Hispanic Millennial Project Wave 4: Food, Beverage & Alcohol Preview

The Hispanic Millennial Project
Wave 4: Food, Beverage & Alcohol
Preview
May 2015

2Overview
• Introduction
• Hispanic Millennial Project Overview
• HMP Wave 4 Overview
• 8 Key Themes
• Comparing Multicultural Millennials
• Points of Tension
• Implications for Marketers
• What’s Next

3
Jose R. Villa
President
Sensis
@jrvilla
/in/JoseVilla
ThinkMulticultural.com
SensisBureau.com
Roy Eduardo Kokoyachuk
Partner
ThinkNow Research
@ThinkNowTweets
thinknowresearch.com/blog
Roy Eduardo Kokoyachuk
#HMP4

4
The Hispanic Millennial Project is a joint research
study developed by
integrated cross-cultural advertising agency Sensis
and
market research firm ThinkNow Research

5
BACKGROUND
• Advertising & digital agency
• 65 employees
• 17 years in business
• Independent, minority-owned
and certified (SCMBDC, SBA)
• Offices in L.A., DC, Austin,
Little Rock, and Atlanta
SOLUTIONS
• Advertising
• User Experience Design
• Earned Media
• Branding
• Market Research
• Challenges & Competitions
• Marketing Oversight
Integrated cross-cultural advertising agency

6
Online Panel
Over 30,000 respondents to recruit from
Nationally-representative, per Census
Unique recruitment model that encompasses online
and offline recruitment methods such as Spanish-
language television advertising
ThinkNow Research
Research
Fortune 500 clients
Over 30 years of research experience specifically in
the Hispanic market
Only Hispanic market research company that owns
& operates an in-house panel
Experts in Hispanic
Market Research
ThinkNow Research
provides innovative online
market research solutions
for companies looking to
understand the U.S.
Hispanic consumer. We
specialize in researching the
U.S. Hispanic demographic
and other hard-to-reach
consumers in order to
deliver high quality research
to our clients that bear
actionable and meaningful
results.

OYE!
is a natural language processing solution that can analyze conversation in English,
Spanglish and Spanish to derive meaning from unstructured social conversation among
Hispanics.
OYE!
is designed not only to identify Hispanics, but to also derive insights marketers can use in
planning campaign strategy, messaging and targeting.

8
 Innovative research initiative on U.S.
Hispanic Millennials
 Designed to compare Hispanic Millennials to
non-Hispanic Millennials as well as their
older Hispanic (35+) counterparts
 Digs deeper into points of tension,
segmentation, and difference between U.S.-
born vs. foreign born.
www.HispanicMillennialProject.com

9Hispanic Millennial Project
Wave 4: Food, Beverage and Alcohol
• The initial wave established a deeper understanding of Hispanic Millennials and
highlighted meaningful differences between this group and other cohorts.
• The 2nd wave focused on healthcare, and explored attitudes and behaviors
associated with health, diet, and exercise, as well as health-related technology,
insurance, and the Affordable Care Act.
• This 3rd wave explores attitudes and opinions among Hispanic Millennials about
money, saving, financial well-being, and banking.
• This 4th wave explores both the cultural impact and shopping behavior associated
with food, beverage, and alcohol consumption.

10
Wave 4 research also surveyed
African-American and Asian Millennials
We’ve Expanding the Hispanic Millennial Project

Hispanic Millennial Project
Overview

13Why Hispanic Millennials?
Hispanic Millennials make up the second largest Hispanic cohort living in the U.S.
5%
14%
19%
27%
35%
0%
5%
10%
15%
20%
25%
30%
35%
40%
% of Total Hispanic Population
The Silent/The Greatest Generation Baby Boomers Generation X Generation Y Generation Z
Geoscape, American Marketscape DataStream, 2014 series

In key DMAs, Hispanic Millennials already represent the majority
27%
35%
62%
95%
44%
52% 53%
29%
15%
35% 35%
61%
37%
32%
19%
Geoscape, American Marketscape DataStream, 2014 series
% Hispanic Millennial/Total DMA Millennial Population

