Estimating the value of the US Hispanic shopper: An In-Culture™ analysis

M. Isabel Valdés, Dr Jake Beniflah and Marie Quintana

Journal of Brand Strategy, 2014, vol. 3, issue 3, 245-260

Abstract: In 2013, the Center for Multicultural Science formed a strategic partnership with the National Grocers Association: (1) to estimate how much the Hispanic population spends in the independent retail grocery channel; and (2) to conduct an In-Culture™ analysis to uncover important shopper insights and purchasing patterns to provide retailers and suppliers with actionable shopper marketing strategies. This paper publishes these findings — including the main finding that Hispanics spent an estimated $22.8bn in the US independent retail grocery channel in 2012. The study is considered the first to estimate the economic contribution of the Hispanic population among independent retail grocers, but acknowledges that more work is needed to estimate the full economic value of Hispanics. This study has strategic implications in a number of areas, including sales, marketing, communications, merchandising and product assortment to drive Hispanic sales and corporate growth for leading retailers and manufacturers.

Keywords: independent retail grocer; Hispanic market; shopper marketing; economic value; In-Culture™ marketing; National Grocers Association (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2014:v:3:i:3:p:245-260

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