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Estimating the value of the US Hispanic shopper: An In-Culture™ analysis
Journal of Brand Strategy,
3
(3),
245-260
(2014)
Abstract
In 2013, the Center for Multicultural Science formed a strategic partnership with the National Grocers Association: (1) to estimate how much the Hispanic population spends in the independent retail grocery channel; and (2) to conduct an In-Culture™ analysis to uncover important shopper insights and purchasing patterns to provide retailers and suppliers with actionable shopper marketing strategies. This paper publishes these findings — including the main finding that Hispanics spent an estimated $22.8bn in the US independent retail grocery channel in 2012. The study is considered the first to estimate the economic contribution of the Hispanic population among independent retail grocers, but acknowledges that more work is needed to estimate the full economic value of Hispanics. This study has strategic implications in a number of areas, including sales, marketing, communications, merchandising and product assortment to drive Hispanic sales and corporate growth for leading retailers and manufacturers.
Keywords: independent retail grocer; Hispanic market; shopper marketing; economic value; In-Culture™ marketing; National Grocers Association
The full article is available to subscribers to the journal.
Author's Biography
M. Isabel Valdés is recognised as one of the nation’s leading multicultural marketing experts and researchers. A former CEO, she developed the In-Culture Marketing™ methodology, which continues to be the gold standard in multicultural marketing today. For over two decades, Isabel has consulted in virtually every business category for Fortune 100 and 1000 companies in the USA and abroad. She has collaborated with a number of syndicated research companies, including AC Nielsen for whom she developed the Hispanic Panel (Los Angeles) in the 1990s. Presently, she heads Isabel Valdés Consulting (IVC), advising corporations on a broad range of business- and marketing-related issues. She is the chairperson at the Center for Multicultural Science, vice president of the Chile California Council, a member of the Brain Trust of the Billion People Project, and a member of the Board of Governors of the San Francisco Symphony. Isabel is the published author of five best-selling books on Hispanic marketing, as well as many articles. A frequent speaker at conferences and TEDx, she is the recipient of numerous awards; among these, she was named ‘ahead of the wave in multicultural research’ by American Demographics Magazine. Isabel holds graduate degrees in communications, research and education from Stanford University.