Non-traditional markets will witness the fastest Hispanic Millennial growth
22%
23%
23%
23%
24%
25%
25%
25%
25%
26%
27%
28%
29%
33%
33%
0% 5% 10% 15% 20% 25% 30% 35%
Myrtle Beach-Florence
Greensboro-High Point-Winston Salem
Minot-Bismarck-Dickinson (Williston)
Memphis
Atlanta
Salisbury
Greenville-Spartanburg-Asheville-Anderson
Indianapolis
Lexington
Charleston, SC
Nashville
Wilmington
Raleigh-Durham (Fayetteville)
Charlotte
Bend, OR
% Change
DMA/Hispanic Millennial % change (2014-2019)
Geoscape, 2014-2019 American Marketscape DataStream

16
And, 40% of Hispanic Millennials are foreign-born!
Source: Experian Simmons, Hispanics (18-34) Fall 2014 NHCS Adult Study 12-month, 2014 Series

17Research Methodology
• ThinkNow Research conducted a nationwide online survey during March, 2015.
• A total of n=1,533 interviews were completed. Qualified respondents were
segmented into one of the following five segments. In this presentation we
will focus on three segments:
• Respondents in each group were weighted to match US Census for gender,
age and US region.
Hispanic
Millennials
Hispanics 35+ Non-Hispanic
White Millennials
Asian Millennials African-
American
Millennials
Origin Self-identify as
Hispanic origin
Self-identify as
Hispanic origin
Self-identify as
White Non-Hispanic
origin*
Self-identify as
Asian
Self-identify as
African-American
Age 18 to 34 years of
age
35 to 64 years of
age
18 to 34 years of
age
18 to 34 years of
age
18 to 34 years of
age
Base Size N=301 (Foreign
Born: 91)
N=305 (Foreign
Born: 95)
N=327 N=300 N=300
research combined the
following research elements:
• Literature – An analysis of
third party research on
• Secondary Research – An
analysis of syndicated
research data (U.S. Census
Bureau, Experian Simmons,
Geoscape, etc.) on
• Primary
Research/Quantitative
Research – Online survey
data gathered by
ThinkNow Research
Research Abstract:
*Non-Hispanic White (does not include African-Americans, Asians and other ethnic groups)

19
Multicultural Millennial Profiles

20
 66% indicate culture and heritage impacts their purchases some
or a lot
 See chicken (85%) and sugar (57%) as healthy
 80% use recipes
– 56% use family recipes followed by finding them online (41%)
 Heaviest consumers of Hispanic foods & beverages
– Mexican hot sauce (62%), aguas frescas (49%), horchata 941%) & dulce de leche
(38%)
 Do all or most of household’s grocery shopping (74%) and spend
the most on groceries ($149/week)
– Most likely to spend $300+ / week on groceries, due to larger average HH size
 53% state distance is the most important factor in grocery store
decision
 39% rarely or never use coupons
 Beer is most popular among them (51%) followed by wine (38%)
– 44% influenced by parents beer
– 44% see craft beer as same or inferior to regular beer
– Most likely to drink fruit flavored alcohol (32%)
 Among spirits drinker, only group to drink tequila and vodka at
same levels

21
 78% do all or most of grocery shopping for household
 Most likely to use recipes overall (88%) and family
recipes (66%) and recipe books (51%)
 More likely to consume Mexican hot sauces (46%), dulce
de leche (18%) than Asian and African-American
Millennials
 Most likely to use coupons for grocery shopping (37%)
– And get them online (29%) or emailed to them (16%)
 Heaviest craft beer drinkers (35%)
– Most view craft beers as superior (61%)
 Most likely to drink regular beer (53%) and light beer
(32%)
– Most influenced by parents beer preferences (48%)
 Most likely to drink spirits (35%)
– Highest preference for rum (48%)
White (Non-Hispanic) Millennials

