Meeting Needs of Hispanic Shoppers Benefits Retail Business
Annette Maggi, MS, RD, LD, FAND
Executive Director, RDBA
From 1980 to 2011, the U.S. Hispanic population grew from 14.6 million to 52 million. U.S. Census Bureau projections suggest that by 2050, Hispanics will make up 30% of the U.S. population. Even more important to the retail industry is data from AMG Strategic Advisors, a unit of Acosta Sales and Marketing, which indicates Hispanic buying power will reach $1.5 trillion by 2015, up from $1 trillion in 2010.
These data make it clear that attracting Hispanic shoppers to your stores can be an opportunity for growth. While true across the nation, it’s especially real for retailers with stores in Los Angeles, Houston, Miami, Chicago and Phoenix, as these areas have the highest density of Hispanic consumers.
Some tips for reaching Hispanic shoppers through your health and wellness programs and services include:
- Reach them through mobile apps and social media. According to a study by PNC Bank, more than 75% of Hispanics use the Web on their phones. Hispanic Millennials are heavy smartphone users. Offer coupons on better-for-you products and quick health tips via text. Promote healthy cooking classes via Twitter.
- Speak their language. Offer resources in their language to showcase your better-for-you products and brands.
- Expand your assortment. Partner with merchandising on displays of better-for-you products commonly used in various Hispanic cultures. Tie these promotions to national events to leverage media and heightened awareness.
- Focus on family. Within Hispanic cultures, family is very important. Offer classes and events which include the entire family. As children often accompany parents on grocery shopping trips, plan nutrition events or scavenger hunts kids can do while shopping with their parents.
Meeting the needs of the Hispanic shopper positions retail dietitians to positively impact the company’s business as well as the health of this growing U.S. demographic.