Over the past few months, we’ve shared insights into a critical demographic: Hispanic consumers. The U.S. Hispanic population is growing rapidly, and pork is already prominent in authentic Latino cuisine. Our report, Time to Tango: Latinos are Pork’s Future, gave us a wide breadth of insights, as well as actionable steps to better connect with Latino shoppers.
The report showed three things impact Hispanics’ decision-making the most, both at home and away from home: accessibility, health and authenticity. We hope you’ve already explored our report, and now we want to make sure you’re ready to take action this year.
Here are some ideas to help you get started:
Accessibility: Offer More Cuts and More In-Culture Staff
Retailers and packers need to better understand the pork cuts used in the culture(s) of their local Hispanic population and have them on hand or available for special order. Nearly half (49%) of Hispanic consumers turn to specialty stores or bodegas when they can’t find the cuts they want. Shoulder, leg, thinly sliced chops and suckling pig are a few examples of the cuts you should consider offering. This year, retailers also need to think about opportunities to add or increase their in-culture staff, including butchers, who can help Hispanic customers find the specific cuts they need and provide the experience Latino consumers expect.
Health: Promote Lean Pork Cuts
Our report showed more than 80% of Hispanics want to eat healthy most of the time, but only 9% consider pork to be a healthy option. About 4 in 10 Latinos consider their diet to be a mix of healthy and not-so-healthy foods. We need to help them see how pork can be a healthy option by more actively promoting pork’s nutritional profile. Eight cuts meet the USDA guidelines for “lean” and have 16% less fat and 27% less saturated fat than they did 20 years ago. Pork tenderloin and sirloin are both designated lean by the American Heart Association’s Heart-Check Food Certification Program. Packers and retailers should include the “Great 8” and “Heart Check” logos on packaging as often as possible.
Authenticity: Tailor Products to Local Cultures
Retailers cannot take a one-size-fits-all approach to Hispanic marketing. Every community can be home to a different Latino culture, or mix of cultures, so retailers need to adjust their offerings and customize messaging and product offerings to local populations. Make sure you know the countries of origin of your local Hispanic population and the cuts those cultures use frequently. In addition, carry the spices and accompaniments needed for common dishes so your store can become a go-to, one-stop shop for Hispanic consumers.
What’s Next? Looking ahead, we’ll continue to provide actionable insights about Hispanic consumers and other top opportunities across multicultural audiences. This year, we want to focus on the action you’ve taken to deliver stronger growth and more customer loyalty. We’ve heard from many packers, retailers and foodservice professionals about what you find valuable, and we encourage you to keep sharing your feedback and ideas in 2020. Let us know what actions you’ve tried and what results you’ve seen.