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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 Multicult...
3
Jose R. Villa
President
Sensis
@jrvilla
/in/JoseVilla
ThinkMulticultural.com
SensisBureau.com
Roy Eduardo Kokoyachuk
Par...
4
The Hispanic Millennial Project is a joint research
study developed by
integrated cross-cultural advertising agency Sens...
5
BACKGROUND
• Advertising & digital agency
• 65 employees
• 17 years in business
• Independent, minority-owned
and certif...
6
Online Panel
Over 30,000 respondents to recruit from
Nationally-representative, per Census
Unique recruitment model that...
OYE!
is a natural language processing solution that can analyze conversation in English,
Spanglish and Spanish to derive m...
8
 Innovative research initiative on U.S.
Hispanic Millennials
 Designed to compare Hispanic Millennials to
non-Hispanic...
9Hispanic Millennial Project
Wave 4: Food, Beverage and Alcohol
• The initial wave established a deeper understanding of H...
10
Wave 4 research also surveyed
African-American and Asian Millennials
We’ve Expanding the Hispanic Millennial Project
Hispanic Millennial Project
Overview
12
Why Hispanic Millennials?
13Why Hispanic Millennials?
Hispanic Millennials make up the second largest Hispanic cohort living in the U.S.
5%
14%
19%
...
14Why Hispanic Millennials?
In key DMAs, Hispanic Millennials already represent the majority
27%
35%
62%
95%
44%
52% 53%
2...
15Why Hispanic Millennials?
Non-traditional markets will witness the fastest Hispanic Millennial growth
22%
23%
23%
23%
24...
16
And, 40% of Hispanic Millennials are foreign-born!
Source: Experian Simmons, Hispanics (18-34) Fall 2014 NHCS Adult Stu...
17Research Methodology
• ThinkNow Research conducted a nationwide online survey during March, 2015.
• A total of n=1,533 i...
HMP Wave 4 Overview
19
Multicultural Millennial Profiles
20
 66% indicate culture and heritage impacts their purchases some
or a lot
 See chicken (85%) and sugar (57%) as health...
21
 78% do all or most of grocery shopping for household
 Most likely to use recipes overall (88%) and family
recipes (6...
22
 Most impacted by heritage and culture when it comes to food &
beverage purchases (68%)
 Most likely to describe them...
23
 Least likely to spend more on organics (48%)
– Yet among those willing to spend more on organics, they will spend the...
Eight Themes: Key Findings
25Key Findings: 8 Key Themes
• U.S. Born Hispanic Millennials use food and beverage as a means of connecting to their cult...
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%
...
28As a result, they choose food and beverages that
connect them to their culture or heritage
73% 71%
65%
80%
0%
10%
20%
30...
29This creates a strong connection between ethnic
food and beverage consumption
56%
45% 46%
61%
0%
10%
20%
30%
40%
50%
60%...
Theme 2:
Foreign-born Hispanic Millennials consume mass market food and
beverages because they are seeking assimilation in...
31Foreign-born Hispanic Millennials report
feeling disconnected from the mainstream
27%
8%
0%
5%
10%
15%
20%
25%
30%
Net: ...
32Therefore, they are less likely to choose foods that
reflect their culture
37%
25%
17%
49%
0%
10%
20%
30%
40%
50%
60%
I ...
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%...
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%
...
36Hispanic Millennials prefer established
brands as much as other cohorts
46%
44% 45%
50%
0%
10%
20%
30%
40%
50%
60%
Top 2...
37In contrast, Hispanic Millennials are less
concerned with local produce by comparison
53%
60% 61%
53%
0%
10%
20%
30%
40%...
38Similarly, Hispanic Millennials are less likely to
consume artisanal foods and beverages
42%
44%
47%
40%
0%
5%
10%
15%
2...
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
Hispanic Millennials No...
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%...
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
Hispa...
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%
...
44Comparative shopping does make a difference
among mobile users
88% 88%
75%
85%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
10...
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%
...
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%
...
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...
49Friends play an important role in how Hispanic
Millennials discover new brands of alcohol
50% 50%
53%
44%
0%
10%
20%
30%...
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...
52…with only tequila challenging among Hispanic
Millennials
63%
51%
43%
31%
Tequila
Hispanic Millennials NH White Millenni...
53Hispanic and Non-Hispanic White Millennials
share similar preferences for spirits
63%
46% 45%
32%
22%
11%
65%
48% 48%
32...
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 Millenni...
