Food marketers who want to reach Hispanic women would be
wise to target them online or via mobile phones-that's according to the latest
report by Meredith Hispanic Ventures (MHV), a top publisher of information
about the demo group.
The study also found that a majority of Latina shoppers are
willing to pay more for a preferred brand name. And between one-third and one-half
of respondents say they have increased their purchase of healthier foods,
including low fat/skim milk, bottled water, whole grain pasta, herbal tea,
breakfast bars and sugar substitutes.
The study makes up part of a series of trend reports being
conducted by MHV for its advertiser clients. Overarching points include the
statistics that Hispanics currently represent 16% of the total U.S. population,
have larger households on average and spend more money on groceries than
non-Hispanic households, thus being a key target for food marketers.
Enedina Vega-Amaez, VP and publisher of Meredith Hispanic
Ventures, says many food marketers are missing the boat if they aren't reaching
out to this consumer segment directly.
"The trend report clearly shows that the Hispanic consumer
has a diverse palate, yet many food manufacturers don't think to target this
growing segment with their product offerings," Vega-Amaez says. "They are
missing an opportunity to connect with a potentially high consuming, loyal
customer."
MHV released some details from the report last week, but
Media Buyer & Planner Today has obtained additional highlights from the
online survey which was conducted from Nov. 16-Dec. 14, 2012. The food trend
report included opinions from 421 respondents from a database of 5000 readers
of MHV magazines, Siempre Mujer and Ser Padres.
Among the findings:
- More than four in 10 Latinas use a mobile phone to assist
when shopping (44%), with 52% of Hispanic millennials saying they do.
- Top uses of mobile phones include pulling a grocery list, contacting friends or
family about a new product or sale, getting coupons and finding recipes.
- Of those surveyed, 86% cook at least five times per week.
- Also, 87% say they use a recipe sometimes or always when cooking.
- Of those who cook with recipes, more than half (55%) get them from the Internet.
- Nearly four in five (79%) read nutrition labels.
- More than half (52%) buy organic foods.
- Also, more than half (55%) would pay more for a brand-name product.
- Almost four in 10 (38%) cite their children as the biggest influence on their
food purchases.
- One in three entertain at home at least once per week, with four in 10 Hispanic
millennials doing so.
Details released earlier from the report find:
- Latinas say they enjoy cooking a wide variety of foods, not
just Hispanic cuisine.
- Similar to the general market, convenience is important to Latinas and
respondents said they use disposable plates, utensils and towels. They also buy
frozen vegetables and canned soups.
- And 60% of Latinas search online for recipes in Spanish.
Meredith Hispanic Ventures is owned by Meredith
Corp., which publishes female-skewing magazines such as Better Homes and Gardens, Parents,
Family Circle, Ladies' Home Journal, American
Baby and Everyday with Rachael Ray,
in addition to Allrecipes.com.