22
 Most impacted by heritage and culture when it comes to food &
beverage purchases (68%)
 Most likely to describe themselves as “Foodies” (68%)
 Most willing to spend more money on organics (58%) at an
average price premium of 53%
 See high fructose corn syrup as bad (64%)
 Heaviest soy sauce (80%) and sriracha (53%) consumers
 Least likely to use recipes (34%)
– But when they do, go online (56%) and family recipes (50%)
 Most likely to go to another store if better price found on mobile
(75%)
 34% likely to use coupons when grocery shopping
– Most likely to indicate coupons impact where they shop (71%)
 Most likely to drink wine (39%)
 View craft beer as superior to regular beer (55%)
– Least influenced by parents beer preferences (43%) and 25% of parents didn’t
drink beer
 For spirit drinkers, vodka is most popular (59%) then tequila
(43%) and whiskey (37%)
– Gin is most popular among Asian Millennials (28%)
Asian Millennials

23
 Least likely to spend more on organics (48%)
– Yet among those willing to spend more on organics, they will spend the
most – 64% more
 49% see caffeine and processed meats as unhealthy
– Don’t see food additives as unhealthy (49%)
 Least likely to use recipes (66%)
 Spend the least on groceries ($105/week) or don’t know
(31%)
 Distance is most important factor in grocery store decision
(54%)
 Least likely to say coupons impact where they shop (53%)
 21% see craft beer as inferior
 Among spirit drinkers, vodka is tops (57%) followed by
cognac and brandy
– Cognac and brandy most popular with AAM (34%)
 Among wine drinkers, sparkling wine most popular among
AAMs
African American Millennials

25Key Findings: 8 Key Themes
• U.S. Born Hispanic Millennials use food and beverage as a means of connecting to their cultural roots.
• Hispanic Millennials that are Foreign-born consume mass market food and beverages because they
are seeking assimilation into mainstream culture.
• Hispanic Millennials prefer established brands to craft or artisanal brands.
• Hispanic Millennials are actively involved in grocery shopping yet less likely to conduct research or
use coupons.
• Hispanic Millennials are heavy beer drinkers whose consumption is linked to culture and friendship.
• While vodka is the spirit of choice among all Millennials, Hispanic Millennials are equally drawn to
tequila.
• Non-Hispanic White Millennials embrace ethnic flavors.
• All Multicultural Millennials are “Foodies”, with Hispanic Millennials leading the preference for whole
foods.

Theme 1:
U.S. Born Hispanic Millennials use food and beverage as a
means of connecting to their cultural roots.

27U.S. Born Hispanics Millennials report feeling
disconnected from their roots
31%
63%
41% 39%
0%
10%
20%
30%
40%
50%
60%
70%
Net: Closer to Hispanic/Latino Culture
U.S. Born Foreign Born HHI <$40K HHI $40K+
Thinking of your overall cultural identification, would you say you feel…?

28As a result, they choose food and beverages that
connect them to their culture or heritage
73% 71%
65%
80%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Net: Influence
How does your heritage or cultural background contribute to the food and beverage brands you
buy? (Open end)

29This creates a strong connection between ethnic
food and beverage consumption
56%
45% 46%
61%
0%
10%
20%
30%
40%
50%
60%
70%
I use/buy ethnic brands of food and beverages
18% 16%
13%
21%
0%
10%
20%
30%
40%
50%
60%
70%
Ethnic grocery store (Vallartas, Sedanos, King Ranch, etc.)
Which types of stores do you and/or other members of your
household usually buy groceries from?
Please select the point in the scale that describes how much you
agree or disagree with each statement below.
Top 2 Box Agreement

Theme 2:
Foreign-born Hispanic Millennials consume mass market food and
beverages because they are seeking assimilation into mainstream
culture.

31Foreign-born Hispanic Millennials report
feeling disconnected from the mainstream
27%
8%
0%
5%
10%
15%
20%
25%
30%
Net: Closer to U.S. Culture
U.S. Born Foreign Born
Thinking of your overall cultural identification, would you say you feel…?

32Therefore, they are less likely to choose foods that
reflect their culture
37%
25%
17%
49%
0%
10%
20%
30%
40%
50%
60%
I buy foods that reflect my family's heritage/my culture
How does your heritage or cultural background contribute to the food and beverage
brands you buy? (Open end)

33They are also less likely to be influenced by their
heritage when it comes to purchase
4%
15%
0%
2%
4%
6%
8%
10%
12%
14%
16%
Net: Not Influence
How does your heritage or cultural background contribute to the food and beverage brands you
buy? (Open end)

Theme 3:
Hispanic Millennials prefer established brands to craft or artisanal
brands.