56
52%
32%
58%
36%
51%
23%
Soy sauce Sriracha sauce
Hispanic Millennials NH White Millennials African-American Millennials...
57They also like ethnic flavored alcoholic
beverages
19%
15%
10%
15%
12%
11%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
Chelad...
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 f...
60Hispanic Millennials lead the way in terms of
ingredients and how they are sourced
70%
63% 61%
53%
65%
62%
59% 60%
65%
6...
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%...
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%
4...
65Hispanics 35+ are more likely to use coupons
compared to younger Hispanics
26%
36%
0%
10%
20%
30%
40%
Top 2 Box
Hispanic...
66Hispanics 35+ are more likely to browse a store’s
website for specials before shopping
50%
60%
0%
10%
20%
30%
40%
50%
60...
Hispanic Millennials vs.
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%...
69Yet, Hispanic Millennials are less likely to say
that craft beer tastes better than regular beer
43%
61%
0%
10%
20%
30%
...
70Hispanic Millennials are considerably less likely
to prefer dark or bold-flavored beer
20%
32%
0%
5%
10%
15%
20%
25%
30%...
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%
...
73Foreign-born Hispanic Millennials are less likely
to eat at fast food restaurants
67%
50%
0%
10%
20%
30%
40%
50%
60%
70%...
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...
75Foreign-born Hispanic Millennials are also less
likely to research deals before grocery shopping
78%
59%
53%
63%
47%
38%...
Hispanic Millennials vs.
Asian Millennials
77Hispanic Millennials are less likely to feel that
heritage influences the brands they purchase
72%
83%
0%
10%
20%
30%
40...
78Hispanic Millennials are less likely to buy/use
ethnic brands versus Asian Millennials
53%
61%
0%
10%
20%
30%
40%
50%
60...
79Hispanic Millennials are also less likely to shop
at ethnic stores versus Asian Millennials
17%
24%
0%
5%
10%
15%
20%
25...
Hispanic Millennials vs.
African-American Millennials
81Hispanic Millennials are more influenced by
heritage than African-American Millennials
72%
58%
0%
10%
20%
30%
40%
50%
60...
82Hispanic Millennials are more likely to purchase
ethnic brands than African-American Millennials
53%
48%
0%
10%
20%
30%
...
83Hispanic Millennials are also more likely to shop at
ethnic stores than African-American Millennials
17%
7%
0%
2%
4%
6%
...
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...
86And shop at large chain grocery stores too
26%
18%
0%
5%
10%
15%
20%
25%
30%
Large chain discount grocery store (Food 4 ...
87Hispanic Millennial Males use technology to
enhance their shopping experience
56% 58%
41%43% 41%
28%
0%
10%
20%
30%
40%
...
Points of Tension
89
 One of the most important ways to establish
a deeper understanding of Hispanic
Millennials is to comprehend the point...
90
Among the defining characteristics we see in Hispanic
Millennials are the numerous and deep cultural and
psychographic ...
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%
9...
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 ...
94In reality, heritage drives preference
62%
49%
42%
38%
61%
38%
28%
34%
0%
10%
20%
30%
40%
50%
60%
70%
Mexican Hot Sauce ...
Point of Tension #2:
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%
Complet...
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%
...
98Yet, Hispanic Millennials feel that they are
less careful about their diets than before
69%
77% 76%
62%
0%
10%
20%
30%
4...
Point of Tension #3:
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% ...
101However, Hispanic Millennials don’t feel that
processed foods are bad for you
31%
24% 23%22% 21%
17%17%
19%
16%
27%
30%...
Point of Tension #4:
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%
N...
104Yet are more likely to eat fast food weekly
62%
51% 52%
58%
0%
10%
20%
30%
40%
50%
60%
70%
Net: At least once a week
Hi...
Point of Tension #5:
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 grocer...
107Yet, a majority indicate coupons impact where
they shop…
61%
66%
59%
71%
53%
Yes
Hispanic Millennials Hispanic 35-64 NH...
Point of Tension #6:
“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 d...
110Yet, traditional Mexican and American beer brands
are most popular among HMs and HM35+
Which brands of beer have you co...
Implications for Marketers
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
...
114
Craft brewers have
a lot of work to do
to win over Hispanic
Millennials
Artisanal foods are
untapped opportunity
that ...
115
Ethnic and culturally relevant recipes
offer a huge opportunity for food,
beverage companies to engage Hispanic
(and a...
116Implications
• While it’s clear that food, beverage, and alcohol has deep cultural resonance, the
marketing must respec...
