Understanding the consumer habits of this important and growing market segment
One in six Americans is Hispanic, according to reporting by The Economist in May this year and between 2000 and 2010, the Latino buying power more than doubled (Selig Centre for Economic Growth). Recent census polling reveals that 16.7% of US adults are classified as Hispanic, making a population of nearly 52 million. It is also the population with the highest growth rates within the US, accounting for 55% of the USA’s population growth.
So, should the wine community be targeting these drinkers in a different way to ‘non-Hispanic’ wine drinkers?
First off, we need to dig a little deeper to understand this community. To term a population of 52 million under one ‘label’ implies that this group would therefore exhibit similar behaviours and attitudes. We instinctively know that this isn’t true.
There is the question of first versus second and third generation for example. 64% of Hispanic’s are native US born and within this population, nearly half prefer to refer to themselves as American rather than Hispanic or Latino. First generation Hispanics by contrast, show a preference for defining themselves by their country of origin e.g. Mexican rather than using the terminology Hispanic or Latino. So is the term Hispanic or Latino actually misleading?
In response to increasing requests for insights and understanding about this sector of the US population and their attitudes to wine drinking, Wine Intelligence is embarking on a detailed study of this population, staring with the first ever bi-lingual study to actual define and measure Hispanic wine drinkers. Findings will be published in a report in August this year.
We would welcome feedback or comments about what you would like us to focus on within this study, so please contact firstname.lastname@example.org
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Sources: Pew Hispanic Research Center. American Community Survey 2011, The Economist May 2013.