Market Overview

Univision Communications And AMG Strategic Advisors Announce Partnership To Develop Hispanic Shopper Research


Results of Report to be Discussed in Free Webinar “The Why? Behind the Buy: Grocery Shopping Habits of U.S. Hispanics” on Tuesday, December 11, at 2 p.m. ET


AMG Strategic Advisors, the growth strategy consulting unit of Acosta Sales & Marketing, today announced its partnership with Univision Communications Inc, the leading media company serving Hispanic America, to create new research on Hispanic shopper trends and how they will continue to impact manufacturers and retailers into the next decade. The partnership brings together AMG Strategic Advisors' experience as a leader in the consumer packaged goods (CPG) and retail industries combined with Univision's success in providing research and counsel to its CPG clients focused on reaching Hispanic consumers.

Changing demographics in North America continue to change how retailers market to new constituencies. In particular, according to the new report, due to the continued growth of the Hispanic population in the U.S. and the culturally distinct ways in which Hispanic consumers shop and spend, they will have increasing influence on how retailers and manufacturers market their services and products.

“We recognize the changing demographics in the U.S., and as retailers cater to the growing Hispanic community, they will need to modify their strategies and assortment,” said Liz Sanderson, vice president, Brand Solutions at Univision Communications. “This report, and the corresponding webinar on December 11, will help manufacturers and retailers gain a closer understanding of Hispanic consumers, and how they need to adapt their methods to better serve them.”

With data showing that Hispanic buying power will continue to grow significantly, the report underscores the increasing use of technology, digital and social media by Hispanics. The report also notes that Hispanic shoppers are more likely to be optimistic about employment and income in the coming year, and are leaders in leveraging online and interactive tools for planning grocery shopping trips and deciding which specific products to buy.

Elena Etcharren, senior vice president from AMG Strategic Advisors, added: “Our research has shown that Hispanic shoppers rival Millennials and Gen X shoppers in adoption of sophisticated interactive tools and websites. We have also seen that a growing percentage of the demographic use Smartphone apps specifically for grocery shopping and meal planning, a statistic that may significantly impact how successful retailers go about capturing this market.”

The results of the report will be discussed in a free webinar, entitled “The Why? Behind the Buy: Grocery Shopping Habits of U.S. Hispanics.” The webinar will be held on Tuesday, December 11, at 2 p.m. ET. Topics will include: budgets and spending, shopping strategies and priorities, meal planning and list making, brands and channels, as well as the role technology plays in purchasing decisions. To sign up for the webinar, please click here.

Marielena Santana

David Schutzman

About Univision Communications Inc.
Univision Communications Inc. (UCI) is the leading media company serving Hispanic America. Its assets include Univision Network, one of the top five networks in the U.S. regardless of language and the most-watched Spanish-language broadcast television network in the country reaching 96% of U.S. Hispanic households; TeleFutura Network, a general-interest Spanish-language broadcast television network reaching 88% of U.S.Hispanic households; Univision Cable Networks, including Galavisión, the country's leading Spanish-language cable network, as well as Univision tlnovelas, a new 24-hour cable network dedicated to novelas, Univision Deportes Network, a new 24-hour cable network dedicated to sports, ForoTV, a new 24-hour Spanish-language cable network dedicated to news, and an additional suite of six cable offerings - De Película, De Película Clásico, Bandamax, Ritmoson, Telehit and Clásico TV; Univision Studios, which produces and co-produces reality shows, dramatic series and other programming formats for the Company's platforms; Univision Television Group, which owns and/or operates 62 television stations in major U.S. Hispanic markets and Puerto Rico; Univision Radio, the leading Hispanic radio group which owns and/or operates 69 radio stations in 16 of the top 25 U.S. Hispanic markets and Puerto Rico; Univision Interactive Media, a network of national and local online and mobile sites including, which continues to be the #1 most-visited Spanish-language website among U.S. online Hispanics, Univision Móvil, a longstanding industry-leader with unique, relevant mobile products and services, and Univision Partner Group, a specialized advertising and publisher network. Headquartered in New York City, UCI has television network operations in Miami and television and radio stations and sales offices in major cities throughout the United States. For more information, please visit

About AMG Strategic Advisors
AMG Strategic Advisors is the strategy and insights consulting unit of Acosta Marketing Group (AMG), providing world-class integrated marketing solutions for CPG companies and retailers. AMG Strategic Advisors leverages its retailer relationships and industry experience to provide best-in-class consulting, brand positioning, shopper and marketing insights, and data analysis to increase sales momentum and drive ROI. For more information, visit

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