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 Mill...
119Key Findings
Consistent Points of Conflict Across Waves 1-4
• Hispanic Millennials struggle with wanting to fit in vs. ...
What’s Next
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 focu...
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
811 Wilshire Blvd
Su...
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Hispanic Millennial Project Wave 4: Food, Beverage & Alcohol Preview

Preview presentation of fourth wave of groundbreaking research into cross-cultural Millennials. Learn about Hispanic, African-American and Asian Millennials attitudes and lifestyle preferences across three CPG categories: Foods, Beverage, and Beer/Spirits/Wine.

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

  1. 1. The Hispanic Millennial Project Wave 4: Food, Beverage & Alcohol Preview May 2015
  2. 2. 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. 3. 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. 4. 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. 5. 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. 6. 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.
  7. 7. 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. 8. 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 The Hispanic Millennial Project
  9. 9. 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. 10. 10 Wave 4 research also surveyed African-American and Asian Millennials We’ve Expanding the Hispanic Millennial Project
  11. 11. Hispanic Millennial Project Overview
  12. 12. 12 Why Hispanic Millennials?
  13. 13. 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
  14. 14. 14Why Hispanic Millennials? 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
  15. 15. 15Why Hispanic Millennials? 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. 16. 16 And, 40% of Hispanic Millennials are foreign-born! Source: Experian Simmons, Hispanics (18-34) Fall 2014 NHCS Adult Study 12-month, 2014 Series
  17. 17. 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 The Hispanic Millennial Project research combined the following research elements: • Literature – An analysis of third party research on Hispanic Millennials • Secondary Research – An analysis of syndicated research data (U.S. Census Bureau, Experian Simmons, Geoscape, etc.) on Hispanic Millennials • 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)
  18. 18. HMP Wave 4 Overview
  19. 19. 19 Multicultural Millennial Profiles
  20. 20. 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 Hispanic Millennials
  21. 21. 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. 22. 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. 23. 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
  24. 24. Eight Themes: Key Findings
  25. 25. 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.
  26. 26. Theme 1: U.S. Born Hispanic Millennials use food and beverage as a means of connecting to their cultural roots.
  27. 27. 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…?
  28. 28. 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 U.S. Born Foreign Born HHI <$40K HHI $40K+ How does your heritage or cultural background contribute to the food and beverage brands you buy? (Open end)
  29. 29. 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 U.S. Born Foreign Born HHI <$40K HHI $40K+ 18% 16% 13% 21% 0% 10% 20% 30% 40% 50% 60% 70% Ethnic grocery store (Vallartas, Sedanos, King Ranch, etc.) U.S. Born Foreign Born HHI <$40K HHI $40K+ 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
  30. 30. Theme 2: Foreign-born Hispanic Millennials consume mass market food and beverages because they are seeking assimilation into mainstream culture.
  31. 31. 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…?
  32. 32. 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 U.S. Born Foreign Born HHI <$40K HHI $40K+ How does your heritage or cultural background contribute to the food and beverage brands you buy? (Open end)
  33. 33. 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 U.S. Born Foreign Born How does your heritage or cultural background contribute to the food and beverage brands you buy? (Open end)
  34. 34. Theme 3: Hispanic Millennials prefer established brands to craft or artisanal brands.
  35. 35. 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?
  36. 36. 36Hispanic Millennials prefer established brands as much as other cohorts 46% 44% 45% 50% 0% 10% 20% 30% 40% 50% 60% Top 2 Box Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African American Millennials 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.
  37. 37. 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 Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African American Millennials 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
  38. 38. 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 Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African American Millennials I buy/consume artisanal foods and beverages (products that are made in small quantities, usually by hand or using)
  39. 39. Theme 4: Hispanic Millennials are actively involved in grocery shopping yet less likely to conduct research or use coupons.
  40. 40. 40Hispanic Millennials shop independently 28% 26% 29% 17% 0% 5% 10% 15% 20% 25% 30% 35% Most of it Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African American Millennials How much of your household’s grocery shopping do you do yourself?
  41. 41. 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 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
  42. 42. 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 Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African American Millennials How often, if at all, do you use coupons when shopping for groceries?
  43. 43. 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 Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African American Millennials How often do you do each of the following when it comes to grocery shopping?
  44. 44. 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 Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African American Millennials 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?
  45. 45. Theme 5: Hispanic Millennials are heavy beer drinkers whose consumption is linked to culture and friendship.
