By: Karina Beltran Romero, Manager, Member Relations, FMI
Hispanic Heritage Month is more than just a time for celebration; it's an opportunity to reflect on the deep-rooted cultural identity and traditions that form the backbone of the Hispanic community.
For me, it's impossible to walk into a grocery store and not feel the pull of nostalgia when I see familiar products from my childhood in El Salvador. The spices, snacks, and ingredients I choose connect me to my roots. Those beloved brands take me back to when my family and I would sit around the table, sharing a meal passed down through generations and the traditions that shaped us. It wasn't just food — it was about connection, memories and identity. That feeling still guides my food shopping choices today.
Quality, Connection and Cultural Loyalty
I'm not just looking for the lowest prices -- I want quality, authenticity and relevance. I'm loyal to brands that resonate with my heritage and offer value for the money. But even more than that, I'm looking for stores that understand and cater to my unique preferences. My favorite Latino market offers a place where I feel welcomed; I can find the brands I love, and the atmosphere reminds me of home. Whether it's the smell of freshly baked sweet bread or the sight of colorful piñatas hanging overhead, these experiences enrich my family's shopping trips and connect us to our culture.
A Look Inside Trends
Many Hispanic consumers are passionate about grocery shopping. According to FMI's U.S. Grocery Shopper Trends, Hispanic shoppers have a deeper engagement with grocery shopping than the overall population: higher grocery spending ($186 vs. $165), higher consumer sentiment index (73% vs. 70%), shop more banners (6.1 vs. 4.9) and shop more channels (4.1 vs. 3.5).
Join FMI's Steve Markenson and NielsenIQ's Kymberly Graham on Oct. 9 for an insightful digital seminar during Hispanic Heritage Month. They'll present a focused look at grocery shopper trends and other key insights among Hispanic shoppers. Don't miss this opportunity to connect with and better understand this dynamic market.
Access the On-Demand Recording Grocery Shopper Snapshot: Hispanic Edition
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