Today’s Latino shoppers have nearly $4 trillion in buying power. Their annual spending growth of +4.8% outpaces the national average of just 3.6% and nearly one in five people fall into the Latino population. Appealing to this segment of shoppers goes beyond bilingual signage and a single, limited ethnic aisle. These three considerations can allow grocers to stand out to Latino shoppers.
- Pay Close Attention to Regional Differences
Make sure to take the time to understand each specific store’s unique Latino shopping personas. Certain areas may have a larger population of Puerto Ricans or Colombians while others have a greater density in Mexican and Guatemalan shoppers. The grocery items these regions seek out and use in traditional dishes can vary greatly. And if they can’t find what they need at your store, they will likely choose a Mexican grocery store instead. For national retailers, one size will not fit all.
- Go Beyond an Ethnic Aisle
To appeal to Latino shoppers, the changes in product offerings should occur in various departments including snacks, produce, meats, dairy and even alcohol. Products will need to be added in all areas of the store. These shoppers prioritize relevancy over loyalty, meaning if they don’t find what they need they may not return. Oftentimes, they seek out Latino-specific grocery stores, but at the same time, they are more likely to request multiple retailers per week (on average, six). Make sure your store has what Latino shoppers need—from queso fresco to Agua fresca.
- Expand Private Label Offerings to Include Latino Staples
Latino shoppers are similar to the general population in terms of their affinity towards budget-friendly, high-quality private label products. Research found 56% of Latino shoppers are excited to try new private label products (compared to 49% of the general population). To attract more Latino shoppers, stores should expand their private label offerings to include the products and flavors this audience desires. Some grocers have even invested in their own Hispanic-inspired private label brands like Kroger’s “Mercado” brand. This will give more budget-friendly options and communicate a commitment to the group as a whole.
Grocers can create engaging and inclusive in-store experiences by better catering to Latino populations. When it comes to displaying products like snacks and refrigerated meals, pusher trays from Retail Space Solutions can help. We also offer dairy display solutions that are perfect for showcasing high-interest products like cheese—especially popular with Latino shoppers. Pusher trays ensure items remain front-faced and organized making them easier for shoppers to browse. Learn more about adding pusher trays to your store.