2、4UnderstandingtheImportanceofHispanicShoppingTrendsCIRCANAINSPIRECircana,LLC|Forpublicuse22PartI:ExecutiveSummaryHispanicsrepresent20%oftheU.S.population,but14%ofU.S.households.Hispanichouseholdstendtobelargerthanthenationalaverage,andtheyareoftenmultigenerationalhou
3、seholds.ThisreporthighlightsHispanics$180B+annualCPGpurchases,whichrepresent14%ofthetotalmarket(apercentagethatsincreasing),and16%oftotalCPGgrowth,aswellasconsumptiontrendsandopportunitiestowinwiththesevaluableconsumers.InPartII:HispanicsInfluenceonCPGRetailinAme
4、rica,weexamineculturalinfluencesandopportunities,andwaystoconnectwithHispanicshoppersin-storeandonline.TRENDSOPPORTUNITIESMeasureyourbrandsshareamongHispanicconsumersonanongoingbasis.Assessyourportfoliosattractiveness,andsetastrategytoretain,regainand/orattractHis
5、panicconsumerstodrivegrowth.CountryoforiginanddegreeofacculturationshouldbeconsideredwhenmarketingtoHispanicshoppers.AddressingmoredetailedgeographicvariationswithintheHispanicmarketshouldinformmarketingstrategies.Forinstance,Mexican-AmericansintheSouthwestmayhave
6、differentconsumerbehaviorsandpreferencescomparedtoPuertoRicansintheNortheast.EngageHispanicsbyfocusingcommunicationsonnatural,healthorbetterforyouandyourfamilybenefits,aswellascommunityengagementandlinkstotheirheritage/traditions.Highlightsensorialproductattribu
7、tessuchasfragrances,flavorsordecorationsthatconnectwithHispanicsemotionalpreferences.Whilevalueforthemoneyisatoppurchasedriver,unacculturatedHispanicsaremorelikelythanacculturatedHispanicsornon-Hispanicstoindicatethatfragranceisimportantintheirhomecarepurchase
8、s.Forbeautyandpersonalcarepurchases,unacculturatedHispanicsarefarmorediscerningthanothergroups,seekingnatural,plant-basedandsustainablypackageditems.Hispanicsarenothomogenous,withmorethantwodozencountriesrepresentedintheU.S.IntheU.S.,Hispanicwomenhavethehighestfe
9、rtilityrate,andHispanicbirthsoutpaceimmigrationinpopulationgrowth;newborns,notimmigrants,havedriventherecentgrowthamongHispanics.Hispanicsover-indexinhouseholdincomeoflessthan$50,000,andtheselower-incomehouseholdsrepresent42%ofHispanicCPGdollarshare.Acculturatedandun
10、acculturatedhavesomesimilarattitudes,butalsovaryingimpactonwhereandwhattheypurchase.AcculturatedHispanicsspendmorethan$10.3billionon10categories:skincare,diapers,babyfeeding/care,shampoo,facialcosmetics,hairconditioner,womensfragrances,deodorant,handandbodylotion,toothbr
11、ushes/dentalaccessories.Hispanicsaredrivinggrowthandoutpacingnon-HispanicsinCPGandfoodandbeverageinbothdollars(3.5%vs2.6%)andunits(7%vs-0.3%).CLICKforPartII:HispanicsCPGShoppingTrendsCircana,LLC|Forpublicuse33Circana,LLC|ForpublicuseTheGrowingImportanceoftheHispani
12、cPopulation3Circana,LLC|ForpublicuseCircana,LLC|Forpublicuse44Source:U.S.CensusBureau.BasedonpopulationestimateasofJuly2023.TheU.S.CensusBureaudefinesHispanicorLatinoasapersonwhoisofCuban,Mexican,PuertoRican,SouthorCentralAmerican,orotherSpanishcultureororigin,reg
