Setting out to deliver a “truly representative view” of Hispanic shoppers, Chicago-based SymphonyIRI and Synovate, the global market research arm of Aegis Group plc, created HispanicLink, a report delving into Hispanics’ shopping habits, cooking, eating and drinking behaviors, health and wellness practices, and media preferences. Given the complexity of this demographic, stemming from varying acculturation levels and multiple countries of origin, SymphonyIRI said it is critical for consumer-packaged-goods companies, retailers and manufacturers to have a thorough understanding of it so they can best focus marketing efforts.

The HispanicLink report explains how to pinpoint key purchase influencers and best allocate marketing budgets across in-store promotions; coupons; and television, radio and Internet advertising, SymphonyIRI said. The report also features a survey focused on attitudinal variations between more and less acculturated Hispanic homes, as well as a shopping basket analysis offering an in-depth view of shopping behaviors across classes of trade and categories.

Staci Covkin, SymphonyIRI’s senior vice president of consumer and shopper insights, shared some insights related to the demographic’s behavior within the store brand arena. She told Progressive Grocer’s Store Brands that:

• More-acculturated Hispanics and non-Hispanics tend to have “very similar levels of brand loyalty across categories. As Hispanics become more acculturated, loyalty levels mimic non-Hispanics,” she said.
• Less-acculturated Hispanics have greater brand loyalty to specific categories, including dairy, paper goods, bakery goods, cleaning supplies and over-the-counter medications. Covkin said that’s because these categories tend to have familiar brands — brands that also available in their countries of origin. “This familiarity gives them peace of mind that the product is effective and can be trusted,” she added.
• One in three less-acculturated Hispanics “agree completely” that stores brands are just as good as name brands, compared with one in five more-acculturated Hispanics and non-Hispanics, she said.

For more information about the HispanicLink report and to obtain pricing details, contact Staci.Covkin@SymphonyIRI.com.