Fewer Hispanics (42% in 2010 vs. 50% in 2009) expect to maintain the same level of grocery shopping in the future compared to their current shopping levels, according to M/A/R/C Research. More than four in 10 (41%) expect to buy more in the future, compared to 42% in 2009, whereas 17% expect to buy less, up from 11%.
Among those who expect to buy more in the future, 16% will stick with private label brands, and 13% will buy more private labels. One in eight (12%) will switch to national brands.
While price sensitivity and brand loyalty seem to be at odds for grocery shoppers, Hispanics exhibit both traits. Among those who have not reduced or changed their grocery shopping during the recession, 67% will stick to their preferred brand, even when presented with lower-cost options. Instead, they buy less or less often to save money, which may explain the slide they expect in their grocery shopping levels.
In order to save on their favorite brands, 46% of Hispanic shoppers use coupons, up from 42% at the start of 2009. A similar proportion (45%) use store discount cards, up from 39% over the same period.
Hispanics (87%) are as likely as non-Hispanics (86%) to have noticed some form of in-store advertising. They are more likely than non-Hispanics to notice end caps and free-standing displays (65% of Hispanics vs. 45% non-Hispanics) and at-shelf coupon dispensers (47% Hispanics vs. 39% non-Hispanics).
Source: “The Checkout: Hispanic Shoppers,” Issue 5.10, M/A/R/C Research, Merrill Dubrow, President, 1660 N. Westridge Cir., Irving, TX 75038; 972-983-0416; merrill.dubrow@marcresearch.com; www.marcresearch.com. Price: Call for information.
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