35Hispanic Millennials are more likely to shop for
groceries at mass retailers
77%
69%
64% 66%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Mass retailer (Walmart, Target, etc.)
Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African American Millennials
Which types of stores do you and/or other members of your household usually buy
groceries from?

36Hispanic Millennials prefer established
brands as much as other cohorts
46%
44% 45%
50%
0%
10%
20%
30%
40%
50%
60%
Top 2 Box
When it comes to buying food and beverage products, I prefer large/national brands
to smaller, more regional brands.
OYE! Social
Insight:
Only 2% of 5,400
conversations
around food and
beverages contain
mentions of major
brands.

37In contrast, Hispanic Millennials are less
concerned with local produce by comparison
53%
60% 61%
53%
0%
10%
20%
30%
40%
50%
60%
70%
Top 2 Box
Please indicate how important, if at all, each of the items below are when it comes
to the foods and beverages you consume.
Locally sourced/locally grown

38Similarly, Hispanic Millennials are less likely to
consume artisanal foods and beverages
42%
44%
47%
40%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Top 2 Box
I buy/consume artisanal foods and beverages (products that are made in small
quantities, usually by hand or using)

Theme 4:
Hispanic Millennials are actively involved in grocery
shopping yet less likely to conduct research or use
coupons.

40Hispanic Millennials shop independently
28%
26%
29%
17%
0%
5%
10%
15%
20%
25%
30%
35%
Most of it
How much of your household’s grocery shopping do you do yourself?

41They also spend more per week on groceries
30%
34%
16%
8%
13%
31%
45%
9%
6%
8%
38%
36%
9%
5%
12%
37%
20%
8%
4%
31%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Under $100 $100 to $199 $200 to $299 $300 or more Don't know
Hispanic Millennials Non-Hispanic
White
Millennials
Asian
Millennials
African
American
Millennials
Mean $149 $136 $119 $105
HH Size 3.5 3.1 3.0 3.1
Approximately how much do you and other members of your household spend on
groceries (foods, beverages, household

42Yet, they are less likely to use coupons when
shopping
26%
38%
34%
25%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Top 2 Box
How often, if at all, do you use coupons when shopping for groceries?

43And less likely to research deals in advance
50% 49%
56%
50%
57%
51%
58%
55%
61%
53%
64% 62%
49%
43%
52%
46%
0%
10%
20%
30%
40%
50%
60%
70%
Browse the store's website for
specials BEFORE shopping there
Compare prices on your mobile
phone while at the store
Research specific products
online BEFORE going shopping
Look up items (for product
information/reviews) on your
mobile device while you are at
the store
How often do you do each of the following when it comes to grocery shopping?

44Comparative shopping does make a difference
among mobile users
88% 88%
75%
85%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Yes
You mentioned that you compare prices on your mobile device while you’re at the
store. Will you go to a different store to buy a product if you find a better price?

Theme 5:
Hispanic Millennials are heavy beer drinkers whose consumption is
linked to culture and friendship.

46Hispanic Millennials consume beer more frequently
than other cohorts
51%
34%
38%
32% 32%
44%
35%
31%
25%
35%34%
29%
39%
31% 30%
40%
27%
38%
32% 33%
0%
10%
20%
30%
40%
50%
60%
Beer Craft or micro-brewed beer Wine (including champagne
and sangria)
Fruit-flavored beverages
(such as hard lemonades,
wine coolers, etc.)
Hard liquor (vodka, tequila,
whiskey, rum etc.) or mixed
drinks/cocktails
How often do you do consume each of the following types of alcoholic beverages?

