Hispanic consumers represent a significant market for beef retailers. They eat beef frequently and spend more on beef than non-Hispanics. However, their shopping preferences and desired cuts may differ from other customers. To attract Hispanic shoppers, retailers should carry cuts that are popular in Hispanic cuisines like milanesa, carne asada, and ground beef. Marketing materials should be provided in both English and Spanish to make Hispanic customers feel welcome. Gathering information about the specific Hispanic population in a store's area can help ensure the right products and outreach are offered.

1. Hispanic
Marketing
Funded by The Beef Checkoff

2. Hispanic Marketing
A Changing These changing demographics mean
Market: New Faces, increasing numbers of new Hispanic
New EXPECTATIONS faces are showing up at your meat
case. To effectively target this growing
As a beef retailer, you’ve seen how market, you will need to recognize
your meat department has changed to the unique needs and expectations
reflect industry trends and consumer of your Latino beef customers.
demands:
Learning how Hispanics live, how
{ Case-ready beef packages now they shop and how they feel about
account for a substantial portion of beef are the first steps in selling more
your meat inventory beef to the Latino community.
{ Customers looking for quick meal
solutions have made convenient The Hispanic
beef products increasingly popular Market &
{
Beef Retailers
Newer cuts like Flat Iron Steak and
Petite Tender have made their way How does the sizeable Hispanic
from the restaurant menu to the market translate to dollars and cents
supermarket meat case. for beef retailers?
Just as the look of the retail meat Studies have shown that Latinos
case is evolving, the make-up of the are the main source of growth for
country’s consumer base is also the grocery industry. Hispanics shop
shifting. For instance, the ethnic at grocery stores about 26 times a
mix of the population is changing month — triple the average of the
to include more Hispanics. With general population.2 With Hispanics in
44.3 million people, the Hispanic your store almost daily, the potential
population is the largest minority impact on your bottom line can be
group in the United States and is significant due to the increasing Latino
growing faster than any other ethnic buying power.
group.1 Hispanic immigrants from Hispanic income is on the rise,
Mexico, Central America and South growing 60-70% faster than the
America settle in all parts of the general population at 7.4% a year.
country and bring with them diverse Hispanic purchasing grew from $212
cultural experiences and attitudes billion in 1990 to $863 billion in 2007.
influenced by their home countries. Projected estimates for 2011 put total
In most instances, the expressions Hispanic spending at $1.2 trillion.3
“Hispanic” and “Latino” are
used interchangeably to describe In order to maximize that spending
immigrants of Spanish or Latin at your beef case, it’s important to
American descent. analyze the whole Hispanic picture:
demographics, differences among
various groups, values, buying habits
and beef cut preferences.
1 U.S. Census Bureau, 2006
2 Food Marketing Institute, El Mercado, 2005
3 The Selig Center for Economic Growth, Univ. of Georgia, 2007
12-2

3. HISPANIC MARKETING
PROFILE: Hispanic HISPANIC CLUSTERING cluster. Median income also increases
Population About two-thirds of US Hispanics
along the continuum. Hispanics on the
right side of the continuum are more
DEMOGRAPHICS are from Mexico. Others come from
likely to celebrate American holidays
Central and South America, Puerto Rico
Along with size and buying power, and follow US news, music and sports.
and Cuba.7
demographic studies have revealed This continuum is important to retailers,
these key Hispanic statistics that are When Hispanics move to the United
because it correlates to buying habits.
meaningful to beef retailers: States, it’s very important to them to
Clusters falling to the left of the
maintain ties to their homeland even
Larger families continuum buy more Hispanic foods,
as they adapt to their new culture. This
Hispanics generally have more mouths while clusters falling to the right buy
process is called acculturation. Unlike
to feed; there are approximately 4.0 more traditional American fare.
Hispanics, other ethnic groups are
Hispanics per household, compared to more likely to assimilate, or try to blend CONNECTION TO FOOD AND FAMILY
2.6 persons for the general market.4 in with their new culture and abandon
The Hispanic culture is family-centered
More children traditional customs.
with strong emphasis placed on food
More than half of Hispanic households Studies have identified five main and home cooking. Latino families
have children (57%), compared to only Hispanic groups, or clusters: New enjoy eating together and believe that
about one third (33%) of non-Hispanic Arrivals, Old World, Transitionals, Up food signifies commitment to family
households.4 & Comers and American Dreamers.8 and tradition.9
Spend more on groceries These clusters are arranged in a series The mother is the heart of the Latino
Hispanics spend $133 on weekly called an Acculturation Continuum family. Hispanic mothers enjoy great
groceries, compared to $91 for the (see below). Where groups fall along personal satisfaction from preparing
general market.5 the continuum reflects how much family meals. Cooking is seen as a way
Spend more on beef Hispanics have acculturated while to expresses creativity, love and care.10
Hispanics spend 42% more on beef integrating the American lifestyle.
VALUES
than non-Hispanics, about $326 The first cluster encompasses those
annually per person, compared to Hispanics values are based on four
Hispanics who were born outside the
$230 for the general market.6 guiding principles:10
US, speak only Spanish and have been
Armed with these figures, savvy beef in this country less than 25 years; they Family
retailers will want to focus attention on are still steeped in their home culture. Latinos believe family is the heart
the Hispanic market to capture their of Hispanic life. The mother plays a
As the continuum progresses, the
share of Latino beef dollars. central role.
percentage of U.S.-born, English-
speaking Hispanics increases in each Heritage
Hispanics are proud of their rich
Acculturation Continuum cultural heritage and feel the need
to preserve their traditions.
Integrity
Pride and self-worth are integral
to Hispanic life. Hispanics like to be
self-reliant and believe it’s important
to contribute to the community.
Success
Being a good provider and having job
security signifies success for Latinos.
They believe wealth should be used to
enjoy life.
Only Spanish More Spanish More English Mainly English
Language Spoken
Source: Simmons NHCS Adult Full Year Unified Study,
Spring 2005
4 Nielsen Media Research, 2005 Universe Estimates
5 Food Marketing Institute, El Mercado, 2005
6 Cattle Industry Annual Convention and Trade Show, Hispanic Market 7 U.S. Census Bureau, 2002 9 Tyson, 2005
Overview, 2005 8 Simmons NHCS Adult Full Year Unified Study, Spring 2005 10 Yankelovich Hispanic Monitor, 2002
12-3