13、ardlessofrace.4Circana,LLC|Forpublicuse20%oftheU.S.isHispanicorLatinoBetween2022and2023,theHispanicpopulationaccountedfor71%oftheoverallU.S.populationgrowthU.S.HispanicPopulationGrowthContribution2023vs.202233%internationalmigration67%natural(birthsvs.deaths)Circana,LLC|F
14、orpublicuse5Circana,LLC|Forpublicuse5U.S.HispanicpopulationcontinuestogrowTheHispanicpopulationintheU.S.hasgrownsince1970,anditshowsnosignofstopping.By2060,itspredictedthatthispopulationwillreach98million,50%morethanin2023.Sources:PewResearchCenter;U.S.CensusBure
15、au;releasedateNov.2023;basedonstandardimmigrationscenario.Alternativescenariosbasedonlow,highandzerolevelsofimmigrationarealsoavailabletoanalyzepotentialoutcomesofdifferentlevelsofimmigration.TheU.S.CensusBureaudefinesHispanicorLatinoasapersonwhoisofCuban,Mexi
16、can,PuertoRican,SouthorCentralAmerican,orotherSpanishcultureororigin,regardlessofrace.10M15M22M35M51M62M65M72M82M91M98M1970198019902000201020202023203020402050206020%27%ofU.S.population16%Circana,LLC|Forpublicuse66Circana,LLC|ForpublicuseNewbornshavedrivenHispanicpopulationgrow
18、mmigrationSourceofAverageYearlyPopulationGrowthamongU.S.Hispanics,inThousandsNote:U.S.birthandimmigrationfiguresreflectadditionstotheU.S.Hispanicpopulation.Deathsandemigrationarenotshown.Hispanicsareofanyrace.Source:PewResearchCenteranalysisof1970-2015datafrom2015r
19、eport,ModernImmigrationWaveBrings59MilliontoU.S.,DrivingPopulationGrowthandChangeThrough2065.Datafor2015-2022isbasedonanalysisofU.S.CensusBureaupopulationestimates.ThehighestU.S.fertilityrates(63.3per1,000womenages15-44)during2020-2022(average)wereamongHispanicwom
20、en.Newborns,notimmigrants,havedriventherecentgrowthamongU.S.Hispanics.Duringthe2010s,anaverageof1millionHispanicbabieswereborneachyear,slightlymorethanduringthe2000s.Circana,LLC|Forpublicuse77Asthepopulationages,Hispanicswillincreasinglybecomealargerpercentageof
23、bout-us-latinos-for-national-hispanic-heritage-month/Otherstateswith1millionormoreHispanicsincludeIllinois,NewJersey,Colorado,Florida,Georgia,Pennsylvania,NorthCarolina,Washington,ArizonaandNewMexico.InNewMexico,Hispanicshavebeenamajorityofthepopulationsince2021,andthestat
24、eslargestracialorethnicgroupsincetheearly2000s.In2022,thestatewashometo1.1millionHispanics.10M1M10M500K1M100K499K100KCircana,LLC|Forpublicuse99Hispanicscomefrom30+countriesSource:PewResearchCentercalculationsbasedonthe2010and2022AmericanCommunitySurveys(U.SCens
25、usBureau).Note:Hispanicoriginisbasedonself-describedancestry,lineage,heritage,nationalitygrouporcountryofbirth.Populationisroundedtonearest5,000.Listedindescendingorderofpopulationsize.Differencesbetweenranksmaynotbestatisticallysignificant.Rankingsandpercentagesare
26、basedonunroundedpopulations.VenezuelanshaveseenthefastestpopulationgrowthamongU.S.Latinosat236%(from2010to2022).Fourothergroupssawgrowthratesexceeding50%:Hondurans:67%Guatemalans:62%Dominicans:59%Colombians:51%Bycontrast,thoseofMexicanoriginintheU.S.grewbyonly14%,the