47Culture plays a clear role in brand preference
46%
23%
17% 17%
11%
33%
18%
11%
7% 8%
33%
15%
5% 5% 4%
30%
13%
4%
10%
3%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Corona/Corona Light Dos Equis Tecate/Tecate Light Modelo Especial/Negra
Modelo
Pacifico
Which brands of beer have you consumed in the past 3 months?
Drink any type beer at least once per month

48Connecting with friends drives consumption
39%
44%
36%
51%
18%
46%
50%
35%
50%
14%
39%
32%
26%
56%
12%
60%
33%
28%
32%
6%
0%
10%
20%
30%
40%
50%
60%
70%
By myself With spouse/significant
other
With family With friends With co-workers
With whom are you likely to drink each type of alcoholic beverage?
Beer

49Friends play an important role in how Hispanic
Millennials discover new brands of alcohol
50% 50%
53%
44%
0%
10%
20%
30%
40%
50%
60%
Friends
How do you find out about brands of alcohol?

Theme 6:
While vodka is the spirit of choice among all Millennials, Hispanic
Millennials are equally drawn to tequila.

51Vodka is winning among all Millennials
63% 65%
59% 57%
Vodka
Hispanic Millennials NH White Millennials Asian Millennials African-American Millennials
Which of the following types of alcohol have you consumed in the past 3 months? This can be
either straight/on the rocks or in mixed drinks/ cocktails.
Among hard liquor drinkers

52…with only tequila challenging among Hispanic
Millennials
63%
51%
43%
31%
Tequila

53Hispanic and Non-Hispanic White Millennials
share similar preferences for spirits
63%
46% 45%
32%
22%
11%
65%
48% 48%
32%
21%
12%
Vodka Rum Whiskey/Scotch Flavored Liquor Brandy Cordial
Hispanic Millennials NH White Millennials

Theme 7:
Non-Hispanic White Millennials embrace ethnic flavors.

55
46%
40%
27%
Mexican Hot Sauce (Tapatio, Cholula, etc.)
NH White Millennials Asian Millennials African-American Millennials
Almost half of Non-Hispanic White Millennials
consume Mexican Hot Sauce
More so than Asian and African-American Millennials
I have consumed Mexican Hot Sauce (Tapatio, Cholula, etc.) in the past 3 months

56
52%
32%
58%
36%
51%
23%
Soy sauce Sriracha sauce
Hispanic Millennials NH White Millennials African-American Millennials
And the majority consumes Asian condiments
Surpassing Hispanic and African-American Millennials
Which of these products have you consumed in the past 3 months?

57They also like ethnic flavored alcoholic
beverages
19%
15%
10%
15%
12%
11%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
Chelada (beer mixed with Clamato/tomato juice) Horchata-flavored beer
Non-Hispanic White Millennials Asian Millennials African American Millennials
Which of the following types of flavored beers do you like to drink, if any?

Theme 8:
All Multicultural Millennials are “Foodies”, with Hispanic
Millennials leading the preference for whole foods.

59The majority of Millennials consider themselves
“Foodies”
60% 59%
68%
66%
“Foodie” (someone who enjoys and cares about food very much and stays abreast of the latest food trends)
The term “Foodie” (someone who enjoys and cares about food very much and stays abreast of the latest food
trends) describe me

60Hispanic Millennials lead the way in terms of
ingredients and how they are sourced
70%
63% 61%
53%
65%
62%
59% 60%
65%
61% 61% 61%
63%
55%
59%
53%
Free of growth hormones Sourced/manufactured ethically Free of “genetically modified
organisms”
Locally sourced / locally grown
Please indicate how important, if at all, each of the items below are when it comes to the foods
and beverages you consume.
TOP 2 BOX (Very/Somewhat Important)

61… and grocery spending supports the whole
foods preference
$4.89 $4.44 $4.64 $4.60 $4.93
22%
11% 11%
15%
7%
4%
22%
6% 8%
22%
6%
8%
15%
11% 11%
Up to $5.00 Up to $5.50 Up to $6.00 (twice as much)
Hispanic Millennials Hispanic 35-64 NH White Millennials Asian Millennials African-American Millennials
Using a typical grocery item that costs $3.00 as an example, what is the maximum you would be willing to
spend on an organic version of that same product?
Among those willing to spend more on Organic Products…
Mean

Comparing Multicultural Millennials

Hispanic Millennials vs.
Hispanics 35-64

64Older Hispanics prefer large chain grocery stores
while younger Hispanics prefer mass retailers
49%
59%
0%
10%
20%
30%
40%
50%
60%
70%
Large chain grocery store (Ralph's, Albertson's, etc.)
Hispanic Millennials Hispanics 35+
Which type of stores do you shop at?

