perceptions. To ensure freshness, offer products with vacuum-sealed packaging, like Cargill’s Rumba Meats. Additionally, packaging that offers high product visibility can further entice shoppers to put it in their carts.

3.26 Hispanic household size vs. 2.42 non-Hispanic2

5. Optimize your digital presence.

Hispanic consumers are way ahead on the digital front compared to other consumer segments. For example, they’re more likely to use social media, websites or apps to plan their fresh meat purchases, making online resources a highly influential part of their shopping journey.3

It’s important to reach Hispanic consumers beyond the store with a robust social media presence including recipe features with the products you offer – along with a seamless online shopping experience.

Next steps for retailers.

Hispanic shopping power packs a punch. In order to capture a share of the $1.5 trillion market, industry stakeholders should continue to survey Hispanic consumers to better serve this fast-growing demographic.

While there’s no one-size-fits-all approach for any one consumer segment, consider taking any of these actionable steps to optimize the Hispanic shopping experience. Make the most of their shopping trip – and you’ll see the payoff in store loyalty.

1Current Population Survey and World Bank Group data, 2017.

2“Multicultural Economy Report,” Selig Center for Economic Growth, 2019.

3Cargill Proprietary Multicultural Research, 2020.

*Acculturated: Most Americanized in identity. Although they often have some Spanish skills, they use English heavily.

**Unacculturated: Identify as Hispanic over American and are stronger Spanish speakers than English speakers.

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