4. HISPANIC MARKETING
PROFILE: HISPANIC SHOPPING HABITS The Acculturation Continuum
The Hispanic Hispanics shop at different types of
(see previous page) comes into play
Supermarket stores; however, grocery stores are the
regarding where and how Hispanics
Consumer number one shopping destination for
grocery shop. Less acculturated Latinos
who are still strongly connected to their
In some ways, Hispanic shoppers Hispanics for two main reasons:5
home culture spend more on groceries.
are very similar to the general Low prices They seek out Hispanic foods and
population — they value a clean Latinos like a good bargain; 95% of products and shop at ethnic stores
store, fresh produce and helpful Hispanic grocery shoppers find low five times more than acculturated
employees.5 prices important.5 Latinos. Acculturated Hispanics who
But Hispanics also like to feel have adopted a more American lifestyle
Convenience
connected to where they shop, are more likely to choose stores based
Grocery stores offer easy “one-stop”
and they want grocery stores to on convenience and efficiency.5
shopping for Latinos; they can
recognize their cultural differences. complete multiple household Latino shoppers spend more on major
A majority of Hispanics also consider errands there. stock-up trips than the general market
community involvement important shopper. The Hispanic shopper also
when choosing where to shop Here are the shopping stats:
“fills in” more often, but spends less
for groceries.5 { 94% of Hispanics shop in on each trip than general market
supermarkets at least once shopper ($32 vs. $49). Hispanic fill-in
per month trips are often prompted by children’s
{
items needed that day.11
68% shop at discount superstores
Knowing the make-up of your store’s
{ 56% shop at carnicerías
Hispanic customer base is crucial to
(meat markets)
meeting Latinos’ needs. Do you have
{ At least half make visits to bodegas a large percentage of acculturated
(corner stores) and panaderías Hispanic shoppers visiting your store
(bakeries) every month to buy meat? Or do you have a greater
{
number of unacculturated Hispanic
Saturday is the most popular
customers who will likely make a
shopping day for nearly 4 out of
separate trip to a carnicería for their
10 Hispanics.5
meat purchases?
Understanding when and why Latino
shoppers are in your store will also help
you better serve your Hispanic market.
Is today’s visit a major weekend
stock-up trip, or a weekday fill-in trip?
11 Unilever, Winning the Hispanic Shopping Trip, 2006
12-4

