Study: Latinos' food purchases driven by family experience

Aug. 1, 2013

A new study called The Multi-Cultural Latino Consumer finds that though Latinos are far from homogenous, diverse segments overall stay true to significant commonalities when it comes to food purchases. Namely, there is a preference for fresh, local and whole ingredients and traditional dishes that help preserve their connection to their family and country of origin.

The study was jointly developed by consumer research firm The Hartman Group and MSLGROUP.

The Multi-Cultural Latino Consumer study looked closely at how the majority of Latinos will:

  • Choose fresh foods over packaged food (82 percent);
  • Buy more local products today than a year ago (51 percent); and
  • Eat meals influenced by country of origin (63 percent).

"Food brands looking to make a Latino family's shopping cart, need to recognize and respect what motivates the purchase — the family experience," said Vickie Allande-Fite, MSLGROUP multi-cultural practice leader.

Study results illustrate that Latinos identify food as an important element of daily life, leveraging meals as time together. One-third (32 percent) emphasize the value of sitting around the table to share a meal compared to one-fifth (22 percent) of non-Latinos.

Read more about foodservice trends.

Topics: Marketing / Branding / Promotion , Trends / Statistics

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