Marketers may find a new target of opportunity in Hispanic men. An article in Convenience Store News reports on research from Mintel that 55 percent of Hispanic fathers are the top decision makers about household purchases. Meanwhile, most marketers focus their efforts primarily on Hispanic women, assuming that since white women are often the top decision makers in their households when it comes to household purchases, the same holds true in Hispanic households.
In Win the Hispanic Market several contributing authors discuss the attitudes of Hispanic shoppers, especially when it comes to groceries. Whereas, the Mintel research found that Hispanic men are brand loyal and willing to pay more for grocery brands that they believe are more effective than bargain brands, it also found that only 69 percent of Hispanic men had purchased food products in the last 12 months, compared with 83 percent of their white counterparts, 81 percent of Asian and 71 percent of Black counterparts.
To access the original article in Convenience Store News, click the link above.