27、slowestrateamongthemostpopulousorigingroups.OriginGroupPopulation%amongallU.S.Hispanics%change2010-2022U.S.Total63,555,000100%25%Mexican37,415,00058.914PuertoRican5,905,0009.326Salvadoran2,480,0003.936Cuban2,435,0003.830Dominican2,395,0003.859Guatemalan1,880,000362Colombian1,450,0002.3
28、51Honduran1,220,0001.967Spaniard970,0001.540Ecuadorian870,0001.434Venezuelan815,0001.3236Peruvian750,0001.226OriginGroupPopulation%amongallU.S.Hispanics%change2010-2022U.S.Total63,555,000100%25%Nicaraguan490,0000.827Argentinean305,0000.529Panamanian240,0000.440Chilean200,0000.344CostaRican185,0
29、000.342Bolivian140,0000.224Uruguayan75,0000.128Paraguayan25,000018OtherCentralAmerican35,0000.142OtherSouthAmerican30,00003AllOtherLatinos3,230,0005.11079Circana,LLC|ForpublicuseCircana,LLC|Forpublicuse1010Circana,LLC|ForpublicuseHispanicsskewlow-income,withlargerhouseholdsSource:Cir
30、canaOmniConsumerReceiptPanel,12MEMay19,2024,Omnichannelvenue,Hispanicethnicitybasedonheadofhousehold.HOUSEHOLDINCOMEHispanicconsumersandhouseholdsover-indexedin$50KHOUSEHOLDSIZEHispanichouseholdsarelargervs.non-HispanichouseholdsCHILDRENThepresenceofchildrenunderage18ism
31、oreprevalentinHispanichouseholdsCircana,LLC|Forpublicuse11111in4Hispanichouseholdsisamultigenerationalhome,twiceasmanyaswhitehouseholdsSource:U.S.CensusBureau.TheU.S.CensusBureaudefinesamultigenerationalhouseholdasafamilyhouseholdwiththreeormoregenerationslivingu
33、ofPopulationinMultigenerationalHouseholds3.043.66AverageHispanichouseholdsizeAveragenon-HispanichouseholdsizeAverageHouseholdSizebyEthnicityCircana,LLC|Forpublicuse1212Hispanicsareone-fifthofthepopulation,butrepresentasmallershareofhouseholdsThisdisparitypointstolarg
34、erhouseholds,manyofwhicharemultigenerational.ofU.S.populationisHispanicofU.S.householdsareHispanic20%14%Source:U.S.CensusBureau12Circana,LLC|ForpublicuseCircana,LLC|Forpublicuse1313Circana,LLC|ForpublicuseHispanicConsumerTrendsAcrossCPG13Circana,LLC|ForpublicuseCircana,LLC|F
35、orpublicuse1414HispanicCPGhouseholddollarspendskewsyoungerandlower-incomeSource:CircanaOmniConsumerReceiptPanel,52WEAug.11,2024.Omnichannelvenue;CPGincludesbothedibleandnon-fooddata.Hispanicethnicityidentifiedbyheadofhousehold.CPGDollarSharebyAgeRangeofHeadofHous
36、eholdCPGDollarSharebyHouseholdIncome718172018194141718212519-2526-3536-2546-5556-6566+HispanicNon-Hispanic28131611922221117131126$125KCircana,LLC|Forpublicuse1515TotalCPGSalesGrowthbyEthnicityHispanichouseholdsaccountfor14%ofannualCPGdollars,growing3%vs.YASource:CircanaOmniConsu
37、merReceiptPanel,52WEAug.11,2024.Omnichannelvenue;CPGincludesbothedibleandnon-fooddata.Hispanicethnicityidentifiedbyheadofhousehold.PercentofTotalCPGDollarSalesWhiteOtherAsianAfricanAmericanHispanic335-3-112-6HispanicAfricanAmericanAsianWhiteDollarsaleschg.vs.YAUnitsaleschg.
