Numerator, a data and tech company serving the market research space, has released a new consumer study, Honoring Hispanic & Latino Heritage in America. The report leverages omnichannel purchase data, market share data, and survey data to examine the preferences and behaviors of Hispanic / Latino consumers as a whole and also through the lens of heritage identity
CHICAGO, Sept. 20, 2022 (GLOBE NEWSWIRE) -- Numerator, a data and tech company serving the market research space, has released a new consumer study, Honoring Hispanic & Latino Heritage in America. The report leverages omnichannel purchase data, market share data, and survey data to examine the preferences and behaviors of Hispanic / Latino consumers as a whole and also through the lens of heritage identity. Overall, Hispanic / Latino households are young, diverse, multilingual consumers whose heritage identity plays a role in the brands they choose to buy and the retailers where they choose to shop.
Hispanic / Latino Consumer Findings Include:
Dietary restrictions are most common among Hispanic / Latino households. 25% of Hispanic / Latino households have some sort of dietary restriction, more than any other ethnicity group (compared to 22% of both Asian and Black households and 14% of White households).
Compared to the total US population, Hispanic / Latino consumers are 75% more likely to be vegan, 63% more likely to be lactose-free, 45% more likely to be vegetarian, 22% more likely to be gluten-free, and 18% more likely to be pescatarian.
Hispanic / Latino consumers could be leading indicators for emerging food trends. Over three in five grocery categories where Hispanic / Latino households over index in are categories that are growing share within grocery. Top categories that are capturing more than their fair share among Hispanic / Latino consumers include nectars, lentils, canned / powdered milk, coconut water, and in-store bakery.
Alcoholic beverages preferences also vary by heritage. Hispanic / Latino consumers of South American, Western European, and Caribbean heritage are more likely to spend their alcohol beverage dollars on wine, while those of Mexican / Central American heritage are more likely to place their alcohol beverage spend on beer.
Hispanic / Latino households are dining out frequently. These consumers are 72% more likely to eat out 6+ times a week compared to the total US population. Caribbean households are more likely to place share within the top three quick-service restaurants (McDonald’s, Chick-fil-A, Wendy’s), while Taco Bell over-indexes with consumers of North American and Western European heritage compared to all Hispanic / Latino consumers.
Numerator panelists self-identify on hundreds of demographic and psychographic attributes, including racial identity and ancestry. For the latter, consumers were asked to select any countries that were relevant to their family heritage or ancestry. The five main regions that capture most Hispanic / Latino consumers were: Mexico/Central America (51%), Caribbean (25%), North America excluding Mexico and Caribbean (14%), Western Europe (14%), and South America (12%). Consumers can identify with multiple countries, causing regions to add to more than 100%.
Numerator is a data and tech company bringing speed and scale to market research. Numerator blends first-party data from over 1 million US households with advanced technology to provide 360-degree consumer understanding for the market research industry that has been slow to change. Headquartered in Chicago, IL, Numerator has 2,000 employees worldwide; 80 of the top 100 CPG brands’ manufacturers are Numerator clients.
Bob Richter Numerator 212-802-8588 press@numerator.com
