By Peter Filiaci According to Nielsen’s 2014 Digital Consumer Report, Hispanics are adopting smart phones at a much faster rate than any other demographic group in the U.S. The study shows that, in 2013, nearly three out of four Hispanics (72%) owned a smart phone, which is almost 10 percent higher than the national average. Read More
Source: AC Nielsen Scan Track – full year 2009 through full year 2013
Situation: Increase awareness and relevancy for Post’s Honey Bunches of Oats “positivity platform” with the goal of driving dollar consumption and share in the Hispanic Ready to Eat cereal category. Insight: Marketers have known for years that a program built around the music and stars consumers love can drive deep levels of engagement and create Read More
By Elizabeth Ellers Last week Univision revealed the findings of a study conducted in partnership with SmartRevenue that tracks the “Hispanic Path to Purchase. Discussed at a “Hispanic 411: Insights to Grow Your Business” webinar, the study zeroed in on the decision making process for Hispanics, beginning before they set foot in the store, until Read More
With the Hispanic segment growing at a rapid pace, CPG and retail marketers want to know the triggers that make Hispanic Shoppers buy one brand versus another? Univision partnered with SmartRevenue to take a deeper look at the Hispanic Path to Purchase in order to better understand how and why Hispanics make their purchase decisions Read More
The Association of Hispanic Advertising Agencies (AHAA) recently released a new study proving what we’ve known for a long time: there is a positive and direct connection between targeted Hispanic marketing and revenue growth among consumer packaged goods (CPG) and CPG-based retail companies. Approximately 39 CPG companies and retailers that consistently advertised in Hispanic media Read More
The New American Reality isn’t a one-way street with Hispanics acculturating into the mainstream – Hispanic tastes and preferences are influencing the mainstream. And it’s happening at breakfast, seemingly a meal in which consumers tend to stick to the tried-and-true. According to NPD’s NET® (National Eating Trends®) Hispanic, a year-long study that captures the in-home Read More
MDPA Magazine – January 2012 By Liz Sanderson Like a masterful tightrope walker, Hispanic mothers are always concerned with balance. As it is, they already straddle two cultures: they are experiencing and adopting American traditions while holding on to their Hispanic values, traditions and heritage. One of the elements of their culture that they most Read More
Christmas is a religious holiday for most Hispanics, a festive occasion to celebrate with family. Throughout the Christmas season Hispanic families tend to mesh the traditions that reflect and preserve their language, values and culture with those from the U.S. – for their own unique take on the holiday. Though Santa permeates the holiday season Read More
On Thanksgiving Day, many Hispanic homes will be filled with the familiar scent of turkey roasting, but the holiday preparations will also include other customary dishes that better reflect Hispanic heritage. Many Latinos may choose to follow American traditions and also opt to include Hispanic foods as part of the celebration. In the spirit of Read More
Olivia Vela, Director of Multicultural at Dr Pepper Snapple Group, discusses how her organization uses in culture and in language messages to target bilingual Hispanic youth. Find out other ways DPS is winning with this consumer and growing sales. Watch video above.
Get Ready for the Battle of the Latino Basket Marketers Know the Real Skirmish Is at Retail — Do Their Agencies? By: Chiqui Cartagena for AdAge Among the more than 800 attendees of last week’s Hispanic Retail 360 conference held in San Diego, there were surprisingly very few agencies. In fact, according to conference organizers, Read More
Situation Hispanics have a strong preference for natural, dairy-based cheeses, and believed all cheese slices were created equal. They did not see value in Kraft Singles and were passing it over in favor of imitation brands. Insights Research revealed that once Hispanic moms understood that Kraft Singles were made with real milk they would agree Read More
Situation Traditionally, most of General Mills’ brands in the U.S. have not benefited from a strong legacy position in Latin America, unlike their key competitors. The General Mills marketing team looked at their Hispanic and non-Hispanic market shares and determined that closing this gap represented an $800+ Million sales opportunity Insight In an effort to Read More
Mark Addicks, Chief Marketing Officer for General Mills shares his thoughts and experiences on winning with Hispanic consumers. “If you take a really true look at the marketplace, what you find is that you have to address U.S. Hispanics,” Addicks says. Watch the video to hear more.