38、vs.YAHispanicHouseholds+0.1%ofCPG$vs.YA16%oftotalCPGgrowth14%11%5%1%69%Circana,LLC|Forpublicuse16Circana,LLC|Forpublicuse16HispanicCPGspendinggrowthisfasterinfood&beverage,particularlyinunitsNote:Excludesrandom-weightfoodsandtobacco.Source:CircanaOmniConsumerReceiptPanel,52
39、WEAug.11,2024.3.53.53.63.02.63.70.00.51.01.52.02.53.03.54.0TotalCPGFoodandbeverageNon-foodCPGHispanicNon-Hispanic1.01.7-1.3-0.1-0.30.2-2.0-1.5-1.0-0.50.00.51.01.52.0$Sales%chg.vs.YAUnitSales%chg.vs.YACircana,LLC|Forpublicuse1717Hispanichouseholdsspendmoredollarsin-storeHowever,non-
40、foodsharegrowthfore-commerceisoccurringSource:CircanaOmniConsumerReceiptPanel,12MEAug.11,2024.Omnichannelvenue;Hispanicethnicityidentifiedbyheadofhousehold93%91%7%9%HispanicNon-HispanicIn-StoreE-commerce78%75%22%25%HispanicNon-HispanicIn-StoreE-commerceRetailFood&BeveragePercentof
41、DollarsbyPurchaseMethodNon-FoodPercentofDollarsbyPurchaseMethod0.0shareshiftsvs.YA+0.7ptse-commsharevs.YA+1.4ptse-commsharevs.YA+2.2ptse-commsharevs.YACircana,LLC|Forpublicuse1818TherearepurchaseinfluencedifferencesbasedonunacculturatedoracculturatedHispanicsAcculturate
42、dHispanicsaredrivenmorebyconvenienceandvalueforthemoney,whileunacculturatedHispanicsseekfreshfoodsandoptionsthataddressspecifichealth/nutritionneeds.Source:CircanaSurveySolutions,Sept.617,2024.UnacculturatedHispanicsAcculturatedHispanicsNon-HispanicsAppealstomanypeople
43、inmyhousehold65%52%42%Isagoodvalueforthemoney65%80%80%Isfresh/notprocessed61%57%52%Hasingredientsthataddressmyspecifichealth/nutritionneeds57%43%35%Hashealthbenefitsbeyondbasicnutrition(e.g.,antioxidants)52%35%26%Helpsmeaddressmynutritiongoals49%45%41%Isquickandeasyto
44、prepare48%54%50%Comesincalorie-controlledportions/packagesizes25%11%10%Circana,LLC|Forpublicuse1919Circana,LLC|ForpublicuseHispanichouseholdsaccountformorethantheirfairshareinethnicfoods,juice,water;leastinfrozenmealsNote:Top/bottomaislesshown.Source:CircanaOmniConsumerRece
45、iptPanel,52WEAug.11,2024.Hispanicethnicityidentifiedbyheadofhousehold.RetailFood&BeverageHispanicHouseholdsDollarSharebyAisle18171715151515151313131313131312EthnicJuicesWaterFrozenMeatRfg.BeveragesRfg.MeatsBakingDairyFz.Fruit&VegSnacksCoffee&TeaSports/EnergyDrinksCandyCondimentsCSD
46、Fz.MealsHispanicsspend14%oftotalRetailFood&Beverage$Circana,LLC|Forpublicuse2020Circana,LLC|ForpublicuseAmongtopgrowthF&Bcategories,HispanicsoutpacegrowthofcoffeeandliquorNote:Excludesrandom-weightcategories.Categorydevelopmentindexiscategory%ofHispanictotalF&Bsales,cat
47、egory%ofnon-HispanictotalF&Bsales.Source:CircanaOmniConsumerReceiptPanel,52WEAug.11,2024.9%7%5%5%4%4%3%3%3%3%CarbonatedBeveragesBottledWaterEnergyDrinksCoffeeSpirits/LiquorSaltySnacksNon-ChocolateCandyShortening&OilFreshBread&RollsYogurtFood&BeverageTopCategoriesGrowinginHispanic
48、areasanddifferencevs.non-Hispanicareas%contributiontototalHispanic$growth6.14.96.57.77.72.36.89.13.87.0CarbonatedBottledWaterEnergyDrinksCoffeeSpirits/LiquorSaltySnacksNon-ChocolateShortening&OilFreshBread&RollsYogurtCat.DevIndextoNon-HispHispanic$%chg.vs.YAPpt.vs.Non-Hisp.871248692921
49、0393133108107+0.7+1.6-1.4+5.2+4.4-0.8+0.5-0.9+1.9-0.1Circana,LLC|Forpublicuse2121Hispanicsareshopping,buyingandconsumingF&BthatsupporttheirculturalpreferencesandrecipesSource:CircanaOmniConsumerReceiptPanel,12MEMay19,2024.Top20categoriesbasedonpenetration;Hispanicethnicity
