Hispanic In-Market Results

Research shows that you can boost beef sales and increase overall customer satisfaction among your Hispanic shoppers with point-of-sale resources and marketing techniques from The Beef Checkoff Program.

Want to learn more about how to bring a Hispanic marketing program to your store? Simply contact our Account Development Team for more information.

Challenge

Retailers are looking for ways to engage the growing Hispanic customer base. Now the largest ethnic group in the nation, Hispanic shoppers hold much of the purchasing power when it comes to beef: research shows this demographic consumes 12% to 13% of all beef sold.

Solution

Regional retailers from the Northeast and Midwest implemented a targeted marketing campaign focused on promoting sales among the growing Hispanic community. To help each retailer reach their existing Hispanic shoppers and attract new customers, the Beef Checkoff provided bilingual resources like cut charts, on-pack recipes and consumer handouts. Additionally, each store set up Hispanic sections in their meat cases stocked with cuts identified as the most popular with this demographic.

Our research team  monitored beef sales, shopping frequency and customer responses in the stores that implemented Hispanic marketing programs and compared the results to “control” stores that did not participate in the program. 

Each retail case study proves the success of Hispanic marketing at traditional grocery stores, resulting in an increase in beef sales, store traffic and consumer loyalty.

Results

Beef sales and shopping frequency increased. 

• A majority of shoppers in both groups reported that they would buy meat more often from the tested retailers. 
• In the Northeast study, beef sales increased an average of 14% overall. 
• In the Midwest study, beef consumption with meals increased by 15%.

Customer loyalty rose among study participants.

• In the Midwest test group, an amazing 100% of shoppers said they were “likely” or “very likely” to recommend the chain (or already had). 
• In the Northeast test group, 67% of participants felt that the changes were “excellent” or “very good,” and overall, the ability of staff to fulfill Hispanic shoppers’ needs increased.

Sources and Sample:
Northeast Hispanic Pilot Test, Rieger Research, Inc., 2011
Researchers conducted store intercepts with Hispanic consumers after 6 to 7 weeks of implementation of Hispanic Toolkit elements. Study participants were:

• Hispanic female heads of households with at least $20K annual household income
• Primary household food purchasers and preparers 
• 21 to 54 years old
• Living in households with at least one child 
• Spanish-language dominant or bilingual
• Spanish speakers at home and away from home for at least half the time
• Consumers of 10 hours of Spanish-language television or radio per week
• Primary meat purchasers for household
• Likely to purchase beef at least 4 times per month and cook it at home at least 2 times per week
• Visitors to store meat department on day of intercept
• Unaffiliated with any agency or retailer that would present a conflict of interest

Sources and Sample:
Midwest Hispanic In-Store Test, TNS Sorensen, 2009

• POS elements were tested in a Midwest regional stores in three Kansas cities. Analysis of consumer intercepts, sales data and retailer surveys followed. Study participants were:
• Active meat-department shoppers
• Self-identified Hispanic/Latino
• Spanish-language dominant or bilingual
• Primary or joint household shoppers and meal preparers
• Male or female (maximum 10% males)
• 21 to 54 years old
• Members of households with incomes of at least $25K
• Likely to purchase beef at least 4 times per month and cook it at home at least 2 times per week
• Living in households with at least one child under age 18 at home