CPG Marketers Target Hispanic Shoppers

Yesterday, I discussed how more CPG marketers will be shifting their budgets to the e‑commerce and supercenter channels during the next few years. According to Nielsen, more shoppers will be looking for CPG products in those channels. At the same time, CPG marketers may also target specific demographic groups as they shop online.  In particular, Hispanic shoppers in the U.S. may spend as much as $125 billion, or 11.8% of total spending on CPGs this year. These spending levels make Hispanics an attractive target for marketing campaigns.

Online media formats are becoming increasingly popular with Hispanic consumers. According to Nielsen, 60% of this group browses online at least once a month.  For now, CPG marketers should know that Hispanic moms use the following sources to choose a store:

  • Newspaper offers/​coupons 62%
  • Special promotions (holiday) 59%
  • Community support programs 47%
  • Recommended/​mentioned on TV 42%
  • E‑mail or newsletter 39%
  • Local events 36%
  • Ad/​Information on Internet 36%
  • Traditional TV/​Radio ads 30%
  • Social networks 14%

But analysts say that over 70% of Hispanics will use online resources by 2014. Nielsen analysts recommend that marketers find ways to “tie together online marketing, traditional media and grassroots promotions.”  By engaging Hispanics with both English and Spanish-​language online sites, marketers can win loyalty from the consumer group that currently has the highest rate of wireless Internet access.

[Source:  CPG Marketers Target Hispanic Shoppers In-​Store and Online. eMarketer​.com. July 2010. Web. 3 Aug. 2010] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.