50、identifiedbyheadofhousehold1CircanaOmniMarketCoreOutlets;MULO+w/Convenience.17%18%18%18%18%18%18%18%19%19%20%20%20%22%22%24%24%26%28%29%BottledWaterPlant-basedMilkAllOtherMilkIceCreamCones/MixesCornontheCob-FzJuices/Drinks-RfgShortening&OilFlour/BakingMealCannedJuices-SsBakedGoo
51、ds-RfgRiceBabyFreshEggsDryBeans/VegetablesAsepticJuicesLardMexicanFoodsOtherFoods-FzPowderedMilkTortilla/Eggroll/WontoGeneralFoodFrozenRetailFood&BeverageHispanicHouseholdDollarPenetrationbyCategoryTortillaLandisatop-sellingbrandintortilla/eggroll/wontonwrapcategory,up13%ind
52、ollarsand9%inunitsvs.lastyear1Circana,LLC|Forpublicuse2222Circana,LLC|ForpublicuseHispanicsarebrand-loyalanddrivingmorethantheirfairshareofseveralF&BnamebrandsKnowingandcommunicatingtothemand/orattractingthemtoyourportfolioiskeyforfuturegrowthSource:OmniMarketHi
53、spanicInsights,52-weeksendingSept.8,2024.6Non-FlavoredConv.BottledStillWater8Shelf-StableNon-AsepticSportsDrinks1CannedJuiceDrink1BottledTomato/Veg.Juice/Cocktail11NameBrandConcentratedJuices4FoodPreparationShorteningandOils9BabyFood/SnackNameBrands15%-24%051015202530354
54、0455055606570758085909510013%-52%59%50%14%-54%16%-57%15%-29%HispanicHouseholdDollarShareofNationalBrandTotalSalesSelectExamplesCircana,LLC|Forpublicuse2323Over$10.3BspendannuallyinthesecategoriesalonebyacculturatedHispanicbuyersTOP10SkinCareDiapersBabyFeeding/Care&Safety/Tra
55、velAccessoriesFacialCosmeticsShampooHairConditionerWomensFragrancesDeodorantToothbrush/DentalAccessoriesHand&BodyLotion23Circana,LLC|ForpublicuseCircana,LLC|Forpublicuse2424ApleasingfragranceisahomecareproductattributethatresonateswithunacculturatedHispanicsPrompt:Selecthome
56、careattributesthatareimportanttoyourpurchasedecision.Source:CircanaSurveySolutions,Sept.617,2024UnacculturatedHispanicsAcculturatedHispanicsNon-HispanicsIsagoodvalueforthemoney62%73%73%Hasapleasingfragrance58%45%39%Makesiteasiertogetmyhouseworkdone50%43%38%Hasalowpric
57、epoint42%55%47%Multipurposeproduct41%39%41%Offerslonger-lastingresultsversusexistingalternatives40%38%29%Ismadewithenvironmentallyfriendlyingredients34%27%26%Isformulatedwithnaturalingredients33%29%23%Isaverytargeted-useproduct28%17%11%Hasenvironmentallyfriendlypackaging27%17%
58、16%IsabrandthatwasusedinmyhomewhenIwasgrowingup24%18%13%Circana,LLC|Forpublicuse2525UnacculturatedHispanicsaremorediscerninginbeautyandpersonalcarepurchasesthanothershoppergroupsPrompt:Selectbeautyandpersonalcareattributesthatareimportanttoyourpurchasedecisio
59、n.Source:CircanaSurveySolutions,Sept.617,2024UnacculturatedHispanicsAcculturatedHispanicsNon-HispanicsIsagoodvalueforthemoney54%63%59%Isnaturalororganic50%30%19%Hasplant-basedingredients44%16%13%Appealstomanypeopleinmyhousehold43%20%12%Isformulatedwithnaturalingredients43%3
60、0%26%Hasingredientsthataddressmyspecificbeautygoals41%35%30%Isfreefromartificialcoloring34%26%19%Comesinpackagingthatissustainable(environmentallyfriendly)29%11%11%Allowsmetosaveonvisitstothespa/salon29%17%14%Hasnopreservatives29%21%16%Hasneworuniquescents28%18%11%Circ