65Hispanics 35+ are more likely to use coupons
compared to younger Hispanics
26%
36%
0%
10%
20%
30%
40%
Top 2 Box
Do you use coupons when shopping for groceries?
31%
44%
0%
10%
20%
30%
40%
50%
Coupons you find in the newspaper
How do you prefer to get your coupons?

66Hispanics 35+ are more likely to browse a store’s
website for specials before shopping
50%
60%
0%
10%
20%
30%
40%
50%
60%
70%
Browse the store's website for specials before shopping there
Conduct the following task frequently or sometimes while shopping

Non-Hispanic White Millennials

68Hispanic and Non-Hispanic White Millennials have
matching consumption patterns
34% 35%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Net: At least once a week
Hispanic Millennials Non-Hispanic White Millennials
How often do you do consume each of the following types of alcoholic beverages?
Craft or micro-brewed beer

69Yet, Hispanic Millennials are less likely to say
that craft beer tastes better than regular beer
43%
61%
0%
10%
20%
30%
40%
50%
60%
70%
Craft beer is better than regular beer
Which statement below best describes your image of craft/micro-brewed beer
compared to regular beer in terms of its quality and taste?

70Hispanic Millennials are considerably less likely
to prefer dark or bold-flavored beer
20%
32%
0%
5%
10%
15%
20%
25%
30%
35%
Net:Bold/Dark
Which point in the scale below best describes the type of beer you prefer to drink?

U.S. Born Hispanic Millennials vs.
Foreign-born Hispanic Millennials

72Foreign-born Hispanic Millennials are more
likely to cook meals from scratch
78%
86%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Once a week or more often
How often do you do each of the following, if at all?
Cook meals from scratch (myself)

73Foreign-born Hispanic Millennials are less likely
to eat at fast food restaurants
67%
50%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Once a week or more often
Eat at a fast food restaurant (including drive-thru)

74They are also less likely to be influenced by
parents when it comes to food
60%
47%
0%
10%
20%
30%
40%
50%
60%
70%
I use many of the same food and beverage brands that my
parents used (Top 2 Box)
43%
32%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Big Influence
You previously mentioned that you use some of the same food and beverage
brands that your parents used. How much of an influence are the brands your
parents used while you were growing up?
Please select the point in the scale that describes how
much you agree or disagree with each statement below.
Top 2 Box Agree

75Foreign-born Hispanic Millennials are also less
likely to research deals before grocery shopping
78%
59%
53%
63%
47%
38%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Read store flyer/newspaper for specials before
shopping there
Research specific products online before going
shopping
Compare prices on your mobile phone while at
the store
How often do you do each of the following when it comes to
grocery shopping?
Frequently or Sometimes

Asian Millennials

77Hispanic Millennials are less likely to feel that
heritage influences the brands they purchase
72%
83%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Net: Influence
Hispanic Millennials Asian Millennials

78Hispanic Millennials are less likely to buy/use
ethnic brands versus Asian Millennials
53%
61%
0%
10%
20%
30%
40%
50%
60%
70%
Please select the point in the scale that describes how much you agree or disagree
with each statement below.
Top 2 Box Agreement

79Hispanic Millennials are also less likely to shop
at ethnic stores versus Asian Millennials
17%
24%
0%
5%
10%
15%
20%
25%
30%
groceries from?

African-American Millennials

81Hispanic Millennials are more influenced by
heritage than African-American Millennials
72%
58%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Net: Influence
Hispanic Millennials African American Millennials

82Hispanic Millennials are more likely to purchase
ethnic brands than African-American Millennials
53%
48%
0%
10%
20%
30%
40%
50%
60%
Top 2 Box Agreement

83Hispanic Millennials are also more likely to shop at
ethnic stores than African-American Millennials
17%
7%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
groceries from?