5. HISPANIC MARKETING
PROFILE: Hispanic However, Latinos who are accustomed Hispanics use beef in a wide variety
Beef Lover to shopping a full-service meat counter of traditional dishes. Get to know
stocked with traditional Hispanic cuts these favorites:
Good news: Hispanics are serious don’t always find what they are looking
about beef! for in the meat case of conventional Popular Hispanic Beef Dishes
Latinos eat beef 4 to 5 times per week, grocery stores. Supermarket beef Based on “Prepare Often”
compared to 2 to 3 times per week for cuts often look different and have Responses
the general market. This accounts for different names.
Traditional
Hispanics spending over 40% more on To get the familiar cuts they are looking
beef than the average population.6 { Milanesa (46%)
for, 63% of Hispanics buy their beef
Hispanics think positively about beef; at an independent butcher called a { Carne Asada (36%)
they view it as a status food that carnicería. Hispanics indicate they shop { Caldo de Res (29%)
makes them “strong, healthy and at carnicerías because:13
smart.”6 Latinos also believe beef is {
{ Fajitas (29%)
Meat is fresher (20%)
a good value and find that it is more { Bistec (25%)
affordable in the U.S. than in many { Better meat prices (20%)
Latin American countries.12 {
{ Tacos (20%)
Higher quality of meat (17%)
HOW HISPANICS CHOOSE BEEF {
{ Carne Guisada (20%)
Faster way to shop/no lines (12%)
Freshness is the number one quality Other Favorites
CONNECTING WITH
Hispanics look for when choosing beef. HISPANIC SHOPPERS { Picadillo (18%)
Hispanics consider meat fresh when it
is bright red in color. To identify the distinctive needs of { Ranchera (17%)
Latino beef eaters, the beef checkoff
Hispanics also look for an expiration { Steaks (16%)
conducted several Hispanic consumer
date and a USDA stamp on the studies in 2007. These bilingual studies { Meatballs (14%)
package and make sure that the included focus groups, consumer
beef doesn’t smell bad or look slimy.13 { Bistec Empanizado (14%)
usage and attitude surveys, and
WHERE HISPANICS BUY BEEF customer interviews in different { Hamburgers (11%)
locations throughout the U.S. The
Because fresh beef is important to Broader List of Dishes
findings from this research can help
Latinos, a store’s meat department beef retailers tailor their merchandising { Tinga (7%)
is a major deciding factor in where to capture a larger share of Latino
Hispanic consumers shop. Hispanics { Roast Beef (7%)
beef purchases.
cite low prices and meat quality and { Tamales (6%)
freshness among the top reasons for One of the keys to attracting Latino
choosing a beef retailer.13 consumers who might otherwise shop { Bistec en Cazuela (6%)
at carnicerías to your meat case is to
Hispanics are willing to shop for beef { Ropa Vieja (5%)
carry foundational Hispanic beef cuts
in mainstream grocery stores if they like Milanesa, Ranchera, Carne Asada, { Bistec de Palomilla (5%)
carry the cuts Latinos want. Studies ground beef and ribs. To make the most Source: The Beef Checkoff, Quantitative Hispanic Retail Shopper
show that a significant number of impact, include a bilingual name for Insights, 2007
Hispanics (77%) buy supermarket these cuts on the package, to make it
pre-packaged beef for these reasons:13 easier for Hispanics to identify them.13
{ Better meat prices (60%)
Foundational Hispanic Beef Cuts
{ Faster way to shop/no lines (52%)
These are four foundational cuts that
{ Higher quality of meat (47%) Hispanic consumers look for:
{ Meat is fresher (41%) { Milanesa (58%)
{ Ground Beef (52%)
{ Ranchera (30%)
{ Ribs (30%)
Source: The Beef Checkoff, Quantitative Hispanic Retail Shopper
Insights, 2007
12 Abecé Hispanic Marketing & Advertising Newsletter, June 19, 2006
13 The Beef Checkoff, Quantitative Hispanic Retail Shopper Insights, 2007
12-5

6. HISPANIC MARKETING
Knowing the make-up of your customer Use point-of-sale (POS) materials THE NEXT STEP
base is also smart business. Not all developed by the Beef Checkoff to
The Hispanic facts and figures provided
Hispanics are the same, and different help draw Hispanic customers to your
here are just a starting point; as a
nationalities prefer different styles of meat case:
beef retailer, it’s up to you to use
dishes using various beef cuts: { Hispanic cut chart this information to reach your Latino
{ Mexicans enjoy thin, flat cuts customers. To gather information about
{ Hispanic dictionary
such as milanesa, carne asada your specific Hispanic population, visit
and arrachera { Hispanic counter signs and posters www.census.gov.
{ Caribbeans enjoy shredded beef { Hispanic meat case signage It’s a good idea to do a little informal
dishes such as ropa vieja or ground research too: talk to your customers!
For information about these
beef dishes like picadillo Assemble an Advisory Panel from the
resources, visit www.beefretail.org/
Latino community. Panel members
{ Argentinians and Chileans enjoy resoHispanicToolkitElements.aspx
can help you discover everything
thick, juicy steaks such as bife de
The Beef checkoff study results from the nationalities of the Latinos
chorizo and lomito14
indicate Hispanics think meat shopping in your store to which
Do your homework! Learn the origins departments could also serve them Hispanic cuts are popular during
of the Hispanics shopping in your store better by providing samples with different seasons. Participate
and stock your meat case with the cuts recipes, conducting in-store demos in the Hispanic community with
your specific customers will enjoy. and offering pre-marinated products. store-sponsored events. Connecting
with your Latino customers and
Make it easy for Latinos to find their Incorporating these Hispanic elements
learning their culture is the best way
preferred cuts in your beef case. in your store is one of the best ways
to serve their needs and capture their
Consider creating a designated to appeal to and connect with Latino
beef dollars.
“Hispanic Beef” section in your meat shoppers, particularly if you are trying
case that features cuts for popular to help unacculturated Hispanics
Latin American dishes. Use bilingual feel at home. Bilingual staff, signage
signage to identify the section, and and packaging are very important to
include bilingual cut labels on each unacculturated Latinos.5
package. Merchandise with other
Hispanic foods such as rice and beans.
For more information visit BeefRetail.org
14 Food Marketing Institute, RetailWire Discussions, Hispanics and Beef:
Economics or Ethnics?, June 16, 2006 Funded by The Beef Checkoff
© 2003, revised 2008. Cattlemen’s Beef Board & National Cattlemen’s Beef Association 12-6