61、ana,LLC|Forpublicuse2626Circana,LLC|ForpublicuseVarietypacksappealtounacculturatedHispanics,wholooktopleasedifferentfamilymembersSource:CircanaSurveySolutions,Sept.617,2024.ofunacculturatedHispanicsbuymulti-flavorvarietypacksoffoodorbeverageitemsofunacculturatedHispanic
62、spurchasingvarietypacksdosotopleasedifferentfamilymembers75%77%26Circana,LLC|ForpublicuseCircana,LLC|Forpublicuse2727Hispanichouseholdsaccountformorethantheirfairshareinlaundry,babyandmassbeautyNote:Largestaislesshown.Excludestobacco.Source:CircanaOmniConsumerReceiptP
63、anel,52WEAug.11,2024.Hispanicethnicityidentifiedbyheadofhousehold.17161616161515151514141313131210LaundryHairCareBabyCareCosmeticsPersonalCleansingMouthCareSkinCareHouseholdCleaningDisposableTablewarePaperProductsHouseholdPlastics/StorageFoils,WrapsandBagsHealthRemediesNutrition/We
64、ightLossPetFoodPetTreatsNon-foodCPGHispanicHouseholdsDollarSharebyAisleHispanicsspend14%oftotalRetailFood&Beverage$Circana,LLC|Forpublicuse2828Circana,LLC|ForpublicuseBeauty&personalcareareimportanttoHispanics,andtheyareoutpacinggrowthofcatfood,catlitterandbabyprod
65、uctsNote:Excludestobacco.Categorydevelopmentindexiscategory%ofHispanictotalNon-foodCPGsales;category%ofnon-Hispanictotalnon-foodCPGsales.Source:CircanaOmniConsumerReceiptPanel,52WEAug.11,2024.4%4%4%4%6%4%6%16%9%4%WomensFragrancesDiapersLaundryDetergentSkinCareToiletTissuePape
66、rTowelsWeightControlVitaminsCatFoodCatLitterNon-foodCPGTopCategoriesGrowinginHispanicareasanddifferencevs.non-Hispanicareas%ContributiontoTotalHispanic$Growth10.37.75.14.76.46.59.613.419.620.4WomensDiapersLaundryDetergentSkinCareToiletTissuePaperTowelsWeightControlVitaminsCat
67、FoodCatLitterCat.DevIndextoNon-Hisp.Hispanic$%Changevs.YAPpt.vs.Non-Hisp.161125125112108102998668662.25.80.9-1.60.70.7-2.41.313.513.6Circana,LLC|Forpublicuse2929Atthecategorylevel,baby,laundryandpersonalcaretopthelistofwhatsimportanttoHispanicsSource:CircanaOmniConsumerReceipt
68、Panel,12MEMay19,2024.Top20categoriesbasedonpenetration;Hispanicethnicityidentifiedbyheadofhousehold1CircanaOmniMarketCoreOutlets;MULO+w/Convenience.Non-FoodHispanicHouseholdsDollarPenetrationbyCategory17%17%17%17%17%17%17%18%18%18%18%18%18%18%19%20%21%21%21%22%Sponges&Scour
69、ingPadsCosmetics-FacialSexualHealthBabyNeedsHairConditionerToothpasteLaundryDetergentHairGrowthProductsDiapersShampooBleachSanitaryNapkins/TamponsHairStylingGel/MousseMoistTowelettesHairColoringShavingLotion/MensFragranceFragrances-WomensCosmetics-LipFabricSoftenerBabyWipesHealthBeau
70、tyHomeCareRizosCurlsisaLatina-ownedcurlyhaircarelinethatachieved33%dollarandunitgrowthvs.lastyear1Circana,LLC|Forpublicuse3030Circana,LLC|ForpublicuseHispanicsprefernamebrands,whichisevidentacrossthenon-foodaislesDoyouknowtheHispanicshareofyourbrand(s)andcompetit
71、or(s)Source:OmniMarketHispanicInsights,52-weeksendingSept.8,2024.9HandandBodyLotionBrands5BabyCareDisp.DiaperNameBrands3MouthCareAisleToothpastes8HairCareRegularShampooBrands1HairCareDandruffShampooBrand4ShavingLotion/Cologne/TalcBrandsCosmeticsAislePowder25%05101520
72、25303540455055606570758085909510016%-25%17%-27%18%-26%24%14%-26%HispanicHouseholdDollarShareofNationalBrandTotalSalesSelectExamples20%-23%Circana,LLC|Forpublicuse3131Circana,LLC|ForpublicuseConsidertheseideastocaptureHispanicgrowthForbeautyandpersonalcarepurchases,unaccultur
