One in 10 Hispanic shoppers (10%) never buy private label products, and 48% do so only sometimes or rarely. However, Hispanics (73%) agree that private label brands offer a great value for the money, and 64% believe that store brands are as good as national brands.
More than a third of Hispanic shoppers (37%) bought more private label products in 2009 than in previous years, and 25% plan to buy more in 2010 than they did in 2009, reports the Food Marketing Institute. Private label products account for 31% of Hispanic’s grocery purchases, for an average spending of $85.94 every two weeks. Hispanics are a particularly desirable market for grocery retailers because they spend a higher-than-average amount on groceries every year to provide for their large families. 
Hispanics aged 18-24 spend a higher than average amount on private label products every two weeks ($99.41), and those aged 25-39 (42%) are more likely than average to plan to spend more on private label products in 2010.
Hispanics are most likely to buy private label products in the following categories:
• Dairy (54%);
• Paper products (41%);
• Carbonated beverages, soda, or bottled water (35%);
• Cleaning supplies (34%); and
• Cereals and other breakfast products (34%). [Food/Beverages]
Source: “Se Habla Isn’t Enough: Private Label Brands Among Hispanics 2009,” Food Marketing Institute, 2345 Crystal Dr., #800, Arlington, VA 22202; 202-452-8444; www.fmi.org. Price: $350 for non-members, $250 for associate members, and $150 for retailer/wholesaler members.
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