Hispanic Millennial Males vs.
Hispanic Millennial Females

85Surprisingly, Hispanic Millennial Males are
more likely to shop at specialty grocery stores
36%
27%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Special grocery stores (Whole Foods, Trader Joe's, etc.)
Hispanic Millennial Males Hispanic Millennial Females

86And shop at large chain grocery stores too
26%
18%
0%
5%
10%
15%
20%
25%
30%
Large chain discount grocery store (Food 4 Less, Aldi, etc.)

87Hispanic Millennial Males use technology to
enhance their shopping experience
56% 58%
41%43% 41%
28%
0%
10%
20%
30%
40%
50%
60%
70%
Look up items (for product
information/reviews) on your mobile
device while you are at the store
Browse the store’s website for specials
BEFORE shopping there
Order grocery items online to have them
delivered to you
Conduct the following task frequently or sometimes while shopping

89
 One of the most important ways to establish
a deeper understanding of Hispanic
Millennials is to comprehend the points of
tension characterizing their lives.
 As marketers, we know points of tension
provide powerful opportunities to
communicate and connect with consumers.
Points of Tension

90
Among the defining characteristics we see in Hispanic
Millennials are the numerous and deep cultural and
psychographic points of tension they face.
• Because they live in two cultures, caught between very different generations,
and their proper life stage, they face tensions related to decisions about
financial services.
• We identified points of tension as it relates to food, beverage, and alcohol
consumption.

Point of Tension #1:
Perception is not reality

92Hispanic Millennials say that heritage does not
influence what they consume
72%
84%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Net: Influence
How does your heritage or cultural background contribute to the food and
beverage brands you buy? (Open end)

93And report that purchases don’t reflect familial
heritage
33%
47%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
I buy foods that reflect my family's heritage/my culture

94In reality, heritage drives preference
62%
49%
42%
38%
61%
38%
28%
34%
0%
10%
20%
30%
40%
50%
60%
70%
Mexican Hot Sauce (Tapatio,
Cholula, etc.)
"Aguas Frescas" (Tamrindo,
Jamaica, Guava, etc.)
"Horchata" drink "Dulce de leche"
Hispanic Millennials Hispanic 35+
Which of these products have you consumed in the past 3 months?

Healthy diet (except on cheat days)

96Hispanic Millennials report that they are picky
about eating healthy foods
17%
16%
14%
20%
0%
5%
10%
15%
20%
25%
Completely Agree
Please select the point in the scale that describes how
much you agree or disagree with each statement below.
“I am picky about eating healthy foods”

97Hispanic Millennials are also more likely to
state that they are on a diet to lose weight
40%
36% 35%
33%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Top 2 Box
“I am currently on a diet to lose weight.”

98Yet, Hispanic Millennials feel that they are
less careful about their diets than before
69%
77% 76%
62%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
I am more careful about the foods I eat now compared to 5 years ago
(Top 2 Box)
OYE! Social
Insight:
75% of online
conversation
relates to
indulging in or
craving sweets
and snacks.

Whole foods are great, but processed
ones are too?

10
0
Hispanic Millennials report the importance
of whole foods
70%
63% 62% 61%
65%
62% 63%
59%
65%
61% 61% 61%63%
55%
58% 59%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Free of growth hormones Sourced/manufactured ethically Not processed Free of "genetically modified
organisms" (gmos)
Please indicate how important, if at all, each of the items below are when it comes
to the foods and beverages you
(Top 2 Box)

101However, Hispanic Millennials don’t feel that
processed foods are bad for you
31%
24% 23%22% 21%
17%17%
19%
16%
27%
30%
23%
0%
5%
10%
15%
20%
25%
30%
35%
Processed meats/cold cuts Frozen pre-packed meals Food additives/preservatives
OYE! Social Insight:
Male Hispanic millennials talk
about organic and natural foods
in a negative way at over 2X rate
of their female counterparts

Home-cooked meals from the drive-thru?

103Hispanic Millennials report a preference for
home-cooked meals
81%
77%
83%
74%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Cook meals from scratch (myself)

104Yet are more likely to eat fast food weekly
62%
51% 52%
58%
0%
10%
20%
30%
40%
50%
60%
70%
Eat at a fast food restaurant (including drive-thru)

Coupons dictate where you shop but not
necessarily savings.

