Connecting with Hispanic Women
A recent study by the Nutrition Journal found that of all demographics, Hispanic women report the second-highest mean time spent cooking: 62.3 minutes per day. On the flip side, Hispanic men spend the least time cooking of all demographics at only 19.6 minutes per day. This difference is key because it shows just how important it is for retailers to account for the needs and habits of Hispanic women.
To get retailers started, here are three ways to better connect with this important and growing demographic:
Feature Weekend Promotions
As we uncovered in our report, Time to Tango: Latinos are Pork’s Future, food plays a main role in preserving culture and traditions for Hispanics. We found 79% of Latino families cook to retain a connection to their native culture. This trend is especially relevant on the weekends when Sunday dinners are often an event for the extended family. Ahead of the weekend, retailers should promote the items Hispanic women will be looking for to feed a crowd – pork legs, shoulders, and roasts.
The importance of the the butcher-customer relationship cannot be overstated. When Hispanic consumers are shopping for an event like Sunday dinner or a holiday meal, they want to be able to engage with butchers, get their recommendations on seasonings, pairings and preparation techniques, and do so in Spanish. If retailers want to build deeper relationships with Hispanic women, they need to have a Spanish-speaking butcher in-store who understands the local Hispanic market.
Ensure the Necessary Ingredients are Available
We’ve learned that Hispanics have no problem shopping elsewhere if they don’t immediately find what they need. In addition to making larger pork cuts available, retailers need to provide more of the popular ingredients found in the traditional Hispanic family meals including lard, spices, seasonings, masa/corn flour, and beans.
While all Hispanics are a vital segment for retailers, they should also pay more attention to the needs of Hispanic women. More than others, they’re interacting with food first-hand and therefore may present the greatest potential for engaging the Hispanic market.