La Lista Latina

Understanding how Hispanics make lists and shop for groceries. By Roberto Siewczynski. For any shopper demographic, understanding the path-to-purchase is complex. But make no mistake, understanding this path for the Latino shopper is even more complex: Latino shoppers have varied levels of acculturation; they come from different countries of origin, each with their own unique points-of-view; they speak another language; and, frankly, they shop differently.

At its inception four years ago, our ‘NVista study was the first quantitative report of its kind to provide an in-depth look at the Latino shopper. The ‘NVista study breaks down the Latino shopper’s behavior and looks at channel preferences, coupon usage, trip planning and other fundamental data gaps that bring to light the shopping habits of this very distinct — and growing — demographic. Because the US Latino population is becoming an increasingly important target for brands, we felt there was an opportunity to augment our insight into the Hispanic shopper by adding a qualitative layer to our quantitative foundation. read >>