'NVistaSM Hispanic Shopper Tracker
First Glance
The latest estimates indicate that there are 50 million Hispanics in the US representing roughly 16% of the total population. Even more striking is that their total purchasing power is expected to reach $1 trillion this year. This vast source of economic value will only continue to swell as the number of Hispanics in the US climbs toward a forecasted 122 million or 28% of the population
by 2050.
While there are widely available statistics on demographic and consumption patterns for this key slice of America, there has been very little to help brand and retail marketers understand Hispanics as shoppers.
The ‘NVistaSM Hispanic Shopper Tracking Study is the first study of its kind to explore just that topic - specifically with regard to grocery shopping. The results of the two waves of the study, provides an interesting first look at where Hispanics shop for major categories of groceries, what they buy and how they plan and make decisions about shopping.
The Study
Overview
Promociones PanaVista partnered with BIGResearch, a leading shopper research provider, to create ‘NVistaSM – a first of its kind tracking study of Hispanic grocery shoppers. The first two waves were conducted via online surveys with at least 1,000 self-identified Hispanics who are the primary shoppers for their household. Until now, the study has focused on those who shop for groceries at primarily Hispanic-targeted chains be their independent and/or Hispanic designated chain locations. The third wave, currently in field greatly expands the study to include information about mainstream retailers – shopper information on these more targeted retail chains is extremely scarce yet, they represent an important channel for Hispanic shoppers.
Objectives
To better understand the trip planning, shopping habits/motivations and decision-making process of the increasingly important Hispanic grocery shopper.
Structure
The survey identifies country of origin, language preference, other demographics, attitudes about the economy in general, responsiveness to promotional tactics, list-making habits, shopper card usage, interest in Hispanic brands and a deeper dive into shopping habits and needs for several key categories, including beer, carbonated soft drinks, shelf-stable juices, canned goods and frozen entrees. The sample size allows for comparison of shoppers and shopping habits between various retailers in key Hispanic markets.
Frequency
The study has been conducted annually for the past two years. The 2010 wave is in field now. The third wave significantly expands the study and sample size to include major retailers such as Walmart, Target, COSTCO, Sam’s, Safeway, Kroger, Supervalu’s Jewel-Osco and Albertson’s, as well as HEB and Publix. It also includes additional measures of acculturation and new categories.