106
10%
16%
35%
32%
7%
16%
19%
42%
15%
7%
11%
26%
42%
17%
3%
12%
22%
43%
17%
5%
11%
14%
41%
21%
13%
Every time I go grocery
shopping
Most times Sometimes Rarely Never
How often, if at all, do you use coupons when shopping for groceries?
Hispanic Millennials indicate that they rarely or
never use coupons when grocery shopping
HM Rarely/Never is Highest at 39%
10

107Yet, a majority indicate coupons impact where
they shop…
61%
66%
59%
71%
53%
Yes
Do coupons impact where you shop for groceries?
10

“I don’t like my parents’ beer, well
kind of…”

109
10%
34%
39%
17%
Yes, a big influence Yes, a little bit of an influence No, it had no influence at all No, my parents did not drink beer
Did the beer brands your parent(s) drank while you were growing up influence the beer brands
you drink now?
Most Hispanic Millennials say that their parents’
beer preference does not matter

110Yet, traditional Mexican and American beer brands
are most popular among HMs and HM35+
Which brands of beer have you consumed in the past 3 months?
Among Beer Drinkers
46% 45%
23% 22% 22%
17% 17%
11%
45% 44%
29%
26%
24% 24%
21%
14%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Budweiser/Bud
Light
Corona/Corona
Light
Dos Equis Coors/Coors Light Miller/Miller
Lite/Genuine
Draft
Tecate/Tecate
Light
Modelo
Especial/Negra
Modelo
Pacifico
Hispanics Millennials Hispanics 35+

112
Identify and leverage
points of tension

113• Products with high fructose corn syrup,
additives, and high sugar are falling out
of favor with Hispanic Millennials
• Organic food and beverages have a big
opportunity with Hispanic Millennials

114
Craft brewers have
a lot of work to do
to win over Hispanic
Millennials
Artisanal foods are
untapped opportunity
that will require greater
cultural relevance

115
Ethnic and culturally relevant recipes
offer a huge opportunity for food,
beverage companies to engage Hispanic
(and all ethnic) Millennials
Recipes matter to Hispanic Millennials

116Implications
• While it’s clear that food, beverage, and alcohol has deep cultural resonance, the
marketing must respect the cross-cultural world of the Hispanic Millennial
• For marketing purposes, it is important to recognize that heritage skews perception
as much as it dictates preference
• Coupons should be integrated with mobile and other emerging forms of technology
to match usage
• While craft or artisanal brands are clearly a threat, it is key to remember that there is
still a significant market for established brands
• For spirits marketers, the Hispanic Millennial is more likely open to trial of new brands
and should be targeted accordingly

Key Findings and Implications
from previous HMP Waves

118Key Findings
Consistent Themes Across Waves 1-4
• Hispanic Millennials trust brands like Coke and Pepsi
• Hispanic Millennials have nuanced and multi-faceted definitions of
concepts like wealth, health and happiness
• Embrace technology – both for financial services, health and shopping
• Hispanic millennial is a key decision-maker in Hispanic households

119Key Findings
Consistent Points of Conflict Across Waves 1-4
• Hispanic Millennials struggle with wanting to fit in vs. standing out
• Eating Right Important Yet Difficult for Hispanic Millennials

121
The full Wave 4: Food, Beverage & Alcohol
report will be available for download the
week of May 18, 2015

122
Download the full reports
at
www.HispanicMillennialProject.com
follow-us on Twitter
@HispMillennial

123Next Phases of The Hispanic Millennial Project
Upcoming Final Wave
Each wave of The Hispanic Millennial Project is focusing on a
different topic relevant to this segment:
• Wave 5: Media Consumption, Entertainment & Digital
Behavior (July 2015)

124
Contact us for a
cross-cultural analysis
of Millennials

125
A
A
West Coast - SensisLA
B
B
D
B
East Coast - SensisDC
C
Southeast- SensisATL
D
Texas - SensisTX
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Suite 2050
Los Angeles, CA 90017
T 213.341.0171
la@sensisagency.com
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T 202.629.9783
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T 404.965.4166
atl@sensisagency.com
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T 210.389.3344
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