Compared to other demographics, Latinos are more likely to do their grocery shopping with others. According to Acosta’s The Why? Behind the Buy U.S. Hispanic Shopper Study, 79% of Hispanic shoppers shop with someone else when making routine grocery trips, compared to 59% of total U.S. shoppers. And while we all know that children influence grocery purchasing decisions – especially in certain categories – Hispanic children over-index on their influence on what goes into the cart.
A reason why family may be so prominent in Hispanic culture is the physical composition of households. According to Pew Research Center, as of 2016, 27% of U.S. Hispanics live in multigenerational homes, which is 7 percentage points higher than the total U.S. population. Knowing pork tends to be more popular among older Americans, multigenerational Hispanic households present an opportunity to keep pork-centered cuisines relevant across generations.
Here are three adjustments retailers and packers can make to draw in more Hispanic families:
Provide convenient, family-friendly Latino meal solutions
Hispanic shoppers are more likely than total U.S. shoppers to bring home grocery-prepared foods (76% versus 62%). Providing prepared, popular family-friendly Hispanic dishes can help cater to more Hispanic shoppers. In addition, pork cuts and preparations that are quick and easy weeknight dinners can help draw in Hispanic shoppers, such as thin-cut loin strips, and pre-sauced and pre-seasoned meal kits.
Create Weekend Offerings
Eating is an event for Hispanics. Sunday dinner can include everyone from grandparents, to uncles, to cousins, and whoever is hosting has to shop accordingly. Because of this, retailers should promote fresh pork cuts like shoulders and legs ahead of the weekend.
Provide Everything for Holiday Celebrations
Beyond promoting fresh pork cuts, retailers can capitalize on the size of Hispanic families by providing every item and ingredient necessary for holiday celebrations. Think about tamales, for example. They’re a holiday classic for Mexicans, and require pork shoulder, husks, spices, masa and lard. Retailers should develop dedicated endcaps or displays for these dishes, and tack on beverage and snack options because tamale-making tends to be its own event. These displays could become one-stop spots within the store, making the store a go-to for all holiday needs.
With the U.S. Hispanic population continually rising, catering to Latino families is a necessity for retailers — especially during the holidays.
To learn more about the role of family in Hispanic communities, download Time to Tango: Latinos are Pork’s Future.