Is your brand effectively appealing to the culinary and dining preferences and passions of Hispanic consumers? Food plays an important role in cultural identity among Hispanics. It combines historic flavors with current trends, creating a source of cultural pride and connection.
In our webinar, Hispanic Passions for Food & Dining, we highlight key findings on Hispanic American food preferences and passions, calling out six key insights:
- Food is the #1 passion point for Hispanic consumers.
- Two in five consumers are strict healthy eaters.
- Hispanics are more skeptical of packaged foods, especially frozen foods.
- When it comes to prepared or fast food, Hispanics prefer convenience over fresh, but stick with authenticity.
- Hispanic Americans are more likely to choose less sugary options.
- Hispanics, like Asians, place high value on authentic cooking.
Fill out the form to learn more in the webinar replay.
We had a lot of great questions from webinar attendees and called upon our food experts to provide a deeper explanation. Director of Product and Content Bryan Miller and Senior Analyst Connor Wahrman weigh in below.
What do you think makes food a top passion point for Hispanic consumers?
Bryan: Some of our newest research further confirms that many Hispanics in the U.S. tend to be experience-seeking. Food is an area where we see this appear frequently. Further, for many Hispanics, food is a way to connect with culture and heritage. This does vary a bit by acculturation; a more detailed breakdown is available in our member platform. Importantly, most segments see food as a top passion point, except younger segments. For example, in Gen Z consumers we’ve seen more functional in eating habits/preferences.
Are Hispanic consumers interested in food delivery services: UberEats, Instacart, Amazon Fresh, etc.? Do they see these services as more convenient? Less fresh?
Connor: Our research shows that Hispanic consumers are most likely to integrate technology into their shopping. They use mobile devices to aid in in-store shopping and are most interested in curbside pickup services and secure drop-off locations.
Do you have suggestions on how to position my brand to leverage experiential eating, particularly during the pandemic?
Bryan: Try highlighting new and interesting ways that your product can be used… Think about sharing recipes online and/or promoted through social media. People are at home, online more, and cooking more; give them an excuse to try something new with your products.
Connor: Also, consider shifting the focus from “exciting eating” to “authentic cooking” experiences. Work to identify ways to make authentic, fresh food more accessible to consumers through DIY opportunities. For example, do for food/cooking what Netflix is doing with “watch parties.”
With the current economic system, how are Hispanic food purchasing behaviors/preferences impacted?
Connor: Hispanic consumers are most price-sensitive when it comes to food products compared to other segments, so they are most willing to sacrifice quality and brand loyalty considerations as economic conditions continue to stagnate/decline.
What are the key differences by generation? Is there anything that stands out for Gen Z, specifically?
Bryan: In general, we see Gen Z (especially younger Gen Z) tending to be more functional eaters. We suspect this is an age effect and that the attitudes will shift as they age. Shifts will likely stem from beginning to cook more, having more choice about what they eat (right now parents may be choosing), and having more disposable income.
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