  46. 46. 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 Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African American Millennials How often do you do consume each of the following types of alcoholic beverages?
  47. 47. 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 Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African American Millennials Which brands of beer have you consumed in the past 3 months? Drink any type beer at least once per month
  48. 48. 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 Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African American Millennials With whom are you likely to drink each type of alcoholic beverage? Beer
  49. 49. 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 Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African American Millennials How do you find out about brands of alcohol?
  50. 50. Theme 6: While vodka is the spirit of choice among all Millennials, Hispanic Millennials are equally drawn to tequila.
  51. 51. 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. 52. 52…with only tequila challenging among Hispanic Millennials 63% 51% 43% 31% Tequila 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
  53. 53. 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 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
  54. 54. Theme 7: Non-Hispanic White Millennials embrace ethnic flavors.
  55. 55. 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. 56. 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?
  57. 57. 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?
  58. 58. Theme 8: All Multicultural Millennials are “Foodies”, with Hispanic Millennials leading the preference for whole foods.
  59. 59. 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) Hispanic Millennials NH White Millennials Asian Millennials African-American Millennials The term “Foodie” (someone who enjoys and cares about food very much and stays abreast of the latest food trends) describe me
  60. 60. 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 Hispanic Millennials NH White Millennials Asian Millennials African-American Millennials 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. 61. 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
  62. 62. Comparing Multicultural Millennials
  63. 63. Hispanic Millennials vs. Hispanics 35-64
  64. 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?
  65. 65. 65Hispanics 35+ are more likely to use coupons compared to younger Hispanics 26% 36% 0% 10% 20% 30% 40% Top 2 Box Hispanic Millennials Hispanics 35+ Do you use coupons when shopping for groceries? 31% 44% 0% 10% 20% 30% 40% 50% Coupons you find in the newspaper Hispanic Millennials Hispanics 35+ How do you prefer to get your coupons?
  66. 66. 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 Hispanic Millennials Hispanics 35+ Conduct the following task frequently or sometimes while shopping
  67. 67. Hispanic Millennials vs. Non-Hispanic White Millennials
  68. 68. 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
  69. 69. 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 Hispanic Millennials Non-Hispanic White Millennials Which statement below best describes your image of craft/micro-brewed beer compared to regular beer in terms of its quality and taste?
  70. 70. 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 Hispanic Millennials Non-Hispanic White Millennials Which point in the scale below best describes the type of beer you prefer to drink?
  71. 71. U.S. Born Hispanic Millennials vs. Foreign-born Hispanic Millennials
  72. 72. 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 U.S. Born Foreign Born How often do you do each of the following, if at all? Cook meals from scratch (myself)
  73. 73. 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 U.S. Born Foreign Born How often do you do each of the following, if at all? Eat at a fast food restaurant (including drive-thru)
  74. 74. 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) U.S. Born Foreign Born 43% 32% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Big Influence U.S. Born Foreign Born 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
  75. 75. 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 U.S. Born Foreign Born How often do you do each of the following when it comes to grocery shopping? Frequently or Sometimes
  76. 76. Hispanic Millennials vs. Asian Millennials
  77. 77. 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 How does your heritage or cultural background contribute to the food and beverage brands you buy? (Open end)
  78. 78. 78Hispanic Millennials are less likely to buy/use ethnic brands versus Asian Millennials 53% 61% 0% 10% 20% 30% 40% 50% 60% 70% I use/buy ethnic brands of food and beverages Hispanic Millennials Asian Millennials Please select the point in the scale that describes how much you agree or disagree with each statement below. Top 2 Box Agreement
  79. 79. 79Hispanic Millennials are also less likely to shop at ethnic stores versus Asian Millennials 17% 24% 0% 5% 10% 15% 20% 25% 30% Ethnic grocery store (Vallartas, Sedanos, King Ranch, etc.) Hispanic Millennials Asian Millennials Which types of stores do you and/or other members of your household usually buy groceries from?
  80. 80. Hispanic Millennials vs. African-American Millennials
  81. 81. 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 How does your heritage or cultural background contribute to the food and beverage brands you buy? (Open end)
  82. 82. 82Hispanic Millennials are more likely to purchase ethnic brands than African-American Millennials 53% 48% 0% 10% 20% 30% 40% 50% 60% I use/buy ethnic brands of food and beverages Hispanic Millennials African American Millennials Please select the point in the scale that describes how much you agree or disagree with each statement below. Top 2 Box Agreement
  83. 83. 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% Ethnic grocery store (Vallartas, Sedanos, King Ranch, etc.) Hispanic Millennials African American Millennials Which types of stores do you and/or other members of your household usually buy groceries from?
