Market Overview

AMG Strategic Advisors and Univision Communications Reveal Hispanic Shopper Behavior and Spending Research in "the Why? behind the Buy" Hispanic Edition


AMG Strategic Advisors, the growth strategy consulting unit of Acosta Sales & Marketing, and Univision Communications Inc., the leading media company serving Hispanic America, have released findings from the Hispanic The Why? Behind The Buy research report analyzing Hispanic grocery shopping behavior and spending trends. The Hispanic The Why? Behind The Buy reveals important insights into the behavior and buying patterns of Hispanic consumers and provides actionable tips to help consumer packaged goods (CPG) brands and retail marketers better appeal to this important demographic.

“The Hispanic The Why? Behind The Buy offers insights to help better understand the culturally distinct ways in which Hispanic consumers shop and spend,” said AMG Strategic Advisors Senior Vice President Elena Etcharren. “CPG and retail marketers may need to modify their strategies to ensure they are broadly appealing to and engaging with this important demographic of shoppers.”

“With shopping, there are key differences and important similarities between the Hispanic consumer and the total population,” said Liz Sanderson, vice president, Brand Solutions at Univision Communications Inc. “We believe retailers and CPG companies who understand and celebrate these nuances - with true authenticity - will experience incremental growth and success with Hispanic consumers.”

The findings of the Hispanic The Why? Behind The Buy research were recently discussed in a “Hispanic 411: Insights to Grow Your Business” webinar available for replay here. To download a more detailed report, visit

The Why? Behind The Buy Hispanic edition reveals that:

  • Hispanic shoppers are optimistic and have a positive, forward-looking view that transcends today's struggles
    • 32 percent of Hispanic shoppers expect their household income to increase over the next year (vs. 22 percent of non-Hispanics)
    • 25 percent of Hispanic shoppers expect a positive change in employment in the coming year (vs. 14 percent of non-Hispanics)
  • Hispanic shoppers have integrated ‘savings' strategies into their grocery shopping habits
    • Over the last year, 55 percent bought items on sale, and 45 percent used coupons
    • 59 percent of Hispanic shoppers purchase store brand products to save money
  • Hispanics are more likely to shop with others. Only 22 percent of Hispanics shop alone versus 46 percent of non-Hispanics
  • The Hispanic shopping budget is large, at an estimated $425 per month
    • Hispanic shoppers across all income brackets are spending more on routine trips, with the majority spending more than $100 per trip
  • Hispanic shoppers are increasingly using digital technologies for grocery shopping and planning
    • Popular online shopping tools include coupons, emails and shopping lists
    • Retail and brand websites are most popular websites among Hispanic shoppers who use interactive tools for grocery shopping

The Hispanic The Why? Behind The Buy was produced with research from a random sample of 1,014 U.S. Hispanic shoppers using both online and face-to-face interviews via Acosta's proprietary ShopperF1rst™.

The Hispanic research is a special edition of the bi-annual The Why? Behind The Buy research conducted by AMG Strategic Advisors and published by Acosta Sales & Marketing. The Why? Behind The Buy provides insights into the behavior and buying patterns of today's shoppers. The Fall 2012 report highlights where U.S. shoppers are venturing into new categories and adopting new shopping behaviors. It also explains that, while most shoppers are still cost-conscious, they are adapting to the financial uncertainties of the changing economy and are increasingly optimistic about the future. To download the insights, visit

Helping marketers tap into the Hispanic opportunity and its burgeoning $1 trillion economy, Univision provides consulting services that help clients develop and executive strategies that drive sales with Latino consumers. As part of its commitment to being marketers' No. 1 resource on Hispanic insights, Univision also develops and provides access to proprietary research offerings, including studies and ethnographies that span various categories, including digital and consumer electronics, healthcare, quick service restaurants, frozen foods and snacks, beauty and male grooming, and much more. To access insights from Univision and its “Hispanic 411: Insights to Grow Your Business” webinars, please visit and follow @Hispanic411 on Twitter.

About AMG Strategic Advisors

AMG Strategic Advisors is the growth strategy consulting unit of Acosta Sales & Marketing, assisting clients in accelerating profitable growth through insight-driven strategies and advanced analytics. Comprised of consultants with in-depth experience in marketing strategy, including experience at leading CPG manufacturers, AMG Strategic Advisors provides best-in-class strategy consulting, brand positioning, shopper & marketing insights, and data analysis. For more information, visit

For AMG Strategic Advisors
David A. Schutzman, 203-550-8551
Meredith Rovine, 610-455-2756
Marielena Santana, 212-455-5233

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