Recent data showed that Hispanic buying power represents a significant share of the United States market, with the dollar amount expected to grow by 0.7 trillion between 2010 and 2017. Hispanic consumers indicated that they spend an average of about 81 U.S. dollars on food during a shopping trip in 2014. The average expenditure of Hispanic men and women on food did not differ greatly.
The market size of Hispanic foods and beverages in the United States is on the rise. When it comes to supermarket preference, about 61 percent of Hispanic Millennials in the U.S. said that they have shopped at a Hispanic supermarket. The preference for Hispanic grocers may be related to language barrier. According to a recent U.S. survey, about 98 percent of Hispanic Millennials who have shopped at a Hispanic supermarket indicated that they speak predominantly Spanish.
Of the multiple factors which impact Hispanic shoppers’ purchases, the availability of coupons at the shelf plays an important role. A survey conducted in the United States in 2015 revealed that the availability of coupons at the shelf impacted purchases of approximately 26 percent of Hispanic shoppers. The same survey found that Hispanic consumers were most likely to use store’s special offers for cookware and cooking equipment.