Hispanic Consumers Lead U.S. Market in Grocery Shopping Enjoyment and Engagement

Acosta and Univision Communications Inc. Examine these Experiential
Shoppers in the 5^th Edition of “The Why? Behind
The Buy™” U.S. Hispanic Shopper Study

JACKSONVILLE, Fla. & NEW YORK–(BUSINESS WIRE)–#CPG–As the U.S. Hispanic population continues to grow in size and influence, Acosta,
a leading full-service sales and marketing agency in the consumer
packaged goods (CPG) industry, and Univision
Communications Inc. (UCI), the leading media company serving
Hispanic America, have released the 5^th Edition of The
Why? Behind The Buy™ U.S. Hispanic Shopper Study. This new
research explores the buying patterns and behaviors of these highly
experiential shoppers and provides insights CPG brands and retailers can
leverage to better appeal to and connect with this important shopper
segment.

“Data clearly shows Hispanics are the driving force behind sales growth
across many key grocery categories, but the bigger challenge is to look
more intently at Hispanic shoppers’ path to purchase to identify their
specific attitudes and behaviors,” said Marianne Quinlan-Sacksteder,
Director of Insights, Acosta.

“At its roots, Hispanic culture is vibrant, engaging and
community-centric, and we are seeing those same characteristics manifest
themselves in the way U.S. Hispanics approach grocery shopping,” added
Liz Sanderson, Vice President, Strategy and Insights, Univision
Communications Inc. “For Hispanic shoppers, it’s about far more than
bringing home food to feed the family — it’s an opportunity to spend
time with loved ones while exploring and experiencing something new.”

The Why? Behind the Buy U.S. Hispanic Shopper
Study, 5^th Edition reveals:

Shopping is an enjoyable social experience for Hispanics. Hispanic
shoppers enjoy grocery shopping significantly more than their U.S.
counterparts, in part, because they consider the experience a social
endeavor.

• 68 percent of Hispanic shoppers — and an even higher 7 in 10 Hispanic
  Millennials — say they enjoy grocery shopping versus 59 percent of
  total U.S. shoppers.
• While 39 percent of U.S. shoppers report shopping alone, 79 percent of
  Hispanic shoppers go grocery shopping with someone else, such as a
  spouse, child or friend. Eighty-eight percent of Hispanic Millennials
  do the same, making them the most likely of all the generations to go
  grocery shopping with companions.
• More Hispanic shoppers indicated they enjoyed shopping many of the
  departments found in the perimeter of the store, including the bakery,
  fresh meat, service deli counter, fresh produce and prepared foods
  sections.

Hispanic shoppers are highly engaged in store and digitally along the
path to purchase. With a positive outlook, Hispanic shoppers are
more interactive and take better advantage of opportunities to enhance
their experience before, while and after grocery shopping.

• Hispanic shoppers are utilizing their stores’ special departments,
  services and areas more than total U.S. shoppers:
  • 38 percent of U.S. Hispanic shoppers use the in-store cafeteria
    area for eating ready-to-go foods versus 27 percent of total U.S.
    shoppers.
  • 34 percent use the coffee bar or in-store coffeehouse, a full 10
    percent more than total U.S. shoppers.
  • 22 percent participate in cooking demonstrations or lessons versus
    16 percent of total U.S. shoppers.
  • Significantly more Hispanic shoppers’ purchases are often impacted by
    in-store merchandising and promotions:
    • 26 percent of U.S. Hispanic shoppers indicate that coupons
      available at the shelf impact their purchase decision versus 21
      percent of total U.S. shoppers.
    • 18 percent indicate that product tastings or demonstrations
      influence what they bought versus 11 percent of total U.S.
      shoppers.
    • 33 percent of U.S. Hispanic shoppers research a new grocery item
      online versus 22 percent of total U.S. shoppers.
    • 35 percent of U.S. Hispanic shoppers read their grocery retailer’s
      digital circular versus 30 percent of total U.S. shoppers.
    • 32 percent of U.S. Hispanic shoppers sign up for contests and
      sweepstakes after shopping versus 21 percent of total U.S.
      shoppers.

    The Why? Behind The Buy U.S. Hispanic Shopper Study was
    produced in partnership with Univision Communications Inc. via Acosta’s
    proprietary Shopper F1rst™ survey in November-December 2015. To access
    the full report, visit www.acosta.com/hispanic-why.
    For more insights on Hispanic grocery shoppers, view the archived webinar.

    About Acosta Sales & Marketing

    Acosta
    is the sales and marketing powerhouse behind most of the trusted brands
    seen in stores every day. The company provides a range of outsourced
    sales, marketing and retail merchandising services throughout the U.S.
    and Canada. For more than 85 years, Acosta has led the industry in
    helping consumer packaged goods companies move products off shelves and
    into shoppers’ baskets. For more information, visit www.acosta.com.

    About Univision Communications Inc.

    Univision Communications Inc. (UCI) is the leading media company serving
    Hispanic America. The Company, a leading content creator in the U.S.,
    includes Univision Network, one of the top five networks in the U.S.
    regardless of language and the most-watched Spanish-language broadcast
    television network in the country available in approximately 93% of U.S.
    Hispanic television households; UniMás, a leading Spanish-language
    broadcast television network available in approximately 87% of U.S.
    Hispanic television households; Univision Cable Networks, including
    Galavisión, the most-watched U.S. Spanish-language cable network, as
    well as UDN (Univision Deportes Network), the most-watched U.S.
    Spanish-language sports network, Univision tlnovelas, a 24-hour cable
    network dedicated to telenovelas, ForoTV, a 24-hour Spanish-language
    cable network dedicated to international news, and an additional suite
    of cable offerings – De Película, De Película Clásico, Bandamax,
    Ritmoson and Telehit; Univision Television Group, which owns 61
    television stations in major U.S. Hispanic markets and Puerto Rico;
    digital properties consisting of online and mobile websites and apps,
    including Univision.com, the most visited Spanish-language website among
    U.S. Hispanics, UVideos, a bilingual digital video network and Uforia, a
    music application featuring multimedia music content; and Univision
    Radio, the leading Spanish-language radio group in the U.S. which owns
    and operates 67 radio stations including stations in 16 of the top 25
    U.S. Hispanic markets and Puerto Rico. UCI’s assets also include a
    minority stake in El Rey Network, a 24-hour English-language general
    entertainment cable network and a joint venture with Disney/ABC
    Television Network for Fusion, a 24-hour English-language news and
    lifestyle TV and digital network. Headquartered in New York City, UCI
    has television network operations in Miami and television and radio
    stations and sales offices in major cities throughout the United States.
    For more information, please visit www.Univision.net.

    Contacts

    Vault Communications
    Pamela Caruolo, 610-455-2746
    pcaruolo@vaultcommunications.com
    or
    Univision
    Communications Inc.
    Yvette Pacheco, 646-560-4879
    ypacheco@univision.net