73、atedHispanicsarefarmorediscerningthanothergroups,seekingnatural,plant-basedandsustainablypackageditemsthatarefreeofartificialcolors.Promotecleanproductattributesalongwiththeprofessionalresultstheproductsdeliver.Whilevalueforthemoneyisatoppurchasedriver,unaccultu
74、ratedHispanicsaremorelikelythanacculturatedHispanicsornon-Hispanicstoindicatethatfragranceisimportantintheirhomecarepurchases.Messagingshouldpromotetheexperiencetheproductdelivers.Identifywaystolinkportfoliobrand(s)tofoodandbeveragecategorieswithhighHispanicco
75、ncentration(e.g.,tortillas,powderedmilk,asepticjuices,etc.).Withlargerhouseholds,Hispanicsand,notably,unacculturatedHispanicsaremorelikelytobuymulti-flavorpackstoappealtomorehouseholdmembers.Ensurethatpopularflavorsarepartofthemix,andpromotemultipacksashouseholdpleaser
76、s.MeasureyourbrandsshareamongHispanicconsumersonanongoingbasis.Setastrategytoretain,getbacklost,and/orattractHispanicconsumerstodrivegrowthacrossyourportfolio.AlignHispanicsocial/digitalmediamessagingwithpreferredlanguageandonkeyapps.Hispanicsover-indexintheirus
77、eofWhatsApp,TikTokandSnapchat,amongothers.Testbilingualeffectiveness,andworktoexpandlanguagepreferencesacrosstraditionalmediaandmarketingmaterials.RetailershaveanopportunitytotailorassortmentstoappealtoHispanicshoppergroupswithinagivenarea;fresh-prepareditemsfromth
78、edelicanelevateahomemealorcelebration.Usingcountry-of-originanddescriptivemenus,restaurantshaveuniqueopportunitiestotargetspecificgroups.FoodserviceoperatorscanfurthertargetHispanicconsumersbyemphasizingfreshingredientsandtheimportanceofflavorthroughseasoningands
79、pices.JointBusinessPlanningshouldaddresscollaborativewaystoengagewithHispanicsinuniquewaysbothin-storeandonline.Inaddition,identifykeyholidaysandothercelebratoryoccasionsuniquetodifferentHispanicgroups.31Circana,LLC|ForpublicusePartIMeettheU.S.HispanicCPGConsumerP
80、artIIHispanicsCPGShoppingTrendsCircana,LLC|Forpublicuse3232Circana,LLC|ForpublicuseCircanacanhelpasyouactivatestrategiestoconnectwithHispanicconsumers32Circana,LLC|ForpublicuseMULO+Thelargestcensus-basedPOScoverageofCPGcorechannelsShopperSightsPoweredbygranular,best-in
81、-classhousehold-leveldatacombinedwithproprietarymethodologiestodeliveracomprehensiveviewofhigh-opportunityhouseholds,wheretofindthemandhowtoreachthemSurveySolutionsBest-in-classitemclassificationandon-the-flyalignmenttomarketmeasurementsalestrendstounderstandomnich
82、annelpurchasing.ScanPanelThebestsourceforunderstandingconsumerbehaviorbelowthebrandlevelandacrosschannelscalibratedtoPOStruthReceiptPanelBest-in-classitemclassificationandon-the-flyalignmenttomarketmeasurementsalestrendstounderstandomnichannelpurchasingOmniMarketHis
83、panicInsightssalesperformancesolutionthatgivesCPGmanufacturersandretailersanunderstandingofHispanicshopperspurchasingbehaviorsacrossallgeographiestodrivegrowth,obtainbrandequity,targettherightstores/consumersCircana,LLC|Forpublicuse3333Circana,LLC|ForpublicuseThankYou
84、toOurContributorsNOTPICTURED:PeterCarlsonandTomGockmanJasonWallaceDanielJoynerPatFitzsimonsAbbyVaertenKellieHardinCaraLoeysMaryButlerSallyLyonsWyattLisaSmithJoanDriggsSantiagoArboldedaBrooksBerrodinCircana,LLC|Forpublicuse34ThankyouSallyLyonsWyattGlobalEVP&ChiefAdvisorConsumerGoods&FoodserviceI+1-312-285-7319