IRI: Tapping into enormous CPG spending power of Hispanic consumers in the US

By Mary Ellen Shoup contact

- Last updated on GMT

©GettyImages/Ridofranz
©GettyImages/Ridofranz
The US Hispanic community spends more than $94.7bn on CPG products annually, making it the fastest-growing ethnic demographic which has key nuances and attitudes when it comes to food purchases, according to a new IRI report.

Despite the fact that Hispanic consumers will account for more than half the population growth by 2020, access to data and research of their consumer spending habits is hard to come by, according to Susan Viamari, vice president of thought leadership for IRI.

“This significantly limits new growth opportunities for brands,” ​Viamari said.

IRI’s research did a deep dive into the type of products Hispanic consumers (compared across four groups: English-speaking Hispanics, bilingual Hispanics, Spanish-speaking Hispanics and non-Hispanics) said they were most interested in buying.

IRI added that Hispanic buying power is concentrated in select markets, including New Mexico, Texas, California, Florida, Nevada, Colorado, New Jersey, New York and Illinois, and their interest in new products is spread across retail departments.

However, the results showed  that in many cases, new food items came out on top compared to other CPG categories such as beauty/personal care, home care, health care, and pet care.

For instance, among the shoppers who consider themselves “avid new product adopters”​ the highest percentages of interest among English-speaking Hispanics (26%) and bilingual Hispanics (29%) were in the food category.

Top selling food and beverage launches

Based on the most successful CPG launches in the 2017 New Product Pacesetters report​, IRI uncovered the top-selling food and beverage products for Hispanic consumers:

2017 New Product Pacesetters: Hispanic Top 10 Food and Beverage Brands
Dollars per Buyer Index: Hispanic vs. Non-Hispanic Consumers
(Average = 100)

1. Halo Top

93

2. Hillshire Snacking

117

3. Chobani Drinks

102

4. GOOD THiNS

111

5. Oscar Mayer Natural™

116

6. Dunkin' Donuts Iced Coffee

72

7. Cracker Barrel Macaroni & Cheese

143

8. Birds Eye Steamfresh Veggie Made

97

9. SMARTMADE™ by Smart Ones

119

10. POWERADE X ION4

83

Source: IRI Consumer and Shopper Insights Advantage/Hispanic Specialty Panel

What kind of shopping patterns can be observed from this list? According to IRI, the mix of healthy and indulgent product is quite revealing, while moderation is also important to many Hispanic shoppers.

For example, 36% of Hispanics say they eat healthy half of the time and eat whatever they want the other half. An additional 36% of Hispanic consumers say they eat healthy 80% of the time and allow for indulgences 20% of the time.

In addition, the top healthy eating considerations vary significantly across Hispanic sectors (English-speaking Hispanics, bilingual Hispanics, Spanish-speaking Hispanics and non-Hispanics):

Avoiding processed foods: 

58%, 54%, 31%, 56%

The right mix of different types of food:​   

44%,36%, 36%, 42%

Natural foods:​ 

30%, 41%, 24%, 23%

Organic foods:

20%, 19%, 40%, 15%

Include higher-calorie treats in moderation:  

10%, 6%, 21%, 11%

Source: IRI Consumer and Shopper Insights Advantage/Hispanic Specialty Panel

“Aligning a new product launch with the needs of Hispanic shoppers is rapidly becoming a critical success factor for sustained CPG and retail growth, so improved insights and activation of these shoppers can result in significant sales and market share uplift,”​ Staci Covkin, principal of consumer and shopper marketing for IRI, added.

Related news

Related products

show more

993_Of note_web image_610x343

Regulatory horizon scanning: what you need to know

Leatherhead Food Research | 12-Jun-2018 | Technical / White Paper

Understanding forthcoming and proposed food and beverage legislation is critical for informed decision making. But what about the future developments that...

Clean-label sodium and sugar reduction solution

Clean-label sodium and sugar reduction solution

Salt Of The Earth LTD | 04-Jun-2018 | Application Note

Use Mediterranean Umami to help dramatically decrease sodium and sugar levels – and add great taste!

• Simple and consumer-friendly ingredients:...

Plant-based alternatives to thrill your tastebuds

Plant-based alternatives to thrill your tastebuds

Tereos Starch & Sweeteners Europe | 25-May-2018 | Technical / White Paper

Tereos has launched a range of delicious, 100% plant-based solutions for the food industry. Sauté Végétal is the first example of this new range of high-protein...

GLOBAL PREFERENCES: TEXTURANTS PLAY A KEY ROLE.

GLOBAL PREFERENCES: TEXTURANTS PLAY A KEY ROLE.

Tate and Lyle | 16-May-2018 | Technical / White Paper

Texture is a matter of taste, and that’s true on a global scale as well. What appeals to consumers in Italy might turn off those in Indonesia. As formulators,...

Related suppliers

comments

Post your comment

We will not publish your email address on the website

These comments have not been moderated. You are encouraged to participate with comments that are relevant to our news stories. You should not post comments that are abusive, threatening, defamatory, misleading or invasive of privacy. For the full terms and conditions for commenting see clause 7 of our Terms and Conditions ‘Participating in Online Communities’. These terms may be updated from time to time, so please read them before posting a comment. Any comment that violates these terms may be removed in its entirety as we do not edit comments. If you wish to complain about a comment please use the "REPORT ABUSE" button or contact the editors.

Follow us

Featured Events

View more

Products

View more

Webinars