Food from other countries is new and exciting; an abundance of flavors we’ve never tasted before await us. We have curious palates. America has become the home of several cultures and their foods over the years. People of all different cultures are now shopping in the “ethnic aisle” at grocery stores. Interest in Mexican and Pan-Latin food is growing immensely. Nearly 73 percent of all U.S. consumers are using Mexican food and ingredients indicating that brands may be limiting their consumer buying potential when only marketing to Hispanics.
Collective Bias CEO, Bill Sussman, explores the increase of Mexican and Pan-Latin food on American’s plates in his Progressive Grocer article. ColectivaLatina conducted a survey along with The Padilla Group to understand who is buying Hispanic products at the grocery store. The results provided three different segments of shoppers across different demographics. It is important for marketers to know and use this information to effectively reach consumers with appropriately tailored messages.
Bill states that “because mainstream culture is increasingly shaped by the attitudes, tastes and preference of multiple ethnicities and races, a single overarching message or general market approach will not work.” Learn how marketers, retailers and brands can adapt to consumer changes by reading Progressive Grocer.