  84. 84. Hispanic Millennial Males vs. Hispanic Millennial Females
  85. 85. 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 Which type of stores do you shop at?
  86. 86. 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.) Hispanic Millennial Males Hispanic Millennial Females Which type of stores do you shop at?
  87. 87. 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 Hispanic Millennial Males Hispanic Millennial Females Conduct the following task frequently or sometimes while shopping
  88. 88. Points of Tension
  89. 89. 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. 90. 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.
  91. 91. Point of Tension #1: Perception is not reality
  92. 92. 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 Hispanic Millennials Hispanics 35+ How does your heritage or cultural background contribute to the food and beverage brands you buy? (Open end)
  93. 93. 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 Hispanic Millennials Hispanics 35+ How does your heritage or cultural background contribute to the food and beverage brands you buy? (Open end)
  94. 94. 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?
  95. 95. Point of Tension #2: Healthy diet (except on cheat days)
  96. 96. 96Hispanic Millennials report that they are picky about eating healthy foods 17% 16% 14% 20% 0% 5% 10% 15% 20% 25% Completely Agree Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African American Millennials 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”
  97. 97. 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 Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African American Millennials Please select the point in the scale that describes how much you agree or disagree with each statement below. “I am currently on a diet to lose weight.”
  98. 98. 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 Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African American Millennials Please select the point in the scale that describes how much you agree or disagree with each statement below. (Top 2 Box) OYE! Social Insight: 75% of online conversation relates to indulging in or craving sweets and snacks.
  99. 99. Point of Tension #3: Whole foods are great, but processed ones are too?
  100. 100. 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) Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African American Millennials 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)
  101. 101. 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 Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African American Millennials OYE! Social Insight: Male Hispanic millennials talk about organic and natural foods in a negative way at over 2X rate of their female counterparts
  102. 102. Point of Tension #4: Home-cooked meals from the drive-thru?
  103. 103. 103Hispanic Millennials report a preference for home-cooked meals 81% 77% 83% 74% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Net: At least once a week Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African American Millennials How often do you do each of the following, if at all? Cook meals from scratch (myself)
  104. 104. 104Yet are more likely to eat fast food weekly 62% 51% 52% 58% 0% 10% 20% 30% 40% 50% 60% 70% Net: At least once a week Hispanic Millennials Non-Hispanic White Millennials Asian Millennials African American Millennials How often do you do each of the following, if at all? Eat at a fast food restaurant (including drive-thru)
  105. 105. Point of Tension #5: Coupons dictate where you shop but not necessarily savings.
  106. 106. 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 Hispanic Millennials Hispanic 35-64 NH White Millennials Asian Millennials African-American Millennials 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
  107. 107. 107Yet, a majority indicate coupons impact where they shop… 61% 66% 59% 71% 53% Yes Hispanic Millennials Hispanic 35-64 NH White Millennials Asian Millennials African-American Millennials Do coupons impact where you shop for groceries? 10
  108. 108. Point of Tension #6: “I don’t like my parents’ beer, well kind of…”
  109. 109. 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 Hispanic Millennials 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
  110. 110. 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+
  111. 111. Implications for Marketers
  112. 112. 112 Identify and leverage points of tension
  113. 113. 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. 114. 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. 115. 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
  116. 116. 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
  117. 117. Key Findings and Implications from previous HMP Waves
  118. 118. 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
  119. 119. 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
  120. 120. What’s Next
  121. 121. 121 The full Wave 4: Food, Beverage & Alcohol report will be available for download the week of May 18, 2015
  122. 122. 122 Download the full reports at www.HispanicMillennialProject.com follow-us on Twitter @HispMillennial
  123. 123. 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. 124. 124 Contact us for a cross-cultural analysis of Millennials
  125. 125. 125 A A West Coast - SensisLA B B D B East Coast - SensisDC C Southeast- SensisATL D Texas - SensisTX 811 Wilshire Blvd Suite 2050 Los Angeles, CA 90017 T 213.341.0171 la@sensisagency.com 1605 Connecticut Ave Fourth Floor Washington, DC 20009 T 202.629.9783 dc@sensisagency.com 2987 Clairmont Road Suite 205 Atlanta, GA 30329 T 404.965.4166 atl@sensisagency.com 6500 River Place Blvd Suite 215 Austin, TX 78730 T 210.389.3344 tx@sensisagency.com Contact Us

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