Study Highlights Hispanic Shopping Habits

Univision, NPD Group give insight into the unique shopping behaviors of Hispanic Americans.

A recent study by the NPD Group found that Hispanic Americans, particularly those who speak Spanish on a regular basis, have unique shopping habits and make distinct purchases.

The research was conducted as part of The Hispanic Shopping Activity Service, an alliance between The NPD Group and Univision Communications.

Hispanics spend roughly $170 billion a year in general merchandise, grocery and drug store channels, and represent 14 percent of all buying visits. Given the rapid increase in the U.S. Hispanic population (Hispanics accounted for more than half of U.S. population growth between 2010 and 2013), the impact of Hispanics on retail is certain to rise.

“We know that Hispanics tend to have larger households and that shopping is a family affair, and we know this has a significant impact on what they buy, how they buy and where they buy,” says Roberto Ruiz, executive vice president, strategy and insights, Univision Communications Inc. “We also know that the U.S. Hispanic population is growing rapidly, which makes understanding this consumer crucial to the long-term growth strategy for any retailer.”

Other findings include:

“When bilingual and Spanish-language dominant consumers buy, they really buy,” says Marshal Cohen, chief industry analyst, the NPD Group. “Their shopping behaviors don’t conform to the patterns of other Americans, and it’s important for retailers and marketers to understand the differences.”